Transcript FinalWebinar060909

High Tech, High Touch
2009 50+ Housing Symposium
Presented By:
• Janis Ehlers, The Ehlers Group
• Meredith Oliver, Meredith Communications
• Josh Shron, Stampless Marketing
Trend #1
Importance of Search Engine Marketing
Trend #1
• Importance of
Search Engine
Marketing
Increasing visibility on
the search engine
results pages.
1. Paid Search
2. Search Engine
Optimization (SEO)
3. Social Media
Trend #1
Importance of Search Engine Marketing
Paid
Organic
Paid
Trend #1
 Paid (Sponsored Links, Ad Words or Pay-Per-Click)
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Great for short term
Immediate presence
Easy, do-it-yourself
Best with ongoing maintenance
Costs increase over time
Trend #1
 SEO (Search Engine Optimization)
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Best long term strategy
Takes time to show results
Requires professional expertise
Changes constantly
Some risk involved
Trend #1
Search Engine Marketing Tips:
• Use both
• Balance them
• Track results
• Update frequently
• Build links
• Ask for feedback
Trend #2 – Surge of Social Media
Trend #2 – Surge of Social Media
“Facebook is our
living room…”
CNN, April 2009
Trend #2 – Surge of Social Media
Trend #2 – Surge of Social Media
“Senior Females Storm FacebookOlder Users Fuel Growth”
MarketingVox.com, February, 11, 2009
Trend #2 – Surge of Social Media
Getting Started:
1. Set goals
2. Decide on message
3. Organize resources
4. Select social media sites
5. Set up profiles
6. Start networking!
Trend #2 – Surge of Social Media
Tips On Using Social Media:
 Manage your message
 Let go of control
 Promote it
 Be creative
 Give it time
 Set clear goals
EMAIL:
Your Company’s
MOST EFFECTIVE
LEAST EXPENSIVE
MARKETING ALTERNATIVE
Most Effective
Why Email?
Much Faster
Immediate Response
Measurable
Intimate
“Levels the Playing Field”
Most Effective
YOUR CUSTOMERS HAVE
ASKED
YOU
TO SELL TO THEM!
But don’t we HATE marketing emails?
57% of consumers feel they have a more
positive impression of companies when
they receive email from them.
50% said they're more likely to buy
products from companies who send them
email
71% remember email communications
when making purchases at the sending
company’s web site
* According to a study by Epsilon, October 2008
Online PR
Unlimited Web Opportunities With Online PR:
Blogging
− Information should be different than press
releases
− Keep content engaging, relevant and entertaining
− Offer tips and how to’s
− Keep it short
− Update regularly
Online PR
Unlimited Web Opportunities With Online PR:
Promote Your Community Online
− “Free Distribution Web Sites” (www.PRLeap.com)
− Newspapers’ community room forum
− Add community’s website to press releases—1st
paragraph
− Post press releases to community’s web site
newsroom
− Incorporate digital reporters in media list
Online PR
Web Opportunities With Online PR:
 Use web and fee-based newswire services
 Expand content of web-based press releases
 Promote company/community’s charity
causes
 Offer relevant links (NAHB, 50+ Housing
Council) in web press releases
High Touch Marketing
 Trial Stay Programs
− Creative name
− Map flow chart
− Schedule customer
appointment and tour
− Offer activities
− Arrange corporate rates with
hotels
High Touch Marketing
 Trial Stay Programs
− Email reminders and confirmations
− Send brochures – things to do
− Use community ambassadors
− Giveaways
− Follow up, follow up and follow up
Internet & Web Opportunities with
Events
 Post pictures and video clips to web site, blog
and FaceBook
 Email event pictures to database
 Use online photo album companies
(www.SmugMug.com)
Traditional Press Releases Opportunities
 Media alert
 Event press release
 Follow-up press
release
Two Types of Email Marketing
Email Response Tips
Quick Response!
Create urgency/excitement via e-mail!
Start a Dialogue
Ask Questions!
Ask Questions!
“I noticed that you are considering a move
from Colorado to New Jersey. What brings
you to our part of the country?”
“Do you have a particular floorplan that
interests you?”
“What price range or monthly payments did
you have in mind?”
Show ‘yer LOVE!
Email Response Tips
Quick Response!
Create urgency/excitement via e-mail!
Ask Questions
Start a Dialogue /
Ask Questions
Show ‘Yer Love
Give a Guided Tour
Give a Guided Tour
http://www.lennar.com
http://www.lennar.com/findhome/c
ommunity.aspx?COMID=17446&DI
VID=SJHLEN
Give a Guided Tour
Email Response Tips
Quick Response!
Create urgency/excitement via e-mail!
Start a Dialogue /
Ask Questions
Show ‘Yer Love
Give a Guided Tour
Write Well!
Write Well!
Write Well!
Please call me at 609-xxx-xxxx we have 11
homes available from 232,000- 1635- Sq.
Ft. to over 4,000.Sq.Ft.. Estate Homes ,
Immediate delivery is a definite possibility
we also own our own Mtg. Co. as well as
our own title Co. to provide the utmost in
service and connivance when purchasing
a new home from XYZ Homes.
Write Well!
Dear Jane:
Thank you for your email! I would be delighted to help you find a
home in the area that will best suit your needs.
“Indian Creek” offers the following, to name just a few:

5 - 7 minute drive to the Pennsylvania Turnpike
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Small community surrounded by trees, consisting of
25 homes in a loop, and 10 homes in a cul-de-sac.

World Class School District

Pricing starts at $474,950.00

Taxes are approximately $11-15,000.00
In regard to your questions, our HOA fees are some of the
lowest in the area! They run only $100 per month. And yes,
I’m pleased to share with you that we fully sod the rear yard
on all of our homes.
Write Well!
Do you have a particular floorplan that interests you?
We have three model homes available for touring,
and I would love to arrange an appointment for you
to visit. May I call you to arrange a tour?
Please feel free to contact me by email at
[email protected], or call me at 732-762-8484 to
answer any further questions you might have about
our community.
We look forward to hearing from you!
Thank you,
SIGNATURE
Telephone Contact & Direct Mail
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Plan interval contacts
Keep them informed
Thank you notes
Event invitations
Old-fashion letters
Newsletters
Growing Your List
Optimize your site for email
Capture email addresses
Call your prospects
Verify at every opportunity
The Perils of Email…
[email protected]
[email protected]
Dearest Wife:
Just got checked in...
Everything prepared for
your arrival tomorrow...
P.S. Sure is hot down here!
Contact Information
• Janis Ehlers, The Ehlers Group
www.TheEhlersGroup.com | [email protected]
• Meredith Oliver, Meredith Communications
www.CreatingWOW.com | [email protected]
• Josh Shron, Stampless Marketing
www.GoStampless.com | [email protected]