How Bad Do You Want It?

How Bad Do You Want It?The Importance of Outreach Marketing in the Multi Family Housing Industry

-Welcome to the Outreach portion of Leasing University! Get the class excited about the journey we are about to take!! (Next Slide)1

Todays Agenda:What Is outreach?Why is it important?Types of Outreach and ExamplesTools for Success

-Explain the class agenda. Now its time for us to take you on a ride to outreach success(Next Slide)2

Athletes Name: Giavanni Ruffin- Running Back for East Carolina at the time, recently picked up by SeahawksSpeaker is Eric Thomas AKA The Hip Hop PreacherWhy this is important to me?- Time in my life where I wasnt happy with my career. I want to make a change. Someone sent this to me and it was very powerful. The speaker says when you want to success as bad as you want to breath, then you will be successful. I did. He mentions 50 Cent saying Sleep is for those who are broke!. This video is saved in my favorites and I refer to it often. - How bad do you want that lease? That commission? That bonus? That career growth? Whatever it may be. If you want it bad enough, youll go get it.3

STAND UP!!List 3 businesses you are or could be doing outreach with?What have you done with each?

- Stand up, How many of you do outreach?-Go to the white board and write down 3 businesses your are or could be doing outreach with.-Ask 3 people to explain 1 of their examples. Allow them to sit. (Next Slide)

4

Teacher Intro

Melody ChapmanProperty Manager, 2 East WellsMChapman@wpmllc.com

Rebecca NolanLeasing Specialist, 2 East WellsRnolan@wpmllc.com

Network Under 40: Baltimore @ Hotel Monaco

-Introduce ourselves, explain why we were asked to speak today (2 East Wells has been VERY aggressive with outreach over the last year and a half)-Nobody knew who we were, so the leases werent walking in the door. We had to go get them.(Next Slide)5

Outreach MarketingWhat is Outreach Marketing?The process of seeking out individuals or organizations that have a shared interest in what you have to offer

-Outreach- Extent or length of reaching out. Reaching further then. Outreach Marketing- Seeking out individuals or organizations that have shared interest in what you have to offer. **Sometimes you need to convince them of this which is why you ALWAYS start with what you can do to help them!- In its simplest terms, if you want something, go get it.-How far you are willing/able to go in order to bring new business into your community!6

Outreach MarketingWhy is it important?Helps build and strengthen relationships withLocal businessesOrganizations/GroupsResidentsNeighborhood/Community$$$ Money $$$Who should be doing it?ALL PROPERTIES!! Lease-ups, Stabilized, Class A-C, Student Housing, etc.

When should you do it?Stabilized Communities: Recommended 2-3 times per monthLease-Up communities: Recommended 1-2 times per week (or MORE)*Based on Property Manager Approval

Why?-Out in the community marketing your apartment community, exposure, building word of mouth-Building relationships with neighbors and businesses-Revenue (more exposure equals more tours walking in the door)-Resident Retention, building relationships with businesses that may interest them, keeps them involved, showing your appreciation for them.-Increased Tours = CASH MONEY!!!

Who?-EVERYONE!!When should you do it?- Put it on your schedule7

Types of Outreach

Resident ReferralsGrassrootsEvent MarketingGuerilla MarketingCity NetworkingCollege/UniversityRealtors/Brokers/LocatorsPreferred EmployerCorporate Outreach

-Resident Referrals- Make living at your community so great residents want to talk about it!-Grassroots- Business to business or door to door marketing where you goal is to generate word of mouth-Event Marketing- Set up tables at a local event, Raffles, increases exposure in your neighborhood, MAKE CONNECTIONS WITH OTHER BUSINESSES-Guerilla Marketing- Inexpensive, Unconventional, marketing initiatives in front of the masses (handed out peanuts with info at M&T)-City networking- Research local networking groups/ neighborhood organizations within your community, THIS TAKES TIME AND ENERGY AND INITIATIVE FROM YOU!-College/Univeristy- Especially important for student housing communities!! -Realtors/Brokers/Locators- Be the first person who comes to mind for realtors! you may have success, you may not, depend on your market.-Preferred Employers- If applicable at your property. -Corporate Outreach- Get an in, saturate them (e-mail, gifts, visits, lunches), offer to help them relocate new top talent! Tell them current employees already call your community home!

8

Steps to SuccessHow to get what you want

Start the Relationship Build the Relationship Maintain the Relationship

Hopefully by the end of the class we will have helped you learn how to strategically Start, Build, and Maintain the Relationship with your outreach prospectsIm going to talk about Corporate Outreach vs. Local Business and give you a couple examples for each. Danielle Logan Merrill Lynch Ding ding ding! Lunch/ SwagLets talk about Local Businesses. Can any of you tell me what you have in your Welcome Packets? What do you include? What are some items that go inside the folder?This is what the inside of a Welcome folder at 2 East Wells looks like. This is a direct result of outreach with our local businesses. Coupons, Gift Cards, Free memberships, etc. We were not handed a stack of menus from a restaurant. We went out and got them.9

START the RelationshipWalk-In vs. Appointment

Jen and I walked door to door with collateral, no appointment just walked inEmail on the left was after a walk in, our relationship grew and I was able to ask him to give us gift cardsThe email on the right is a blind email I sent to a business that we hoped to get some referrals from. We met with them in person, brought them swag, they in turn came to our building and met with us. We were each looking to grow our client base. It was determined that neither of us really had the right thing to offer each other but they are still in our Network.Always a good idea to make an appointment with a Realtor, why? Make an appointment, stop by with a folder that contains your Realtor Referral Fee info, any specials you are running, floorplans, swag, etc. 10

Start the RelationshipTake a business card, leave a business card!

Show Business Card BookJen and I collected a lot of these. We updated them frequently. Toss them as needed. Have them in the office as reference. If you dont have one, ask your Property Manager to buy one for the office.11

Start the relationshipNetworking

Lots of Networking Opportunities all around you. Different organizations you can be involved with to socialize with others in a Live Linked in atmosphere. These are things you can do outside of work. Becky and I go to these things on our own time. We are not paid to go. We buy our own tickets and do it because we find great benefit in it and see results.Hosted a table a community event, met a girl named Jane (whos in the picture with us) there who was really connected and involved with marketing in the Baltimore Area.Told Becky we need to know her. So we stalked Jane on Facebook ,naturally. We found a post that she shared about an event called Network Under 40. So we signed up for the event.We both went into it not knowing what to expect. Its a little bit uncomfortable. And thats ok. You may think that networking and talking to people isnt your thing (it is because youre in Leasing) but just know that everyone is uncomfortable. Its forced socializing. But everyone is there for the same reasons. To grow their business, or to prove to their boss that they went and made an effort.And let me tell you, this was Beckys first time at a function like this and she was super awkward. She was acting weird, saying weird things, she didnt know where to go, what to do with her hands. I was like what is wrong with you? Just be normal. After a few drinks she was. And now shes a pro.Jane was at that event and remembered us and we chatted with her again. Fast forward several months later, we attend these events regularly, see Jane at every one. She comes to all of our 2 East Wells events. And now, Jane is a resident, signed a lease, and I made commission on her.12

BUILD the RelationshipDistribution Lists

We have created all different types of distribution lists and we use them all the time. All of the cards we have collected are in our lists. We have one for Realtors, one for Personal Contacts, One for Business Contacts, One for our Raffle Entries.Any time we have an event or we are running a move-in special, all these people get the email.13

Build the Relationship

Example of a Distribution list I made in Outlook- BCC everybody each time

14

Build the Relationship

Example of our Raffle Distribution list that we made and maintain in Excel.Did everyone enter our Raffle??Every time we host an event or a table somewhere and get email addresses we add them to this spreadsheet. Then we use this info when we send email blasts. 9/10 no one responds. Its that 10th time that someone does and you get a lease.We have a little secret at 2 East Wells. We rig the raffles. The reason we do this is very strategic. When youre having a resident event, its fine to do a live drawing. But we have found it is so much better when you are selecting the winner for your public events that you take a look at the email addresessDo they work for a preferred employer? Do they work somewhere that makes enough money to income qualify? Do you remember talking to them in person and they say they needed an apartment? Thats outreach! They dont just get a phone call that they won and to come pick up their prize. (NEXT SLIDE)15

Build the Relationship

Everyone who attends the event, gets a thank you email. We might add a blurb about our Facebook Page, We might add a blurb about an upcoming event, but we are continuing to build the relationship.We do email the winner that they have one, tell them to come take a tour and pick up their prize. (NEXT SLIDE)16

Build the RelationshipSocial Media

And of course we always post about it on Social Media. We use a lot of these sites aggressively and Abby is a great resource for your property and can assist you with great posts.-Brent is a great guide and Im sure all of you have heard his Social Media training which is awesome. 17

Build the Relationship

This is an example of Social Media post for Outreach Marketing. We hosted an event, met a girl who works for Comcast- Spectacor, a huge company who is implementing a Bike Share in Baltimore. We selected her, met with her, and tagged her business, the business who hosted the event she attended, the company that donated us her prize to us, and the Bike Share initiative she was promoting. (NEXT SLIDE)18

MAINTAIN the RelationshipThank you e-mail, gift, social media postContact info added to distribution listKeep outreach log for referenceCall upon them when needed!

So theres no point to all of this if you dont use your contacts. You did all that work, now keep it going.(NEXT SLIDE)19

This is an example of the Relationships we started, built, and maintained. We are in constant contact with all of our outreach contacts and we reap a lot of benefits from that. As a result of this every single one of these businesses gave us free stuff for our Resident Appreciation Week. Our Property spent next to nothing on that week. Unleashed Gave Us 50 pet treat bags and water bowlsOrder Up gave us 250 pairs of sunglasses to go inside our resident gift bags we createdRelay Foods donated 300 bananas to go inside our breakfast on the go bags.- ANYONE HAVE ANY QUESTIONS?(NEXT SLIDE)20

Role Play!!

-After Role play each of you go back to the board and write down some new ideas next to the same businesses. Ask for some examples.- ANY QUESTIONS?21

How bad do you want it?Success doesnt just come and find you, you have to go out and get it. - anonymous

In conclusion we want to leave you with a quote. We hope you have learned something today and enjoyed the Outreach session. We welcome you to contact us anytime with questions. -QUE MUSIC22