Budget – Year One
INTERNET MARKETING PLAN AND BUDGET SUMMARY - YEAR ONE
Total Units
Net Rentable Square Footage
Average Rent Per Square Foot
Approximate Annual Gross Potential Revenue [GPR]
300
275,792
0.87
2,879,268.48
Internet Budget as a % of Annual GPR
1.25%
CATEGORIES
TOTAL
RECOMMENDED
BUDGET
AS A %
OF TOTAL
COST PER
UNIT
COST PER
SQ. FT.
$0.23
$0.0003
$16.94
$0.0184
J - YELLOW PAGES
$1,180.00
K - NET SHOPPING
$863.00
0.19%
14.07%
1.92%
13.85%
13.85%
3.99%
28.34%
16.89%
1.25%
3.27%
2.39%
$36,113.00
100.00%
A - DOMAIN REGISTRATIONS
B - CALL TRACKING
C - WEB STATISTICS
$70.00
$5,082.00
$695.00
D - WEB DESIGN SPECIFICATIONS
$5,000.00
E - WEB DESIGN CONTRACT
$5,000.00
F - WEB SITE CONTENT UPDATES
$1,440.00
G - ONLINE RELOCATION SITES
$10,234.00
H - ONLINE APARTMENT LOCATOR
$6,099.00
I - MONUMENT SIGN DOMAIN GRAPHICS
GRAND TOTAL
Taken from Bravo’s Internet
Marketing Plan
$450.00
$2.32
$0.0025
$16.67
$0.0181
$16.67
$0.0181
$4.80
$0.0052
$34.11
$0.0371
$20.33
$0.0221
$1.50
$0.0016
$3.93
$0.0043
$2.88
$0.0031
$120.38
$0.1309
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
Grand Total $36,133 year one or $128.38 per unit per
year or $10.03 per unit per month
1%
3%
2%
2%
17%
29%
14%
29%
4%
14%
A - DOMAIN REGISTRATIONS
B - CALL TRACKING
C - WEB STATISTICS
D - WEB DESIGN SPECIFICATIONS
E - WEB DESIGN CONTRACT
F - WEB SITE CONTENT UPDATES
G - ONLINE RELOCATION SITES
H - ONLINE APARTMENT LOCATOR
I - MONUMENT SIGN DOMAIN GRAPHICS
J - YELLOW PAGES
K - NET SHOPPING
Taken from Bravo’s Internet
Marketing Plan
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
Budget – Year Two
INTERNET MARKETING PLAN AND BUDGET SUMMARY - YEAR TWO
Year two projection is 34.8% less.
Total Units
Net Rentable Square Footage
Average Rent Per Square Foot
Approximate Annual Gross Potential Revenue [GPR]
300
275,792
0.87
2,879,268.48
Internet Budget as a % of Annual GPR
0.82%
CATEGORIES
TOTAL
RECOMMENDED
BUDGET
AS A %
OF TOTAL
COST PER
UNIT
COST PER
SQ. FT.
$0.00
$0.0000
$16.94
$0.0184
$0.00
$0.0000
$0.00
$0.0000
$0.00
$0.0000
J - YELLOW PAGES
$1,080.00
K - NET SHOPPING
$714.00
0.00%
21.58%
0.00%
0.00%
0.00%
6.11%
39.21%
25.48%
0.00%
4.59%
3.03%
$23,550.00
100.00%
A - DOMAIN REGISTRATIONS
$0.00
B - CALL TRACKING
$5,082.00
C - WEB STATISTICS
$0.00
D - WEB DESIGN SPECIFICATIONS
$0.00
E - WEB DESIGN CONTRACT
$0.00
F - WEB SITE CONTENT UPDATES
$1,440.00
G - ONLINE RELOCATION SITES
$9,234.00
H - ONLINE APARTMENT LOCATOR
$6,000.00
I - MONUMENT SIGN DOMAIN GRAPHICS
GRAND TOTAL
Taken from Bravo’s Internet
Marketing Plan
$0.00
$4.80
$0.0052
$30.78
$0.0335
$20.00
$0.0218
$0.00
$0.0000
$3.60
$0.0039
$2.38
$0.0026
$78.50
$0.0854
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
Grand Total $23,550 year two or $78.50 per unit per
year or $6.54 per unit per month
Internet Marketing Plan and Budget
Year Two
5% 3%
25%
22%
6%
39%
A - DOMAIN REGISTRATIONS
B - CALL TRACKING
C - WEB STATISTICS
D - WEB DESIGN SPECIFICATIONS
E - WEB DESIGN CONTRACT
F - WEB SITE CONTENT UPDATES
G - ONLINE RELOCATION SITES
H - ONLINE APARTMENT LOCATOR
I - MONUMENT SIGN DOMAIN GRAPHICS
J - YELLOW PAGES
K - NET SHOPPING
Taken from Bravo’s Internet
Marketing Plan
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
Global Customer
Access
24/7
Taken from Bravo’s Internet
Marketing Plan
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
Potential Annual Public Access Minutes:
525,600
Current Public Access Minutes:
159,120* @ a cost of $6.92** per minute
Annual Missing Service Minutes Potential:
366,480
* Seven (7) days of office hours totaling 51 hours per week; multiplied by 52 weeks equals total current public access minutes of 159,120
** Expense per unit per year including insurance and reserves; excluding taxes $3,660
Taken from Bravo’s Internet
Marketing Plan
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
Public Access Annual Investment:
$36,113
366,480 minutes per year
Leasing Professional Compensation: $32,000*
120,000 minutes per year
Global Public Access Per Missing Minute:
.10**
* Includes benefits
** $36,113 divided by missing public access minutes of 366,480 = .10 minute
Taken from Bravo’s Internet
Marketing Plan
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
The Poor Company’s Guide
to Better Web Sites
http://www.clickz.com/tech/lead_edge/article.php/964021
The struggle between solid design or
bells and whistles is never ending.
Taken from Bravo’s Internet
Marketing Plan
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
Clip ‘n’ Save
Taken from Bravo’s Internet
Marketing Plan
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
Audit Income Codes






Rent
Rent Premiums [Recurring]
Fees [Non-Recurring]
Discounts
Concessions
Utilities
Taken from Bravo’s Internet
Marketing Plan
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Asset Challenge: Sales
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Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Sales: Office Hours
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Sales: Prepare for the day
Curb Appeal – Drive the community
• Signage
• Grounds
• Patios
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Sales: Prepare for the day
Future Resident Parking
• Available Parking
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Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Sales: Prepare for the day
Select the Show Apartments
• Highest Availability
• A La Carte / One of Each
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Sales: Prepare for the day
Walk the Marketing Corridor
• On the way to Show Apartments
• On the way to Model
• On the way to Pool
• On the way to Recreational
Facilities
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Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Sales: Prepare for the day
Walk the Models
• Sparkle Kit
• Lights
• Window Blinds
• Temperature
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Sales: Prepare for the day
Walk the Show Apartments
• Sparkle Kit
• Lights
• Window Blinds
• Temperature
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Sales: Prepare for the day
Price Sheet Daily
• Identify show apartments
• Create a Price Sheet listing the
specific address of the show
apartments
• Include Price and Effective Date
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Sales: Cold Words
• Unit
• Complex
• Tenant
• Prospect
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Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Sales: Warm Words
• Apartment Home
• Community
• Resident
• Customer / Client
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Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Professional Attire
• Dress for Success
• Project an Image
• Professional Authority
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Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Telephone Skills
• Identify the community
• Identify yourself
• Offer help
• Be genuinely interested and
friendly
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Telephone Skills
• Communicate clearly
• Determine purpose of call
• Determine clients needs
• Build rapport – ask open
ended questions
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Telephone Skills
• Give the customer time to
explain needs
• Paint a picture
• Give advantages of living at
the community
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Telephone Skills
• Use the customer’s name
• Ask qualifying questions
• Determine size and date
needed
• Clarify details
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Telephone Skills
• Answer all questions while
maintaining control
• Give logical and persuasive
suggestions when overcoming
objections
• Summarize those areas that created
enthusiasm in the customer
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Telephone Skills
• Ask for appointment
• Ask for phone number
• Ask for e-mail address
• Offer directions
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Meeting and Greeting
• Stand up
• Friendly Welcome
• Handshake
• Establish Rapport
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Qualifying
Guest Card
• Knowing the questions
allows you to gather
information in a
comfortable manner
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Qualifying
Guest Card qualifying questions
• When needed?
• How many to live in the
apartment?
• How much are you looking to
spend?
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Qualifying
Guest Card
• Be neat on guest cards
• Fill in the blanks thoroughly
• Record anything out of the
norm. (I.e. No ID, No Tour)
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Qualifying
Guest Card and AMSI
• Enter into AMSI daily
• Record the assigned number
on the card
• Keep an active guest card file
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Qualified or Unqualified
• Price range is $25 - $50 less than
your apartment home
• Needs to move in 4 months
• Wants a 1st floor apartment, you
do not have any
• Has a miniature horse
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Presentation – The Tour
• Relationship Selling
• Today’s customers are
sophisticated
• Listen
• Identify needs
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Presentation – The Tour
• Show Apartment
• Model
• Facilities
• Neighborhood
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Presentation – The Tour
• Be Prepared
• Be Positive
• Believe in your product, believe in
your team, believe in yourself…and
your customer will believe in YOU!
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Turn Objections Into
Buying Signals
 Doesn’t want upstairs
 No one above
 Good view
 Bright and airy
 Warmer in winter
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Turn Objections Into
Buying Signals
 Doesn’t want downstairs
 Easier to move
 Easier accessibility
 Cooler in summer
 Better for pets
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Turn Objections Into
Buying Signals
 Wants inside the community
 Outside quieter
 View better
 Sun exposure better for plants
 Easier accessibility
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Turn Objections Into
Buying Signals
 Too Small
 Easy to clean
 Convenient
 Best buy for size
 Cost less to furnish
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Turn Objections Into
Buying Signals
 No Storage
 Plenty in apartment
 Extra storage available
 Large closets
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Turn Objections Into
Buying Signals
 Too far from work
 Easy access to freeway
 Convenient to everything
 Relaxed country atmosphere
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Closing
• Closing started the day your
community was designed
• Closing started when your
brochures were designed
• Closing Started on the phone call
• Closing started on the web site
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Closing
• Closing started on the online
relocation web sites
• The groundskeeper helped you
close when he/she cleaned the
pool this morning
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Closing
• Closing starts with confidence in
yourself
• Closing starts with confidence in
your product
• With confidence, invite the
customer to live at your
community
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
ABC’s: Always Be Closing
• Definite Commitment
• Minor Commitment
• Summary
• Feel/Felt/Found
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
ABC’s: Always Be Closing
• Counselor
• Take Away
• Assumptive
• If I could / Would you
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
ABC’s: Always Be Closing
• Feature / Benefit
• Ben Franklin
• Double Team
• White Rabbit
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
ABC’s: Always Be Closing
• Incentive Close
• Priority Waiting List
• 24 Hour hold
• Direct Close
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Role Play
• Be Positive
• Be Relaxed
• Save one strong question
• Have an application in sight
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Role Play
• Keep one strong point
• Ask for the money
• Never give up
• Know when to leave
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Follow Up
• Allow some time each day for
follow up.
• The best times are between
9:30 am – 11: 00 am and 2:00
pm – 4:00 pm.
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Follow Up
• Thank you card the day our
customer visits
• Phone call within 24 hours
• Record the thank you card and
follow up call on the guest
card
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Follow Up
• Keep a follow up binder
• Follow up until the client is no
longer a client and we know
where they have leased and
why.
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Sister Community Referrals
• Know what your sister
properties have
• Have your sister property fax
their AMSI detail status report
regularly
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Sister Community Referrals
• Refer a customer that you
cannot help to a sister
property
• Call and make the
appointment for the customer
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Sister Community Referrals
• Offer directions to your sister
property
• Give the customer the leasing
professionals name at the
sister property
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Market Ready Apartments
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Resident Retention
“You say you love me, but
sometimes you don’t show it. In
the beginning you could not do
enough for me. Now you seem to
take me for granted. Some days I
wonder if I mean anything to you
at all.”
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Resident Retention
“Maybe when I’m gone you’ll
appreciate me and all the things I
do for you. I’m responsible for the
clothes that you wear, the welfare of
your home, for the thousand and
one things you want and need.
Why if it weren’t for me, you
wouldn’t have the care you drive.”
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Resident Retention
“I’ve kept quite and waited to see
how long it would take for you to
realize how much you really need
me.”
“Cherish me…take good care of
me…and I’ll take good care of you.
Who am I?”
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Resident Retention
•Warm Calls
•Activities
•Patio of the month awards
•Follow up on service requests
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Resident Retention
•Friendly, caring and
knowledgeable attention
•And so much more!
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Resident Retention
•Renewal contact
•Renewal re-contact
•Lease expiration
•Renewal incentives
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042
LEASING & MARKETING MULTIFAMILY
Daily Entry
© Bravo Strategic Marketing Inc., 2002
Contact: 704.332.7042