Hey Toto!
I’ve a feeling we’re not in Kansas any more.
@simmonet
@simmonet
@simmonet
Grant Simmons
VP of Search Marketing &
Consumer Engagement
Dominion Enterprises
Tweet. Share. Be Social!
@simmonet
#narpm
• Expat Brit (22+ yrs)
• Proud American with a funny accent
@simmonet
The Wizard
Behind the
Curtain 
• Expat Brit (22+ yrs)
• Proud American with a funny accent
@simmonet
Not the guy
Behind the
gecko 
Welcome!
Aiming to Entertain, Educate & Inspire
@simmonet
Dorothy:
How do you talk if you
don't have a brain?
Scarecrow:
Well, some people
without brains do an
awful lot of talking...
Opportunities & Challenges
of today’s Renter Decision Journey
@simmonet
Our Yellow Brick Road Today
• What is the RDJ?
• Understanding users
• Channel choices
• Iterating for success
• Tools, ta...
The Renter’s Decision Journey
@simmonet
We are all different
Different roads to our ideal home
Let’s Start At The Beginning
Different Triggers
• Different reasons
• Different motivations
• Different needs
@simmonet
Reasons for Moving
0%
10%
20%
30%
40%
50%
60%
Housing Family Employment Other
Census.gov - Reason for Moving: 2012 to 2013
Triggers
A distinct event that
“forces” someone to have
a need that may be
immediate, short or long
term, but that would
i...
Why Are You Here?
@simmonet
My boss ‘asked’ me to
Tickles
The inspiration, influence
or information that moves
someone into the moving
/ rental mindset and / or
puts your p...
Why Are You Here?
@simmonet
You will learn much, Grasshopper
How Can You Help?
• If people are moving, we need
to offer information to help them
decide to what & where
• If people hav...
You’re Guidepost on the Journey
@simmonet
Not the Old Funnel
Awareness
Consideration
Preference
Purchase
Loyalty
@simmonet
Many Journeys. Fluid Paths.
Many Competitors Too.
Don’t Treat Everyone The Same
@simmonet
Treat Everyone Equally Different
@simmonet
Personas
@simmonet
Different types. Different needs.
Different faces. Different messages.
Personas Defined
8 Unique Personas Defined
Researched:
• Who they are
• How they search
• Unique behaviors
• Tech acuity
• Influencers
DeFind your audience
• Google Analytics
– Demographics / interests
• Google Adwords
• Quantcast
• Alexa
• Customer surveys...
ForRent Renter Survey
@simmonet
Homes.com Analytics
Device Usage Gender
AgeInterests
RDJ Example
@simmonet
College Student RDJ
Jenny is finally moving out!
Her parents are happy, but they
want to make certain she finds
an afforda...
What does her journey look like?
@simmonet
“best neighborhoods?” “house rentals in river front, va” “river front, va 2 bedroom”
“best neighborhoods?” “house rentals in river front, va” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds pri...
“best neighborhoods?” “house rentals in river front, va” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds pri...
“best neighborhoods?” “house rentals in river front, va” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds pri...
“best neighborhoods?” “house rentals in river front, va” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds pri...
“best neighborhoods?” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds price range
Need to haves, nice to hav...
“best neighborhoods?” “apartments in river front, va”
“local gym?”
Narrows search
Finds price range
Need to haves, nice to...
“apartments in river front, va” “river front, va 2 bedroom”
Narrows search
Finds price range
Need to haves, nice to haves
...
“apartments in river front, va” “river front, va 2 bedroom”
Narrows search
Finds price range
Need to haves, nice to haves
...
College Student RDJ
• One example – many possible
• Can be *way* more complex
– Forums
– College sites
– Print
– Influence...
“best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds price ...
We are all different… but
… A Persona Strategy Works
Great Reference on Personas
• http://unop.me/personas
• Yes... It features Smurfs
@simmonet
Channel Strategy
@simmonet
Set Measurable Goals
Connect. Converse. Convert.
Audience. We Need to:
• Know who they are
• Recognize where they might be
• Understand their needs
• Consider context of n...
Audience. We Need to:
• Know who they are
• Recognize where they might be
• Understand their needs
• Consider context of n...
Content. Content. Content.
@simmonet
Content is Everything
@simmonet
Search
What would you do if you had a brain?
The Brain: Search
Based on queries and / or venues
• Paid
• Organic
• Display
• Retargeting
• (Paid social)
@simmonet
All Search – Ads / Content
• Start of Journey
– Align with a move decision
– Inspiration to move
• Middle of Journey
– Lis...
Paid Search
• Google Adwords
• Bing Ads
• Paid Social
• Display networks (+retargeting)
• Select relevant queries / venues...
Paid Search - Adwords
• GEO target ad
• GEO modified targeting (or no)
• Display Planner targeting
https://adwords.google....
Organic Search
• Google / Bing
• Select relevant query topics
• Create relevant content
– Optimize for your users
– Engage...
The gift that keeps on giving!
Organic Search
@simmonet
Social Media
Where do you want to be oiled first?
The Heart: Social Media
• Social is about connections…
… and conversations
• Important throughout RDJ
• You should be in t...
Social Media: Conversation
NOT selling!
Engaging!
Social Media: Use Cases
• Customer service
• Reputation Management
– Expand your brand’s visibility
– Monitor mentions
• E...
Social Media: Engagement
• Loyalty through engagement
• Value through content
• Interest through contests / event
coverage...
Social Media: Platforms
You don’t have to be
everywhere
But you do need to be
somewhere
@simmonet
Testing
“Courage. Ain’t it the truth?”
Courage: Testing
• Always tie into goals
• Test to optimize conversions*
• Let data decide what / outcome
• “Significance”...
Courage: Testing
• Always tie into goals
• Test to optimize conversions*
• Let data decide what / outcome
• “Significance”...
Isn’t testing scary?
Wizard of Oz:
Frightened? Child, you're
talking to a man who's
laughed in the face of
death, sneered at doom,
and chuckled...
Testing Mantra
If you can’t track it…
You can’t measure it…
If you can’t measure it…
You can’t test it.
Now THAT’S scary!
Testing / Tracking Tools
• Users
– Google Consumer Surveys
– UserTesting.com / SodaHead
• User behavior
– Google Analytics...
Testing is a Habit
• Monitor
• Assess
• Iterate
• Test everything
Multi-Channel Strategy
• Leverage personas
• Fish where there’s fish
• Monitor. Assess. Iterate.
@simmonet
Pulling it all together
@simmonet
Getting consumers (to your) home
The Renter’s Decision Journey
• Every journey is different
• Personas are key
• Connect with Paid / Organic / Display
• Co...
There’s No Place Like Home!
Thank you!
Questions?
Grant Simmons
VP of Search Marketing &
Consumer Engagement
Hey Toto!
I’ve a feeling we’re not in Kansas any more.
@simmonet
Wizard of Oz:
Back where I come
from there are men
who do nothing all day
but good deeds. They
are called phila... er,
phi...
NARPM Atlanta October 2015
of 99

NARPM Atlanta October 2015

Presented to single family property managers to educate & entertain on concepts of persona based marketing, content development and the Renter's Decision Journey (RDJ).
Published on: Mar 3, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - NARPM Atlanta October 2015

  • 1. Hey Toto! I’ve a feeling we’re not in Kansas any more. @simmonet
  • 2. @simmonet
  • 3. @simmonet
  • 4. Grant Simmons VP of Search Marketing & Consumer Engagement Dominion Enterprises
  • 5. Tweet. Share. Be Social! @simmonet #narpm
  • 6. • Expat Brit (22+ yrs) • Proud American with a funny accent @simmonet The Wizard Behind the Curtain 
  • 7. • Expat Brit (22+ yrs) • Proud American with a funny accent @simmonet Not the guy Behind the gecko 
  • 8. Welcome! Aiming to Entertain, Educate & Inspire @simmonet
  • 9. Dorothy: How do you talk if you don't have a brain? Scarecrow: Well, some people without brains do an awful lot of talking don't they?
  • 10. Opportunities & Challenges of today’s Renter Decision Journey @simmonet
  • 11. Our Yellow Brick Road Today • What is the RDJ? • Understanding users • Channel choices • Iterating for success • Tools, tactics & strategies @simmonet
  • 12. The Renter’s Decision Journey @simmonet
  • 13. We are all different
  • 14. Different roads to our ideal home
  • 15. Let’s Start At The Beginning
  • 16. Different Triggers • Different reasons • Different motivations • Different needs @simmonet
  • 17. Reasons for Moving 0% 10% 20% 30% 40% 50% 60% Housing Family Employment Other Census.gov - Reason for Moving: 2012 to 2013
  • 18. Triggers A distinct event that “forces” someone to have a need that may be immediate, short or long term, but that would inspire a search now!
  • 19. Why Are You Here? @simmonet
  • 20. My boss ‘asked’ me to
  • 21. Tickles The inspiration, influence or information that moves someone into the moving / rental mindset and / or puts your property into their consideration set.
  • 22. Why Are You Here? @simmonet
  • 23. You will learn much, Grasshopper
  • 24. How Can You Help? • If people are moving, we need to offer information to help them decide to what & where • If people haven’t decided if or where they’re moving, maybe we can inspire a move & choice through info or conversation Scarecrow: If I only had a brain
  • 25. You’re Guidepost on the Journey @simmonet
  • 26. Not the Old Funnel Awareness Consideration Preference Purchase Loyalty @simmonet
  • 27. Many Journeys. Fluid Paths.
  • 28. Many Competitors Too.
  • 29. Don’t Treat Everyone The Same @simmonet
  • 30. Treat Everyone Equally Different @simmonet
  • 31. Personas @simmonet
  • 32. Different types. Different needs.
  • 33. Different faces. Different messages.
  • 34. Personas Defined
  • 35. 8 Unique Personas Defined Researched: • Who they are • How they search • Unique behaviors • Tech acuity • Influencers
  • 36. DeFind your audience • Google Analytics – Demographics / interests • Google Adwords • Quantcast • Alexa • Customer surveys • Census.gov • Facebook / YouTube Insights • 30 years of experience Tools
  • 37. ForRent Renter Survey @simmonet
  • 38. Homes.com Analytics Device Usage Gender AgeInterests
  • 39. RDJ Example @simmonet
  • 40. College Student RDJ Jenny is finally moving out! Her parents are happy, but they want to make certain she finds an affordable house to share in a safe area. Jenny wants a roommate, to be close to class, a gym, and... her parents to pay 
  • 41. What does her journey look like? @simmonet
  • 42. “best neighborhoods?” “house rentals in river front, va” “river front, va 2 bedroom”
  • 43. “best neighborhoods?” “house rentals in river front, va” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood”
  • 44. “best neighborhoods?” “house rentals in river front, va” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shared search results Shares properties with parents Parents look at safety sites “river front, va crime”
  • 45. “best neighborhoods?” “house rentals in river front, va” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shared search results Shares properties with parents Parents look at safety sites “river front, va crime” Parents give the ‘go’ on neighborhood and budget Preferred properties request Home directions
  • 46. “best neighborhoods?” “house rentals in river front, va” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shared search results Shares properties with parents Parents look at safety sites “river front, va crime” “coffee shop near River View” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Preferred properties request Home directions
  • 47. “best neighborhoods?” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shared search results Shares properties with parents Parents look at safety sites Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Preferred properties request Apartment directions Search “house rentals in river front, va” “river front, va crime” “coffee shop near River View”
  • 48. “best neighborhoods?” “apartments in river front, va” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shares properties with parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Apartment directions “river front, va 2 bedroom” Portals Shared search results Preferred properties request i.e. Homes.com 
  • 49. “apartments in river front, va” “river front, va 2 bedroom” Narrows search Finds price range Need to haves, nice to haves Shared search results Shares properties with parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Preferred properties request Apartment directions “best neighborhoods?” Social Interactions “local gym?” “river front neighborhood”
  • 50. “apartments in river front, va” “river front, va 2 bedroom” Narrows search Finds price range Need to haves, nice to haves Shared search results Shares properties with parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Preferred properties request Apartment directions “best neighborhoods?” Social “what site should I use?” “what school should I go to?” “party school?” “warm weather college?” “best medical degree program?” “where are you living?” “university in california?” “how do I search for a college?” “alumni networks for jobs?” “drama club university” “how was your freshman year?” “los angeles traffic?” “public transport in Miami?” “Homes.com for house rental?” “ratio of men to women?” “college nightlife?” “top 10 veterinarian schools?” “how do I pay for college?” “commute times for NYC?” “can I make money on airbnb?” … Are you listening?
  • 51. College Student RDJ • One example – many possible • Can be *way* more complex – Forums – College sites – Print – Influencers • Social is a key connector • Device almost always portable – For *this* persona @simmonet
  • 52. “best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shared search results Shares properties with parents Parents look at safety sites “river front, va crime” “coffee shop near River View” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Preferred properties request Home directions
  • 53. We are all different… but
  • 54. … A Persona Strategy Works
  • 55. Great Reference on Personas • http://unop.me/personas • Yes... It features Smurfs @simmonet
  • 56. Channel Strategy @simmonet
  • 57. Set Measurable Goals
  • 58. Connect. Converse. Convert.
  • 59. Audience. We Need to: • Know who they are • Recognize where they might be • Understand their needs • Consider context of needs • Create content to connect • Ensure content visibility • Amplify content reach @simmonet
  • 60. Audience. We Need to: • Know who they are • Recognize where they might be • Understand their needs • Consider context of needs • Create content to connect • Ensure content visibility • Amplify content reach K.R.U.C.C.E.A
  • 61. Content. Content. Content. @simmonet
  • 62. Content is Everything @simmonet
  • 63. Search
  • 64. What would you do if you had a brain?
  • 65. The Brain: Search Based on queries and / or venues • Paid • Organic • Display • Retargeting • (Paid social) @simmonet
  • 66. All Search – Ads / Content • Start of Journey – Align with a move decision – Inspiration to move • Middle of Journey – Listings / pricing / comparisons – GEO targeted / persona-based • End of (or After) Journey – Hyper local – Loyalty
  • 67. Paid Search • Google Adwords • Bing Ads • Paid Social • Display networks (+retargeting) • Select relevant queries / venues • Create relevant ads • Monitor. Assess. Iterate. @simmonet
  • 68. Paid Search - Adwords • GEO target ad • GEO modified targeting (or no) • Display Planner targeting https://adwords.google.com/da/DisplayPlanner/Home
  • 69. Organic Search • Google / Bing • Select relevant query topics • Create relevant content – Optimize for your users – Engagement is key • Promote • Monitor. Assess. Iterate.
  • 70. The gift that keeps on giving! Organic Search @simmonet
  • 71. Social Media
  • 72. Where do you want to be oiled first?
  • 73. The Heart: Social Media • Social is about connections… … and conversations • Important throughout RDJ • You should be in the right place, at the right time, with the right message… … and engage @simmonet
  • 74. Social Media: Conversation
  • 75. NOT selling!
  • 76. Engaging!
  • 77. Social Media: Use Cases • Customer service • Reputation Management – Expand your brand’s visibility – Monitor mentions • Enhance content visibility • Inspire engagement • Monitor. Assess. Iterate.
  • 78. Social Media: Engagement • Loyalty through engagement • Value through content • Interest through contests / event coverage / local tips • Connections through availability & frequency • Conversations through listening The End of one Renter’s Journey is the beginning of their next! Build:
  • 79. Social Media: Platforms You don’t have to be everywhere But you do need to be somewhere @simmonet
  • 80. Testing
  • 81. “Courage. Ain’t it the truth?”
  • 82. Courage: Testing • Always tie into goals • Test to optimize conversions* • Let data decide what / outcome • “Significance” + Gut
  • 83. Courage: Testing • Always tie into goals • Test to optimize conversions* • Let data decide what / outcome • “Significance” + Gut *Your conversions may vary
  • 84. Isn’t testing scary?
  • 85. Wizard of Oz: Frightened? Child, you're talking to a man who's laughed in the face of death, sneered at doom, and chuckled at catastrophe… Dorothy: Weren't you frightened? I was petrified.
  • 86. Testing Mantra If you can’t track it… You can’t measure it… If you can’t measure it… You can’t test it. Now THAT’S scary!
  • 87. Testing / Tracking Tools • Users – Google Consumer Surveys – UserTesting.com / SodaHead • User behavior – Google Analytics – ClickTale / CrazyEgg • Tools – Optimizely / Test & Target – Visual Website Optimizer
  • 88. Testing is a Habit • Monitor • Assess • Iterate • Test everything
  • 89. Multi-Channel Strategy • Leverage personas • Fish where there’s fish • Monitor. Assess. Iterate. @simmonet
  • 90. Pulling it all together @simmonet
  • 91. Getting consumers (to your) home
  • 92. The Renter’s Decision Journey • Every journey is different • Personas are key • Connect with Paid / Organic / Display • Converse & connect with Social Media • Optimize conversions - Test. Test. Test. • Monitor. Assess. Iterate. Everything. And remember… for your customers @simmonet
  • 93. There’s No Place Like Home!
  • 94. Thank you!
  • 95. Questions?
  • 96. Grant Simmons VP of Search Marketing & Consumer Engagement
  • 97. Hey Toto! I’ve a feeling we’re not in Kansas any more. @simmonet
  • 98. Wizard of Oz: Back where I come from there are men who do nothing all day but good deeds. They are called phila... er, phila... er, yes, er, Good Deed Doers.

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