COTTONWOOD MARKETING'S 2014 "WHOLE HAMBURGER" STRATEGY
Our current strategy takes on the “whole hamburger” of online marketing, encompassing all areas from reputation to traffic, from social to e-mail, and customer experience.
As of January 2014, Cottonwood now monitors and responds to all reviews on the major review Google+, Yelp, and ApartmentRatings.com.
The company will also be moving forward in 2014 to increase its scores by soliciting more positive reviews across all review sites.
Cottonwood is working with communities to streamline paid listings and invest in SEO.
The goal is to help each community consolidate and stick with its single-highest-ROI listing. The savings are then invested in SEO to get on page one of search results.
Cottonwood's social media efforts in 2014 are designed to connect with residents while giving prospects a better flavor for the lifestyle and benefits of living at each community. A monthly content calendar is distributed to each team with out-of-the-box social campaigns designed for engagement.
E-mail is still king of online marketing. With this in mind, Cottonwood is developing a new e-mail program for release early Q2. This new strategy will act as an ongoing outreach to past and current prospects. Separately, it will be used as a channel to keep residents up to date on community happenings.
Cottonwood's marketing success hinges on quality of service. Beginning in February, residents will be automatically contacted for feedback at key service touch-points, including move-in, work order completion, and renewal. Managers will be notified immediately of results, and monthly outcomes will be monitored via dashboards and benchmark scores.
As the online marketing world continues to change, so too will Cottonwood Residential's strategies. We value our partnership with you and pledge to provide the highest level of service and innovation in all facets of property management.