With the real estate market continuing to throw curve balls, it’s more important than ever for marketers to be both precise and efficient with their marketing swing…errr strategies. In other words: market with confidence using predictive analytics. And how do you accomplish that? By leveraging data to make smart decisions (precision) AND by using technology to automate then scale those smart decisions (efficient). 

Not sure where to start? Good news: We at G5, with RealPage, dove into our collective data pools, partnered with our data scientists, and put together metro-specific industry reports to give marketers a glimpse into the type of data analysis they’ll get when partnering with G5. 

Explore the red states on the interactive map below to dig deeper into the data in each of these 24 major markets across the U.S. You’ll see digital advertising benchmarks, rent changes, concessions and occupancy rates by property class, and submarket construction pipelines.

With more than 15 years of multifamily marketing experience, our strategists will ensure you’re getting the most out of your data, and arm you with AI-driven AdTech that will deliver you 300% more calls that have an intent-to-rent. Despite slower demand in the market, you’ll fill that pipeline with the renters who ARE in the market to rent. And you’ll achieve these results because we help you find the right leads at the right time in the right place for the right budget. Schedule a demo to learn more about G5’s approach to multifamily marketing.

The post Multifamily State of the Industry | H1 2023 appeared first on G5.

My fellow marketers, don’t you wish you knew what that senior living prospect researching footprint looked like? Turns out, we do. 

In just the past few years, we’ve experienced an increase in tech adoption. Having food delivered from Uber Eats during, how shall we say, “off hours,” to subscribing to three streaming channels, so we get to watch all of our favorite shows. Tech adoption happened fast, as the saying goes “necessity is the mother of invention.” Well, the beauty of all this is that seniors and their families are using this tech to search for…you guessed it, their next home.

And as you know full well, for your prospects, finding their next, and permanent, home is an emotional decision…and it is for their families as well. They’re not just considering price point, bedroom size, and location. They’re analyzing community amenities, dining options, and really, the overall experience they can expect for themselves and their loved ones. And with these increasingly complex searches, we’re finding that senior living prospects are not only taking longer to research before contacting you, they’re also researching deeper. 

The Invisible Period

Let us translate it for you: On average, seniors and their families are spending over a month (45 days) visiting and reading websites, paid ads, social platforms, and more. That’s a lot of time spent trying to figure out if you are even worth calling. We call this “The Invisible Period” and we dug a little more.

During these 6+ weeks of research, prospects are taking about 17 steps before reaching out to you. That’s a lot of views, clicks, zooms, and scrolls being done without you.

We know, you’re curious. Is this a lot? Has this behavior changed? We looked at what prospects were doing last year to compare. Lo and behold, while they’re taking just as many steps as last year (Q1 2022), they ARE spending 33.3% more time researching. Interesting, right?

To probe a bit more, we asked our data scientists which marketing channels were bringing in qualified calls, aka people who were actually interested in moving in. And really, it was neck-and-neck among three marketing sources – Organic Search (and your websites), Digital Advertising, and Google Business Profile (GBP) – with GBP bringing in 37.3% of calls from prospects with an ‘intent to move-in.’

Now we get to the good stuff. What actions should you be taking? Since Google Business Profile is a leading source of quality leads, it does need some care and feeding.

1. Show Up – Be sure to provide complete and accurate information about your community. This is business 101. We’re talking about your legal business name, and phone number. Also make sure your business category is what people think of when looking for you, and most importantly, keep your community hours updated, including holidays. It matters. Last but not least, be sure to request ownership of your Business Listing (aka claim it as yours).
2. Show Off – Now we’re ready for some marketing fun. In today’s world, your brand is essentially limited to what the channels decide they’ll include. So when it comes to visually impacting areas, like photos, it’s time to shine. Select photos carefully and if you get new ones, come back and keep it fresh. And, consider the “Products & Services” section where you should show off your floor plans. The choice is yours.
3. Show Empathy – Choosing a new home is an important decision, so how you respond to reviews and answer Q&A matters. This can be a turning point when a prospect decides if you are worth a phone call or if they scratch you off the list. Take care here. Be professional and respond to everything. No really, everything. And, even if you know what really happened and want to go into defense mode? Don’t. People need to get their voice heard and even some negative reviews are okay. We know it happens, and prospects just want to see that you handle it with empathy, or at least compassion.

That’s it! Show up, show off, and show empathy on Google Business Profile. But, with a busy schedule and limited resources, it is easy to let days, if not weeks and months, go by without checking for new reviews/questions. If you manage a portfolio, consider a tool that consolidates everything into one place or a service that makes sure someone is on top of it. 

Schedule a demo to learn how G5 can help you maximize your Google Business Profile.

The post Senior Living Prospect Researching Behaviors Keep Changing: How to Keep Google Business Profile Working FOR You appeared first on G5.

Your first impression is critical! You might think of this as the moment a prospect walks through your front door. But in fact, the first impression was already made online.Your online reputation essentially defines this critical first impression. And how do you build and maintain a positive, memorable reputation? With thoughtful strategy, engaging content, and consistent responses. Yes, we’re preaching to the choir. Keep reading for ways you can make sure you’re firing on all cylinders when it comes to end-to-end reputation. 

Building Blocks 

FOUNDATION | Show Up Consistently.
Bring your voice and story to life across channels. Because you’ve laid your foundation with your website, you can translate your core values and your community culture through consistent use of tone, look and feel, imagery. No matter where you push content – via social channels (Facebook or Instagram) or by leveraging video (TikTok or YouTube) – you have an opportunity to connect with prospects, engage with them anywhere they find you, and turn them into loyal residents. 

BLOCK 1 | Build Awareness Broadly. 
Remember billboards? The large, in-your-face signs along major highways and in downtown metros? They’re placed strategically AND linger in your mind as you continue on your way. The same tactic is used across the digital landscape in the form of display (or banner) ads that you can use to geotarget audiences across hundreds of thousands of apps and websites. They pop up when you are doing something else…and sometimes they pop up at exactly the right moment. These advertising tactics are like a digital billboard: excellent for creating and building your brand to a wide audience (ie: staying in their mind so when they’re ready to make a decision, they know your brand). In other words, they create brand awareness.

BLOCK 2 | Build Awareness Socially. 
Yes, social media is still a thing and yes, it still works. With so many platforms resonating uniquely with so many different audiences for so many different purposes, social media strategy can seem daunting. But it’s where the people are and you’ve got to make sure you’re showing up for them. Whether via LinkedIn, Twitter, Facebook, Instagram, TikTok, Snapchat or other – posting genuine, authentic and captivating content is a must-do for any business. And it’s not enough just to post. You’ve got to ENGAGE on the platform regularly. This means liking, commenting, responding to comments, and sharing. This helps build your brand across the social networks, establish awareness for the right topics, and ultimately firm up your reputation for the same audiences who will eventually rent from you, renew with you, AND refer you.

BLOCK 3 | Target Intent-to-Rent Prospects Efficiently. 
Digital advertising finds renters before they know they are trying to find you. But further down the funnel, advertising is both at the helm when prospects actively search and even follows them when they’ve visited and then moved on from your website. Put another way: digital advertising delivers you the most qualified leads (those prospects with an actual intent-to-rent). Ads not only increase your brand awareness to more valuable prospects (the more times people see a name, the more they associate that name with credibility and familiarity), they meet intent-driven renters where they are searching, getting you more clicks…and ultimately more conversions (calls and forms). Digital ads are not just a nice-to-have in building your reputation, they are a must-have to find you more audiences. 

BLOCK 4 | Connect & Engage Consistently.
Think about the last time you searched for a restaurant when you were on vacation. Location and price point aside, pretty sure you checked the reviews. And if there weren’t any? You probably kept searching. And the best businesses engage with everyone. Positive or negative, you’ve got to respond. And not a copy/paste canned response. Your review responses are just another way to ensure your brand is coming through – that you care, that you’re human – and it just exemplifies the experience renters will receive once they’re a part of your community. Each review is personal, individual…and the reviewer clearly felt strongly enough to take the time and energy to write something. By responding promptly and authentically, you can not only win over the reviewer, you can build trust and a positive reputation to every other prospect who views the interaction.  

Takeaway?

Think of your reputation as an opportunity to develop content that tells your story across channels. It’s your time to brag, to show off, to stand out against competitors. Your website is just the foundation. You’ve got to take that content and repurpose it across all digital touchpoints and platforms (social, ads, reviews). Your brand is who you are. Your reputation is who prospects think you are. If the two don’t match, there’s a gap somewhere. Consistently firing on all cylinders ensures that you both capture new renters AND keep existing residents for the long term.

The post Renters Are In The Driver’s Seat – Is Your Reputation Firing On All Cylinders? appeared first on G5.

With the real estate market continuing to throw curve balls, it’s more important than ever for marketers to be both precise and efficient with their marketing swing…errr strategies. In other words: market with confidence using predictive analytics. And how do you accomplish that? By leveraging data to make smart decisions (precision) AND by using technology to automate then scale those smart decisions (efficient).

Not sure where to start? Good news: We at G5 and LeaseLabs (G5+LL), with RealPage, dove into our collective data pools, partnered with our data scientists, and put together metro-specific industry reports to give marketers a glimpse into the type of data analysis they’ll get when partnering with G5+LL. 

Explore the red states on the interactive map below to dig deeper into the data in each of these 24 major markets across the U.S. You’ll see digital advertising benchmarks, rent changes, concessions and occupancy rates by property class, and submarket construction pipelines.

With more than 15 years of multifamily marketing experience, our strategists will ensure you’re getting the most out of your data, and arm you with AI-driven AdTech that will deliver you 300% more calls that have an intent-to-rent. Despite slower demand in the market, you’ll fill that pipeline with the renters who ARE in the market to rent. And you’ll achieve these results because we help you find the right leads at the right time in the right place for the right budget. Schedule a demo to learn more about G5+LL’s approach to multifamily marketing.

The post Multifamily State of the Industry | H2 2022 appeared first on G5.

The Invisible Period

Renters in multifamily are spending about three weeks researching before they ever pick up the phone and call an apartment community. We call this “The Invisible Period” and our goal is to help make the invisible, visible so marketers can take back control. During these three invisible weeks, renters are engaging with various online channels including digital advertising, search, GBP, various review sites, and of course, property websites.

We know this because we’ve spent years stitching together data across all these channels to the tune of 325 million renter journeys. That’s a lot of data (!) and a lot of people looking for apartments. (Learn more about this technology below in Predictive Analytics.)

What About Senior Living?

For seniors and their families, The Invisible Period is even longer at 4-5 weeks! We know that the adult child often making this decision is doing it for the first time and frankly, it’s complicated. This means that they are going it “alone” for a very long time before they reach out for help over the phone. We looked in our data and found that over the past two years this research window has increased by about 18%. That means people are researching even longer alone, making it even more important that you show up consistently across online channels to help them get a true view of who you are.

Predictive Analytics for Marketers

Let’s start with the why. Marketers need predictive analytics because in today’s world, their customers, aka renters, are getting all their information online and are hyper informed. But at the end of the day, marketers really need to know where to spend their next dollar.

In the past, marketers turned to attribution, which too often gave credit to renters’ last touch for that lead or lease signed. Maybe it was a search ad. Maybe it was your website. Marketers used some type of multi-touch attribution from linear, to time decay, to various others. But all of this is simply telling the marketer what happened in the past. It doesn’t really tell them what’s going to happen next. In other words, it doesn’t “predict.”

This is where G5+LL technology and data science comes in.

Collect and Connect Data

• The Customer Data Platform, or CDP, which we’ve built over many years, stitches together prospect journeys with both online and offline information, then layers data science models on top of it.

Convert Data Into Meaning

• Next, Call Scoring, which uses AI to understand the caller’s intent with real-time feedback.
• Then, AI-based attribution, which uses “Markov statistical models (utilizing the removal effect)” on the lift of each marketing channel and the context of where those channels are in the prospect journey.

Capitalize on Data Insights

• Lastly, the Lead Model, which uses data science to apply a score to each researcher, applies scenarios, then predicts what happens next so we can drive the prospect to the next highest value step.

Viola. Our Marketing Optimization Platform.

When Brand Is Reduced to the Parts, Not the Sum

You know the saying. “The whole is greater than the sum of the parts.” When we’re talking about your brand, this is true! When your brand is experienced from the tactical side of colors and font, and then from the human side of your brand promise, your brand should show you off end-to-end. But the reality is that your prospects are getting just pieces of your brand across the many online steps they take when researching for a new apartment or community. That means you need to think more granularly about your brand and get honest with yourself about how your brand “shows up” when distilled to stark characters in black and white like in a search result or an ad.

At the most basic level, brand includes the tactical (colors, logo, font), the experience (how people experience your brand like engaging with your team while on an apartment tour), and the messaging which bridges tactical to experience with the messages that convey your unique value. Brand has an important job while your prospects are researching during The Invisible Period. That job is to help create memory. Each time your audience engages pieces and parts of your brand, there is the chance to build memory through repetition and consistency. As a brand steward, few places afford you the luxury of owning a full brand experience so you must take care of the many places where just parts of your brand are on display.

Our data shows that GBP is where many interested prospects turn to and call from (thanks to our AI-driven call scoring technology). So really, how good is your brand when you think of the actual prospect searching on Google then engaging with this most important Google Business Profile (fka Google My Business). We suggest you audit your GBP for the following:

• Show Up – Get the basics right, everything from your legal name to your precise US Postal office address. Being accurate here makes it easy for prospects to call and find your business.
• Show Off – Being able to showcase your brand on GBP is very limited so make sure to show off, when you can, in anything visual including your photos and floor plans. Pay close attention to where your brand can really shine and make it count.
• Show Empathy – Your brand isn’t just the colors and logo, but as we all know, it is how customers experience it on the human level. GBP includes two areas where this matters: Q&A and Reviews. Make sure you get alerts so nothing goes stale and be sure to respond to everyone, including positive, negative, and neutral reviews. It matters.

Bottom Line

Today’s marketers want visibility and control. Want to learn more? Schedule a demo.

The post ICYMI: RealWorld 2022 | The Invisible Period, Predictive Analytics, and Brand appeared first on G5.

From Template to Framework

That’s right. When we first set out with building design templates over a decade ago, we made sure to deliver on speed and quality at scale. But, we quickly learned that we also needed to deliver on being flexible. Our website designs had to evolve from constrained (templates) to configurable (frameworks). What we have today are various options that deliver the creative flexibility to show up as a unique brand, while using a framework that gets your websites live fast with high quality.   

Creative Flexibility

1. Branding – At the most basic level, your brand includes your logo, your colors, your font and certainly your value proposition (what makes you stand out?).
2. Layout – This determines where things are located on a page and how much space they take up. This is where our flexibility comes in as the rows and columns that make up a website can be configured best for you.
3. Storytelling – Now we layer in photos and content that touts your selling points. Our frameworks include padding and hierarchy that give cues to readers and scanners alike.

G5+LL Best Practices

Our designs are ready for your brand to show off. Your website audience is wanting to learn who you are and what you have to offer. Your photos and content tell the story and our design frameworks ensure the story has room to breathe.

Technical Framework

1. Technical SEO – This is the underlying foundation of your website and how your code talks directly to Google including schema and sitemaps. This is all part of how Google evaluates your company.
2. Speed – An element of Technical SEO but also a true impact to your website audience who don’t have time to wait around.
3. Integrations – Answering the top questions your website audience has is the name of the game. Connecting your PMS data with your website does this for you so renters know what you have and how much it costs. 

G5+LL Best Practices

Our design frameworks are built on our platform which means it is scalable, secure, reliable, and fast. It also means that the underlying code itself has been tested across browsers, integrations have evolved over years, and the SEO architecture has been proven across thousands of locations.

At the end of the day, frameworks give you the best of both worlds. The flexibility to make your brand come to life at a much lower cost and a much faster timeline. The code itself isn’t brand new which means it has been tested, tried and true.

User Experience

1. Design Patterns – The internet was “invented” in the 1980s but in the past 20 years, we’ve all become accustomed to patterns that make it easy to jump from one website to another and know exactly how to use it. Seems obvious but even horizontal navigation and your logo linking back to your homepage are all examples. Our web components (photo galleries, forms, etc.) use design patterns that make them highly usable.
2. Decision-Paralysis – Providing too many options for your audience simply makes it harder for them to choose. This comes into play with website navigation where today’s recommendations are to stick closer to the 5-7 category limit with a few sub-pages. Keeping visitors focused on the content that truly engages and converts them is key without overwhelming them.
3. Reading and Scanning – There are multiple ways people take in information from the detail-oriented reader to the fast-paced scanner. Not only organizing your website, but also giving both styles within how your content is written (with a mix of short paragraphs and bullet points), will help bridge across these styles. Navigation helps self-directed audiences, while others enjoy scrolling down and taking in your home page.

G5+LL Best Practices

Our recommended navigation has been thoroughly thought out based on the order that people shop and the clarity of language (no need to include marketing jargon like “Our Signature Touch” as you want to avoid any seconds that delay their understanding). And our writers keep paragraphs singularity focused and short, while including sub-headers and bullet points for our scanners. 

Why Templates Are Out and Frameworks Are In

Flexible Grid

Just ten years ago nearly all websites were designed with just one or two columns for content. It was a large shift when websites needed to easily collapse for mobile devices (and be responsive) and designers finally got the flexibility they dreamed of with content stripes (aka rows). Frameworks deliver unlimited variation by stacking web components on a flexible grid, creating the feeling of custom coding with the speed and quality of a template.

The body of your website is a two-dimensional grid that allows website creators to easily position elements onto a website page, using horizontal and vertical lines to form rows and columns. The grid uses pixels (or fractions) to fix/adjust track sizes, which helps the website page adjust its layout according to the screen size of the device being used, like a phone versus a laptop, plus be responsive to various web browsers like Chrome, Safari, Firefox, etc., without the hassle of updating your layout code.

Want to Provide a Best-in-Class User Experience? 

Website design layout plays a leading role in building responsive, speedy, configurable frameworks. The structure must flow in a natural reading pattern, incorporate a responsive grid for optimal and easy-to-use flexibility, feature concise navigation, and present content in order of importance to the prospect. This is just the tip of the iceberg when it comes to website design. To learn more about G5+LL’s configurable design frameworks and website design options, schedule a demo.

The post Website Design Frameworks: From Constrained to Configurable appeared first on G5.

My fellow marketers, don’t you wish you knew what that renter’s researching footprint looked like? Turns out, we do. 

In just the past few years, we’ve experienced an increase in tech adoption. Having food delivered from Uber Eats during, how shall we say, “off hours,” to subscribing to three streaming channels, so we get to watch all of our favorite shows. Tech adoption happened fast, as the saying goes “necessity is the mother of invention.” Well, the beauty of all this is that prospective renters are using this tech to search for…you guessed it, their next apartment.

And as you know full well, for your renters, finding their next home is not only a big life decision (I mean, who enjoys packing and moving?), but their decision criteria might be evolving as more and more companies are allowing permanent WFH options. Talk about search overload! We’re finding that in-market renters are not only taking longer to research before contacting you, they’re also researching deeper. 

The Invisible Period

Let us translate it for you: On average, prospective renters are spending three weeks (20 days) cruising around websites, paid ads, social platforms, and more. That’s nearly a month trying to figure out if you are even worth calling. We call this “The Invisible Period” and we dug a little more.

During these three weeks of research, renters are taking about 39 steps before reaching out to you. That’s a lot of views, clicks, zooms, and scrolls being done without you.

We know, you’re curious. Is this a lot? Has this behavior changed? We looked at what prospective renters were doing last year to compare. Lo and behold, while they’re taking just as many steps as last year (Jan-April), they ARE spending 15.3% more time researching. Interesting, right?

To probe a bit more, we asked our data scientists which marketing channel was bringing in qualified calls, aka people who were actually interested in renting. Although it was neck-and-neck between Organic Search (and your websites) and Digital Advertising, Google Business Profile (GBP) was the most influential channel bringing in those calls from renters with an ‘intent to rent.’

Now we get to the good stuff. What actions should you be taking? Since Google Business Profile is your top source of quality leads, it needs some care and feeding.

1. Show Up – Be sure to provide complete and accurate information about your community. This is business 101. We’re talking about your legal business name, and phone number. Also make sure your business category is what people think of when looking for you, and most importantly, keep your apartment hours updated, including holidays. It matters. Last but not least, be sure to request ownership of your Business Listing (aka claim it as yours).
2. Show Off – Now we’re ready for some marketing fun. In today’s world, your brand is essentially limited to what the channels decide they’ll include. So when it comes to visually impacting areas, like photos, it’s time to shine. Select photos carefully and if you get new ones, come back and keep it fresh. And, consider the “Products & Services” section where you should show off your floor plans. The choice is yours.
3. Show Empathy – Choosing an apartment is an important decision, so how you respond to reviews and answer Q&A matters. This can be a turning point when a prospect decides if you are worth a phone call or if they scratch you off the list. Take care here. Be professional and respond to everything. No really, everything. And, even if you know what really happened and want to go into defense mode? Don’t. People need to get their voice heard and even some negative reviews are okay. We know it happens, and prospects just want to see that you handle it with empathy, or at least compassion.

That’s it! Show up, show off, and show empathy on Google Business Profile. But, with a busy schedule and limited resources, it is easy to let days, if not weeks and months, go by without checking for new reviews/questions. If you manage a portfolio, consider a tool that consolidates everything into one place or a service that makes sure someone is on top of it. 

Schedule a demo to learn how G5+LL can help you maximize your Google Business Profile.

The post In-Market Renter Researching Behaviors Keep Changing: How to Keep Google Business Profile Working FOR You appeared first on G5.

My fellow marketers and operators, don’t you wish you knew what that shopper’s researching footprint looked like? Turns out, we do. 

In just the past few years, we’ve experienced an increase in tech adoption. Having food delivered from Uber Eats during, how shall we say, “off hours,” to subscribing to three streaming channels, so we get to watch all of our favorite shows. Tech adoption happened fast, as the saying goes “necessity is the mother of invention.” Well, the beauty of all this is that self storage shoppers are using this tech to search for…you guessed it, their next storage unit.

And as you know full well, for your storage renters, finding a unit for their belongings is a decision driven by timing, convenience, security, and price. Plus, when you factor in the evolving workplace landscape with more and more companies allowing permanent WFH options, people are more mobile than ever before. Talk about search overload! We’re finding that prospective renters are not only taking longer to research before contacting you (so many options), they’re also researching deeper. 

The Invisible Period

Let us translate it for you: On average, self storage shoppers are spending nearly two weeks (13 days) cruising around websites, paid ads, social platforms, and more. In other words, they’re spending two weeks deciding if you are even worth calling. We call this “The Invisible Period” and we dug a little more.

During these two weeks of research, renters take about 16 steps before reaching out to you. That’s a lot of views, clicks, zooms, and scrolls being done without you.

We know, you’re curious. Is this a lot? Has this behavior changed? We looked at what self storage renters were doing last year to compare. Lo and behold, while they’re taking about 5% more steps this year than last year (Jan-April), they are spending 26% more time researching. Interesting, right?

To probe a bit more, we asked our data scientists which marketing channel was bringing in qualified calls, aka people who were actually interested in renting. Although it was neck-and-neck between Organic Search (and your websites) and Digital Advertising, Google Business Profile (GBP) was the most influential channel bringing in those calls from renters with an ‘intent to rent.’

Now we get to the good stuff. What actions should you be taking? Since Google Business Profile is your top source of quality leads, it needs some care and feeding.

1. Show Up – Be sure to provide complete and accurate information about your facility. This is business 101. We’re talking about your legal business name, and phone number. Also make sure your business category is what people think of when looking for you, and most importantly, keep your business hours updated,  including holidays. It matters. Last but not least, be sure to request ownership of your Business Listing (aka claim it as yours).
2. Show Off – Now we’re ready for some marketing fun. In today’s world, your brand is essentially limited to what the channels decide they’ll include. So when it comes to visually impacting areas, like photos, it’s time to shine. Select photos carefully and if you get new ones, come back and keep it fresh. And, consider the “Products & Services” section where you should show off your extras like boxes and other upsells. The choice is yours.
3. Show Empathy – Choosing a storage unit is an important decision, so how you respond to reviews and answer Q&A matters. This can be a turning point when a prospect decides if you are worth a phone call or if they scratch you off the list. Take care here. Be professional and respond to everything. No really, everything. And, even if you know what really happened and want to go into defense mode? Don’t. People need to get their voice heard and even some negative reviews are okay. We know it happens, and prospects just want to see that you handle it with empathy, or at least compassion.

That’s it! Show up, show off, and show empathy on Google Business Profile. But, with a busy schedule and limited resources, it is easy to let days, if not weeks and months, go by without checking for new reviews/questions. If you manage a portfolio, consider a tool that consolidates everything into one place or a service that makes sure someone is on top of it.

Schedule a demo to learn how G5+LL can help you maximize your Google Business Profile.

The post Self Storage Researching Behaviors Keep Changing: How & What You Can Do to Keep Google Business Profile Working FOR You appeared first on G5.

Today’s senior living researching journey has changed. In the past few years, we’ve all experienced an increase in tech adoption. Moms and dads were suddenly ordering groceries online for the first time and even ordering to-go food from companies like DoorDash. It happened fast but “necessity is the mother of invention,” as the saying goes. Well, the beauty of all this tech adoption is that seniors and their families are using their newfound skills to search for…you guessed it, senior living communities.

As a marketer, you know how complex senior living is and how your audience is often learning about it for the very first time. They certainly call you because they need a guiding hand, but what our data uncovered is that they spend more time researching than you likely guessed before they pick up the phone to call you. 

The Invisible Period

Let us translate it for you: On average, senior living researchers spend 32 days going it alone…that’s a whole month trying to figure out if you are worth calling. We call this “The Invisible Period” and we dug in a little more.

During this month of research, senior living researchers are taking about 17 steps, either clicking on advertising, searching for your community, clicking on Google Business Profile (as seen in map results), and viewing multiple pages of your website. That’s a lot of research being done without you.

So, we were curious. Is this a lot? Is it changing? We looked at what researchers were doing two years ago to compare. Lo and behold, senior living researchers are spending 10.5% more time today and taking 22.7% more steps than they did just two years ago. Interesting trend, right?

We weren’t done being curious. We then asked our data scientists which marketing channel was bringing in the most qualified leads, aka people who were actually interested in a move-in. Although it was neck-and-neck between Google Business Profile , search, and digital advertising, GBP came out as the top channel for bringing in quality leads.

Now we get to the good stuff. What actions should you be taking? Since Google Business Profile is your top source of quality leads, it needs some care and feeding.

1. Show Up – Be sure to provide complete and accurate information about your community. This is business 101. We’re talking about your legal business name, and phone number. Also make sure your business category is what people think of when looking for you, and most importantly, keep your community hours updated, including holidays. It matters. Last but not least, be sure to request ownership of your Business Listing (aka claim it as yours).
2. Show Off – Now we’re ready for some marketing fun. In today’s world, your brand is essentially limited to what the channels decide they’ll include. So, when it comes to visually impacting areas, like photos, it’s time to shine. Select photos carefully and if you get new ones, come back and keep it fresh. And, consider the “Products & Services” section where you can either focus on your care levels, or show off your floor plans. The choice is yours.
3. Show Empathy – Choosing a senior living community is an emotional decision, so how you respond to reviews and Q&A matters. This can be a turning point when a prospect decides if you are worth a phone call or if they scratch you off the list. Take care here. Be professional and respond to everything. No really, everything. And, even if you know what really happened and want to go into defense mode? Don’t. People need to get their voice heard and even some negative reviews are okay. We know it happens, and prospects just want to see that you handle it with empathy, or at least compassion.

That’s it! Show up, show off, and show empathy on Google Business Profile. But, with a busy schedule and limited resources, it is easy to let days, if not weeks and months, go by without checking for new reviews/questions. If you manage a portfolio, consider a tool that consolidates everything into one place or a service that makes sure someone is on top of it. 

Schedule a demo to learn how G5+LL can help you maximize your Google Business Profile.

The post ICYMI: Argentum Senior Living Executive Conference Session | Crack the Code – Unlock the Power of Google Business Profile (GBP) appeared first on G5.

When marketing is a fancy game of guess and check, these conversations are difficult to endure. When marketing is backed by data, it’s like you cracked the secret code that no one told you existed. You know what’s working, and you know what isn’t, and as a result your budget is optimized. 

Lisa Ash, Senior Manager, Customer Success at G5, recently spoke at ISS with Gabriel Luna of Trojan Self Storage. Together, they walked us through what G5 is seeing in our data, and what Gabriel is experiencing in his marketing efforts, or has experienced as a marketer. In other words, they cracked the code. If you missed their session, no need to miss out. Keep reading to understand how the self storage customer journey has changed and why your marketing attribution needs to as well. 

We Know Renters

If that bold claim seems a little braggy…well, sorry. not sorry. It’s the truth. According to data from the Self Storage Demand Study (2020), self storage renters are trending younger. So, your marketing tactics need to follow suit in order to connect with their needs. Consider these statistics about the percent of households that are self storage renters by generations: 

• Gen-Z: 28% of households
• Millennials: 19% of households
• Gen-X: 10% of households
• Boomers: 5% of households
• Greatest: 5% of households

Let’s give that some context, Millennials and Gen-Z are the two largest generations, ever. To be blunt, if you aren’t marketing with them in mind, you need to be.

How the Customer Journey is Changing

At G5+LL, we la-la-love data (#nerds). And we look to our data to understand what is changing in self storage customer journeys. Here are three things to keep in mind when considering the customer journey. 

#1 Research Happens Faster

Self storage renters are researching faster. In fact, according to G5 data, days from the first touch to inquiry decreased by 16% from 2019 to 2021. What do we mean by first touch to inquiry? Glad you asked. By first touch we mean the first time someone searched “self storage near me” and potentially clicked on your ad or website. By inquiry, we mean when they filled out a form on your website or placed a phone call to your property. On average the typical self storage renter researches for 10 days before reaching out by phone or your website. 

#2 Research Is Deeper

This is where things probably get complex. Research happens faster, AND self storage renters are researching deeper into the depths of your website. Meaning, they are doing their digital due diligence to determine if your property is the right place for their belongings. Is it a convenient location to get in and out of? Do other renters have positive experiences renting from your property? In fact, according to G5 data, we see them interacting digitally 6% more in 2021 than they were in 2019. As a result of all of the changes in the past two-ish years, a focus on creating intuitive digital experiences that empower researching renters to find the information they need at their own convenience has never been more important. 

#3 Digital Advertising Stabilized

Looking at our data, digital advertising engagement has stabilized after a dramatic increase in 2020. This is for a few reasons. First, occupancies (as you know) in self storage are high. With limited availability for new renters to find and rent a unit, individual properties digital engagement on all marketing fronts naturally stabilized. Second, depending on where your properties are located in the United States, and the time of year, things may be more “open” than they have in the past. Meaning, there may be a few more folks visiting your property in-person. 

Self Storage Marketing Attribution 

Here’s the deal, we’ve been talking a lot about how customer journeys have changed and how they are shifting. All of which is good, useful information, and a pleasant walk down marketing memory lane. However, your marketing needs to be changing with these changes in renter behavior, and, if it’s backed by predictive marketing technology, it can be. Watch this video to learn more about marketing attribution, and how predictive digital advertising technology makes sure you connect with the right move-in ready renters, at the right time. 

The post ICYMI: ISS | Crack the Code: The Right Combination of Self Storage Marketing Channels to Maximize Return appeared first on G5.