A fabulously creative advertising campaign may speak to the desires of your target market; but to be optimally effective, you have to listen intelligently to what the numbers are saying, as well! This session will equip you with the skills you need to accurately measure the effectiveness of your company’s and communities’ marketing strategies by conducting a comprehensive cost analysis of lead-to-lease conversions. You’ll see and hear real world case studies in marketing cost analysis and walk away empowered to better plan and manage your marketing budget; identify your most and least efficient and effective advertising channels; improve occupancy rates; conduct a true “apples to apples” performance comparison of the most common marketing channels in our industry; and more.
Session Details
- Date: Friday, September 17,2010
- Time: 8:00-10:00 am
- Room: Dallas D2
- Level: Intermediate to Advanced
- Track: Management/Marketing
John Helm
Founder, My New Place
John is the founder and CEO of MyNewPlace, which he created to leverage emerging Web technologies for the apartment search industry. Launched in May of 2005, MyNewPlace has rapidly become one of the top three apartment search sites in the multifamily marketplace and has been awarded Businessweek’s Best of the Web every year since inception. John speaks on trends in the multifamily housing community and is the author of two whitepapers, Cost-Effective Resident Acquisition and Multifamily Marketing in the Internet Age (published by the NMHC and available on their site).
A veteran of the online apartment search industry, John previously founded AllApartments / SpringStreet, and grew it to the number one apartment rental and relocation site before its sale to Homestore in 1999. Prior to Springstreet, John was the Chief Financial Officer and Head of Business Development for Marcus & Millichap Real Estate Investment Brokerage Company, where he headed up all finance, technology, and business development activities. John was also a consultant for McKinsey & Company for six years and a sales specialist for Coldwell Banker Commercial Real Estate Services. John holds a B.A in Economics from the University of Wisconsin and an MBA from Harvard Business School.
Donald Davidoff
Group Vice President, Strategic Systems for Archstone
Donald Davidoff is Group Vice President, Strategic Systems for Archstone, a large privately held multi-family housing developer and operator. His teams are directly responsible for pricing and revenue management, eCommerce and business process management. This portfolio of responsibilities represent the heart of “where technology and people meet” in the Archstone business model.
Prior to joining Archstone-Smith, Donald led the team that built the Lease Rent OptionsTM software, the industry’s first automated revenue management system, at Talus Solutions, later acquired by Manugistics. While with Talus/MANU, Donald worked on pricing and revenue management software and business processes in a variety of industries including rental car, hotel and gaming, package services and retail. He has spoken at many conferences and written many trade press articles about pricing and revenue management, eCommerce and other strategic technology initiatives.
Donald’s prior background includes leading a franchise retail travel agency group with an emphasis on marketing strategies and customer service execution and four years in the United States Air Force as a project manager. He is a published book author, co-writing Parenting the Office and writing a textbook on customer service published by Prentice-Hall.
Donald earned a Master’s degree in Systems Management from the University of Southern California and a Bachelor’s degree in Aeronautical Engineering from the Massachusetts Institute of Technology.
Sue Garcia
Vice President of Marketing, Fairfield Residential
With 20 years of multi-family experience, Sue Garcia oversees the Fairfield in-house marketing department and is responsible for the marketing programs for a national portfolio of 190 properties. Sue began with Fairfield in 1988 as the corporate housing director and soon after was promoted to marketing director. She moved on to the field of publishing and advertising and became district manager overseeing a variety of publications including For Rent Magazine, Parenting Magazine, and Harmon Homes. Sue returned to Fairfield in March 1999 as the Director of Training and was quickly promoted to her current position. She is a graduate from the University of Florida with a degree in Economics and holds a master’s degree in Education specializing in collaborative learning environments.
