How to Track Offline Apartment Marketing Campaigns

3 methods for tracking the success of your offline marketing
January 22, 2018
Marketing

Tracking Your Renter’s Customer Journey

Clicks and form submissions only get you so far in measuring the success of your marketing campaigns. To get the full picture of how to attribute your marketing success, you need to track your offline campaigns too.  

Your apartment community’s offline marketing might include anything from billboards and signage, flyers, free swag, events, and more. Use the methods below to help you connect your offline campaigns to tools that can help you monitor their success.

Methods for Tracking Offline Campaigns

Use Campaign Parameters

Your website and links are very important to not just your online and digital marketing campaigns, but your offline ones too. Add campaign parameters, also known as UTM parameters, to the links you share to track and attribute your marketing efforts.  

According to Google, “By adding campaign parameters to the destination URLs you use in your ad campaigns, you can collect information about the overall efficacy of those campaigns, and also understand where the campaigns are more effective.” The parameters are added at the end of the URL shared on your advertisement, so when a user goes to that link, the parameters are sent to Google Analytics (or other tracking tool that you may use).

Below is an example of a magazine advertisement that utilizes a QR Code which links to a URL with campaign parameters. When a prospect scans the QR Code, you will know exactly which magazine and advertising campaign to attribute because of the campaign parameters used in the destination URL.  

Example destination URL: https://www.leasehawk.com/post/track-offline-campaigns?utm_source=magazine&utm_medium=apartment-guide&utm_campaign=spring-lease-up

Example campaign parameters used:

  • Source = magazine
  • Medium = apartment guide
  • Campaign = spring lease up

Setup Landing Pages

Another method for tracking your offline campaigns is to use landing pages. Instead of listing your property website’s website in your printed ads such as, www.leasehawk.com, use a landing page instead, such as www.leasehawk.com/artificial-intelligence.  

Landing pages are great for offline campaigns because they can relate to a specific topic, area of interest, or special offer related to the publication or advertising medium. being advertised on. For example, if you are advertising in a local health publication, your landing page might focus on the amazing fitness center amenities at your community.  

Plus, if you use unique landing pages for each advertising source, it’s easier to attribute your website’s traffic. To learn more about landing pages, check out this helpful resource from Unbounce.

Track Phone Calls

The majority of prospective renters will not only visit your community website, but they will call too. Phone leads generate some of the most qualified rental prospects because typically, they’ve already done their online research.  

It’s easy to attribute your phone leads back to your marketing initiatives with call tracking. Unique call tracking numbers are placed on your ad sources to capture the source that generated the call. Call tracking allows properties to see the bigger picture of their marketing ROI. Whether it be by helping to fill in the gaps of where leads are coming from, streamlining an advertising budget, or how to staff and train your leasing agents.

Make Sure Your Leasing Team is Ready

Regardless of the marketing campaign, online or offline, make sure your leasing team is equipped to handle the volume of leads generated. Use the LeaseHawk Performance Platform to track and optimize your marketing activities and measure the effectiveness of your leasing team. The LeaseHawk Performance Platform includes everything you need to identify your best ad sources and improve your team’s lead-to-lease performance.

To learn more visit leasehawk.com/platform/overview.

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