|
IN |
OUT |
|
Smartphone apps |
Folded paper maps |
|
Transparency |
Anonymity |
|
Online reputations |
Ignoring online comments |
|
Print ads |
Print ads |
|
The Jobless Recovery |
The Great Recession |
|
WTF (Wow, That's Fun) Marketing |
Same ol' same ol' marketing plan |
|
LEDs |
CFLs |
|
Capitalism |
Capital expenditures |
|
R410A |
R22 |
|
Cash for gold |
Shiny, brass hardware |
|
3-D floor plans |
2-d floor plans |
|
Lifestyle photography |
Building photography |
|
Vacancy rates |
Occupancy rates |
|
New acquisitions |
New construction |
|
Receivership rush |
Condo conversion |
|
Twitter chats and Webinars |
Conference calls |
|
"Frugalista" |
"Luxury" |
|
Dual-flush .8gpf/1.6gpf toilets |
1.6gpf toilets |
|
Gadgets for your gadgets |
Gadgets |
|
Bing |
Bling |
|
Carpet sealants and stain guard |
Replacing flooring on every turn |
|
D.C. |
L.A. |
|
Touch-ups |
Total repaints |
|
Cash |
Leverage |
|
Customer appreciation |
Community appreciation |
|
Your first apartment |
Your parents' basement |
|
Tracking cost-per-lead |
Costly leads |
|
Resident concierges |
Resident complaints |
|
Renegotiating |
Status quo |
|
Mobile Web sites |
Landlines |
|
75% LTV, 130 DCR |
80% LTV, 115 DCR |
|
Building your company brand |
Branding each community |
|
Newsletter blogs and e-mail |
Newsletters under the door |
|
Creating a YouTube channel |
360-degree virtual tours |
|
Marketing your location |
Marketing your amenities |
|
Online, real-time rental rates |
Hard-copy pricing sheets |
|
Combining Marketing and IT strategy |
Separate Marketing and IT departments |
|
Stained concrete floors |
Stained company apparel |
|
Roof parties |
Empty party rooms |
|
Pretend and Extend |
Truth and Consequences |
|
Boot Camp and Zumba |
Pilates and Yoga |
|
Interactive, touch-screen sales centers |
Wall-mounted floorplans |
|
Web analytics |
How many visits did we get? |
|
Four-day workweeks |
One per 100 staffing |
|
Requiring renters insurance |
Recommending renters insurance |
|
Green by force |
Green by choice |
|
Bed bugs |
Mice |
|
Generation i |
Generation Y |
|
Financial planning seminars (with pizza) |
Pizza nights |
|
Visual, interactive search options |
Grey text search results |
|
Texting short code signage |
"Now leasing" signage |
|
Automated rent payments |
"Sorry, I'm late" |
Based on contributions from members, supplier partners and NAA staff. Questions or comments? Please e-mail NAA's Paul Bergeron at paul@naahq.org.