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GA
BUILDING LOYALTY LIKE

 GA
  Barbara Savona of Sprout Marketing
 barbara@watchyourbusinesssprout.com
 www.facebook.com/sprouting
Love Her or Hate Her...
Ga ga
                     Go ne
              H as        BORN: MARCH 28, 1986
      or ld                  5 GRAMMY AWARDS
     W
T he                 15 GRAMMY NOMINATIONS
                       23 MILLION ALBUMS SOLD
                             64 MILLION SINGLES
Building Loyalty Like Gaga
10     Ways
STUDENT HOUSING
              GA
Can Build Loyalty Like

            GA
1.
 DE   FIN EY   OU RB   RA ND



GAGA
Building Loyalty Like Gaga
Building Loyalty Like Gaga
DEFINE YOUR BRAND AT FIRST GLANCE
                  Are you painting the
                  lifestyle?
                  Website ● Social Media
                  Billboards ● Printed Materials

                  One of the biggest challenges:
                  “Trying to stand out amongst our
                  competition when the products are
                  exceedingly comparable. It is
                  important not be ordinary and
                  provide residents a unique living
                  experience.” -Jennifer Messina,
                  The Quarters on Campus, Austin, Texas
In a Sea of Cookie Cutters...
GAGA
“You laugh at
me because I’m
different.
I laugh at you because
you’re all the
SAME.”
     - Lady Gaga
2.   T R U L Y BE U N I Q U E !
Building Loyalty Like Gaga
Building Loyalty Like Gaga
Building Loyalty Like Gaga
3.
                                                RS IDE
                                        NY OU
                                PL EO
                     HT PEO
            HE RIG
    AV ET
H
Gaga dominates the
tabloids & spins the media
with her bestie Perez Hilton.   GAGA
STUDENT HOUSING
                    PLE
       H T   P   EO

   E R
       IG
TH
        CA’s
      Parents
    University
CA’s- Not Just
                   Community
                   Assistants
C OM M U N I T Y ADVO C AT E S
             We want someone that is proud of attending the
             University of Texas.The marketing side seeks an
             outgoing individual that is continually attending
             campus events and is a member of campus
             organizations. They must be social! Since they are
             the eyes and ears of student culture, I need
             someone on my marketing team that expresses
             what is "in" with the college community and is a
             true reflection of a well rounded university student. 

             Jennifer Messina- Marketing
             Director, The Quarters on Campus
Building Loyalty Like Gaga
A Parents’
Experience
Building Loyalty Like Gaga
To Parents...
Building Loyalty Like Gaga
The Safety Net

“I speak at a parent night meeting at our all-girls dorm on their move-in day.
When parents are involved in the prospect process we always describe how our
key system works, philanthropic events, close proximity to campus, individual
leases, parking options, and convenience of submitting maintenance requests or
paying money owed online. On move-in day, we sign up the parents to our
monthly newsletter so that they remain informed of community communication.”
-JENNIFER MESSINA, Marketing Director, The Quarters on Campus
W H AT S E L L S PA R E N TS ?
“PICTURES! PICTURES!
PICTURES!
Chances are, market rents,
specials and amenities will be
similar at all competitive
communities. PICTURES will be
what sets you apart from the
rest” - Tonirae Gorcie;
Student Housing Specialist
Building Loyalty Like Gaga
T H E U N I V E R S I T Y O N Y O U R S I DE




                         The Ohio State University
                         President Dr. E. Gordon Gee
“We have a very STRONG relationship with
the campus & our brand image is one of
integrity & respect with the University.
It takes time, hard work and a mutual understanding
that they are students first!!! The president attended
because he knows we genuinely care for the
students, exude collegiate pride and are viewed as
a partner with the university. We are not the typical
landlord on campus and they know it. Additionally,
over 500 of his students were here at this event.
When he walked up to the property he was treated
like royalty by these kids. They idolize,
respect and admire him. It was like a red carpet
scene of photos and being able to meet him in
person. One event I will never forget or our
community.”                                  -Kim Cory
                 Sales & Marketing Director at University Village
Get involved!
“Participate in programs, invite them to the
property, etc.
Having a good relationship with the university
can really go a long way in the success of our
property!”

-The Team @ The Retreat at Knoxville
GET INVOLVED WITH THE STUDENT ORGANIZATIONS

  The Cottages of Baton Rouge
    did this and had a staggering 3,270 people talking
                   about the community!
“Currently, we have about 20% of the Chinese
Student Organization and because we have such
a great relationship with them we might be able to
get them all to live at our property next year
(about 500 students).”

-Key Cofty
Regional Manager-Lynd Student Living
4.     Y    W       A Y


  O N
       EC
           T   M
                          GAGA
      N Facebook 47.5 Mil. Fans
C       18.9 Mil.Twitter Followers
              2 Billion YouTube Views
Student Housing
                                               A Y
               Y W
           T M
         C
    N NE
C O    47% Spend 4-7 hours online daily
       42% iPhone/30%Android
       78% Would use FB to learn about apartment
       61% will watch a video on a website they are visiting
                          -Stats courtesy of Catalyst, National Survey of over 500 students
STUDENT HOUSING
Building Loyalty Like Gaga
Building Loyalty Like Gaga
In a national survey of more than
500 students conducted by Catalyst,
an Austin based marketing company,
49% ranked texting as their most
important method of communication.
te ly
        so lu
AP P-
“We have an iphone App where
our residents can submit work
orders, their own comments on a
blackboard, tour a virtual leasing
center or impending gatherings.”
-Jennifer Messina
The QUarters on Campus
Lookout for a new trend...
PA Y I N G R E N T O N FA C E BOO K
      Allows Multiple Users to Be Set Up
S
       5.
       TE RA
               C OM
                      M U   N ITY


FO

                              GAGA
STUDENT HOUSING
GIVE YOUR STUDENTS SOMETHING TO CONNECT WITH
STUDENT HOUSING
HELP FOSTER A COMMUNITY
MEET THE TEAM...
Mascots...
Ringo  Introducing Ringo...
    The Retreat at Knoxville’s
        real, live mascot!
G E...
                                                                             V ILLA
                                                                    RS ITY
                                                            N IVE
                                                 FO R
                                                        U
                                               T
                                     A   S   CO
                                  EM
                         R Y TH
               E IS
                    GA
       A   M
M   YN



                                                                              ...and there’s
                                                                              the blow-
                                                                              up kind too!
“Getting to know the residents is huge...
Also, getting to know their pets. We do a pet of the month in
which we award a resident and their pet a prize each month.
These things really go a long way to make them feel like they
are more than just a rent payment to us.”

-The Retreat at Knoxville; Landmark Properties
D LY
                                  RI EN
                              F
                         P ET
                   EI NG
                 B
            F OR
         OU
      KY
   AN
TH
Lost Dog...




   FOUND!
TUTUS AND
T R E AT S
6.  LE MO
                               NSTE RS

              RL ITT
       YO U
LOVE
Building Loyalty Like Gaga
Building Loyalty Like Gaga
Building Loyalty Like Gaga
STUDENT HOUSING
LOVE YOUR LITTLE MONSTERS
Building Loyalty Like Gaga
“Rather than spending tons
   of money for new lease
   promotions, we prefer to
spend the money giving back
  to our current customers!”
          -Jarrod Byer
 Community Manager, Villas on
          Guadalupe
Building Loyalty Like Gaga
Building Loyalty Like Gaga
7.
                        ST ER
                  MON
                A
           AM
BET HE   M
            GAGA
Building Loyalty Like Gaga
STUDENT HOUSING
The biggest thing to remember when leasing or
managing students is to treat them as adults and
not kids. They want the same level of respect that you
would give their parents. They don’t like to be treated as
if they do not know what they are talking about.
                                                -Jennifer Messina
                   Marketing Director for The Quarters on Campus
To students...
8.       RK
                                 W O
                         RS TO
                  NSTE
               MO
P   UT YO   UR       GAGA
STUDENT HOUSING



A T - S H I RT? Y E S . . . A T - S H I RT
Building Loyalty Like Gaga
Building Loyalty Like Gaga
The Ultimate!
Building Loyalty Like Gaga
Building Loyalty Like Gaga
9.
GAGA                  EL   IV ER
                   Y D
           IM PL
       S
Delive
                                     r
“There is no secret formula to build
loyalty. It goes back to basics. Do
what you promise every time.
Just Deliver!”
      -Jeff Weissman; Senior VP; The Lynd Company
Delive
                                    r
Remember, your time is limited!
“Building loyalty is something that should
begin on the property tour, before they
sign the lease!”
                            -Tonirae Gorcie
                         Student Housing Specialist
Delive
                                                            r
Customer Service is everything for us.

We retained 45% of our resident base this
past season on about 30,000 beds.
We are consistent with our residence life programing and provide activities
the students are interested in. In addition, we listen to the residents. We
survey the student population in the fall and spring semester and prepare for
both positive and negative feedback.
                                                                Casey VanZandt
                                         Vice President of Business Development
                                                             Campus Advantage
Delive
                                      r
“Going door-to-door and having a presence
with the residents, not just someone behind a
desk. Also, performing maintenance follow-
ups with the residents to make sure everything
is taken care of to their satisfaction.”
               -THE RETREAT AT KNOXVILLE
“Listen to them.  Fix their issues. 
     Treat them with respect.”
“Of course, that is all property management and in any business
really.  But I have seen property managers just blow off their
student residents and the residents get upset and say nothing
and move out.  Then they tell all of their friends what a horrible
experience that had.”
-Key Cofty, Regional Manager, Lynd Student Living
10.
                                 IGG ER
                        HIN GB
                OM ET
         FORS
STA   ND
do students even care?
 “Community is built by sponsoring community events or philanthropic
opportunities. It does matter to students because it creates more
value to the apartment.
They are honored to be a longhorn and they want everything they do
in their college life to reflect that pride. It also provides a more social
setting that students enjoy living in.”
                                                    -Jennifer Messina

                                            The Quarters on Campus
STUDENT HOUSING



   We Believe:
   1. Charity is incredibly fun and
   exciting.
   2. College is incredibly fun and
   exciting
   3. Running around in only undies
   is incredibly fun and exciting
   4. Put 1-3 together and it will be
   incredibly fun and exciting.
   www.undierun.com
Building Loyalty Like Gaga
Building Loyalty Like Gaga
Building Loyalty Like Gaga
• Define Your Brand
                               recap
• Ditch Cookie Cutter
• Have the Right People on
  Your Side
• Connect My Way
• Foster a Community
• Love Your Little Monsters
• Be the Mama Monster
• Put Your Monsters to Work
  for You
• SIMPLY Deliver
• Stand for Something Bigger
Learn More...
  Facebook.com/Sprouting
Twitter.com/WatchItSprout
 www.WatchYourBusinessSprout.com
Barbara@watchyourbusinesssprout.com
A Special Thanks:
                       Jeff Weissman
                       Senior Vice President
                       Lynd Student Living
                       8,000 Beds




Key Cofty                                      Bryan Winfree, Ringo,
Regional Supervisor                            & The Entire Team at
Lynd Student Housing                           The Retreat at Knoxville
A Special Thanks:




Jarrod Byer, Property Manager,
 Villas on Guadalupe, Austin, Tx


                                                                     Casey VanZandt
                                                                     Vice President of Business
                                                                     Development
                                                                     Campus Advantage




        Tonirae Gorcie                  Jennifer Messina-
                                        Marketing Director for The
                                        Quarters on Campus,
                                        Austin, Texas
Additional Resources/Credits:
Slide 8: www.thevillasonguadalupe.com
Slide 9: www.lyndstudentliving.com
Slide 10: www.quartersoncampus.com
Slide 14: Olympia Avenue, Taylor Place, The Cottages, Millennium Hall
Slide 15: Millennium Hall, South 40 House,
Slide 24,25: Snapshot from www.retreatalabama.com/parents
Slide 29: University Village FB page
Slide 32: Cottages at Baton Rouge FB page
Slide 36: Snapshot of www.greystarstudentliving.com/greyster-marketing.com
Slide 37: Snapshot www.thecottagesofbatonrouge.com
Slide 38: Campus Special FB page
Slide 40: Campus Apartments FB page
Slide 43: Upper Eastside FB page
Slide 44: The Retreat at Lake Tamaha FB page
Slide 46: Courtesy of The Retreat at Knoxville
Slide 47: Courtesy of University Village FB page
Slide 48: Courtesy of The Quarters on Campus
Slide 49: Forum at Denton FB page
Slide 50/51: The Retreat at Lake Tamaha FB page
Slide 58: The Retreat at Lake Tamaha FB page/The Cottages FB page
Slide 59/60: Villas on Guadalupe
Slide 63: http://www.thecoveccu.com/students/
Slide 64: The Retreat at Lake Tamaha FB page
Slide 65: Forum at Denton Station FB page
Slide 68: The Retreat at Lake Tamaha FB page
Slide 69: Cottages at Baton Rouge FB page
Slide 70: The Cove Conway, SC FB page/Cottages at Baton Rouge FB page
Slide 71: The Retreat at Lake Tamaha FB page
Slide 78: www.undierun.com
Slide 80: http://www.greystarstudentliving.com/greystar-green-initiative/
Slide 81: The Quarters on Campus
Slide 82: The Villas on Guadalupe FB page/The Retreat at Lake Tamaha FB page
Slide 83: The Villas on Guadalupe FB page
Photo Credits
Photo Credits

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Building Loyalty Like Gaga

  • 1. GA BUILDING LOYALTY LIKE GA Barbara Savona of Sprout Marketing barbara@watchyourbusinesssprout.com www.facebook.com/sprouting
  • 2. Love Her or Hate Her...
  • 3. Ga ga Go ne H as BORN: MARCH 28, 1986 or ld 5 GRAMMY AWARDS W T he 15 GRAMMY NOMINATIONS 23 MILLION ALBUMS SOLD 64 MILLION SINGLES
  • 5. 10 Ways STUDENT HOUSING GA Can Build Loyalty Like GA
  • 6. 1. DE FIN EY OU RB RA ND GAGA
  • 9. DEFINE YOUR BRAND AT FIRST GLANCE Are you painting the lifestyle? Website ● Social Media Billboards ● Printed Materials One of the biggest challenges: “Trying to stand out amongst our competition when the products are exceedingly comparable. It is important not be ordinary and provide residents a unique living experience.” -Jennifer Messina, The Quarters on Campus, Austin, Texas
  • 10. In a Sea of Cookie Cutters...
  • 11. GAGA
  • 12. “You laugh at me because I’m different. I laugh at you because you’re all the SAME.” - Lady Gaga
  • 13. 2. T R U L Y BE U N I Q U E !
  • 17. 3. RS IDE NY OU PL EO HT PEO HE RIG AV ET H Gaga dominates the tabloids & spins the media with her bestie Perez Hilton. GAGA
  • 18. STUDENT HOUSING PLE H T P EO E R IG TH CA’s Parents University
  • 19. CA’s- Not Just Community Assistants C OM M U N I T Y ADVO C AT E S We want someone that is proud of attending the University of Texas.The marketing side seeks an outgoing individual that is continually attending campus events and is a member of campus organizations. They must be social! Since they are the eyes and ears of student culture, I need someone on my marketing team that expresses what is "in" with the college community and is a true reflection of a well rounded university student.  Jennifer Messina- Marketing Director, The Quarters on Campus
  • 25. The Safety Net “I speak at a parent night meeting at our all-girls dorm on their move-in day. When parents are involved in the prospect process we always describe how our key system works, philanthropic events, close proximity to campus, individual leases, parking options, and convenience of submitting maintenance requests or paying money owed online. On move-in day, we sign up the parents to our monthly newsletter so that they remain informed of community communication.” -JENNIFER MESSINA, Marketing Director, The Quarters on Campus
  • 26. W H AT S E L L S PA R E N TS ? “PICTURES! PICTURES! PICTURES! Chances are, market rents, specials and amenities will be similar at all competitive communities. PICTURES will be what sets you apart from the rest” - Tonirae Gorcie; Student Housing Specialist
  • 28. T H E U N I V E R S I T Y O N Y O U R S I DE The Ohio State University President Dr. E. Gordon Gee
  • 29. “We have a very STRONG relationship with the campus & our brand image is one of integrity & respect with the University. It takes time, hard work and a mutual understanding that they are students first!!! The president attended because he knows we genuinely care for the students, exude collegiate pride and are viewed as a partner with the university. We are not the typical landlord on campus and they know it. Additionally, over 500 of his students were here at this event. When he walked up to the property he was treated like royalty by these kids. They idolize, respect and admire him. It was like a red carpet scene of photos and being able to meet him in person. One event I will never forget or our community.” -Kim Cory Sales & Marketing Director at University Village
  • 30. Get involved! “Participate in programs, invite them to the property, etc. Having a good relationship with the university can really go a long way in the success of our property!” -The Team @ The Retreat at Knoxville
  • 31. GET INVOLVED WITH THE STUDENT ORGANIZATIONS The Cottages of Baton Rouge did this and had a staggering 3,270 people talking about the community!
  • 32. “Currently, we have about 20% of the Chinese Student Organization and because we have such a great relationship with them we might be able to get them all to live at our property next year (about 500 students).” -Key Cofty Regional Manager-Lynd Student Living
  • 33. 4. Y W A Y O N EC T M GAGA N Facebook 47.5 Mil. Fans C 18.9 Mil.Twitter Followers 2 Billion YouTube Views
  • 34. Student Housing A Y Y W T M C N NE C O 47% Spend 4-7 hours online daily 42% iPhone/30%Android 78% Would use FB to learn about apartment 61% will watch a video on a website they are visiting -Stats courtesy of Catalyst, National Survey of over 500 students
  • 38. In a national survey of more than 500 students conducted by Catalyst, an Austin based marketing company, 49% ranked texting as their most important method of communication.
  • 39. te ly so lu AP P-
  • 40. “We have an iphone App where our residents can submit work orders, their own comments on a blackboard, tour a virtual leasing center or impending gatherings.” -Jennifer Messina The QUarters on Campus
  • 41. Lookout for a new trend... PA Y I N G R E N T O N FA C E BOO K Allows Multiple Users to Be Set Up
  • 42. S 5. TE RA C OM M U N ITY FO GAGA
  • 43. STUDENT HOUSING GIVE YOUR STUDENTS SOMETHING TO CONNECT WITH
  • 47. Ringo Introducing Ringo... The Retreat at Knoxville’s real, live mascot!
  • 48. G E... V ILLA RS ITY N IVE FO R U T A S CO EM R Y TH E IS GA A M M YN ...and there’s the blow- up kind too!
  • 49. “Getting to know the residents is huge... Also, getting to know their pets. We do a pet of the month in which we award a resident and their pet a prize each month. These things really go a long way to make them feel like they are more than just a rent payment to us.” -The Retreat at Knoxville; Landmark Properties
  • 50. D LY RI EN F P ET EI NG B F OR OU KY AN TH
  • 51. Lost Dog... FOUND!
  • 52. TUTUS AND T R E AT S
  • 53. 6. LE MO NSTE RS RL ITT YO U LOVE
  • 57. STUDENT HOUSING LOVE YOUR LITTLE MONSTERS
  • 59. “Rather than spending tons of money for new lease promotions, we prefer to spend the money giving back to our current customers!” -Jarrod Byer Community Manager, Villas on Guadalupe
  • 62. 7. ST ER MON A AM BET HE M GAGA
  • 64. STUDENT HOUSING The biggest thing to remember when leasing or managing students is to treat them as adults and not kids. They want the same level of respect that you would give their parents. They don’t like to be treated as if they do not know what they are talking about. -Jennifer Messina Marketing Director for The Quarters on Campus
  • 66. 8. RK W O RS TO NSTE MO P UT YO UR GAGA
  • 67. STUDENT HOUSING A T - S H I RT? Y E S . . . A T - S H I RT
  • 73. 9. GAGA EL IV ER Y D IM PL S
  • 74. Delive r “There is no secret formula to build loyalty. It goes back to basics. Do what you promise every time. Just Deliver!” -Jeff Weissman; Senior VP; The Lynd Company
  • 75. Delive r Remember, your time is limited! “Building loyalty is something that should begin on the property tour, before they sign the lease!” -Tonirae Gorcie Student Housing Specialist
  • 76. Delive r Customer Service is everything for us. We retained 45% of our resident base this past season on about 30,000 beds. We are consistent with our residence life programing and provide activities the students are interested in. In addition, we listen to the residents. We survey the student population in the fall and spring semester and prepare for both positive and negative feedback. Casey VanZandt Vice President of Business Development Campus Advantage
  • 77. Delive r “Going door-to-door and having a presence with the residents, not just someone behind a desk. Also, performing maintenance follow- ups with the residents to make sure everything is taken care of to their satisfaction.” -THE RETREAT AT KNOXVILLE
  • 78. “Listen to them.  Fix their issues.  Treat them with respect.” “Of course, that is all property management and in any business really.  But I have seen property managers just blow off their student residents and the residents get upset and say nothing and move out.  Then they tell all of their friends what a horrible experience that had.” -Key Cofty, Regional Manager, Lynd Student Living
  • 79. 10. IGG ER HIN GB OM ET FORS STA ND
  • 80. do students even care? “Community is built by sponsoring community events or philanthropic opportunities. It does matter to students because it creates more value to the apartment. They are honored to be a longhorn and they want everything they do in their college life to reflect that pride. It also provides a more social setting that students enjoy living in.” -Jennifer Messina The Quarters on Campus
  • 81. STUDENT HOUSING We Believe: 1. Charity is incredibly fun and exciting. 2. College is incredibly fun and exciting 3. Running around in only undies is incredibly fun and exciting 4. Put 1-3 together and it will be incredibly fun and exciting. www.undierun.com
  • 85. • Define Your Brand recap • Ditch Cookie Cutter • Have the Right People on Your Side • Connect My Way • Foster a Community • Love Your Little Monsters • Be the Mama Monster • Put Your Monsters to Work for You • SIMPLY Deliver • Stand for Something Bigger
  • 86. Learn More... Facebook.com/Sprouting Twitter.com/WatchItSprout www.WatchYourBusinessSprout.com Barbara@watchyourbusinesssprout.com
  • 87. A Special Thanks: Jeff Weissman Senior Vice President Lynd Student Living 8,000 Beds Key Cofty Bryan Winfree, Ringo, Regional Supervisor & The Entire Team at Lynd Student Housing The Retreat at Knoxville
  • 88. A Special Thanks: Jarrod Byer, Property Manager, Villas on Guadalupe, Austin, Tx Casey VanZandt Vice President of Business Development Campus Advantage Tonirae Gorcie Jennifer Messina- Marketing Director for The Quarters on Campus, Austin, Texas
  • 89. Additional Resources/Credits: Slide 8: www.thevillasonguadalupe.com Slide 9: www.lyndstudentliving.com Slide 10: www.quartersoncampus.com Slide 14: Olympia Avenue, Taylor Place, The Cottages, Millennium Hall Slide 15: Millennium Hall, South 40 House, Slide 24,25: Snapshot from www.retreatalabama.com/parents Slide 29: University Village FB page Slide 32: Cottages at Baton Rouge FB page Slide 36: Snapshot of www.greystarstudentliving.com/greyster-marketing.com Slide 37: Snapshot www.thecottagesofbatonrouge.com Slide 38: Campus Special FB page Slide 40: Campus Apartments FB page Slide 43: Upper Eastside FB page Slide 44: The Retreat at Lake Tamaha FB page Slide 46: Courtesy of The Retreat at Knoxville Slide 47: Courtesy of University Village FB page Slide 48: Courtesy of The Quarters on Campus Slide 49: Forum at Denton FB page Slide 50/51: The Retreat at Lake Tamaha FB page Slide 58: The Retreat at Lake Tamaha FB page/The Cottages FB page Slide 59/60: Villas on Guadalupe Slide 63: http://www.thecoveccu.com/students/ Slide 64: The Retreat at Lake Tamaha FB page Slide 65: Forum at Denton Station FB page Slide 68: The Retreat at Lake Tamaha FB page Slide 69: Cottages at Baton Rouge FB page Slide 70: The Cove Conway, SC FB page/Cottages at Baton Rouge FB page Slide 71: The Retreat at Lake Tamaha FB page Slide 78: www.undierun.com Slide 80: http://www.greystarstudentliving.com/greystar-green-initiative/ Slide 81: The Quarters on Campus Slide 82: The Villas on Guadalupe FB page/The Retreat at Lake Tamaha FB page Slide 83: The Villas on Guadalupe FB page