Finding the decision maker....

Hello - this is my first post here so I thought I would introduce myself and then ask a question.

My company provides weekend direction signage to drive traffic to apartment communities. Basically we map routes to the property within a radius, and then place signage at major intersections with arrows that direct prospects to the community.

Right now we are just getting started and service only our local community - Kansas City Metro area.

We are just getting started in our marketing efforts. We have noticed that many of the complexes utilize a national property management company.

So my question is....

Do the local on-site personel typically have the authority to make a purchasing decision for marketing efforts, or is this decision usually made up the ladder at the corporate level when the property is managed by a large management company?

Any help from you experienced vendors would be much appreciated!

Burke Jones
KC Weekend Signs

Hi Burke

The answer to your question is really property dependent. It also has to do with the cost of your service. Some properties have a monthly marketing allowance that will let decisions like this be made on the sight level, but because you would be considered a 3rd part vendor, it most likely would need some sort of approval from higher up the chain.

Your product has a very low cost, probably no contract, and no intellectual property rights attached. My guess is that your decison-maker is the property manager. You need to simply find out who it is (the phone works best here), and hopefully make a connection to meet with them (lunch seems to work real well in getting 30-45 minutes to talk) and then be very easy to do business with and deliver on all of your promises. You may even have to do this for "gratis" for a time or two just to win their trust and/or affection.

Good luck with the new business. I would trust that the ability to "get" to the property manager is a whole lot easier in KC than it is in DC/Balt/Phila/Richmond.

The services itself typically runs $120 a week. However the intial sign purchase - since they are customized for their property - runs about $500 for 50 signs/stakes. So in the grand scheme of things, it is relatively low cost.

I have walked into some properties on a weekday, and have no problem reaching the property manager. These were properties not managed by a national company - which is the reason for my question.

Thanks for the feedback.

Hi Burke,
If only it was as easy as talking to the onsite manager...typically that's where you'll start. Often you'll need their buy-in first and they'll then take the idea to their supervisor for approval. If you're lucky they'll give you the contact name and number so you can contact them directly. This will typically be the regional manager and they can be an elusive bunch so don't get discouraged! While it may be a low price in the grand scheme of things, properties are on a tight budget - especially when it comes to marketing. I's typically one of the first things cut when times get rough. Persistance is going to be key in building a good client base and then once other properties start seeing your signs they'll hopefully want in on it. If you can gather traffic stats for those clients you already have showing how your service will bring them prospects it will be a big help as management companies usually like to see the return they can expect to see on their investment - even if it's not a lot of money. Another idea is to become involved in your local apartment association and start attending their events to get to know the decision makers.
Good luck!

Give the Property Managers at the site level a shot - if your product is good, they will definitely route you to the right person!

Getting past the person that meets you at the front door is sometimes a hard thing to do, however, that person will be happy to give you the business card of the manager.

After a couple of trys, and you can't get through to the manager, see if she has an email address. A lot of times they are too busy to see someone in person, but will go through emails either before they open, or after they close. Give your pitch in an email form and see what happens. Attach some pictures of your product.

Out of curiosity......not sure of City rules where you live, but here in Houston and in the Pasadena area, the city comes by and picks those signs up. We have tried to use them for advertising and the city picked them up and we lost them.

How does that work for you?

Thanks for all the feedback - I apologize for the delay in getting back here!

I have been busy marketing to both apartment communities and new home subdivisions. The both present their own unique marketing challenges.

I do have one client (new home subdivision) with the first sign placements happening last weekend. They are very happy and will be sharing some traffic stats with me.

I have called on a number of apartment communities. Gathered lots of cards, talked to zero decision makers - but I am at least building the rolodex to start the follow-up process.

Since these signs are only placed on the weekends, I have not had, nor do I anticipate, problems with the local cities picking up the signs. The city staff around here simply does not work on the weekends!

Thanks for all the great feedback!

Just keep following up Burke. 75% of sales are made after the 3rd time you ask. and 75% of sales people only ask 1 time. Good luck!

Follow up is the key here! Most on site Managers will pitch to their Regional if they are interested in a service/product! If I am reading correctly, for about $500 dollars a month, not including the cost of printing, you provide 50 signs, install each weekend and take down each weekend. This would be a great service for a new lease-up where name recognition is important.

What marketing things are working out for you? Could you please share few of them?