I've actually got some data over time about the conversion rate of print versus internet usage into leads and will try to pull something together. I don't have specific data focusing on the landing page issue, but we have looked pretty carefully at the kind of behaviors that drive high lead conversion online and two factors stand out: specificity of search terms, both coming to a site and within a site, and the amount of information that is consumed within the site. Again, feels like common sense: a shopper who is more intent and engaged converts at a higher rate.

I've actually got some data over time about the conversion rate of print versus internet usage into leads and will try to pull something together. I don't have specific data focusing on the landing page issue, but we have looked pretty carefully at the kind of behaviors that drive high lead conversion online and two factors stand out: specificity of search terms, both coming to a site and within a site, and the amount of information that is consumed within the site. Again, feels like common sense: a shopper who is more intent and engaged converts at a higher rate.

I've actually got some data over time about the conversion rate of print versus internet usage into leads and will try to pull something together. I don't have specific data focusing on the landing page issue, but we have looked pretty carefully at the kind of behaviors that drive high lead conversion online and two factors stand out: specificity of search terms, both coming to a site and within a site, and the amount of information that is consumed within the site. Again, feels like common sense: a shopper who is more intent and engaged converts at a higher rate.

I agree with your point: an integrated marketing program will almost always be more effective than one that puts all of your eggs in one basket. Even in the case of Urbane, I would argue that Eric has not abandoned print for an Internet-only approach … much of his company's success can be attributed to their word-of-mouth efforts, which can be an incredibly powerful marketing “platform” in its own right.

What I would be more interested to see (and what was not mentioned in the MediaPost piece) would be the trend over time of those leads generated by the print ads. Is the percentage of website visits vs. calls increasing, and if so, by how much? I also like the idea of custom landing pages … I'd be interested to see the differences in conversion between those ads that direct readers to a specific landing page vs. those that only point the reader to the advertiser's homepage.

Thanks for sharing the data and your perspective!

Thanks for checking in….I appreciate the kind words and your readership.

We agree on pretty much everything, unfortunately. (Since a little conflict would be much spicier.) I guess I take a little exception with being called a Fox, and I’m not a fan of henhouses, since we raised chickens when I was a kid. (I’d like to be modeled on the cat in Martin’s Mice, but that’s an obscure reference.)

The whole web game is driven by Google juice and owning your footprint and driving your page rank by creating and refreshing a lot of content is the absolute best strategy. You’ve done a good job of leveraging that into a very unique position in your market.

Since you read my blog regularly, you know I like data and research. I’m pretty particular about what I use, because I don’t like research that is skewed or focused into a small agenda. I’ve also got a lot of insight into different response metrics by virtue of all the businesses we are in and all the tracking that we do. If we can create value for clients, in a variety of different media and marketing outlets, then we get a chance to keep doing business with them.

One reason I focused on the Telmetric study is that I have tracked and seen the same impact of print advertising on web traffic in our business. I know the Telmetric guys also, and know that they are pretty intellectually honest, which is the core of good data.

What fascinates me is the ability to shift, leverage and optimize different media programs at different stages of the product life cycle. If you can find ways to drive volume at key moments at a low cost, that can supplement other marketing programs. Don’t ask me why….I just like that kind of stuff.

There’s no question in my mind that using social media platforms is a terrific way of driving Google juice and that when you get it, you’ve solved a big puzzle. The discussion of whether social media works on not always seems to miss that point, until you come along and justifiably make it.

I agree with you that effective use of multiple media platforms drive results for marketers, and if you have a large enough marketing budget, Do It All, of course that yields a higher result. When talking with lots of Apartment Operators across the nation, those brave enough to drop their print ads, are saving huge dollars with little to no drop on leads and or rentals.

Instead, why aren’t Property Management Companies more focused on their Google Ranking. It is amazingly easy to gauge and check. Just Google your name, which will give an accurate sense of your Brand Awareness. Google Urbane Apartments and we dominate the first 7-10 pages. Social Media is the key resource we have used to gain that ranking, NOT Traditional Marketing, Print or ILS Advertising. Heck, Urbane comes up mid page, Page One even when you Google just the word Apartments.

According to lots of data, not produced by the Fox in the Hen House, 70% of folks start their purchase on line with a Google Search. That’s a pretty big number. So, why don’t Property Management Companies focus on where they rank on a Google Search for say Apartments (Your City) in a Google Search. Again, it is pretty darned easy to check. I check our ranking for Apartments Royal Oak every day, and we consistently come up Page One, Number One to Three at the top page, organically, most of the time in front of the ILS guys. I have always banked on the idea that if we could get the prospect to our Urbane Website first or faster, we can immediately begin to Enhance the Prospects Experience.

And, we aren't all that tech savvy either, we just aren't buying in to Doing It the Way it has Always been Done, which has allowed Urbane to Break From the Pack of Apartment Commodity