Thank You! Thank you again! Dee Allomong. Marketing Director, LandlordSource

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1 1 Thank You! Thank you for your purchase! I hope you find these templates useful as you launch an marketing strategy for your property management company. I first envisioned an marketing system for property managers after I began working at Infusionsoft, a marketing automation company in Chandler, Arizona, in May Prior to accepting a position as a marketing consultant for Infusionsoft, I spent 4 years helping professional property managers implement software to market vacancies online, create company websites, and post online statements. As I learned Infusionsoft and the online marketing strategies behind it, I started dreaming of ways I could use that knowledge to help property managers and the idea for this product was firmly planted in my mind. I created outlines for the products, and even began writing some copy, but it wasn t time to produce and sell them yet. In 2009, while still at Infusionsoft, I began working with Jean Storms of LandlordSource. We launched a managed for you newsletter service for property managers. This service combined Jean s skill at writing newsletter articles with my design and technology expertise Property Management Newsletters (pmnewsletters.com) was born. This product makes it easy for property managers to distribute or web page newsletters, because they don t have to 1) purchase and learn a software system, 2) design a newsletter, or 3) write any articles (unless they want to). I ve truly enjoyed providing this service to property management professionals over the years. Now, as Marketing Director for LandlordSource, I develop and manage online marketing strategies. My responsibilities include web design / admin, marketing campaign strategy and implementation, social media marketing, PPC advertising, copywriting, blogging, shopping cart integration, CRM database management, and more. I get to do 2 of the things I love best: communicate and tinker with technology. The Internet has opened the door to affordable, effective, and fun marketing avenues for small businesses. I enjoy working closely with Jean to grow LandlordSource. Lately we ve seen more property managers becoming interested in marketing. Some have contacted us directly to ask for custom marketing content or templates. The technology that powers marketing has also become easier to use, making it more attractive to non-techie business owners. The time had come to complete these templates and make them available to you. We wish you much success with your purchase - please let me know how these templates help you market your business! Thank you again! Dee Allomong Marketing Director, LandlordSource dee@landlordsource.com

2 2 Product Use Information The Marketing Templates are for sale to parties who wish to customize and implement them for their specific use. The products are for use in offices owned and/or operated by the purchaser. This grants permission to the purchaser to update and modify their products as needed for their company use. All material sold to the purchaser will remain proprietary to the author, Dee Allomong, and is under copyright of the author, Dee Allomong. The products are for the purchaser s use only. They are not for distribution or sale by the purchaser to any other party to use. The products are for the exclusive use of the purchaser, its principals, and employees. The purchaser is NOT to distribute or share this material to other companies or persons without the express written permission of the author, Dee Allomong. Only the author, Dee Allomong, Let s Talk Property Management, and LandlordSource has the right to sell and distribute their products directly to other parties. There is no representation of any kind or character regarding the legality of the templates; they are working examples to be customized in Real Estate and/or Property Management businesses. The author, Dee Allomong, strongly recommends that the purchaser of any of their products have an attorney, knowledgeable in real estate and/or property management law, review any material used in the documents to insure that it meets city, county, regional, state and federal laws where your company is located. If the purchaser uses any part of, or an entire Marketing Template product, the purchaser agrees to defend and hold the author, Dee Allomong, Let s Talk Property Management, and/or LandlordSource harmless from any, and all, claims arising out of the use of this material. This is regardless of any persons or entities that make a claim or file a suit against the author, Dee Allomong, Let s Talk Property Management, and/or LandlordSource, their principals, personnel, or assigns. This product makes no recommendations on fees of any kind. Any references to fees are strictly for example. It is the responsibility of the purchaser to set any fees in their business.

3 3 for Property Managers Created by Dee Allomong If you don t have experience with marketing strategies and technology, some of the language used in these product instructions might be confusing and unfamiliar. I ve provided the following definitions to help you understand the instructions better. However, please note that even the marketing software companies use these terms inconsistently. The visual examples should help you communicate your needs with the software companies to make sure you choose a system that works. SPAM SPAM is unwanted . This is tough to define specifically, because recipients determine which of the s they receive are SPAM. However, trends show that recipients generally mark as SPAM when they did not request it (unsolicited), they aren t interested in it (irrelevant), or they get too many from the same company. CAN SPAM Act This is a Federal act that set some limits on marketing when SPAM problems got out of hand. The FTC will impose fines on businesses that fail to meet their marketing regulations. In most cases, marketing software providers will have additional regulations that are even stricter than the governments. This is how they protect their service reputation and provide better deliverability for all of their customers. Content The content is the actual information you put into a marketing piece it s the message. It can include stories, testimonials, lessons, quotes, articles, etc. Sequence A sequence is a series of marketing messages scheduled to go out on a pre-defined schedule. Sequences are building blocks for bigger marketing campaigns. A simple campaign might have a single sequence; a complex one may have many. A sequence generally has a single focus (e.g. to educate, to sell, to build relationship, to recruit) and each message in that sequence is designed to get the recipient to take a specific action (e.g. request a consultation). Once the recipient takes action, the messaging in the sequence may no longer be relevant and therefore should be stopped. Autoresponder An autoresponder is an message that is sent automatically. In many cases, this is a one-time message (like a vacation or out of office message you might set up in your current program). However, some marketing companies use the term autoresponder to describe a multi-step, scheduled marketing sequence (e.g. AWeber and Benchmark ). Marketing Automation The term marketing automation generally refers to a series of multi-step, scheduled marketing sequences that are triggered automatically. It can refer to simple marketing sequences as well as complex behavioral based sequences that change automatically as a prospect or customer interacts with the marketing content. Campaign A campaign is a marketing strategy that has a particular goal. The individual tactics used within a campaign can range from a oneoff broadcast to a complex multi-channel, interactive series of marketing messages. Some companies use the term campaign to describe multi-step, scheduled marketing sequence (e.g Active Campaign). CRM Customer Relationship Management software is a database that stores information about your contacts. It can store basic information (e.g. phone, address, , etc.) or it can also store relevant behavioral information (e.g web page visits, link clicks, survey responses, etc.). The information stored in the database is used to understand trends, segment contacts so you can send relevant marketing, and create reports.

4 4 Choosing a System This product is designed to be delivered by an online marketing software system, like the examples listed below. The system automatically schedules and delivers the s based on a pre-defined strategy. The LandlordSource product is a CONTENT package only you must purchase the software separately. You will copy and paste this content into an marketing system to send it. The marketing (marketing automation) system must meet the following qualifications to be effective: marketing capabilities Web form creation and integration with your company website Drip marketing campaign creation where each individual goes through a series of scheduled messages that are sent automatically based on when the contact enters a marketing campaign often called marketing automation or autoresponders. Recommended: a CRM component for storing contact data, segmenting contacts, and tracking results across multiple campaigns a good CRM (Customer Relationship Management) system will add value beyond your marketing efforts. Below are examples of marketing software systems that may work for you. The list below is to help you get started with your own evaluation. We are not intimately familiar with all of the following systems you are responsible for thorough evaluation and selection. Infusionsoft (CRM, marketing, marketing automation) Essentials Package will do AWeber ( marketing, autoresponders, no built-in CRM) Pricing based on list size Active Campaign ( marketing, automated series / campaigns, extremely limited CRM) Pricing based on list size or volume Benchmark ( marketing, autoresponders, no CRM) Pricing based on list size or volume Constant Contact ( marketing, autoresponders, no CRM) Pricing based on number of contacts. Loopfuse ( marketing, marketing automation, no built-in CRM) Pricing based on list size Tailored Mail ( marketing, marketing automation, no built-in CRM) Automation Package is required for drip / lead automation Office Autopilot (CRM, marketing, marketing automation) Pricing based on list size These marketing templates are NOT intended for use with a system that only sends broadcast s. Broadcast systems send a list of people the same information at the same time (e.g. an newsletter) or send a single response after someone signs up for something You need a system that delivers multiple messages over a specified period of time so you can automate the messaging process.

5 5 Here is a visual example of how one of the marketing campaigns looks in Infusionsoft, the system we use at LandlordSource. Here is a visual example of an abbreviated Infusionsoft marketing sequence. It is built using a series of timers and messages. If you want to automate delivery of these messages and have tracking capability, you need a marketing automation system, like the ones described above. Other uses of these marketing templates may include: Content ideas for blogs, newsletters, etc. Copy snippets for other marketing pieces, such as brochures, letters, postcards, etc. Manual delivery while it is not ideal, you can deliver these messages manually through an client (e.g. Outlook). However, with enough volume it becomes difficult to track the individualized delivery schedule so that each contact receives the right marketing piece at the right time. I really don t recommend this, but it is not impossible.

6 6 Customizing the Templates The templates are completely customizable. The areas that require customization are highlighted in yellow. However, you can customize any part of any . We strongly recommend you read ALL of the s thoroughly and edit them before adding them to your marketing system. After you review and edit them, you will COPY and PASTE them into an marketing system. Use the Find & Replace function in Microsoft Word to customize repetitive information (e.g. <Your Company Name>). Remove the yellow highlighting after you finish editing the content. 1. Select the text you want to remove highlighting from, or press CTRL+A to select all of the text in the document. 2. On the Formatting toolbar, click the arrow next to Highlight Button image, and then click None. Use the merge field capabilities of your marketing automation / marketing system to personalize s for each prospect or client (e.g. <Contact First Name>). If your system does not have the ability to personalize s, remove the greeting portion of the template. We have provided examples and suggestions throughout the templates. You must review each one to make sure it applies to your business. This is a manual process there are no shortcuts. If you use these templates in a different format (e.g. Microsoft Word ), make sure you edit the FOOTER as well as the content.

7 7 The CAN SPAM Act Marketing Requires Permission marketing requires permission. It is governed by the federal government. You can read more in the FTC CAN SPAM Act Compliance Guide ( What this means for you (in short form): Do NOT send automated marketing s to purchased lists from lead generation sources, like allpropertymanagement.com or managemyproperty.com. Instead, contact the leads personally and offer them the free information (e.g. 12 Steps to Maximizing Rental Income and Minimizing Risks). Get permission to website visitors / prospects by inviting them to fill out a web form. The marketing automation systems have web form capabilities and your website administrator can help you integrate the form(s) with your site. Get permission from existing owners and tenants when they sign the management agreement or lease. Include a paper form to request and document permission to send marketing, such as the marketing templates you have purchased and newsletters. (See LandlordSource to purchase landlord or tenant newsletter articles) Send the confirmation to prospects before you send any marketing messages. There is a confirmation included in each set of templates. Remove people from marketing campaigns promptly. The marketing automation software providers will have unsubscribe links for automating the remove process. If you get personal requests from prospects or clientele respond to them promptly. Getting Help LandlordSource does not provide software setup assistance or consultation for this product. We only supply the marketing content to help you set up campaigns faster you don t have to think of or write the s, you just need to add them to your marketing system. We are not experts in all marketing software systems. If you need additional assistance, your software provider may provide setup, consulting, or training services. Please contact them directly to ask for help. We value your feedback. Please send an to service@landlordsource.com to let us know more about your experience with the software provider you choose. This will help us expand our list of marketing software providers and remove any that don t meet our customers expectations.