[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]Data collected through Google Analytics provide insight into the traffic on your company’s website, but are you using the data to its fullest advantage? Do you know who those website visitors really are, or only that they spent time looking for a brown leather sofa or a midnight blue Honda CRV?
With PERQ’s recent upgrade to its Google Analytics Reporting, clients we serve in the multifamily, home furnishings and auto industries can easily connect personally identifiable information on every customer, as they journey from a website lead to an actual sale.
“That’s really powerful, because if you can come in and see the type of behavior that actually is attributed to only the people who are buying, it helps you understand the type of behavior that is creating the most value, the highest propensity to buy,” says PERQ Product Marketing Manager Russ Chandler.
While understanding how to effectively use Google Analytics may seem daunting, the PERQ upgrade makes it simple for companies to leverage website data for the most benefit. Here’s how it works:[/vc_column_text][vc_empty_space][vc_video link=”https://vimeo.com/286223595″ align=”center”][vc_empty_space][vc_column_text]
Simple PERQ Google Analytics Integration
PERQ works with your website’s existing Google Analytics account. The only thing your company needs to do is give PERQ access to your GA account with edit permissions to set up the PERQ dashboard.
Your company’s unique consumer data is kept private, and PERQ uses the reporting for monthly and quarterly business reviews and to analyze performance and ROI.
Benefits of PERQ Google Analytics Reporting
Instead of waiting for a meeting with PERQ to show you how your company’s website is doing each month, you can see in real time how the interactive website technology is performing. You can run a report showing Google Analytics Conversions for All Leads vs. PERQ leads, or track information on the number of unique website visitors, total CTA clicks, total unique leads and average session duration.
By capturing detailed lead data on each person who engages with the PERQ Website Conversion solution, whether they’re shopping for a new sofa, car or an apartment, companies can finally connect the dots between their website visitors and sales data to know which traffic sources are working.
Using Google Analytics to Improve Business
Ed Massood, owner of Home Inspirations Thomasville, says his company converts close to 20% of its website leads with the detailed lead data captured on his home furnishings website. “The insights we’re gathering online are invaluable,” Massood says, from spotting customer buying trends to knowing when a website lead buys in-store.
Tracking leads to sales and understanding customers’ buying patterns gives companies the power to target their sales approach and give consumers what they want. Take the blind spot out of your marketing strategy with clear insights from PERQ’s dashboard in Google Analytics.[/vc_column_text][/vc_column][/vc_row]
[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]When preparing to launch PERQ’s Marketing Cloud, Multifamily Client Success Manager Brennan Ude says his clients tend to be most surprised by how little they must do on their end to get started with the AI-powered software.
“They’re often shocked by how little they have to provide to us to build this all-encompassing product,” Ude says. “There’s not a lot of customization on the client’s side, but our clients tend to be very receptive of certain ideas we may want to try. That, coupled with the fact it’s just so easy and quick to gather all of the information we need, amazes them when they see the finished product. They see how much of it’s reactive to their website, how it’s smart and reacts based on a shopper’s behavior.”
PERQ Client Success Manager Jay Kinney works with home furnishing retailers to implement and successfully maintain the Marketing Cloud Technology. He says the biggest hesitations or concerns his clients express involve implementation on the website. “It’s actually pretty simple,” Kinney says. “All we have to do is add a line of code on the website, and then we’re able to go live. Sometimes, they think it might be more involved than it really is, but all we really have to do is place that simple line of code.”
Prior to that final phase of implementation, it only takes a one-hour call with PERQ’s team so they can gather the small amount of behind-the-scenes information required to customize the AI-driven cloud technology to meet a client’s specific goals. Within 30 days of receiving the client’s approval, the solution goes live without any technical work on the client side and immediately starts collecting lead data.
Mary Herrold, Senior Director of Marketing at Redwood Residential, started working with PERQ a year ago to add the software to all of Redwood’s more than 30 multifamily properties. She actually teaches a marketing class on implementation and says PERQ easily gets an A. “They’ve been exceptional at implementation, a true collaborative partner,” Herrold says. “Responsive, quick and accurate. That pretty much says it.”
Here’s a quick look at what it takes to put PERQ’s Marketing Cloud software into action, and how clients know it’s working to generate, manage and convert leads to a sale.[/vc_column_text][vc_empty_space][blockquote text=”“PERQ has made it truly very simple to implement attractive lead generation opportunities on any website.” – Jeff Giagnocavo, Co-owner of Gardner’s Mattress & More” show_quote_icon=”yes” text_color=”#777884″ quote_icon_color=”#430f2d”][vc_empty_space][vc_column_text]
Onboarding Process Made Easy for PERQ Clients
During the initial stage of onboarding, PERQ’s team works closely with clients to establish initial website benchmarks. They collect marketing intelligence details, and access a client’s Google Analytics so it links up with PERQ’s technology to help clients identify and connect previously anonymous leads to sales.
“Really, it’s incredibly simple and we essentially take care of most of it for clients,” Ude says of preparing for implementation. “It requires maybe a little bit from their marketing specialist and some information at the property level. I’d say 90% of the information is already found on the website and we ensure we have the most accurate information available.”
Beyond gathering the basic website content after an initial welcome call with PERQ’s team, Ude estimates it takes the right person or two working at the apartment, typically a property manager, less than five minutes to fill out the information PERQ requires before going live. That information includes the email address that will receive the online lead profiles captured through the interactive technology.
“The things that can’t be gleaned from the website can be answered within the body of an email with only seven or eight lines,” Ude says. “We go over any specifications or customizations the client wants, such as certain specials or incentives they want to specifically include.”
Once all the information is on-boarded, then it’s just a matter of PERQ turning on the technology overlaid on the existing website. “Nobody on the client’s staff has to be technologically savvy whatsoever,” Ude says. “We do all of the quality assurance checks. It’s my job to ensure the client knows when we’re going live, but once the information is gathered, the client really doesn’t need to do anything on their end as far as turning on the solution.”
The day it goes live, a designated client success manager like Ude or Kinney reaches out to their client to remind everyone the product is now in play, collecting qualified leads and guiding shoppers toward an educated purchase of a vehicle, home furnishings, or an apartment lease.[/vc_column_text][vc_empty_space][blockquote text=”“It was super easy to implement PERQ. We really didn’t have to do anything!” – Ashley J. Graham, Property Manager, Buckingham Companies” show_quote_icon=”yes” quote_icon_color=”#430f2d” text_color=”#777884″][vc_empty_space][vc_column_text]
PERQ Clients Receive Data Reviews at 30, 60 and 90+ Days
“The crux of our job is to send clients more leads from the website,” Ude says. “We check in to make sure you’re getting them, that they look good and are in a format that’s digestible for the client, as well as actionable.”
Shortly after implementation, the client success manager hosts a couple of training calls with the client to review best practices on following up with leads and go over the now-live solution on their site to point out features the client may not yet know about the product. “We outline items talked about during the initial welcome call and reiterate that our team is always there to help them out,” Ude says.
PERQ meets with new clients after 30 days to go over the initial data and explain the analytics reporting, followed by a 60-day and 90-day Quality Benchmark Review, or QBR. During the QBR calls, clients see at a glance the overall number of leads they’ve collected through PERQ, how many of those leads converted to a sale, and at what cost to show the return on their investment in PERQ.
“We always reach out to the client throughout the implementation process to see if there’s anyway we can help and answer any questions they may have as they get going,” Kinney says.
During the initial few reviews and then quarterly reviews, clients receive a visual representation of the profile data insights that shows what percentage of leads picked certain answers while interacting with PERQ’s online assessment and web conversion tools. For example, multifamily clients learn the number of renters who prefer a two-bedroom apartment versus a three-bedroom or how far out most of their online visitors are from actually renting.
Client Success Managers also take time to educate clients on types of leads they’re receiving and talk through various sales scenarios on how to best handle each lead based on which phase of the consumer journey they’re in. “We want to provide them with the resources they need to manage those leads and turn it into a sale,” Kinney says.[/vc_column_text][vc_empty_space][blockquote text=”“PERQ has been exceptional at implementation and provide excellent customer service, a true collaborative partner. Responsive, quick and accurate” – Mary Herrold, Senior Director of Marketing, Redwood Residential” show_quote_icon=”yes” quote_icon_color=”#430f2d” text_color=”#777884″][vc_empty_space][vc_single_image image=”30946″ img_size=”full” alignment=”center” qode_css_animation=””][vc_empty_space][vc_column_text]
PERQ Clients See Success
Once clients see the results from PERQ’s software, Ude says they are a true believer. “Our client success managers are by your side, from the day the contract is signed, through the training and beyond. We don’t disappear. We are available every day, every week, to ensure the technology is working to the best of its capability and that they’re using it correctly.”
Ude points out that with such high turnover in property management offices, which is also true for entry-level furniture or car sales positions, it’s imperative clients can count on PERQ to help train new hires and constantly bring innovative ideas to the table.
“It’s that personal, human relationship you get that really makes a difference,” Ude says. “My most successful clients are the ones who buy into the process, understand who we are from the beginning, and are receptive and reactive to our suggestions. Those clients who want to bounce ideas off of us, listen and even disagree at times, and those who are open to candid conversations are the ones who see the most success.”[/vc_column_text][vc_empty_space][blockquote text=”“(PERQ) is a great fit for our group since it’s easy to implement and works with a variety of website platforms. Our retailers can offer interactive experiences to shoppers at almost the push of a button.” – Andrew Kauffman, CEO of Furniture First” show_quote_icon=”yes” quote_icon_color=”#430f2d” text_color=”#777884″][/vc_column][/vc_row]
[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]You save your photos and computer data to a cloud, but do you know how a marketing cloud works? More importantly, do you truly understand the value a marketing cloud can add to a local retail business? Most likely not. It’s technology not commonly utilized in the home furnishings industry for a variety of reasons.
A quality marketing cloud solution delivers actionable data, predictions and tracks ROI for every lead and marketing source, which is why most Fortune 500 companies rely on a cloud to build comprehensive, targeted digital advertising strategies.
Until recently, there’s never been a cloud solution built specifically for home furnishing retailers, and corporate cloud services remain prohibitive to local brick-and-mortar stores. Generalized marketing clouds require considerable technology resources and marketing staff to manage, and often cost too much to purchase and maintain for independent home furnishing stores.
Technologies like artificial intelligence and machine learning make an economical and more effective cloud solution possible for retail stores. While it may sound complicated, a marketing cloud can streamline your business processes and increase profits. Let us break it down.[/vc_column_text][vc_empty_space][vc_single_image image=”29385″ img_size=”large” alignment=”center” qode_css_animation=””][vc_empty_space][vc_column_text]
What is a Marketing Cloud?
A marketing cloud connects various digital tools and resources as a way to centralize data storage and automatically process the information. When aligned with a retailer’s objectives, a marketing cloud stores and analyzes data points collected from various touch points throughout a shopper’s journey to purchase, from the store website and showroom to digital advertising and social media.
That consumer data, when processed through the power of the cloud’s integrated technologies, allows stores to track leads and conversions across channels, evaluate sales and advertising performance down to the dollar, as well as deliver a personalized, connected experience for customers. The cloud gives retailers the technological tools to automatically nurture digital leads, and gives a salesperson detailed information to better assist the customer using a personal touch.
“The amount of data we’re capturing, that’s the real strength of the PERQ technology,” says Ed Massood, owner of Home Inspirations Thomasville in New Jersey. “Then, we’re using that data to follow up and retarget leads through things like email nurturing.”
Tying research, data and lead nurture tools together allows retailers to leverage their store’s best assets, the physical showroom and their staff, to start building digital relationships before customers visit in person.
“The marketing cloud is designed to power the consumer experience from digital to in-person, which enables stores to bring their strongest fist into the fight against Amazon and Wayfair,” says PERQ co-founder Scott Hill. “It’s your salespeople, your stores, your physical inventory. By bridging this digital to in-person experience, you’ll make it a more convenient, easier shopping experience for customers.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]
Additional Home Furnishings Resources
[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]The concept of marketing intelligence, AI and machine learning may sound complicated when it comes to running a multifamily website with diverse locations and residents, but it’s the advanced technology that makes closing a deal on a signed lease more effective than ever before.
AI guided software collects a consumer’s information as they engage with interactive web technology and tracks a rental prospect’s online behavior, culling that data to personalize their digital interactions and deliver content tailored just for them. It’s called intelligent because the software is programmed to react to the information entered by the consumer, offering the next best step in the apartment-searching process.
Machine learning takes AI one step further by processing all of a property management company’s centralized data to identify trends and make predictions about consumer behavior. That company-centric information, when consolidated with industry benchmark data, allows the open-source software to predict likely outcomes and map out ideal customer profiles.[/vc_column_text][vc_empty_space][vc_single_image image=”29445″ img_size=”full” alignment=”center” qode_css_animation=””][vc_empty_space][vc_column_text]
Keep Leads Engaged to Convert Better
Think about how renters search for apartments online. Nearly half say they’re not ready to move for 90 days and the majority visit a multifamily property website numerous times before making a commitment. They want all of the information in one place, such as details on local shopping, gyms, restaurants and more in the community or a personal expense calculator to determine monthly budgets.
A renter’s online journey often takes place over several days and on different devices. PERQ research shows the more experiences a prospect interacts with on a website, the more likely they are to convert. Of the prospects who scheduled a tour on a multifamily website, 72% went through at least one other experience and 58% went through at least three total experiences.
One day, they may use a mobile phone to check out a property’s photo gallery and then take a floor plan assessment to determine best fit. The next day, they may use their desktop computer to see if they pre-qualify on your website (without having to talk to a leasing specialist) and later check for special offers. Several days later, they may sign a lease and return to the website on their tablet to learn more about their new neighborhood in the community section.
Keeping rental prospects engaged with multiple experiences on the website makes a difference in signing more leases versus losing an online visitor to a competitor, says Caleb Bartlett, digital sales and media manager at Nolan Real Estate. “We have increased the likelihood of them taking that next step in the sales cycle.”
Combine AI with Machine Learning
While the terms AI and machine learning are often used interchangeably, they are not the same thing. AI involves machines that carry out tasks based on smart algorithms, whereas machine learning involves the ability of machines to receive data and learn for themselves, then change algorithms based on the processed information.
Combining advanced technologies like AI and machine learning automates much of the sales process for property management companies and delivers predictive analysis to help create a comprehensive marketing strategy based on actionable insights. The dynamic technology responds to real-time consumer data collected, making it easier for multifamily marketing teams to adapt as consumer trends change.
Richard Bullen, Property Manager of Grand Villas Apartments in Katy, Texas, says the data collected by his property’s website gives his leasing agents information on a prospective renter’s preferred contact method, move-in time frame, budget needs and pre-qualification status.
“It helps tremendously,” Bullen says. “It allows us to get a better sense of what they are looking for before we even make contact. And when we do make contact, we are able to specialize and pitch to them more effectively. It eliminates a lot of back-and-forth.”
[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]When it comes to winning over online consumers, smaller companies often struggle to compete against large brands that dedicate considerable money and resources to advanced website technology, cloud-based marketing strategies and targeted emails.
Amazon and Etsy deliver personalized shopping recommendations and remember you every time you log in. Leave something in your online shopping cart or bail in the middle of your search for a new sofa, and you’re sure to receive automated marketing emails from Wayfair or Target to remind you of your pending purchase or give you content to persuade you to return to the website.
It’s inside the showroom where small businesses win the sale, by delivering personal attention and a great shopping experience that seems effortless. But how can these businesses continue to compete with large retailers when most customers now do the majority of their research and shopping online? The answer: by investing in integrated, automated technology that mimics the showroom experience with minimal effort and expense.
Drive Online Consumers to Visit in Person
Sherman’s, a small family-owned home furnishings chain in Illinois, knows enticing online shoppers to come into the showroom is their best chance at a sale, so they recently teamed up with PERQ to implement an automated email nurture tool. The emails are personalized based on how the recipient interacted on the website and direct online shoppers back to the website. They feature an embedded calendar that allows website visitors to make an in-person appointment via our interactive scheduling tool.
“As an independent retailer without the vast resources of larger competitors, we’ve never been able to create a proper email nurture campaign on our own. This is exactly what we’ve dreamed of, as it keeps the customer engaged with us at critical times,” says Dave Weiss, Sherman’s marketing manager. “While we can always improve our web experience, it still falls behind the in-store experience we offer. We know once we get a guest in the store, there’s a very high likelihood they’ll purchase from us.”[/vc_column_text][vc_empty_space][vc_single_image image=”29445″ img_size=”large” alignment=”center” qode_css_animation=””][vc_empty_space][vc_column_text]
Provide Calls to Action in Marketing Emails
A critical component of the emails are calls to action, propelling consumers to move to the next step in the shopping process. “We see a high level of response and conversions via that scheduling tool embedded in the email,” Weiss says. “The emails are super relevant, providing tips and follow-up on whichever product category they expressed interest in.”
The emails generate automatically based on specific items the shopper shows interest in and other information provided while interacting with the website, like their timeframe for making a purchase.
For those not ready to commit to an appointment, the personalized emails contain other questions and content that all direct shoppers back to the store’s website, driving them to return to the site and engage with other website experiences until they’re closer to converting.
Engage Online Consumers
Our data shows the vast majority of consumers shop around online before visiting a business in person, so businesses should never neglect that segment of potential customers. Instead, lure them in with an engaging, interactive website that makes their shopping experience less of a chore and more like the in-store experience, much like what big e-commerce sites provide.
After they engage with the website, follow up with targeted, actionable emails to help guide the consumer along to conversion — or a least inspire a visit to the store.
“The beauty of it all is that it’s designed to engage our guests in natural, small steps. We can’t jump straight from awareness to asking for the sale, and this helps fill in the gaps,” Weiss says. “It’s much easier for the guest to make those micro-commitments, leading them further down the path to purchase without feeling like they’re being sold to.”[/vc_column_text][/vc_column][/vc_row]