2023 Marketing Overview Guide

2023

MARKETING OVERVIEW GUIDE

Internet Listing Services (ILS)

The CoStar Network includes a variety of ILS websites, with its cornerstone being Apartments.com. CoStar is also home to Apartment Finder, ForRent, ApartmentHomeLiving, Relator.com, and other smaller targeted sites. As the nation’s #1 rental network, Apartments.com has helped place over 40 million renters into new homes. Their network of 12 of the most popular rental websites generates more than 100+ million renter visits every month.

Product Offerings: Monthly ILS Subscription*

• Diamond Plus Limited availability, rate based on market

• Diamond Network $1,866

• Platinum Plus $1,265

• Platinum Network $1,011

• Gold Plus $780

• Gold Network $623

• Silver Plus $553

• Silver Network $444

Additional Products: Apartments.com Campus Network – delivers most targeted reach on 140+ official university websites.

*30-day notice is needed for downgrades. Upgrades activated at contract signing. Plus+ packages are based on availability in the market.

Rent. (formerly RentPath) provides customers with exposure to millions of high intent renters who are looking for a new home. Rent.’s network of sites drives consumers to submit leads and allows customers to cost-effectively drive traffic with core packages and add-on products.

Product Offerings: Monthly ILS Subscription with add-ons available* • Rent.Marketplace

ILS/Marketplace: Renter-centric search experiences to find your newest residents on Rent., ApartmentGuide.com, Rentals.com, and Redfin. • Diamond $1,299 • Platinum $769

Gold $589

Silver $399 • Rent.Social – Fair-housing compliant social ads that generate high-quality renter leads. Data-driven targeting to reach actively searching renters. Choose from turnkey ads that go live in as little as 24 hours or a custom strategy based on your specific campaign needs. • Bundle with Marketplace $299 • Standalone $399-600+ • Rent.Target Display/Geofencing/Leadmails: Refine your reach with hyper-targeted display and email campaigns. Sophisticated targeting that drives 3X more clicks from in-market renters.

500 $199

1,000 $399

1,500 $524

2,000 $699

2,500 $874

3,000 $899

3,500 $1,049

4,000 $1,099

4,500 $1,124

5,000 $1,249 *30-day notice is needed for downgrades. Upgrades activated at contract signing. Add-ons may need a buildout period before launch.

Zillow Rentals Property Advertising offers property management companies options tailored to their business needs.

Product Offerings: Pay Per Lease (PPL) vendor with additional product offerings to maximize exposure to users*.

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Zillow Lease Connect (ZLC)

Property listed on Zillow Rentals (Zillow, Trulia and HotPads). Zillow Rentals pushes guest cards directly to your property management system. There is no monthly fee; you are only charged when a lease is executed with Zillow Rentals as the first source of contact.

• Zillow Boost

– Boost is added onto your ZLC listing. Purchase a specific number of impressions per month. These impressions receive premium placement across Zillow Rentals. Unlike ZLC listing on Zillow, when a Boost ad is clicked on, it takes renters directly to our property website, allowing them to drive high intent renters away from the competition, and create the highest conversion rates. With this product you can expect to see a significant spike in website traffic, not necessarily a bump in traditional Zillow leads. Boost can be added to a ZLC listing for 3, 6, or 12 months.

• Zillow Boost Precision Targeting

Boost Precision Targeting includes all that Boost provides, and target renters in your area on their respective Facebook and Instagram feeds. This hypertargeting allows for high levels of engagement and high levels of exposure with renters in your target market.

Cost:

• $495 per lease if Zillow converted a lead and was the first lead source within 180 days of lease date.

• Boost cost based on impressions and terms. Ranging from $500 to $5,000 per month.

* For boost only: 30-day notice is needed for downgrades. Upgrades activated at contract signing.

Apartment List helps renters find the perfect apartment based on their specific needs.

Product Offerings: Pay Per Lease (PPL) vendor with additional product offerings to maximize exposure to users*.

• Standard PPL Listing:

Fully integrated with Yardi systems. Apartment List only sends high intent leads: calls, tour requests, direct messages.

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Premium Placement Model: LIFT

LIFT is a name your own price auction model. Morgan decides how much they are willing to increase their PPL rate to gain more exposure.

LIFT is month-to-month. Towards the end of your 30-day cycle, Morgan receives LIFT performance and have an option to change bid rate or opt-out and return to standard PPL rate.

LIFT will auto renew if no action is taken.

If interested in LIFTing a property, Apartment List will provide price recommen dations based on the market. The opening bid rate is $450 per move-in, but your representative will give you a recommendation on what amount would have the property beating 50%, 75%, and 90% of the LIFTed supply.

Cost:

• $359 per move-in if Apartment List converted a lead and was the first lead source within 180 days of lease date.

* Month-to-month with 30-Day cancellation notice required. Ability to pause a listing for 60 days if needed.

Website Vendors

G5 makes it fast, convenient, and effortless for your renters to find and connect with your properties. They create exceptional online experiences that lead to better engagement with your customers and better results for your properties.

Website Solution Bundle:

• Integrated Website – Performance website for locations with hosting and tech support, including pricing, availability, and lead push integrations

• Integrated Solutions – Integrations between PMS and G5 + LL data platforms

• Website Maintenance – Customer Care ticketing for updates

• Starter SEO – Tech SEO Updates to schema, sitemap, site speed, and platform updates to align with algorithm changes

• Smart SEO – Monthly Google Console Support, Semi Annual Performance Analysis, Annual Review

• Compliance Level AA – Quarterly level AA website audit and remediation of fixes, WCAG badge, and updated Privacy Policy

• Call Scoring – Scores phone calls on intent to rent with tracking numbers, auto-optimize digital ads, performance reporting

• Betterbot Chatbot – see below

Cost:

• $449 per month

This is a set cost per month. Flat rate, not based on unit count. This cannot be adjusted or cancelled.

Digital Advertising: varies based on need

• 25% management fee

• Custom and standard campaign strategies

• Focuses on Google, Bing, and Social Networks

• Search, Display, Remarketing, Social, Geofencing

• Advanced call tracking and performance reporting

Spend levels can be adjusted monthly. Changes need to be made before the end of the month.

Betterbot

BetterBot handles over 50% of our traffic from after-hour visitors. BetterBot for Leads immediately follows up with leads from our marketing sources to convert them to tours and maximize leases.

Product Review:

BetterBot’s multifamily chatbot is available for chat 24/7 to start guided conversations that lead users to signed leases. Prospects always get accurate real-time answers that accelerate the leasing cycle. Betterbot can schedule in-person tours or give virtual tours. It can collect guest cards and share real-time pricing and availability.

Cost included in G5 package pricing.

Engrain

Engrain is transforming the way people find, lease, and manage properties. A recognized leader in next-generation touring technology and map-based data visualization software, Engrain’s advanced integrations and technical flexibility offer solutions for any real estate technology stack.

SightMap

Increase leasing velocity by allowing prospects to explore pricing, availability, images, virtual tours, and more, all within one central area. SightMap can be integrated with all existing leasing content, shared to other partners, and used on any property website. Shows real-time availability and locations of units on the sitemap while integrating virtual tours with LCP Media to highlight amenities and locations.

• $695 creation of map – one-time cost at build

• $600 yearly hosting and maintenance fee per property

This is a set cost per year. Flat rate, not based on unit count. This cannot be adjusted or cancelled.

Yext

Yext helps organizations answer every question about their business. Yext’s Answers Platform collects and organizes content into a Knowledge Graph, then leverages a complementary set of products including Listings, Pages, Reviews, and Search to deliver relevant, actionable answers wherever customers, employees, and partners look for information.

Knowledge

Graph + Listings:

Connect your Knowledge Graph with more than 150 third-party platforms, including Google, Amazon Alexa, Apple Maps, Facebook, and many more — so consumers receive accurate answers wherever they ask questions about your brand. Another key benefit to our Listings product is increased discoverability and positive SEO impact.

Answers:

– With Yext Answers, customers can find exactly what they’re looking for — and you can learn more about what they want, increase conversion, and reduce support costs. Yext Answers gives direct answers to your customers’ questions, all powered by the Knowledge Graph.

Live API/Knowledge Tags:

Knowledge Tags takes your online visibility to the next level by ensuring that the important facts about your business can be understood by search engines and intelligent services through Schema Markup. This gives you the ability to power the information about your people, products, locations, events, and menus wherever consumers are finding it.

Managed Duplicate Suppression:

Duplicate suppression is the process of identifying and removing duplicate listings on publishers within the Yext Knowledge Network. Suppressing listings means either merging a duplicate listing into the best match, redirecting to the correct Yext-powered listing, or removing the duplicate listing altogether.

Cost:

• $900 average per year based on search count

Flat rate, not based on unit count. This cannot be adjusted or cancelled.

Photography and Virtual Tours

LCPMedia

LCP Media is a National Digital Marketing company that has been in business since 2011. They specialize in executing photography for national portfolios and large-scale projects, as well as 3D architectural rendering solutions, interactive stacking plans, and a variety of other digital marketing assets.

TourBuilder Pro (formerly known as Panoskin)

Display professional-shot digital content on your website with the ultimate virtual experience that engages and drives conversion. Formerly known as Panoskin, it’s a complete custom experience that allows your prospects to experience your community from anywhere.

TourBuilder Pro Rates:

• Standard Google & Panoskin: $2,500 20 Still Images

10 Area Virtual Tour

– Google Tour Tour + Year of Hosting

• Small Google & Panoskin: $1,800 15 Still Images – 6 Area Virtual Tour

Google Tour Tour + Year of Hosting

• Hosting: $1,000 per year

– Yearly charge after launch and year of hosting

This is a set cost per year. Flat rate, not based on unit count. This cannot be adjusted or cancelled.

Helix Media 360

Photography services for exterior and interior still shots.

• $550 per shoot

Includes 20 images

Local Photographers

In some markets, we have local freelance photographers that we have longstanding relationships with. Their rates vary based on locations and size of the shoot.

• Still Photography: varies $350-$500+

• Matterport Tours: $350-500+

Contact marketing for support in scheduling or to discuss photography needs.

Reputation Management & Social Media Management

J Turner

J Turner Research is the leading full-circle online reputation management firm that empowers multifamily companies with data to drive revenue. This product enables us to enhance resident satisfaction, increase closing ratios, and improve their online reputation.

Product Offerings:

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Rating Tracker/ORA Scores

This is a fully integrated dashboard that provides a single platform to manage and leverage feedback in a single location. This allows Operations teams to be alerted to incoming reviews and log into the platform to reply, rather than managing responses by having to directly log into each review site (i.e., Google, Yelp, Apartment Ratings, Facebook, Apartments.com, Rent.com, etc.). Every review is tracked, and all responses are marked and fed to the sites.

– ORA scores are used to aggregate and analyze scores to create a generalized rating on a scale of 0-100. This is a single number that ranks the property’s overall online sentiment.

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Resident Surveys

Surveys are sent at random to residents asking to provide feedback. The software is fully integrated with Yardi to pull current resident data. For a 12-month lease, a resident would receive a survey twice during that period. Residents can answer anonymously or provide their contact information. They are also able to ask for a response from the site team to address concerns directly.

Survey data is rolled up into the TALi score which provides a benchmark for resident satisfaction (1-10 score). We are provided with robust reporting in real time as survey results come in.

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Prospect Surveys

Every potential renter receives a survey after they have been entered in our system as a “Show”, meaning they have either come to the property and toured or have completed a virtual tour.

We can evaluate trends and gain awareness into how potential renters perceive the community in areas including curb appeal, pricing, customer service, and quality of the product.

We gather valuable insights by asking what competitors they are also considering, allowing us to consistently monitor the market and evaluate the comp set which can impact pricing.

Cost:

• Ratings Tracker: $49 per month

• Surveys: $81 per month (over 50 units) / $27 per month (under 50 units)

This is a company-wide program and costs cannot be adjusted or cancelled.

Apartment Ratings

Reputation Monitoring, Management, and Response – this product allows us to reply to reviews left on the Apartment Ratings website. Reviews are fed directly into the Ratings Tracker dashboard for single sign in review management.

• Manager Center – Manage your communities on Apartment Ratings by taking an active role in your listings on the largest repository of apartment review out there.

• Product Tiers and Pricing: Manager Center

† Real-time notification as each review is posted – fed into Ratings Tracker

† Respond to reviews as the Verified Management Response

† Manually manage property information like photos, floor plans, and rents

Cost:

• One-time Set Up Fee: $90 for new properties only

• Annual Fee: $275 (2022 rate used, new rate not available yet)

This is a company-wide program and costs cannot be adjusted or cancelled.

SOCi

Social Media posting platform that enables corporate marketing and local property teams to post social content and reply without multiple logins. SOCi’s centralized platform empowers your business to ensure consistent location information, share approved content, deliver on-brand responses to engagements, and set up approval workflows to uphold consistent messaging at every stage of the consumer journey.

Cost:

• $50 per month

This is a company-wide program and costs cannot be adjusted or cancelled.

More Rewards/Modern Message

Reward Engagement, Gain Intelligence, Drive Loyalty, Offer Perks

Community Rewards supports Marketing and Operational initiatives by building and strengthening resident relationships through a loyalty rewards program.

• Using a points-based reward system, you can reward residents for their current actions and create new opportunities to reward them when they: Pay Rent Online, Answer Polls, Renew a Lease, and Much More.

Cost:

• Set Up Fee: $199

• Monthly Service Fee: $150 per month

• Incentive Fees/Gift Card Spend: $50-$150 per month on average

Creative & Promotional Services

Sprout

Online Marketing Store – Outreach Designs

An exclusive membership designed for Morgan Properties to roll out company-wide initiatives for marketing and retention. Communities will be able to request customizable designs from a designs center available to the entire Morgan Properties portfolio each month. The Sprout Team will customize the design with community information, event information, and community logo.

• Outreach Marketing Design Library

• Corporate Design Library

• Quarterly Retention Design Library

• Coordinating Event Social Media Graphics

Cost:

• $40 per month per community; 300 Communities on Membership | 950 available designs for the entire portfolio per month

This is a company-wide program and costs cannot be adjusted or cancelled.

American Solutions for Business

Print house specializing in an on-demand storefront with property sales collateral and promo items.

Cost:

• Based on item and quantity

AG Marketing

Branding partner of over 15 years who helps execute signage, digital marketing, and promo needs.

Customized portal created on intranet for self-service ordering.

Cost:

• Based on item and quantity

ScentAir

Morgan Properties continues to partner with ScentAir, the global leader in scent marketing, to take advantage of the fragrance technology used by many of the world’s most recognizable brands. As a proud member of the Morgan Properties brand, we’ve worked together to create a fragrance program designed to elevate and unify the Morgan Properties brand through scent. Creates an experience-elevating scent service from plugins to professional grade technology.

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Morgan Properties Scent Program

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Most advanced scent delivery systems with Wi-Fi and Bluetooth technologies

Support from our experienced technicians, sales staff, and customer care representatives

Exclusive signature scent — Morgan Home

Cost:

•

Based on 36-month term. 60-day cancelation.

ScentAir Splash $25.50 per month

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ScentAir Whisper Pro $59 ScentWave $82 ScentDirect $124

– ScentDirect Tower $124 + $199 Set Up fee

ScentSticks $10.60 ScentSachets $25 Room Spray $9.50/$38

Packages have been developed to best suit the needs of the property and may vary.

Contact Center RealPage

RealPage serves as a 24/7 Call Center that answers all emails and phone calls as a first point of contact.

Cost:

• $3.30 per unit per month

This is companywide program and cannot be adjusted or cancelled.

Glossary

Click Through Rate (CTR)

Click Through Rate (CTR), the percentage of the audience that advances from one part of the website/email to the next step in the marketing process.

Evergreen Content

Evergreen content is content that continues to provide value to readers no matter when they stumble upon it. In other words, it can be referenced long after it was originally published, and even then, it’s still valuable to the reader.

Geofencing

A type of pay per click campaign that is based on users’ location, rather than keyword search.

GMB

Google My Business

ILS

Internet Listing Service, online real estate database reaching millions of renters.

KPI

Key Performance Indicator(s) are a type of performance measure used to evaluate the success of a specific activity or action.

PPC

Pay Per Click campaigns, predominantly Google search engine, keyword-based marketing ads.

QR Code

Quick Response Codes are a specific barcode that is readable via a dedicated QR barcode reader and cameras on mobile phones. They will provide a direct link to a specific web page without needing to type the full web address.

Retargeting

Ads that target prospects who have already engaged with your website or other content.

SEO

Search Engine Optimization enhances your website to increase search visibility online.

Website Conversion Rate

The percentage of people who completed a desired action on a single web page (ex. scheduled a tour). High conversion rates are performing well, low conversion rates are performing poorly.