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Examples of What Were Tracking In Brandwatch

Broker Leads
Brokers to whom we reach out and ask, Are you showing our property?
Anywhere from 10-30% of mentions we receive have been relevant (become leads). Below is a relevant mention:

Most Mentions Dont Become Leads


We dont respond to irrelevant mentions like these:

Resident Leads
Apartment hunters (condo for The Atlantic) looking for a place to live now or in the next several months.

Lease Up Soon
Tenants in SF, Chicago, and Atlanta whose leases are up soon.

Subletters
Residents violating their leases by subletting through AirBNB, HomeAway, etc.

Competitor Promotions
Posts/tweets from our competitors in which they reveal the promotions theyre running.

Competitor Sentiment
People talking positively or negatively about our competitors on the social web (forums, discussion boards, blogs, etc.),
Facebook, and Twitter.

Chatter About Our Properties


People talking positively or negatively about our property on the social web (forums, discussion boards, blogs, etc.), Facebook,
and Twitter.

How Brandwatch Gives Us Free Advertisement


Brandwatch sends us daily alerts of brokers and apartment hunters in the area.
When we tweet to them, any retweets = free advertisement of the embedded photo (rental versions below):

How Much Free Advertisement Are We Getting (Through Retweets of These Photos)?

Above are just a few of the retweets weve received.

Retweets over time Slow in January, but we refined our queries and (as a result) found our mojo in February and March.

These retweets gain us new followers, most of whom live in propertys city (because those retweeting us live in that city).

Sample Tweet to Apartment Hunter in Atlanta (and the retweet)

Sample Tweet to Apartment Hunter in Chicago (and the retweet)

Sample Tweet to Broker in Atlanta (and the retweet)

Sample Tweet to Broker in Chicago (and the retweet)

RENTER/BUYER LEADS QUERY | JAN 1 MAR 31

Renter/Buyer
Mentions Replied To:
146

Retweets:
15

The Atlantic*

Renter Mentions
Replied To:
93

Retweets:
3

Astoria Tower

Engagement:
Replied to 19% of mentions
(remainder were irrelevant
or
not seriously
looking)
Renter/Buyer
Mentions
Identified:

Engagement:
Replied to 19% of mentions
Renter were
Mentions
Identified:
(remainder
irrelevant
Mentions
Replied To:
or notRenter
seriously
looking)

Renter/Buyer
15
retweetsMentions
put our Replied
brand To:
and
website in front of
Retweets:
31,588 people

Retweets:

3 retweets put our brand


and website in front of 2,188
people

*Includes apartment and


condo hunters
Renter/Buyer
Mentions Identified:
771

Renter Mentions
Replied To:
38

Renter Mentions
Identified:
471

Retweets:
0

NEMA

Engagement:
Replied to 14% of mentions
(remainder
irrelevant
Renterwere
Mentions
Identified:
or not Renter
seriously
looking)
Mentions Replied To:
Retweets:
0 retweets.
We are working
with NEMAs Brandwatch
person to improve our
responses.

Renter Mentions
Identified:
278

BROKER LEADS QUERY | JAN 1 MAR 31

Broker Mentions
Replied To:
63

Retweets:
3

The Atlantic*

Broker Mentions
Replied To:
45

Retweets:
1

Astoria Tower

Broker Tours:
2
Engagement:
Engagement:

Replied to 12% of mentions


Broker Mentions Identified:
(remainder were irrelevant)

Mentions Identified:
RepliedBroker
to 31%
of mentions
Broker
Mentions
Replied To:
(remainder were irrelevant)

Broker Mentions Replied To:

1 retweet
put our brand and
Retweets:
website in front of 855
mainly local Twitter users

Retweets:

3 retweets put our brand


and website in front of 2,414
mainly local Twitter users
Broker Mentions
Identified:
201

*Includes apartment and


condo brokers

Broker Mentions
Replied To:
2

Retweets:
0

Broker Mentions
Identified:
386

NEMA

Engagement:
Replied to 1% of
mentions We are
working
with NEMAs
Broker Mentions
Identified:
Brandwatch person to
Broker Mentions Replied To:
do better.
Retweets:

0 retweets. We are
working with NEMAs
Brandwatch person to
improve our responses.
Broker Mentions
Identified:
249

Broker Leads: How Are We Doing?


Much of January was spent refining the
query to get more leads and more
relevant leads. By February and March,
we were identifying several new broker
leads a day. More broker leads = more
retweets (free advertisement of brand
and website) to a wider audience. We
need to further refine the queries.
Example at left is for Chicago.

Renter/Buyer Leads: How Are We Doing?


Much of January was spent refining the
query to get more leads and more relevant
leads. By February and March, we were
identifying several new broker leads a day.
More broker leads = more retweets (free
advertisement of brand and website) to a
wider audience. We need to further refine
the queries. Example at left is for Atlanta.