Rose Associates, an 80-year-old real estate marketing and management company based in New York City. Rose has 200 employees and manages some 20,000 luxury apartment units.
According to a story at Inc.com, Bob Scaglion, Rose’s senior managing director of residential marketing, uses Twitter’s search function for lead generation, which works well, because people often send messages about apartment hunting travails.
Our clientele is young and upwardly mobile,” he says. “Twitter is where they are.” The easiest way to find customers who are looking for what you sell is to go to search.twitter.com and start typing in keywords.
Rose uses 10 key terms, like New York City apartments, moving to New York City, and no fee rentals. When a person uses one of these phrases, someone in the company’s marketing department sends a reply message with a link to Rose’s apartment listings.
No followers? No problem! Rose has only 200 followers on its Twitter account but generates 100 leads a month by sending a few targeted replies every day. Scaglion says roughly half of those leads convert to actual rentals, which is pretty good, given that the program costs almost nothing.
Photo by Rose Associates.