Issue link: https://read.dmtmag.com/i/119220
cause of a previous owner's lack of service, some of the reviews were less than flattering. Through some digging we were able to find the older negative reviews. Then, we launched a Facebook contest that gave special incentives and points for positive reviews on the 10 top review sites. The results were phenomenal – their fans rose to the occasion, posted tons of glowing reviews that virtually buried the old, negative ones. Most importantly, the resort was able to measure an appreciable uptick in new bookings within weeks. (Call me for details!) B. Decide what you're willing to invest. Make no mistake: There is an investment Beech Street Closes $70 Million in MHC Transactions in Fourth Quarter Beech Street Capital, LLC announced recently that it closed $70 million in manufactured housing community (MHC) transactions in the fourth quarter of 2012. "We have the expertise to take on the most challenging deals," says Damon Reed, vice president of originations. Citing an additional $60 million in closings slated for the first quarter of 2013, he adds, "We're really building momentum in this area." Reed, who has closed $2 billion in commercial real estate loans over his 18-year career, heads Beech Street's MHC initiatives nationwide. Beech Street closed transactions on 12 MHC properties in seven states during the fourth quarter. With the exception of two deals, all were with Fannie Mae. "We have a deep appreciation of the underlining priorities that shape Fannie Mae's MHC program," Reed says. "Grace Huebscher, our president and CEO, helped design the program when she was at the agency." The growth of Beech Street's MHC financing with Fannie Mae highlights the success of the company's relationship with the agency as a whole. At the same time, Beech Street considers all alternatives before making a recommendation to its customers. "We work with clients to find the execution that best fits their needs," Reed asserts. "Once we do that, we stay in close touch throughout the process so clients always know where they stand. It's part of Beech Street's commitment to service that goes above and beyond." Beech Street Capital, LLC is a mortgage banking company engaged in originating, underwriting, closing, and servicing high-quality multifamily mortgage loans for existing and proposed apartment buildings and manufactured home communities throughout the United States. Web site: www.beechstcap.com required to see quantifiable results from social media. That investment can either be in the form of time and energy, or money. There's no charge to be active on Facebook, Google, Twitter, or the other social sites, but it can take a lot of time to do it well. Most businesses that understand the power of the platform will either hire a dedicated inhouse social media manager, or outsource the tasks to a social management firm. Depending on your objectives, outsourcing for home retailers and/or communities can run from $1,200 to $5,000 per month. Again, it depends on what you want to accomplish and how quickly you want to get there. C. How to attract more buyers and/or residents. Remember: This is social media. People are social. 'Birds of a feather…' No, people don't shop and buy on social media sites; there's no 'Buy Now' button on Facebook or Twitter. But they are influenced by what they see and hear their friends doing and saying. So, this is where we'll pick up next month: How to attract more buyers with Social Media. And we'll dive in a little deeper to the 500 Pound Gorilla, Facebook. I know this is basic for some of you, but I still get an overwhelming number of calls asking me how to get started, and a lot of my consulting practice is focused on helping companies get started in the right way with the right steps, laying a good foundation for growth – and not wasting money on ineffective methods. It starts with a Strategy, a clear objective and a plan. Once you have that, the investment becomes much easier because you're looking at the goal. T J Scott Stroud helps manufacturers, retailers and communities drive revenue and increase sales through marketing strategy and automation. Scott is an accomplished marketing strategist and Infusionsoft Certified Consultant and advises small businesses on sales, marketing automation & technology, nurturing programs and social media. Contact Scott at sstroud@builderradio.com, or call 606-6770447. No. 12 on Get It Quick Page APRIL 2013 23 THE JOURNAL