There are more than 2.4 billion mobile phone users, this number is growing everyday! About 30% of these mobile phone owners (more than 700 million and growing) have browsed the Internet through their mobile phones. This is why mobile marketing is predicted to become the next predominant media segment. Local search is also an area being give much discussion as of late. Unsurprisingly, searches conducted via mobile products are much more likely to be of a local nature than a desktop query. According to Google, 1/3 of all mobile search queries have a "local intent." Google also states that 15% of all iPhone apps are local. With this information, it seems like a “no brainer” for us Multifamily folks to get involved with mobile marketing. We all know the old real estate adage “location, location, location” – so, local search via mobile becomes a must! The next question is how do we develop a mobile presence?
Here at Princeton Properties, we recently launched 12 mobile websites. I have learned much during the process and would like to share a few tips for developing a successful mobile site:
Less is More
Make sure your design doesn’t over burden the mobile screen. It’s a small screen, remember that! Keep the site simple, streamline, and contact information friendly. Also, have minimal navigation, don’t make the mobile user drill down 3-4 pages before finding the information they are looking for.
Contact Information
Put the call to action on the FIRST page and leave it on a footer or header on every interior page. The call to action should be a telephone number and email address. With smart phones you can press the telephone number or email address and it will automatically take the appropriate action. The mobile user is on the go and needs “skimmable” pages with easy contact links.
Be Consistent
Make sure the look and feel of the mobile site compliments the corporate and/or property websites. The sites should work together, don’t get caught up in the “let’s try something different because…” mentality. The media channels should compliment each other for you to realize the best branding exposure. This isn’t to say you cannot deviate slightly with design but the sites should enhance each other.
Prospect or Resident or Both
First decide who you are building the mobile sites for; are you strictly trying to prospect for new business? If so, offer up imagery and pricing very quickly. Are you looking to service both the prospect and resident? (This is the way I designed our sites) Then offer up the contact information and a resident portal link from the FIRST page of the mobile sites. Residents can pay rent or submit work orders while prospects can browse photos, floor plans or connect with the rental office directly. Decide who your target audience will be prior to starting the design.
Tell People
If you build it, they will come…..doesn’t always work! Don’t forget to promote your mobile pages. Start conversations about the mobile sites on all your other media outlets – websites, blogs, print, social. Attach the mobile website to your SMS campaigns. Also, don’t forget to let your current resident base know about the mobile pages either with email blasts or good old fashion signage in the office, laundry centers, fitness centers or stickers on packages delivered to the site.
Mobile marketing is an extremely fast moving media segment; there are many ways to accomplish the same outreach goals. I have highlighted some tips that have worked for me, I am curious to hear what you are doing with mobile. Are you using it to market your properties? If so, do you have any impressions or experiences to share?
As many of you know, I am an Apple product junkie. Having grown up using the Apple IIC, it seemed only natural that I moved on to the iMac, iPod, Macbook Pro, iPhone, AppleTV and now the iPad. I really enjoy the fact that all Apple products seem to be fantastically user friendly & tremendously stylish. Fashion and Functionality - a perfect combination.
