Let's Talk Mobile Marketing | National Apartment Association

Let's Talk Mobile Marketing

Mobile marketing is very different from what it was even a year or two ago thanks to the number of devices on the market, their capabilities, and, most importantly, the way people are using them. Today, a website that’s optimized for mobile is just the tip of the iceberg. And even with a mobile website, there’s a good chance you’re losing business from mobile customers without even realizing it.

People use mobile devices to do everything: take photos, watch videos, play games, update social accounts, and check emails. In fact, 60 percent of all email is opened on a mobile device.

People are using mobile throughout their apartment search as well. Fifty-four percent of Web traffic on iPhones is search, and 9 out of 10 mobile searches lead to action— visiting your website, calling your office, getting directions to your property. Over half lead to some type of conversion; when people are searching on mobile, they’re ready to buy.

However, as marketers, we have to consider mobile at all stages of the buying process, and make sure that our strategies consider both the actions we want prospects to take and the consumers' mindset at each stage of the buying process. And it all starts with your website— the hub of your company’s online presence. If a prospect is looking at your site on their phone, do you really think they’ll want to fill out an entire application?

Your website should be easy to navigate on a mobile device, and your property’s contact information, office hours and location shouldn’t be hard to find. When apartment hunters use mobile during their search, they’re usually interested in talking to someone at the property or stopping by to take a tour.

In today’s digital landscape, we don’t have the luxury of designing for a single device. There are hundreds of options— from mobile phones and tablets to laptops and other connected devices. (Does your mobile strategy consider connected cars and wearable technology?) Responsive design is the best way to ensure that your website provides an optimal viewing experience on any device.

However, people aren’t getting information about your property from you alone. They’re also learning about it through local listings and review sites, advertising (that can be targeted by location and device), and social.

If you want to learn more about how your customers behave on mobile, how to get them to take action, and how to use all the channels available to reach them, attend our breakout session, Mobile-First Marketing: Small Screen, Big Results, from 10:45 a.m. to 12:15 p.m. at Four Seasons 4.

Mike Whaling is the President of 30 Lines and he wants to make sure your story is seen, heard and shared online. At 30 Lines, he advises apartment companies on all aspects of digital marketing, helping you expand your online presence, reach the right audience at the right times, and measure your success. Mike also co-founded TurnSocial, the #1 social toolbar for apartment websites, and Top Line Leads, a new lead nurturing program specifically for apartment companies.