It won’t surprise you to learn that smartphones and tablets have really taken off in the last 5 years. You may not know the extent of the trend, though: 90% of Americans own a smartphone, and usage of mobile devices grew by 45% in 2014. The number of mobile devices being ordered exceeds the number of desktops and TVs by four or five times.
Considering the huge audience to be reached via mobile, it makes sense to focus on providing effective content that’s compatible with the mobile format to your current and future commercial real estate clients. Still, many brokerages hesitate to invest the necessary time and effort to bring their mobile presence up to speed. Sometimes they’re making assumptions about mobile that just aren’t accurate, and these myths are inhibiting progress.
With that being said, we thought we’d take a look at some of the biggest myths of mobile marketing and lay them to rest before jumping in to the tips …
Myth #1: User experiences for desktop and mobile are the same.
This is very common mistake, which can play havoc with mobile efforts. Mobile devices are not an extension of the desktop; their use is different, and takes place under different conditions.
On a computer, the user is usually stationary, and has room to explore the content and engage in a series of selections and clicks. It’s easy to scroll and type.
The mobile user, on the other hand, is likely to be in a distracting environment. The interaction may be composed of a series of quick swipes or clicks; the small screen makes extensive reading difficult. Tasks will often be interrupted, so tasks should be designed to be quick and require as little input as possible.
Myth #2: You can’t really measure mobile conversions.
This myth falls as soon as you take a look at the use of call tracking and intelligence technology.
Myth #3: Immediate follow-up is the only indicator of success.
This follows the worries about measuring conversions. A successful mobile connection may provide contact and location information that’s used later, or drive the user to their desktop for more information. The important, initial communication is mobile. It generally is a matter of several steps between mobile access and direct contact.
Once these myths are laid to rest and the value of mobile content is appreciated, there are many easy and inexpensive ways to raise the quality of your mobile presence immediately. Here are some of the best tips for mobile marketing and commercial real estate that we believe in:
- Keywords: Keep it to no more than 3 keyword phrases, and tie in the local area: most users are searching locally.
- Prioritize: You have a very limited window of time for catching mobile user’s attention, so position important information at the top.
- Make contact easy: Supply your address of course, but why not also a link to a map?
- Make it compatible: Test your content across platforms, and make sure that it works with new devices as they come into use. Mobile users have come to expect responsive sites that are optimized for their device. If a potential client is interested enough in your office suite to click on the virtual tour, you want it to be optimized for mobile!
- Personalize: Use big data and geo-location to target and personalize your content. Keep your information relevant by including only information on properties and locations that meet your specific clients’ buyer persona.
- Offer alert opt-in: Always give mobile users the option to receive email alerts. This is a nearly effortless way to keep your listings and available properties in front of potential tenants and/or buyers.
- Change your CTA: Mobile users need a clickable call to action that’s easy to spot. Studies have actually been done on the ideal size for this important button (44-57 pixels).
- Make Emails mobile-friendly: Reducing the size of image files and including the clickable CTA is just the start. More than half of all emails are now opened on mobile devices, but. research has also found that most (89%) marketing emails are not optimized for mobile.
- Make your mobile and desktop content work together for a strong and effective presence. Research has shown that more than 60% of computer users also use mobile devices daily. People switch back and forth between devices; make sure that your content is recognizable on all of them for seamless transitions. Encourage cross-device connections by including links to email in text messages or “Call Us Now” buttons on websites so potential clients can make contact when the time is right.
- Maybe the easiest way to improve your mobile presence is to put yourself in the user’s shoes. Test, evaluate, and update content frequently.
Effective mobile marketing is simpler, faster, and nimbler. And increasingly, it is a critical component of any marketing plan - whether for commercial real estate or selling widgets. What are your thoughts on mobile marketing? Let’s continue to conversation on our Apto Facebook page. We’re on Twitter, too!
And if you're looking for more CRE Marketing tips, check out our Ebook on 7 Critical Features of a CRE Brokerage Website!