Even though you are busy building new houses and communities, it’s important that you stay on top of your mobile marketing strategy. Your potential buyers are relying on the web and social media to formulate their opinion of your company before they ever darken the doorstep of your sales center. That being said, you need to guarantee that your mobile marketing strategy is one that you’re proud of.
In 2020, the number of global smartphone users was 3.6 billion according to Oberlo. In fact, according to the Mobile Marketing Association more people own a mobile phone than a toothbrush. Recent studies also show that mobile traffic now accounts for 56.16% of total global web traffic. Another interesting statistic says that consumers prefer using mobile sites over mobile apps for researching pricing and reviews as well as ultimately making a purchase. Additionally, Facebook founder Mark Zuckerberg released that its users are spending 441 minutes per month on average on the site's mobile version and apps versus only 391 minutes on its classic website.
Maximize on Mobile
Are you convinced of the power of mobile yet? Mobile devices have completely changed the way that we approach marketing. For example, when it comes to building mobile websites, there are a few guidelines you should keep in mind. First, think about what the consumer would expect to see on your mobile website. When they use a desktop, users are able to easily find all of the information they could ever want or need. Conversely, your smart-phone website is a small, brief version of your desktop website. It will be viewed on a smaller screen with a slow loading time, so plan accordingly. That being said, share only the most important facts and stay away from too many or too large pictures. Follow this advice to maximize your efforts across mobile devices.
Sculpting Your Mobile Content
The next thing to consider is what to include on your mobile site. First, it’s important that you be compact and comprehensive with all of your content. Offer your prospects general information on your communities, floor plans, pricing, and contact information. If they're viewing your website from a tablet, you should also consider offering virtual tours. This gives prospective buyers an opportunity to interact with your product without ever having to get off the couch! Finally, your mobile site should integrate well with your social media sites, have a fast load time, be accessible, and be “finger-friendly” with information available in as few clicks as possible.
Mobile Site vs. Smartphone App
There’s no question about it; apps are hot right now. That being said, be careful not to confuse the purpose of an app with that of a mobile site. Successful apps do not merely re-create a builder’s mobile website in app form. They go much deeper in several areas that will likely be very specific to each builder. A custom builder may allow for prospects to design a home, while a production builder may create an app with the goal of decreasing warranty costs through how-to videos and graphical tutorials. Because so much of an app’s content is preloaded when the app is installed, they tend to be much more valuable than mobile sites. Unfortunately, that level of engagement comes at a price. The starting cost to develop a basic app is around $10,000. Additionally, that cost can quickly rise to rival the cost of your main website and mobile site combined. Try to remember that mobile sites will get you more traffic from people who are actively searching for a new home.
As you can see, your mobile website is a critical part of your marketing strategy. Make sure to create a solid mobile site that informs your prospects and keeps them interested in your product. Engaged buyers are happy buyers, and it all starts by building a mobile presence for your new homes.
Mitch Levinson is the president and founder of Creative Sizzle, a boutique creative agency based out of Chicago. He has served as the Chairman of the National Sales and Marketing Council and the Business Management and Information Technology Committee. He is also the author of Internet Marketing: The Key to Increased New Home Sales published by BuilderBooks. As a leading expert in Sales and Marketing for Homebuilders, Mitch is available for speaking, teaching and leading sales and marketing programs for builders around the country. Learn more about Mitch and Creative Sizzle at www.creativesizzle.com.