If you’re not marketing for mobile yet, you need to catch up-and fast. That was the advice apartment executives gave attendees at the 2015 NMHC OPTECH Conference & Exposition during a session on the future of websites for the apartment industry.
“Most people get to an apartment community’s website through the Internet, including increasingly mobile devices, before they even walk in the management office’s door,” said Gary Redmond, director of national marketing for UDR.
Mobile searches are now exceeding all other types, making it more important than ever. “It’s critical to meet users where they are,” said. Lynette Hegeman, vice president of marketing for Berkshire Communities, “Twenty-five percent of leases can be tracked back to mobile-and mobile searches are exceeding all other types.”
Lincoln Property Company’s Vice President of Marketing and Communications Sheri Killingsworth said she couldn’t agree more when it comes to mobile. “Consumers spend over 15 hours a week on mobile research with 48 percent staring on search engines,” she said. “And more than half of mobile consumers want to purchase within the hour.”
But there’s the underlying theory and putting it into practice. Coby Rich, director of marketing for Entrata, a search engine optimization (SEO) service, offered up these tips for apartment execs looking to make their websites more effective, especially on mobile.
1. Make the website easier to consume: The goal is to make the site more mobile friendly and, ultimately, device agnostic (i.e. accessible via iPod, iPhone, etc.). Also, it’s critical to narrow the focus of a site to help create a seamless experience for the visitor.
2. Get the right leads coming through the site: Once you crack this code, users will stay longer on the site and qualified leads will spike.
3. Add more client voices to tell your story: Using client voices to launch a call to action will also serve as a key takeaway.
4. Create more dynamic content: It’s important to make strategic content decisions and keep the website content dynamic. Instead of one huge long scrolling page, go for a more interactive experience based on fresh data. Consistency is always key when maintaining your content.