by threshold | Oct 20, 2016 | All, Tech/Web
Apartment marketing for mobile devices is as much about usability as it is about getting noticed. In software engineering, usability is the degree to which a software can be used by specified consumers to achieve objectives with effectiveness, efficiency, and satisfaction. Over the past 10 years, Google’s search algorithm updates have focused mainly on the “satisfaction” part of this definition. The updates that Google makes to its algorithm are usually intended to improve the experience users have browsing the web.
Quick, think of the most annoying thing that you encounter when browsing the web on a mobile device. Many of you probably thought of mobile pop-up ads, which cause slow web page loading times and delay how quickly we can access content. Google hears you, and the tech giant has updated its search algorithm to lower search rankings for websites that feature mobile pop-up ads.
This change to Google’s algorithm will have major implications for many property websites that run promotions through mobile pop-up ads. Threshold has been creating and implementing pop-up ads on desktop and mobile for quite some time, so it’s part of our job to stay on top of any changing trends in the industry. That’s why we’re going to explain how the latest Google update will affect your property’s website.
In 2014, Google made a push to make the web more mobile-friendly. Pages that were mobile-optimized—that is, they featured readable text and had well-spaced links that were easy to tap with a finger—were ranked higher in search results. That update had the intended effect, and in 2016 Google announced that 85% of mobile search results are optimized as Google intended. This prompted Google to introduce new mobile-specific ranking criteria meant to further improve the mobile browsing experience.
Enter Google’s latest update, which will now favor websites that lack “interstitials.” Interstitials are ads that force exposure to the advertisement before visitors can continue on their content path. Think mobile pop-ups, full-page ads and between-the-page ads.
The algorithmic changes will go into effect on January 10th, 2017, and Google’s official stance on the issue is as follows:
“Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible,” Google’s official announcement states. “This can be problematic on mobile devices where screens are often smaller.”
Although Google’s new update may seem daunting because of the way it will affect your property’s website, it’s actually a good thing for the overall mobile web user experience. The easier it is for people to use the web on their mobile devices, they more often they will be able to search for your property and access your site. Instead of forcing users to view mobile-pop up ads, marketers and apartment managers must come up with new apartment marketing ideas that consider users wants and needs in creative ways. Google’s update won’t crush anyone’s business, it will just force us all to create a better user experience on mobile websites.
Staying on the first page in Google’s search results is more important that any mobile-pop up ad. Thus, the first step to conforming to Google’s algorithmic changes is to remove mobile pop-up ads and other interstitials. The second step is to create worthwhile content that draws users in without disrupting their mobile web experience. Blogs and other similar content will become more valuable than ever, as websites search for marketing ideas for apartments that get information to users without using pop-up ads. As usual, content is king.
Threshold performs blog writing services for many of our clients. If you aren’t using blogs to update your web content and boost SEO rankings, now is a great time to start. We are also already making changes to our clients’ websites to prepare for the algorithmic changes. If you’re unsure about the viability of your mobile site, contact Threshold today for an assessment.
by threshold | Oct 6, 2016 | All, Marketing
The easiest way to create momentum for your property is through a resident appreciation program. Property managers and leasing agents should always be thanking residents for spending their hard earned money with your property. After all, it’s far easier to renew leases than convince cold prospects to sign new leases. As the saying goes, a resident in hand is worth two in the bush.
Schedule your resident appreciation program for the next 6 to 12 months in order to achieve more accurate budgets for events and promotions. This also gives your staff will more time to prepare and receive resident appreciation training.
Whether you’re in student housing marketing or multifamily marketing, the keys to successful resident events are photos, pictures, and photographs. See what we did there?
But really, everyone who didn’t show up should be able to see pictures from the event on their newsfeed and wish they had attended. If you snap pictures and post them on Facebook and Instagram, your crowd will be much bigger the next time around.
It’s also important to talk to local businesses about possible co-sponsorships for your resident appreciation events. While your property has a lot to offer, pairing with local businesses can give residents more reasons to appreciate the surrounding community.
Be sure to get resident feedback during these events too. Its not often that you get a group residents in one place interacting with apartment managers and leasing agents. Take advantage of these face-to-face interactions by jotting down notes on what the residents are saying.
Are they talking about how well you’re doing or about things they think the property could improve upon? Put the positive comments in your next e-blast or newsletter for all to see. As for the negative comments, make sure each and every resident concern is addressed, then try to get in contact with whoever made the comment to let them know you handled their problem.
A recent article on apartment marketing ideas from Multifamily Pro made the point that, “Keeping your residents happy is the least expensive way to ensure your community’s success.” It’s true, word-of-mouth referrals are a natural byproduct of happy residents. Remember, satisfied residents are the single most powerful marketing tool in your arsenal. It’s your job to monitor resident satisfaction levels to ensure that marketing tool doesn’t turn against your property in the form of negative word-of-mouth.
The prospects that prove most difficult to reel in are ‘cold prospects’ that only get introduced to your property through a brochure or the website. These people have no connection to your property and no preconceived trust in your company. Prospects who come from resident referrals already have that trust and that connection because their friends told them all about your amazing property. Prospects that come from referrals are more likely to sign a lease, and do so more quickly than the “cold” prospects who came across your brochure by chance.
Promotional products are the often-overlooked marketing materials that will help you reach current residents and get referrals. Bring out the promo products at your next resident appreciation event and watch the referrals roll in.
In studies by the Ad Specialty Association, giving out promotional items to residents resulted in a 21.7% increase in referrals. In addition, 13% of people who received promotional products were more willing to give referrals than before they received the gift.
Almost all properties should be spending more marketing money on promotional products. Giving branded promotional products to current residents is a proven way to generate more referrals for your sales professionals.
While many property managers sink marketing money and resources into reaching ‘cold’ prospects, that money can often be better spent trying to reach the residents you already have and convincing them to refer their friends. Feel free to contact Threshold today for more advice on how to get more renewals and referrals, or contact Shop Threshold for more information on promotional items.
by threshold | Sep 15, 2016 | All, Culture
Sarah delivers exception promotional products for apartment marketing, and she continues to come up with effective student housing marketing ideas every day.
Get to know Sarah below!
What are 3 words you would use to describe Threshold?
Innovative, Resilient, Diverse
If you had an office nickname, what would it be?
Promo Princess
What is your favorite line from a movie?
I’m not crazy, M’Lynn, I’ve just been in a very bad mood for 40 years! ‘Steel Magnolias’
If you were stuck on an island, what three things would you bring?
Matthew McConaughey…..the end.
What is the title of your autobiography?
Simply Sarah
What is/would be your motto or slogan?
STRENGTH….a river cuts through a rock not because of its power but its persistence.
If you had a superpower, what would it be?
Time Travel!
What is your hidden talent?
I don’t know…it must REALLY be hidden! : ) Singing.
If you were famous, what would it be for?
A vocal artist
Favorite Austin eats?
One Slice, any food truck, Buenos Aires, Zaks, Via 313, Jacoby’s
