We live in a world of now moments and instant gratification. When we have free-time we need to fill it with something now. So much revolves around our smartphones and ideas that have us saying “Let’s go out, but first let’s check our app to make sure we can secure a reservation now.” Or, “We’ve got a few extra hours, let’s see if they’ll give us a tour now.” As consumers, we are making decisions faster than ever and the digital world gives us information at our fingertips to do so. We want instant gratification for impulsive decisions, and we expect brands to provide what we’re looking for when we need it. Which is, often, now.
Consumers are frequently turning to mobile devices for the answers to impulse ideas, searching Google for brands and products, geotargeting based on location, and texting friends or gathering recommendations from social media. With all of this in mind, businesses must ask the question: “Is our brand seizing the moment?”
According to Google, 3 in 4 smartphone owners search on their phones first to address their immediate needs. Understanding the importance of these now moments, or micro moments, is vital to continued brand awareness and success. Google outlines four specific needs that correspond with these micro moments. They are:
- I want to know
- I want to go
- I want to do
- I want to buy
Is your brand prepared for these micro-moments to pop up in your customers’ daily lives?
Micro-moments for multifamily
Take multifamily housing for instance. It’s important to understand your audience’s lifestyle and interests, what they look for in an apartment, how they like to communicate, and what their next move is. Then look at how this translate across your online presence.
Is your website mobile friendly? Does it load quickly? Does it have a clear message and a Call to Action that is communicated to your target residents? Do you have social media channels and are they active?
It’s critical to communicate a clear brand message through the right channels at the time a user has an impulse or important moment upon them. It’s important to be active across all stages of the mobile journey. This can start through local search results, your online reviews, mobile website, social media, and video.
Branding for multifamily
But even before optimizing all these specific marketing channels, your brand should establish a strong purpose and identity that is relevant to the target audience. Your brand should exist to reflect the positive difference it can make in people’s lives. It can be manifested through the tangible brand experience or customer service provided to residents, or through powerful messaging that connects with potential renters.
A brand must keep authenticity and transparency at the forefront of its overall experience. And oftentimes this starts from our mobile phones which serve as our “lifeline”.
Google states that we check our phones 150 times a day. Their research also indicates that 91% of smartphone users turn to their phones for ideas in the middle of a task and 65% look for the most relevant information regardless of the company when conducting a search on their phone.
This makes these micro-moments the new battleground for brands.
How can you seize the micro-moment?
In order to effectively seize these micro-moments, develop a goal to be there for your audience on mobile platforms, and design a competitive edge. When that micro-moment hits, it can drive brand awareness by 46% by simply showing up in local mobile search results.
Be there, in the moment, for your residents and prospects.