MAKING MORE LAND SALES THROUGH MOBILE COMPUTING
MAKING MORE LAND SALES THROUGH MOBILE COMPUTING
BY MIKE CIESIENSKY
If you are like most Lands of America customers, you use the internet to help attract new clients and generate more sales. I have had the pleasure of working with many land brokers and increasing property sales and lowering internet costs have always been my primary focus.
These financial concerns were also in my mind when I put together this four part article series on the use of the internet. Many of you have expressed concerns over how to manage your website costs. Other land brokers want to do more with their websites but aren’t sure where to invest, not wanting to spend money if it doesn’t really help sell more property.
So, I decided to write this series of articles to address the website questions that have the most impact on your bottom line. My first three articles addressed the following questions:
1. How do I build a cost-effective website?
2. What type of content should I put on my website and how do I manage it to lower my costs?
3. How can I generate more sales by making sure that people who are looking for property in my area find MY website?
So, what is my final topic? What else can help Lands of America customers generate more sales? The question to be addressed by my fourth article is:
4. How do I make my website work on mobile devices, like smart phones and tablets?
Let’s take a brief look at the mobile world and then at the technology options for mobile computing.
MOBILE COMPUTING WORLD
The mobile world is exploding. Mobile website adoption is growing 8 TIMES FASTER than even web adoption did in the 1990’s and early 2000s. Here are some other statistics from digitalbuzzblog.com:
Global mobile traffic now accounts for 15% of ALL internet traffic
There are over 1.2 BILLION people accessing the web from their mobile devices
Mobile based searches make up ONE QUARTER of all searches
7% of users say they won’t recommend a business with a poorly designed mobile site
Today, well over 50% of all US consumers own a smartphone. As a land broker, this means that likely well over 50% of your land prospects also own asmartphone. They use it every day for searching the internet as well as making phone calls. Indeed, a great many consumers no longer have a computer at home. They do all of their web searches from a mobile device.
If you want consumers to find your properties on your website, you MUST make them easily accessible from a mobile device. So, what do those options look like?
In brief, there are three ways people can see your website on a mobile device:
1. Zoom in and out
Here a user must zoom in and out with their fingers on a mobile device to read your website. This approach is typical of most websites that have no mobile strategy. The problems with this approach:
Cumbersome to maneuver around the site
Desired content not always easy to locate
Negative user experience leads to users abandoning site much more quickly
2. Separate .mobi website
This was the first mobile option. When the website detects a mobile device, the user is redirected to another more “mobile friendly” website. The problems with this approach:
The mobile website is typically only a fraction of the full website’s features – due to cost constraints on development
Higher maintenance costs – as you are maintaining two websites
Cannot respond quickly or in a cost-effective way to new mobile devices
3. Responsive / Adaptive
Responsive or Adaptive design is having one website that “responds” or “adapts” to the device. This allows you to have ONE website that is viewable on every device. For my Lands of America clients, responsive design eliminates all of the negatives associated with the other two approaches.
Responsive design is not just about fitting your content on a mobile screen. It is also about making sure that your functionality works in a user-friendly manner. It is here that the choice of the right CMS (Content Management System) can help save you significant money. A good CMS, like WordPress, makes it easy to manage styling on a site… because you can change styling in one place and it applies everywhere.
Responsive design is what I highly recommend.
I hope that this series of four articles on your website strategy has been economically helpful. There are, of course, many other good topics to explore. For example, certain land brokers are considering the financial value of offering flyover animations of their properties on their website.
Meanwhile, I hope you’ll give me a call if you have any questions about your website or any of the topics that I have addressed. Remember, a careful evaluation should be done before making any sizable investment to make sure your website strategy aligns well with your goal of selling more property!