Let’s face it. We live in a chronically distracted society. These days, it seems everyone has their nose in their smartphone or, at the very least, is constantly checking to make sure they stay connected. This can make it much harder for marketers to reach their target audience because they are just not as tuned in. Thankfully, there are strategies to overcome this modern hurdle and get your property management marketing message in front of even the most inattentive prospects. Let’s take a look.
Play to decreasing attention spans
A recent study revealed that the human attention span has dropped from 12 seconds to 8. And experts are predicting that it will continue to decline by 88 percent every year. In other words, you have precious seconds to capture and hold the interest of your target audience. The shorter and simpler your message, the greater its impact will be.
Remember the “Rule of Seven”
If you haven’t heard of it, the “Rule of Seven,” is an advertising principle that operates under the theory that most prospects will need to see your property management message at least seven times before they will take the bait and consider doing business with you. Maximize your efforts by using multiple channels and retargeting to get your message across. This will improve your odds of converting.
Segment your emails
It’s a logical conclusion that the more relevant your message is to your recipient, the more likely it will be to resonate with them. And this isn’t just a theory. One study found that segmented emails produced a 208 percent higher conversion rate than emails that were not targeted. So, whenever possible, you should be optimizing your emails to reach those who are most receptive to each of your property management marketing campaigns.
Make your CTAs stand out
There’s been plenty of debate about whether one color or another makes a call to action more effective. The truth is, it’s not really about the color as much as it is about the fact that it makes your CTA stand out. The human brain – especially a distracted one - tends to ignore things that blend in with their surroundings. So make sure your CTAs are different enough that they’ll catch attention and convert.
Focus on mobile
Not only do most people own a smartphone that they regularly use, but research has shown that engagement from a marketing standpoint is higher on mobile devices (when compared to desktops). As such, you can really get the most bang for your buck and achieve better results by focusing a good amount of your marketing efforts on mobile.
Being successful in the digital age requires the ability to capture the attention of those who aren’t as receptive as audiences once were. This is one of the biggest challenges of modern property management companies. The advice above should help you hone your approach to improve the odds of getting your message in front of the right people at the right time and moving them to take action.