We've written a few blog posts about our expansion into Mobile Engagement through the launch of BP Digital. We thought it would be a good time to introduce our software partner, Kevin Vaughn CEO of iGlobal Apps. Together, Builder Promotions and iGlobal Apps are on a mission to bring simple, user-friendly and cost-effective Mobile Solutions to Builders nationwide. Professional Builder magazine just published an article about how home buyers are using digital tools in the process of purchasing a new home. The digitization of home selling continues to gain momentum, and mobile engagement is going to be a must-have sales tool. Here's what Kevin had to say about this when we caught up with him last week.
Marketing Blueprints: Kevin, can you talk about why you are so passionate about partnering with us to empower Homebuilders with Mobile marketing tools?
Kevin H. Vaughn, CEO iGlobal Apps: Builders, like all enterprises, need to deliver their value proposition through digital content. Trends in mobilization tell us that digital house hunters will want more access to digital tools and flexibility to stay up to date on new home communities while they are on-the-go. Mobile devices deliver this on-the-go convenience. This is about integrating your brand into your prospects' life. Here are some stats of interest:
- In January of 2014, mobile Internet usage surpassed that of the PC for the first time in history.
- 21% of Millennials have ditched the computer and devoted themselves to their smartphones for online access. That number will grow.
- Mobile Apps account for 89% of time spent on mobile media while only 11% is through the mobile web.
- This year, the costs spent on mobile marketing are rivaling that of desktop advertising, and by 2019, 72% of digital ad spending will go toward mobile.
It's a universal challenge. How do we convert browsers into buyers? I appreciate that it's an especially critical conversion in the digitally-based home selling process. The right App design can significantly increase the numbers of prospects who decide to visit a Sales Center. Then it's a no-brainer that after a visit, the App becomes another tool for sales, internet advisors and online marketing teams to engage with qualified prospects. In addition to a strong network of nationwide builders, BP Digital brings experience with consumer incentives, so we can drive downloads and get more Apps into the hands of home buying prospects in each market. Getting people to download an App, is still a number one challenge for anyone publishing their App, but it shouldn't get in the way of launching your own!
Marketing Blueprints: Lots of people are marketing App Development services. What should Builders be thinking about when they partner with a Mobile Solutions provider?
Kevin: Make sure your development company has experience working with the platform that you choose for your application. If you want an iPhone App, and they have only worked with Windows, you don't want to pay for the time they take to learn. If you choose to have your App compatible with multiple platforms, make sure you express this to your App development partner. Also, make sure they include this in their estimate, so you avoid scope creep later.
You should be involved in the creation of your application. You know your industry and what your customers need. You want to be able to weigh in on the process and testing. Just because your mobile application developer is located in a nearby city, doesn't always mean that their application engineers are conveniently located as well. Many developers are outsourcing their engineers, which means you may not be in the same country as engineers designing your App. This can be a major concern, especially when it comes to convenient communication with developers while they are designing the project. Asking this simple question can relieve a lot of potential stress.
Marketing Blueprints: One of the reasons we decided to partner with iGlobal Apps is the potential for mobile features to be added as Builders grow their Mobile sales funnel. Can you speak to a few of the features?
Kevin: Anyone who read my blog post this week, knows that I am enthusiastic about the potential for Apps to make you money. eMarketer predicts $28.72 billion in ad spending will go toward mobile ads this year alone. Bringing value-added services from your neighborhood to prospects and customers is a win for everyone. I'm also interested in the growth of click to call action that mobile Apps make possible. People are making more calls because the search device also happens to be a phone. According to a study by PPC leader, Wordstream, users are nine times more likely to place a call on the search engine results page of a smartphone than on a desktop. Call only campaigns direct people to make a call rather than send them to a landing page. An App makes it convenient for a prospect to make a call to visit a Sales Center or to engage with an Internet Advisor.
Thanks, Kevin! We're excited about launching our BP App later this month. We will be talking with Kevin during an upcoming Webinar series about how to kick-start your mobile strategy.
We hope this adds value to your week. Thanks for being part of our community.
Leslie Bridges, Chief Blogger
Marketing Blueprints is sponsored by Builder Promotions, Inc., a branding and procurement solution that delivers branded products and collateral used throughout the home selling cycle.