Messenger for Business: Increasing Engagement with Homebuyers

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Amidst reports of its decline, Facebook continues to dominate all aspects of social media ­– and many aspects of general web activity. With over 90% of all brands reporting that Facebook is an element of their marketing plan, it’s clear that the platform is healthier than ever. This past March at their annual F8 conference, Facebook unveiled another way that businesses will be able to utilize the platform to engage directly with their audience: Messenger for Business. In simplest terms, the development tool will allow businesses to better integrate Facebook’s native messenger chat into their websites, which will allow for next level to live-chat capability.

What can this new development mean for homebuyers and builders alike? Let’s explore a scenario.

Imagine that you’re a potential homebuyer searching home listings in your area. You come across a new community that you’re instantly in love with, and decide that you’d like more information. You notice a live-chat pop-up and click on it. It asks you for your Facebook info, and after a quick login you’re connected directly with the builder. You ask a number of questions, and receive feedback. Sensing that you’re extremely interested, the builder invites you to book an appointment. They offer you a few available timeslots. You’re not sure if the times work for you, so the builder tells you to simply let them know. Because the website’s chat applet has been using the Facebook messenger platform, the whole conversation is archived on your Facebook, and you’re now connected directly with the builder. Two days later, using your mobile phone, you open up the Facebook app and accept an open appointment time. The conversation is archived, so it’s easy for a representative of the builder to quickly see the message trail – and respond appropriately. The day before your appointment, the builder sends you a message with an easy to read Google map. Below is an example of how an interaction could take place.

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Unfortunately, this feature isn’t available just yet. Facebook is slowly rolling it out with a small group of large US brands, but a representative recently revealed that we could see a release for all pages/businesses within the next 4 months. It’s very exciting, and has the potential to further personalize the homebuying process – and to create a strong community of engaged buyers. If you’re interested in Messenger for Business, Facebook is currently allowing parties to sign up for updates.

The Rise Of Smart Watches

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If recent patterns are any indication, smart watches are nowhere close to slowing down in either sales or sophistication. The proof is in the pudding: 6.8 million were sold in 2014, which is more than double the 3 million sold in 2013. With the release of the long prophesied Apple Watch just two short weeks ago, 2015 is shaping up to be a great year for the platform; in fact, 957,000 Apple Watches have been sold thus far. What does this mean for advertisers and developers? Much like the increase of mobile over the past decade, the smart watch platform presents both a host of new design challenges and intriguing opportunities to engage with consumers.

How can smart watches be used to sell homes? The Pilot Group Company detailed one clever possibility. Imagine you’re out for a walk, and your watch sends you an alert: a home around the corner fits your price range and specifications. With a simple voice command, your watch guides you to the house. You love what you see and decide you’d like to book an appointment. With another simple voice command, your watch sends an alert to the agent who can then contact you directly. Now imagine that same experience applied to future communities and new builds. That’s the seamless experience that the platform has the potential to offer homebuyers.

It doesn’t have to stop there either.

With the built in components that monitor health and vitals, there is the possibility of using your emotions to not only gauge your reaction to and automatically act on homes, but also to build up a profile based on your emotional response to specific elements within a home. Imagine if your physiological reaction to children at a park helped an application ascertain that you’re considering children, and thus look for homes with room to grow. Imagine if increased agitation towards loud music at night helped an application to steer clear of homes close to university housing. This is the kind of next level development that is coming down the pipeline.

Apple is estimating that they’ll be shipping 2.3 million watches in 2015 – and that’s just one maker, and one watch. With the smart watch user base rapidly growing, it’ll be exciting to see the innovative applications that will start to pop up over the next year, and how brands begin to capitalize.

Sean Mason Wins Green Builder of the Year, Low-Rise

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Last week, the BAM team stood by our client, Sean Mason, as he was awarded Green Builder of the Year at the 2015 BILD Awards. If you’ve been following the progress of Sean’s project, a forward thinking and sustainable smart townhome community in Barrie, you’ll understand why this award is such a big deal. From top to bottom, Sean’s homes are raising the bar on green design – and his sales clearly reflect the homebuyers’ response to his fresh, environmentally sound living spaces.

Sean Mason is no stranger to green development. He previously led Mason Homes (his father’s company) to be the first ENERGY STAR standard builder in Canada and has won BILD’s Green Builder of the Year award twice in the past – but this new community is the first for Sean Homes, which is Sean’s own company. Sean was up against one of our other clients, Empire Communities, who won the award last year. Both nominations are a strong testament to the innovative green branding campaigns that BAM develops for its clients. We couldn’t be more proud.

Sean also won a second award for Best E-Mail Marketing Piece. With nine nominations in total, and two wins, it was a great evening for Sean – and BAM!

Responsive Web Design Is More Important Than Ever

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Having a website that is mobile friendly is not a new concept. It’s something that marketers, designers and brands have been aware of for a while now, especially with the sharp – and consistent – rise in the use of mobile/smart devices over the years; however, ignoring or overlooking responsive design is not an option going forward. Google recently announced an update to their algorithm that affects searches made on smart devices. As of April 21st, results will now favour websites deemed “mobile friendly,” giving them higher rankings than websites that are only optimized for desktops and laptops. Considering that roughly 60% of all web traffic takes place on mobile platforms, that’s a big deal.

So what does this mean for marketers? Well, if you manage or build websites that are heavily reliant on search traffic, and you don’t meet the standards set out by Google, you run the risk of having your mobile search ranking, and consequently mobile traffic, drop. A recent study by Portent revealed that 10,000 of the web’s top 25,000 sites actually failed to meet the criteria – that’s a big reality check. There is good news, though: the algorithm is real-time, meaning sites can correct their issues, which can include things like text sizing and link spacing, and recover their former ranking.

Responsive design is something that we’re cognisant of here at BAM when we develop comprehensive online strategies for our clients. With a large portion of users accessing sites as a result of both e-blasts and mobile web searches – especially while on the go – we put emphasis on ensuring a smooth online experience, regardless of where it’s taking place. A great example of a mobile-friendly website is the one we built for our client Sean Mason, which was nominated for Best Website at the 2015 BILD Awards.

The use of smart devices is nowhere close to reaching a plateau – especially if you consider emerging platforms. As new wearable technology such as smart watches continue to push the envelope and transform the way we consume content, marketers will constantly have to adapt in order to stay ahead of the curve.

Green Builders are on the Rise

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Today, more than ever, people are paying attention to how the products they use, and their lifestyle, affect the environment at large. Green marketing, as we currently know it, is a phenomenon that began evolving at a rapid pace in the 1980s, with the implementation of Corporate Social Responsibility (CSR) Reports. CSR Reports provided an overview of companies’ environmental impact; consumers were now able to better understand which companies were wasteful, and which were implementing sustainable measures. This new awareness spilled over into multiple industries, including the homebuilding industry, resulting in increased attention given to “green” approaches to design and construction – and it’s continued to grow. In fact, in 2014 33% of builders in Canada reported that more than 60% of their projects use green construction. This number is steadily increasing due to a combination of buyer demand, municipal and federal green building policies and a conscious need to “do the right thing”.

When comparing two homes, 80% of homebuyers say that energy efficiency would have a moderate to large impact on their selection. As well, 78% of homebuyers said water consumption would make a difference – that’s a big deal. The problem is many buyers aren’t willing to dramatically pump up their budgets for green features. So with this in mind, a green building strategy, with energy efficient differentiators, is something that builders need to be cognisant of when developing their marketing strategies. Here at BAM, it’s something that we’ve been helping our clients develop, and with extremely positive results. In fact, two of our clients are in the running for Green Home Builder of the Year at the 2015 BILD awards, with green brands/marketing developed in collaboration with us.

As more and more builders begin to employ green construction and technology into their new projects, it will eventually become harder to stand out, especially with evolving municipal policies that govern the minimum levels of efficiency a new home must meet. “Nice to haves” are slowly transforming into standard expectations, which are going to force builders to employ cutting edge tech/green features, without affecting prices, in order to attract today’s new breed of buyer. With a projected figure that 70% of Canadian builders will be 60% green by 2017, it will definitely be interesting to see what developers will do to contrast their projects from the competition.

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