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 are 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: 

  • 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?

Multifamily Brand Guide 2

Micro-Moments for Multifamily

In multifamily housing, it’s important to understand your audience’s lifestyle and interests. This includes what they look for in an apartment, how they like to communicate, and what their next move is. How does this translate into 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 is critical to communicate a clear brand message through the right channels at the right time a user has an impulse or important moment upon them. It’s important to be active in all stages of the mobile journey. This can start with local search results, your online reviews, mobile website, social media, and video.

Branding for Multifamily

Before optimizing all these specific marketing channels, your brand should establish a strong identity 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 with our mobile phones which serve as our “lifeline.”

According to Google, we check our phones 150 times a day. Research also indicates that 91 percent of smartphone users turn to their phones for ideas in the middle of a task, and 65 percent 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 Micro-Moments?

To effectively seize these micro-moments, develop a goal to be there for your audience on mobile platforms and design a competitive edge. When a micro-moment hits, it can drive brand awareness by 46 percent by simply showing up in local mobile search results.

Be there in the moment for your residents and prospects.

Multifamily Brand Guide 2