Nudge Marketing

Give Prospects an Extra Push

By Geneva Ives on Jul 15, 2015 in Marketing

Have you heard of nudge marketing? If you haven’t yet, you will soon! This type of marketing is making waves as a more effective way to convert prospects. Learn what it is, why you should use it, and how to apply it to property marketing.

What is nudge marketing?

Nudge marketing is a kind of marketing psychology that leverages behavioral data to personalize marketing messages to an individual target and ‘nudge’ that target into action. By incorporating the anticipated buyer journey into the marketing cycle, it can yield a much higher success rate than traditional marketing alone.

Chances are that you have already experienced nudge marketing on a retail website or social media platform. Have you ever looked at a shirt at a major chain store only to see it appear in the sidebar of your Facebook page later in the day? That kind of retargeting is one type of nudge marketing. It’s a subtle nudge tailored to your interests that’s designed to convert you from prospect to sale.

Instead of sending an identical blanket message to a large audience at the same time and hoping it resonates with at least a few recipients, nudge marketing means sending a targeted message to an individual at a specific, relevant moment in the sales funnel.

“Today’s audience has so many things distracting their attention. The more opportunities you take to put an action item in front of the right customer at the right time, the more likely you are to close that deal.” — Karen Kossow, Vice President of Marketing at Community Realty Company

3 nudge marketing strategies

• Nudge marketing can help website visitors overcome indecisiveness or passivity. If someone is stuck on one web page or has visited the same page multiple times in the last week, it can indicate that they have a question and don’t know what to do next. A “contact us” or “call us now” pop up window might be just the push they need to take the next step!
• You can also use it to guide a prospect to an item or result they want, without forcing them to make a purchase. For example, when you add a set of plates to your online shopping cart and the website suggests “items you might also like,” including the matching cups and bowls, that’s nudge marketing.
• Additionally, you can compel customers to behave in the manner you want by suggesting it to them in small ways throughout the user experience. This article details how supermarkets have been using a range of inexpensive techniques—from arrows to mirrors—to dramatically boost produce sales.

Nudge marketing comes to RENTCafé®

“The future of marketing is quickly moving to a gentle nudge approach that aligns with the customer’s behavior and actions,” said Esther Bonardi, industry principal of Yardi Marketing Solutions. “With this in mind, we are excited to introduce nudge marketing options within RentCafe, our all-in-one property marketing platform.”

With our new nudge marketing update, you can now display strategic messages to visitors on your property marketing sites prompting them to take action based on their behaviors.

RentCafe’s new nudge marketing tool will help you:

Capture leads more easily
Choose pages to display a simple contact form pop up after the visitor has been on the page for a specified amount of time.

Tailor your message
Create a distinct message for the visitor that’s based on the particular page being viewed.

Target interested visitors
Display customized messages to prospects who have visited multiple pages of your site.

Unlike a traditional advertising campaign that needs to be constantly managed, deployed, and monitored, nudge marketing is a time-saving efficiency tool for property marketers. It works around the clock in tandem with your other marketing activities.

Want to learn more about RentCafe’s innovative solutions for property marketing? Get in touch! Email [email protected] or call anytime: 800-866-1144.

What are your thoughts on nudge marketing? Convenient, too subtle, or a little creepy?