Golden View LLC

Golden View LLC is a Real Estate that focuses on formalized property investment for the retirement community. The major objective of the company is to offer private investment services together with loans to the target market segment. Potential customers targeted by the company include retirement age people who are searching for a community that offers property and loan services with regard to their age and income level. Citing from the fact that Golden View Inc. is a limited liability partnership, it hosts skilled and experienced staff members who have served more than 20 years in the real estate industry. Precisely, services offered by Golden View Inc. include mortgage services, new homes selling, consulting services, home search, title transfer, property preparation, and appraising among others.

Market    

It is factual that retirement industry has been advancing significantly over the past two decades. This is based on the fact that people at the retirement age cover more than 20% of the general U.S population (Real Estate Industry Profile, 2015). Additionally, the percentage growth of the retirement age population has been approximated to be 3% per annum. However, the growth rate is not constant in every part of the country as it is exhibited that in southwest parts, the growth rate has reached up to 9% per year (Real Estate Industry Profile, 2015). According to U.S Census Bureau report, retirement industry which offers apartments and property services, retirement services, and medical facilities accounts for approximately $4 billion of annual national income (Goodwin & Stetelman, 2013). Thus, it is noteworthy that the market segment served by the company guarantees stakeholders future development and expansion.

Keys to Success 

Enhancing customer relations by keeping a close contact with the clients which has helped the company acquire top not reputation

Offering premium quality services to enhance customer experience on sectors such as consultation, community information, sale preparation and appraisal among others       

Marketing Department

Golden View Inc. focuses on a single market segment that is the retirement age community. This segment consists of people beyond the age of 55 including couples and families who are searching for retirement apartments and properties. Therefore, as a manager in the marketing department, I will focus on reaching out the target customers by creating awareness on the real estate properties offered by the company. Based on the presumption that the target market segment is searching for the real estate properties, the only way to reach out to them is through information technology especially through computer clouding. The department focuses on informing the target clients on facilities offered by the company such as entertainment, dining, medical and shopping,  just to name a few. As a result, Golden View Inc. has been using digital marketing strategies such as using social media and company’s website in order to reach out to the customer base. In addition, the company has been paying considerable attention to traditional marketing approaches such as use of magazines, radio and television commercials. Golden View Inc. has been spending 20% of the generated revenue per year on marketing strategies. Thus, citing from the encroaching technology, digital marketing has helped the company significantly as we have been able to reach out to customers from across the state using internet and social media.

The Concept 

It is factual that the real estate industry is on radical transformation due to the proliferation of information technology resulting from use of mobile phones company’s websites, online connection to finances and software (Goodwin & Stetelman, 2013). Contemporary, real estate services are offered and delivered quickly with more efficiency than traditionally. Nevertheless, it is factual that information technology has resulted to stiff competition in the real estate industry obliging companies to adhere to the current trends in order to be competitive in the market (Benjamin, Chinloy, Jud & Winkler, 2005). For example, traditionally, files were and information regarding the detailed property were stored in the folders which made it had to retrieve. In the contemporary real estate industry, information is stored technologically in folders that can be accessed using a mobile phone (Benjamin, Chinloy, Jud & Winkler, 2005). This means that information technology has enhanced business process which can be conducted everywhere. Furthermore, information technology has increased security of documents and promoted easy retrieval. From the age of smart phones, getting an email from the phone then accessing the required documents from the computer might be time consuming (Acharya, Kagan & Zimmerman, 2010). Precisely, the objective of the mobile app will be to combine different platforms in single mobile phone software in order to promote fast and easy access of the intended information.  This means that the user does not need to visit the company’s website through the browser to access information regarding the company.         

Business Drivers

It is noteworthy that the implementation of mobile solutions and strategies has been propelled by the rapid storm of software, hardware, business trends, challenges and market demand. Therefore, the following current trends are the drivers of implementing mobile for Golden View Inc.

• Commercialization

It is factual that technology has become very important and ideal tool of contemporary day-to-day life (Acharya, Kagan & Zimmerman, 2010). As a result, business users who are the target customers are using mobile phones for nearly every aspect of their daily life starting from socializing, purchasing habit, and entertainment. It is exhibited that mobile devices are turning to be user friendly, where its interfaces are reliable, customizable, and instinctive. Generally, Golden View Inc. has to adopt the trend in order to adhere to the market changes with regard to the track followed by the target market segment.

• Ever-Present Connectivity

 This is based on the fact that technology has become inherent in the business sector where most of the processes require certain technological effort to be completed effectively (Haselmayr, 2014). Thus, employees require constant access of applications and data in order to complete business processes efficiently. For instance, different users have demanded access to information at anytime and anywhere using the most portable device. On the other hand, business users as a team require collaboration, quick decision making, and enhancing customer experience (Haselmayr, 2014). In the process, business users find themselves utilizing mobile devices to enhance teamwork and efficiency. Therefore, in order to make sure that business users can access the information at any time and everywhere, Golden View Inc. has to implement mobile app technology to enhance its processes.

• Centricity

The major significance of mobile networking and computing is based on the fact that it is dominated by expediency, flexibility and effective performance (Haselmayr, 2014).  Therefore, using mobile computing services, the user can benefit from instant connection and access to cloud-based services. This means that the user is always at the heart of the mobile computing processes. Citing from the contemporary use of technology, it is exhibited that cloud-computing has already replaced traditional business processes and applications (Haselmayr, 2014). It is turning out that users are becoming obsessed with the current information technology especially to using their mobile devices. Generally, this obliges Golden View Inc. to adopt information technology (mobile app) in order to reach out to a wider customer base to promote effectiveness of its business processes through the staff members.

• Development of Cloud Computing

The contemporary business sector has advanced its use of cloud computing where it has become device independent and data-oriented (Haselmayr, 2014). Contemporary, cloud communications are used to distribute business prerequisites such as emails and data. Additionally, users are able to access cloud services in any device that is most accessible.

• Ownership Cost

As the popularity and taking up of mobile devices continue increasing significantly, the competition amongst the providers of the devices and platforms increase correspondingly resulting to quality development and prices decrease (Haselmayr, 2014). Additionally, most of the supportive features of cloud services in the mobile devices including screen resolution, power consumption, processing power and overall security have been improved. Thus, this has promoted significantly in the overall use of mobile devices by the business users.

Benefits of Mobile App     

To start with, it is true that mobile app for the business is basically meant to solve problems associated with business processes, enhance customer experience and offer an alternative to web portal (Haselmayr, 2014). Therefore, the following are the benefits that Golden View Inc. will enjoy from implementation of a mobile app.

1. Increasing and Maintaining Competitive Advantage of the Organization

 This is based on the fact that mobile devices are endorsed in the current society which means that most of the competitors in the real estate industry are adopting the technology significantly (Haselmayr, 2014). Therefore, it can be asserted that acquiring the mobile app prepares the business for the future market changes. Additionally, it is perceptible that the business that utilizes mobile applications exhibits a highly probability of benefiting from future technological changes. Thus, Golden View Inc. will benefit significantly from mobile app technology.

1. Brand Image Building

Brand image is very important in the contemporary technology-oriented world since people can compare different brands and share ideas through technologies such as social media platforms (Haselmayr, 2014). This means that the image on perception of the brand can spread quickly using clouding services. As a result, Golden View Inc. will reach out to its target customer base using the mobile app which will promote brand recognition.

1. Promotion Services

The mobile app offers a wide range of features and services which includes features for promotional ads (Haselmayr, 2014). Additionally, there are specific mobile apps that make it possible to offer custom promotions to the target customers. Generally, this means that, the company can outsource some of its marketing strategies and focus on mobile app marketing. Thus, it is factual that mobile app will promote increase of sales for Golden View Inc.

1. Increasing Expediency

The mobile app is an extension of features and products offered by the organization. Therefore, it offers different services to both the company and the customers (Haselmayr, 2014). For instance, it is possible to make enquiries through the app and purchase products through the same platform. On the other hand, the company benefits from the app on the basis that it can offer products to the potential customers directly, effectively and promptly (Haselmayr, 2014). Furthermore, the app is accessible to the user and offers faultless customer experience. Basically, Golden View Inc. will be able to make close contact with the target customers and offer services and products effectively.

1. Generating Additional Sales and Revenues at Low Cost

It can be costly to develop the mobile app but the cost can be reduced by outsourcing some of the features that are unnecessary (Haselmayr, 2014). Therefore, after developing the app with the most important features, the app can be used for different purposes such as products and services offering, promotional services and business process. This means that all those and other features in one platform reduce the costs that could have been used for individual purposes served by the app.

1. Enhancing Customer Engagement

  Since the use of smart phones by the contemporary generation has increased significantly, the company is able to keep a closer contact with the customers using the mobile app (Haselmayr, 2014). This is based on the fact that most people in this society spend much of their time on mobile devices. Therefore, it is easy for the company to built relations with the users of their mobile app. Generally, Golden View Inc. will enhance customer relations with the mobile app through close contact.

Target Audience  

To start with, the overall target audience consists of the customers and employees in the organization. The customers segment consists of people at the age above 55 years assuming that they are within the segment that spends much of their time with their phones. Additionally, implementation of the mobile app is based on the presumption that most customers prefer using real estate online services prior to visiting the company physically. The other target audience for the mobile app is the staff members of Golden View Inc. It is factual that every staff member in the company owns a smart phone which he or she uses for daily activities. Apart from communication, mobile app will help the employees access information on the details of the job through a featured transform in the app. Additionally, the app will help different staff members in storing and retrieving data and messages.

Impact on Existing Staff, Processes and Procedures        

As aforesaid, one of the major benefits of the mobile app to the employees includes access to organizational data and information. Therefore, the impacts of the mobile app to the staff, process and procedures include the following;

1. Effective and swift communication among the staff members
2. Quick business processes arriving from instant response of the employees on certain tasks
3. Immediate customer services
4. Effective teamwork and collaboration
5. Building employees’ skills and experience
6. Developing organizational culture

References

'Real Estate Industry Profile: United States' 2015, Real Estate Industry Profile: United States, pp. 1-33. Acharya, R, Kagan, A, & Zimmerman, T 2010, 'Real Estate Information Technology: Influence of Email Marketing on Real Estate Agent Performance', Journal Of Real Estate Literature, 18, 2, pp. 329-343

Benjamin, J, Chinloy, P, Jud, G, & Winkler, D 2005, 'Technology and Real Estate Brokerage Firm Financial Performance', Journal Of Real Estate Research, 27, 4, pp. 409-426

Redfin 0007, 'Redfin Brings Progressive Real Estate Brokerage, Industry-Leading Website and Mobile Apps to Reno', Business Wire (English), 7

Goodwin, K, & Stetelman, S 2013, 'Perspectives on Technology Change and the Marketing of Real Estate', Journal Of Housing Research, 22, 2, pp. 91-107.

Haselmayr, M 2014, ‘Here’s Why Your Business Needs Its Own Mobile App’, Forbes Magazine, N.p, retrieved from http://www.forbes.com/sites/allbusiness/2014/11/17/heres-why-your-business-needs-its-own-mobile-app/#278dcd705c76