Are mobile web and mobile search ready for real estate?
Posted in Technology, Tools and Tidbits By Mike Sparr, Tuesday, September 30, 2008.As real estate professionals, nationwide, search for sales and marketing tools to better advertise their listings to consumers, talk of mobile advertising capabilities continues to rise to the top of discussion.
We've seen MLS and Associations swarming around the idea of mobile MLS search, in attempt to meet real estate consumer demands and provide easy access to listing information from mobile phones. The only question is, are we ready to start marketing campaigns via mobile web search? If you are trying to reach a large audience, wireless user reports point to "No".
In our research, we have yet to find a real estate professional who's been satisfied with the results of utilizing a mobile web marketing service. This only makes sense considering the statistics for actual users of mobile web. Reports indicate that only 14% of mobile subscribers in the US actually use mobile web, a pinch of the over 255
million total mobile subscribers. Smartphone owners consist of a slim 3.8% of users and 1% piece of the pie goes to iPhone owners.
Although the idea is great, they are ahead of technology curve for their consumers who are actually using mobile web. But there is another option. Do not disregard the opportunity to utilize mobile phones and marketing capabilities as there are solutions that are very successful.
"Today, technology is being woven into the very fabric of our social culture, offering advertisers the ability to extend their reach to consumers much more effectively and immediately." (USShortCodes)
Text messaging is a strong avenue for you to consider as it is approaching nearly 5 times greater the number of cell phone owners utilizing mobile web and mobile search. Consider marketing services like Goomzee, which sends a text message with information to consumers, as well as the option to either view a mobile web link, or actually download a slideshow of up to 8 photos to their phone.
The benefits to text message advertising is extremely valuable: you can provide buyers with instant property information, 24/7 and generate quality leads that you can follow-up with. That has got to make your home-sellers happy!
Happy Mobile Marketing!
Erika Beede
Communications Manager
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Submitted by G Dewald | Union Street Media on September 30, 2008 - 10:23am.
Here's some more data you can use to bolster the case for using text messaging in marketing.
But correct me if I'm wrong: mobile-enabled sites and Goomzee's product occupy different places in the customer-acquisition cycle, don't they?
One person is actively searching for property and still narrowing down choices (requiring perhaps more than one property to review on a Sunday afternoon) while the other is intrigued by a property and sees the code in the sign.
One person can (depending on MLS rules) anonymously accomplish their task while the other will give up their phone number if they feel the information is worth having right now and trust the brand of the sign.
Both marketing tactics look sound to me if applied to the right objective. Given that enabling mobile-versions of websites is usually a fairly trivial expense I don't see why both customers shouldn't be served.
G. Dewald | Union Street Media | Real Estate Internet Marketing Blog
Submitted by Mike Sparr on September 30, 2008 - 12:44pm.
I'm glad you brought up this point. I, too, believe that if professionals were to incorporate both options in to their marketing plan, than that would be even better!
However, if they are looking to choose one over the other for purposes of budget and trying to determine the best reach method, then text marketing would be much larger.
Thank you for your attention and great response!
Submitted by G Dewald | Union Street Media on September 30, 2008 - 1:02pm.
Not certain I understand entirely. Wouldn't the maximum reach of Goomzee product be defined by those who know the mobile code (primarily those who have seen the sign in front of the house?) while the maximum reach of the mobile-enabled site be people with a mobile device who can find the website?
I would think the primary advantage of the Goomzee isn't so much in terms of reach as it is in delivering information at the point when the customer is likely in the highest state of desire (they know the neighborhood if they're standing in front of the house, etc)?
Any realtors out there experiencing success with txt marketing or their mobile web initiatives? Anyone tracking it?
I'm in the middle of compiling some web analytics data for a hefty number of web sites and if I have time I'll try to include some info on mobile usage (since it's GA I'm pretty much limited to tracking iPhone and Palm as a proxy for the entire mobile space, but the iPhone is pretty much the main mobile consumer of websites at the moment anyway). If I can I'll report back.
G. Dewald | Union Street Media | Real Estate Internet Marketing Blog
Submitted by Tina Merritt on October 1, 2008 - 6:25am.
I've been a user of mobile web property search marketing through Gumiyo.com for about 8 months now. I've seen my user searches go from a handful to 20/month and it grows each month. As the # of mobile web users increases, the demand for this type of marketing will increase. It's easy, inexpensive and delivers what the customers want.
@tinainvirginia
Submitted by Ken Smith on October 13, 2008 - 7:52am.
Has anyone tried this service?
Ken Smith
Schaumburg Illinois Real Estate Agent
Submitted by Glenn Ginsburg on October 13, 2008 - 12:12pm.
@Ken - Very good question. But let's go a little further and ask what has the ROI been?
Glenn Ginsburg
A Delta Realty
Bonita Springs Florida | Copperleaf at The Brooks
Submitted by Anton D. Stetner on October 19, 2008 - 8:15pm.
With the explosion of text messaging use if you make this and mobile searching a part of your web marketing you are going to getting the consumer the information exactly when they want and in the media form they want it. I believe your overall conversion rates will go up, but I would like more info about someone elses ROI for these products.
Anton D. Stetner
Real Estate Solutions Group
Snohomish County Washington Real Estate
Submitted by Dan Walker on November 17, 2008 - 7:42am.
I am currently using TextMyMLS. I put my pro-quest subscription on hold to try this. It looks like it more affordable than Goomzee from what I see. What I have noticed in my market place is that sign calls and calls from these lead capturing sources are down. I think the cost of gas, and improving web technology has more buyers than ever on the internet. They are not driving around like they use to in my opinion.
I also have more buyers willing to ride with me these days than in the past. Again, Gas.
Anyone else observe the same things? Different?
Dan Walker - Salt Lake City
Associate Broker, CRS
801-288-2260
www.AtHomeUtah.com
Submitted by Mike Sparr on November 17, 2008 - 10:09am.
Hi Dan,
Remember you can use text-in codes for ads as well as yard signs. We've seen many clients receive more texts than calls in their newspaper listings and also since November last year, their texts at property have surpassed phone calls. If traffic is down, it's down, but at least you're not missing lead opportunities - you are following up with your leads in a timely manner aren't you?
There are many pricing models at Goomzee and there IS a difference in solutions. Pay particular attention to the buyer experience because if you use a service that bombards buyers with simultaneous messages, relies solely on mobile web URLs, etc., you run the risk of alienating buyers from continued use and thus a one-time solution instead of long term.
Reports from WAV Group and HAR still report nearly 75% of buyers prefer to have information at the property, even if they "stumble upon" something of interest. If you don't provide them information at the point of interest, whether it be ad, site, on premise, you run the risk of losing leads and now more than ever, you cannot afford that.
Check: http://www.goomzee.com/products-connect-features.htm to see a few recent enhancements that were designed to accommodate agents and engage in personal interaction with buyers to increase your closure rate. We're automated the successes reported by clients around the country and have had rave reviews.
--
Mike Sparr
Goomzee.com
"Connecting buyers and sellers"
Submitted by mark langowski on November 17, 2008 - 5:37pm.
I am using http://www.BeatYouThere.com to easily search the country for listings.