The best real estate mobile marketing must take advantage of multi-screen using best practices.
Today real estate companies need to masterfully design a real estate website to draw in, engage and convert web visitors to buyers and sellers. However that is not enough to effectively capture the whole targeted audience.
Real Estate Mobile Marketing: How Technology Connects Home Buyers On the Go
In early 2013 two industry leaders came together and conducted a survey to better understand the evolving role of digital media in the consumer home search process. NAR’S and Google’s findings are not surprising, but for those who need hard facts to support investing in real estate mobile technologies, the results are in and they cannot be ignore if the broadest reach is desired.
How Important is Mobile Marketing for Real Estate Business?
Real Estate Mobile Usage Results
49% of home buyers and sellers used a mobile device at the beginning of their real estate search.
The study also tells us 90% of buyers searched online before purchasing real estate. How much real estate business is lost if a company or brokerage does not market to the mobile user, when 49% of those 90% who used search engines in the beginning of their home buying process began their search on a mobile device?
You do the math.
Real Estate Mobile Marketng Activity Stats & Tips
- 89% of new home shoppers use a mobile search engine at the onset and throughout their research.
- Mobile applications are used by 68% of new home shoppers at the onset and throughout their research.
- Realtors® can employ various mobile marketing techniques to make sure they are discovered at the mobile zero moment of truth.
How Home Buyers Use Mobile Devices
The study states “mobile new home shoppers offer an additional source of qualified leads for Realtors®.”
The graph below represents a breakdown of how home buyers used mobile devices as part of their home searching process.
Once again, these real estate mobile device usage stats are not surprising.
Gathering home information, getting directions, comparing prices and features, searching a real estate companies inventory, calling a brokerage, locating a local agent, reading reviews, researching mortgage financing, starting a conversation with a brokerage, watching a property video are all common home buyer activities. Today, these actions are occurring on mobile devices at rapidly increasing numbers.
The study proves home buyers research on the go.
Interestingly, 77% of these mobile searches are conducted at home and 31% at work, locations that a desktop or laptop computer are more than likely accessible. People are choosing to use their mobile devices.
an Utliment Real Estate Technology Takeaway
Google confirms: Grow your business with real estate mobile marketing.
An excerpt from Google…
The Google study looked at all the screens consumers use over the course of a week and found that a full 90% of all media interactions are now screen-based: they take place on a smartphone, laptop, PC, tablet or TV. Radio and print now account for only 10%. If your real estate company still allocates marketing dollars for radio or print, today it is time to change that.
Go Mobile or Go Google Goodbye
On June 11th, 2013 Google published an article titled Changes in rankings of smartphone search results.
Google states… smartphone users are a significant and fast growing segment of Internet users, and at Google we want them to experience the full richness of the web. As part of our efforts to improve the mobile web, we published our recommendations and the most common configuration mistakes.
Avoiding these mistakes helps your smartphone users engage with your site fully and helps searchers find what they’re looking for faster. To improve the search experience for smartphone users and address their pain points, we plan to roll out several ranking changes in the near future that address sites that are misconfigured for smartphone users.
It could not be said any clearer.
Not only do home buyers use mobile devices to search for real estate, Google will reward mobile friendly real estate websites or those that direct to a well-crafted real estate mobile app than those that choose not to cater to this audience. The later will more than likely suffer financially if they reply upon traffic from the search engine giant.
Best Real Estate Mobile Design for Marketing
A laptop or desktop computer website experience is much different than viewing or researching real estate on a smartphone or ipad. The biggest difference, of course, is the screen size. Real estate mobile marketing must incorporate features that satisfy users on the go.
Today, most websites built are responsive. A responsive website is one that will adjust its size based upon the device being used. This type of website maybe ideal for some industries, but not for real estate companies. Simply shrinking down the website size to adjust to a smaller screen, most often will provide a bad user experience. Therefore, a real estate mobile app is preferred for maximum marketing outcomes.
The very best real estate mobile marketing app will make it easy for the visitor to quickly navigate to the information they are seeking.
The “New Home Shopper Activity on Mobile Devices” graph above tell us what information, mobile real estate visitors are seeking. The best mobile real estate app will masterfully accommodate these needs, making it effortless for the visitor to find and view this material, no matter what size screen they are using.
Real Estate Mobile Marketing Best Practices
Less is Better.
The temptation to put too much into a real estate web app is tempting. After all, you want the visitor to see all of the services and information you offer. However, when someone has to scroll down on a web app to find what they are looking for, they are apt to go. They are looking for every specific information, don’t make them scroll or dig for it.
People stay on the front page of a web app 7 to 15 seconds. For that reason, you have 7 to 15 seconds for them to find what they are looking for. Keep the initial load very simple. Less is more.
How Much is too Much?
The more buttons presented to the user at one time, the more difficult it is for them to choose one of them, especially for the first time user.
Keep to less than 7 buttons on the apps front page generating the most useful ones including a click to call, directions, social sharing such as Facebook (use one social button and link that to a page that has all social media links), about, property search and details page and neighborhood highlights.
Can We Talk?
Think of your real estate app as a communication channel. The real estate mobile marketing goal is make it effortless for the app user to send a text or email message to your agents or company.
Size and GPS Matters
- Button sizes should be large so without difficulty larger finger sizes can click them.
- Make sure app communicates with GPS. If it does not, the app will be useless.
Is Your Real Estate Website Mobile Friendly?
Take your smartphone out. Open Safari or Google and navigate to your website. Is this a website or app you would use when surfing on your mobile device?