By Patty McNease, Director of Marketing, Homes.com
Ninety-four percent of smartphone owners search for local information on their phone (Vocus). You can bet that it’s a good idea for real estate professionals to establish a strong mobile presence to prevent being passed over. The question is how to get started and what are the best practices for implementing a mobile marketing strategy.
A new eBook, “Rise to the Top: Be the Local Expert,” from Homes.com and For Rent Media Solutions, explores a number of marketing tactics, including content ideas, video, social and mobile strategies that will take you to the top of your local game. Today, we’ll cover mobile tactics that can help you connect with clients and prospects as they’re searching on the go.
Statistics show that close to 160 million Americans utilize smartphones and that number is rising every day (International Data Corporation). Data also shows that Americans are spending an average of two hours per day on their mobile devices (eMarketer). The percentage of house hunters using mobile when looking for a house is also increasing exponentially.
Let’s face it: today’s on-the-go consumers are used to accessing information when and where they want it, especially when you’re talking about Millennials—a top segment looking for houses these days.
According to the eBook, search engines have taken this mobile push into account when providing results to its users, taking advantage of the geolocation services found in mobile devices, and providing consumers with the most accurate and highly rated local content relative to their location. Therefore, anyone active on social media, registered on local business directory websites, and that continually publish valuable content, will be placed at the top of these results.
According to Search Engine Land, 90 percent of mobile searches lead to an action and more than 50 percent lead to a sale. Consequently, it’s vital that real estate professionals reach these mobile users and incorporate mobile into their marketing messages.
“Mobile marketing will allow you to reach customers you wouldn’t have otherwise and connect with them in a way that is more customized to their specific needs than other digital channels,” says Jennifer Williams, digital marketing manager with Homes.com and For Rent Media Solutions.
Getting the Message Across
Ninety-one percent of adults keep their smartphone within arm’s reach, and since they are spending a lot of time on these devices, it provides one with more chances to expose them to your real estate business (Morgan Stanley).
The eBook lists several ways to take advantage of these opportunities:
1: Invest: By investing in mobile ads, you will increase the amount of traffic going back to your website. In fact, mentioning a location in a paid mobile ad increases click through rates by 200 percent (KissMetrics).
2: Be Mobile-Friendly: It’s no good having a website if those with smartphones can’t navigate nicely. Having a mobile-friendly website is critical, as statistics show 60 percent of mobile users expect a website to load in less than three seconds (HubSpot). Therefore, investing in a responsive design website platform will seamlessly display your content across all devices and will provide visitors with a better overall experience.
3: Register on Local Sites: Taking advantage of local boards is critical for success and reaching out to homebuyers and sellers, so be sure that you are registered on local review sites and are participating in social media. This will help improve your rank in search results and get you more visits. Also important, once someone does get to your site, make it simple for them to contact you by email or text by displaying the information prominently.
4: Email in Correct Format: Sending emails may not be as important as sending texts these days, but when you do, it has to be a message that a smartphone can read. A recent survey from Constant Contact showed that 80 percent of smartphone owners say it is extremely important to read emails on their mobile devices, with 75 percent saying they were “highly likely” to delete an email if it couldn’t be read on their smartphone. Make your emails short, to the point, and always include a photo to capture one’s attention.
This is just one of the many topics explored in this eBook that focuses on strategies to bolster your local presence. For real estate professionals who want to learn even more—and win a valuable prize in the process—enter Homes.com’s sweepstakes for a chance to win $500 and receive a free copy of the entire “Rise to the Top: Be the Local Expert” guide. Click here for full details.