A clear and well-executed mobile marketing strategy for real estate professionals

Talking to over 200 agents and brokers a week has clarified one thing; Among the Real Estate industry there is a very fragmented understanding of what Mobile Marketing (MM) means. Some agents think they’re firmly established in their MM efforts if they use a QR code (you know, those barcodes that look like square boxes with a squiggle in the middle). Others believe that your mobile app or mobile website qualifies as a full frontal mobile attack.

Without a doubt, each of these elements fulfills a valuable role within the spectrum of MM, however, in themselves they are incapable of producing a result that lives up to expectations. Let’s lay out some essential points of clarification on this matter in an attempt to make sense of the whole subject, as it particularly affects the Real Estate Industry as a whole. By the end of this article, the concept and application of Mobile Marketing for the Real Estate Agent should be clear as the cloudless moon.

First. Mobile marketing works. Fortune 500 companies have made this point well from quantifiable studies conducted over the past seven years. As a result of those studies, we’re going to start seeing more and more SMS text message calls-to-action on TV, in print, etc. Get used to it… it comes… fast.

Second. The crown jewel of MM’s effort is SMS text messaging. These large corporations use all avenues of mobile marketing: mobile-optimized websites, QR codes, social media, and web apps. But it all starts with a subscription text call-to-action. Without this, you’re trying to win the Super Bowl without a quarterback!

So let’s see how this plays out in practical terms for Joe Real Estate Agent. What does a complete and well-executed Mobile Marketing strategy really look like?

Players. Joe is going to employ the use of SMS text messaging, a mobile website, a mobile app, QR codes, and a Vcard or virtual business card. That’s the team; 5 Players Now how does it play out, how does it work, how does Joe put it into action to get his mobile marketing machine going full steam ahead?

First. Joe sets up his SMS Text Responder. Assign a keyword to each of your listings. He commands Sign Riders who say, “For info, text KEYWORD to 72727.” This is his call to action, and it’s what drives traffic to all those other elements of mobile marketing. Joe places these riders on each of their respective listings. When a potential buyer sends a text message, he receives the listing information and Joe receives immediate notification of that activity and receives his cell number on his own phone. Nothing else is capable of this fabulous tracking action, nothing. The lines of communication have been opened.

Second, you create a QR code designed to direct people to your website, where they can see all of your listings along with your contact information. Place this QR code on all your printed materials. People see your ad, scan the QR code with their phone… Viola! They are now connected to all your promotional materials. But unlike SMS Text, you don’t get a notification of the activity.

Third. Create a mobile website that hosts all your updated listings. This is just like a normal website, except it’s been optimized for viewing on a smartphone. When people send text messages for information, they receive the requested data, along with a link that sends them to the Joes website. Once they’re there, they can download Joe’s web app and place it on their phone’s desktop for quick access to his site in the future. Once again, the activity was triggered via SMS, collecting their information and then sending them along with Joes other materials, and notifying Joe of the activity.

Four. Joe sets up his virtual business card which is connected to another KeyWord. So whenever he goes out and people ask for his card, he just says “text JoeM to 72727”. The requested information is sent to his cell phone and Joe’s cell number is sent to him. Again, collecting a database of contacts. Joe can also include this Call to Action in all of your collateral materials and in all email signatures from Joe, and once again, you are notified of any activity.

Fifth. Finally, having started to build a vast database of active and interested buyers, Joe can now text them at will. He can notify price changes, special offers, he can even send virtual birthday cards, holiday cards, etc. to his cell phones. This is an invaluable, unique, and inexpensive way to stay in front of that database all year long. Also, all this can be scheduled in advance (birthdays, holidays) so that it is automatically sent at the required time.

Did you see how this works?! SMS text calls the customer to action. That action then exposes them to all the other forms of information that have been implemented. Websites, QR codes, Vcards, web apps, all of that is hanging in the air until you employ a call to action using SMS text message. That’s the missing link that ties it all together to work properly.

When it comes to choosing a company to provide these services, the field is wide and deep, and constantly growing. Sew wisely. But that is the subject of another article: How to choose a mobile marketing partner.