5 Reasons Why a Smartphone is an Estate Agent's Best Friend
Optimizing marketing for mobile devices - particularly smartphones - and devising an associated strategy is something that if estate agents haven't embraced already, should have at the top of the to-do list for 2017. Smartphones have become like body parts for the majority of the nation to the extent that if they're not bolted-on at all times, it's hard for many to fight the feeling that there's something missing.
Smartphones are increasingly becoming a daily necessity and this is something that is very much shaping the future of real estate marketing.
However, smartphones have more uses than just searching for property information and real estate professionals are increasingly using mobile technology for mobile services too. In essence, there is a world of property-related content and information at the fingertips of consumers today and consequently the pressure is on agents to actively participate in their area of operation with effective mobile marketing.
Here are 5 persuasive reasons why mobile marketing in property is the central nervous system of any agent's strategy:
#1 Smartphone Adoption is Continually Increasing where Other Digital Tech is Stagnant
Research shows that desktop and laptop computer ownership has declined with 68% of adults owning a smartphone and 45% a tablet. Around 62% of people use their smartphones to search for information and so it's a given that content generation is a key driver of any successful digital marketing strategy. When creating content, it's more important than ever to bear in mind how it looks and reads to viewers using a smartphone. Optimizing all content so that it stands out to search engines is crucial and attention needs to be paid to SEO to ensure good positioning on results pages as they're displayed on smartphones.
#2 Optimizing for Smartphones is the New Universal Standard
The numbers boil down to the simple fact that four out of five people own and regularly use a smartphone. Although laptops, desktops and tablets are far from obsolete they are more commonly used for work-related tasks than at a personal level. There's something intimate about a small hand-held device that lends itself well to the property industry as it conveys a sense of personal communication. For that reason, all online content should be optimized for smartphones to ensure the best delivery of information with easy navigation and fast loading times.
#3 Smartphones Allow for More Effective Location-Marketing
Geo-targeting or location-marketing is the relatively new practice of delivering content to a consumer, often via their smartphone, using geographic location information about that individual. Smartphone technology is incredibly powerful and gives agents the ability to target and reach niche audiences according to where they are. There are creative marketing mechanisms that use the location of individual devices to send alerts about nearby properties to view. Location-marketing also allows relevant content to be distributed to a finely targeted audience based on social and personal preference of respective audiences.
#4 Smartphones Make for More Effective Email Marketing
Research shows that more than 54% people use their smartphones to access email which is why email marketing is crucial for an agent's digital strategy. Newsletters are one of the best vehicles for marketing messages and people are more inclined to buy-into the services of an estate agent when they've subscribed to its newsletter. When an email is received on a smartphone, it's the most direct form of communication you have with existing and prospective clients at a personal level. By not having a responsive website or generating content that is easily digestible and visually appealing for a smartphone screen, it's tantamount to having no online presence at all.
#5 Mobile Marketing has the Best Conversion Rates
Around 88% of consumers searching for a local service or business on a smartphone will call or make a visit within 24-hours. The implication of this stat is that when someone is looking at property, they're likely to be searching for it with every intention of taking action within a short period of time. Such search enquiries require instant gratification with clear information that's relevant to the enquiry displayed quickly on a smartphone screen. Research shows that 55% of smartphone owners access property content with the main purpose of looking up estate agents, 47% to access general area information, 43% to locate a home and 41% to schedule a viewing.
It's safe to assume that if someone has internet access they almost certainly have a smartphone and that they prefer to read their emails and view other online content using them. In fact, it's probably rarer for someone to make a voice call with their smartphone than it is to communicate person-to-person via the internet in some way such as email or instant messaging.
The fact that smartphone ownership is on the increase shows that it is an established form of communication that is a firm- fixture in modern society. Furthermore, with the volume of mobile service providers giving smartphones away with contracts, this number is going to keep increasing, which is excellent news for agents with an effective marketing strategy.
Smartphones provide the most direct route to target audiences and for that reason, the highest client conversion rate. Therefore, an investment in responsive website design and smartphone-friendly content can yield a significant marketing ROI.