mobile application

Brokers Must Immediately Audit Mobile

by Victor Lund on October 12, 2015

Mobile traffic is 50% for most brokers today. Sadly, the mobile solution that you purchased a year or two ago is probably behind the times. Not only does your website need to be “responsive” to any mobile browser, but you’d better have a damn good app too. The first thing that you should do is try it. Make sure that you download your app, and use it every time you need to look up something on property. Moreover, be sure to use the mobile browser. This consumer experience is lost on most brokerage operating principles. The second thing to do is audit your agents and office managers. Ask them to show you the company’s app on their phone. You will be astonished at the number of agents and managers that do not have the app installed. It’s a good time to ask them “Why not?” There may be a very good reason. Promote Your App On Your Website Sometimes the simplest things can make enormous differences in your business. After getting everyone in your firm to download the app, market it everywhere. We audited a brokerage firm’s online strategy recently and made a simple suggestion. We asked the broker to code in links to their mobile app on every page of their website. It is a simple procedure; place the icons and links to the download sites. We were astounded by the results. Their app downloads went up by more than 3000 percent. The funny thing is that consumers visiting their mobile website were already presented with the “Download Our App” option when they first hit the site. The website would detect the mobile solution and make the appropriate recommendation. Unfortunately, that option disappeared if the user did not select it immediately on the first page. I guess what we learned is that the consumer wants to access the content first, then download your app after you have demonstrated that your website is the one they want to use for home search. In other words, app conversion is happening at a much higher rate on page view 3 or 4 than on page view 1. Promote Your App On Yard Signs Most brokers have some form of mobile call to action on their yard signs. I have seen everything from sign riders to banners, to QR codes. They all work, but perhaps something more elegant is to simply put the […]

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What MRED Teaches Us About Mobile

by Victor Lund on February 14, 2014

Midwest Real Estate Data (MRED) is the MLS of the Chicagoland area. It encompasses Chicago and the surrounding region. It is among the largest MLSs in the nation. As you know, here at WAV Group, we love data and charts. Any ability to track trends in our industry that are supported by data lends credence to the strategic planning efforts across our industry.    Copyright 2014 Chicago Agent magazine, reprinted with permission Lets take a closer examination of this graph. Adoption Curve The first thing you’ll notice is that mobile adoption is not a hockey stick. It was in 2011 and 2012 when adoption doubled from 7500 users to 15,000 users (62% growth for those who are counting). But it failed to grow to 30,000 users in 2013 (41% year over year growth). The numbers in the chart represent use by MRED Realtor® customers only. MRED has just recently begun tracking the client use of mobile when accessing data sent to them by their broker. If you were to add those numbers to the chart above, you would see parallel growth amongst consumers – with volumes reaching an 8-fold increase in counts per device type. Device Type In the graph above, the purple tips are Windows 8 tablets. The green is Android. The red is the Apple iPad and the Blue is the iPhone. Within a reasonable range of variance, this graph would indicate that there is little market shift in the utilization of Android vs. Apple. This is notable because Android devices outsell Apple devices by a significant rate. You will also notice that Blackberry is officially in its grave, resting peacefully beside its fallen brother, Palm. What is remarkable here is the emergence of the Windows 8 tablet. If you are in the technology business, you need to go out and purchase one of these devices immediately. I have been using the Microsoft Surface. It is an extraordinary device that marries the mobility of the iPad with the utility of a laptop. Moreover, it runs full desktop versions of your installed applications. That means full versions of Microsoft Word, PowerPoint, Excel, and Explorer. It also runs mobile apps, and it syncs with iCloud. All of my favorite iPad apps are available on the Surface – including Evernote, Flip, Skitch, Instagram, Facebook, Twitter, Skype, Bank of America, Netflix, Pandora, Hulu, ESPN, YouTube (plays all videos, even the ones that […]

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Mobile Passes Print in Consumer Engagement

by Victor Lund on December 12, 2011

Marketing

WAV Group joined the parade of consults declaring the death of print media in late 2006. Inman News confirmed its death during their conference in San Francisco in 2007 (one of my favorite events of all time). Believe it or not, print actually made a bit of a comeback in 2010. Nevertheless, the Internet is the place that consumers increasingly spend their media time. The new news is that people are actually spending more time on their mobile phones today than they are spending interacting with print media. According to eMarketer,  time spent on mobile devices is now an average of 65 minutes a day, compared to 44 minutes a day for print (newspapers and magazines combined).  Last year, both media segments were tied, but mobile grew by 30% in 2011. Here is the weird part – someone forgot to tell the people who are creating the advertising budgets. Today, companies spend an average of 25% of their marketing dollars on print according to eMarketer. Mobile gets less than 1%. Sound familiar? That was about the same ratio that we saw back in 2006-2007 when marketers began to shift dollars online. Today, marketers still only spend about 21% online – still less than print. The majority of money is still spent on Television – about 50% for most marketers.

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