Tony Romeo - Technology & Innovation That's Shaping the Industry: An Introduction to Mobile Marketing


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Tony Romeo, President of KWKLY Mobile Solutions, offers an overview of mobile marketing and how real estate brokers are employing mobile technology to gain a competitive edge. Instead of requiring downloads, discover how a simple rider sign can provide buyers with a tool that will quickly search all listings in your market and generate leads for your agents. Mobile technology will rapidly advance in 2010 and it is important to understand how consumers will use their cell phones to find home information.

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  • Mobile is tricky and complex – different carriers, devices, operating systems has made mobile very challenging for marketing directors.
  • Tony Romeo - Technology & Innovation That's Shaping the Industry: An Introduction to Mobile Marketing

    1. 1. Winning with Mobile Expectations for 2010 Tony Romeo, KWKLY Mobile Solutions
    2. 2. Overview: Winning with Mobile <ul><li>Mobile demographics and statistics </li></ul><ul><li>Cell phone patterns of behavior </li></ul><ul><li>Developing a mobile marketing plan </li></ul><ul><li>Impact on the Real Estate Broker </li></ul>
    3. 3. Mobile Statistics <ul><li>42 and under prefer a text to a phone call </li></ul><ul><li>Avg American sends twice as many texts as calls </li></ul><ul><li>4.1 Billion texts as sent per day </li></ul><ul><li>91% of Americans keep phone within 3ft of themselves 24 hrs a day </li></ul><ul><li>Americans would rather lose their wallet than their cell phone </li></ul><ul><li>Follow the money trail </li></ul><ul><ul><li>2009 Mobile spend : ~200 million </li></ul></ul><ul><ul><li>Anticipated 2011-12 mobile spend: 5 Billion+ </li></ul></ul>Admod 2009, Cell Fire, ABI Research
    4. 4. Admob Feb 09 38% Admod 2009 Smart Phone Market Share
    5. 5. Admod August 2009 Share of Mobile Web Usage - 2009
    6. 6. Conclusion from Mobile Stats Conclusion #1: Nearly all mobile phones will be smart phones within 4-5 years Conclusion #2: Text Messaging is the preferred method of communication Conclusion #3: Bigger screens are the winners -Mobile web will mirror computer experience
    7. 7. Mobile Behavior Patterns Consumers are using phones differently than they use computers Browsers vs Hunters
    8. 8. Top Ten Computer Internet sites: 1 <ul><li>Google </li></ul><ul><li>Facebook </li></ul><ul><li>Yahoo </li></ul><ul><li>Youtube </li></ul><ul><li>Myspace </li></ul><ul><li>Amazon </li></ul><ul><li>Wikipedia </li></ul><ul><li>Ebay </li></ul><ul><li>Windows live </li></ul><ul><li> </li></ul>Top Ten Mobile sites: 2 <ul><li>Google </li></ul><ul><li>Yahoo mail </li></ul><ul><li>Gmail </li></ul><ul><li>Weather Channel </li></ul><ul><li>Facebook </li></ul><ul><li>MSN Hotmail </li></ul><ul><li>Google maps </li></ul><ul><li>ESPN </li></ul><ul><li>AOL Email </li></ul><ul><li>CNN News </li></ul>Browsers Hunters 1 Alexa Web Rankings and 2 Neilson Ratings
    9. 9. Applying Mobile Behavior Patterns To Real Estate <ul><li>Searching and filtering style mobile technology will be less likely to be used </li></ul><ul><ul><li>- Searching and browsing will primarily occur on computer </li></ul></ul><ul><ul><li>2. #1 Rated Quality of Mobile technology: “Ease of Use” </li></ul></ul><ul><li> - Requiring registration will drive away traffic </li></ul><ul><li>3. Mobile solutions must be location aware </li></ul><ul><li> - Homebuyer wants info on the property in front of them </li></ul>
    10. 10. Sample Real Estate Mobile Solutions
    11. 11. <ul><li>Simple, easy, and fast </li></ul><ul><li>Website addresses on signs have the lowest call-to-action </li></ul><ul><li>Texting is the fastest method of communication </li></ul><ul><li>Focus on delivery should be speed and relevancy not richness of content </li></ul><ul><ul><li>Consider where the homebuyer is located </li></ul></ul><ul><li>Easy for agents to maintain </li></ul>Delivering your Mobile Solution *Flurry
    12. 12. <ul><li>Apps have an edge with user experience </li></ul><ul><ul><li>Much less expensive to build one solution for the web than for every device </li></ul></ul><ul><li>Updates are more difficult with apps </li></ul><ul><li>Almost everything that can be done with an app can be done in a browser </li></ul><ul><li>2/3 of apps are deleted within 60 days </li></ul>Mobile App or Mobile Web *Flurry “ Build to the web” Steve Jobs, July 2007
    13. 13. Winning with Mobile <ul><li>Look at your mobile marketing plan as a long-term solution </li></ul><ul><ul><li>Major Brands are expected to spend 10-12% on mobile </li></ul></ul><ul><ul><li>18% of Homebuyers found their home from a yard sign (NAR 2008) </li></ul></ul><ul><li>Think about mobile like a consumer: </li></ul><ul><ul><ul><li>When would a homebuyer need real estate info on their cell phone? </li></ul></ul></ul><ul><ul><ul><li>What is the fastest way to get them the information? </li></ul></ul></ul><ul><ul><ul><li>What kind of information do they need? </li></ul></ul></ul><ul><ul><ul><ul><li>Broker value-add is branding everything nearby </li></ul></ul></ul></ul>
    14. 14. Winning with Mobile <ul><li>Same call to action on every sign </li></ul><ul><li>User has a choice to text or open web page </li></ul><ul><li>Info is provided on all listings in immediate area </li></ul><ul><li>All listings are branded to KWKLY client </li></ul>
    15. 15. Winning with Mobile
    16. 16. Winning with Mobile Response that an agent receives - showing instructions - status - lock box location - occupant info
    17. 17. Winning with Mobile Expectations for 2010 Tony Romeo, KWKLY Mobile Solutions KWKLY Clients: Intero Real Estate @properties Long Realty Daniel Gale Sotheby’s Chinowth and Cohen Avery Hess Realtors Remax Alliance – (largest RE/MAX) Real Estate One Coldwell Banker Advantage