Real Estate Mobile Marketing
Your Audience Lives on Mobile Devices.
Your Marketing Can Too.

Mobile Tag Opt-in Demo

What is Mobile Marketing
• Mobile-friendly web pages for iPhones, Blackberries, G1s and flip
phones
• Register consumers to receive special offers and alerts via text
message
• Promote special events, discounts, updates and more
• Build your customer list, engage them and drive traffic to your
door

Mobile Consumer Trends
• People are making cell phones a part of their everyday lives.
• 86 % of the US population (13+) own a mobile device (m:metrics Aug 2007)
• 39% of Adult cell phone subscribers use the Mobile Internet (Kelsey Group
Oct 2008)
• 30% of all consumers were interested in receiving permission based mobile
coupon services. (Juniper Research in MMA industry review May 2008)
• While 18-35 year old demographic is by far the heaviest users of text
messaging and Mobile Internet browsing, older demographic users are rapidly
becoming heavy users:
o Age 35 - 44: Average 236 text messages per month (more text messages
than phone calls)
o Age 45 - 54: Average 128 text messages per month
(Average text message usage - Nielsen Mobile 2008)

Real Estate - On the Mobile Web
Live Demo: Text Clicking the link in the text Your mobile-friendly web pages
“home info” to 77950 message will bring you to... http://realestateexample.info
The mobile
screen is tiny
compared to PC
monitors, plus
mobile users
expect a
different style of
info and mobile-
friendly
navigation
Text messaging and mobile-friendly web pages work together
to extend the effectiveness of your advertising

Optimized for Web and Mobile Search
Even if you aren't actively conducting mobile marketing, people are
trying to get to your web site via their mobile phones.
Web & Mobile
Search Engines
PC
Landing
Page
Mobile
Landing
Page

Real Estate Live Text Demos
Try These Live Text Demos From Your Phone:
• Text “home info” to 77950 for agent contact
information
• Text “home 231main” to 77950 for property
information
• Text “home join” to 77950 to get alerts of
new properties, agent updates, home buying
tips, or partner promotions

Why Mobile Marketing
• Build a more valuable opt-in database
o Use Text Response Codes (Mobile Tagging – see examples)
in advertising and customer correspondence
• Drive customer engagement
o Send opt-in prospects advance notice and same-day text
alerts of new offers or events.
• Extend the value of offline and online marketing, promotional
email and word of mouth
o Make promotions, events, info and special offers viewable
on all cell phones and smartphones

Further Discussion Slides
• Ideas for how to use your mobile marketing
capability
• Marketing Case Study
• Mobile marketing industry trends

What do customers need to know when
they’re out?
• Text INFO for Contact Info
• Text AGENTNAME for Agent Information
• Text HOURS for Open House Hours
• Text 123MAIN for Property Info
• Text COMMUNITY for community info
• Text FINANCE for Finance Info
• Text DIRECTIONS for how to get there

What Can I Offer on My Mobile Website?
• Contact Information
• Click to Call
• Directions/Maps
• Feature Properties
• Buyer Tips
• Seller Tips
• Mortgage Information
• Property Photos
• Open House Schedule
• Community Profile

How Can I Use Text Message Alerts to Drive Traffic?
• Listing Announcements
• Buyer Tips of the Week
• Seller Tips of the Week
• Mortgage/Partner Promotions
• Customer Appreciation Events
• Referral Promotions

Marketing Case Study
Goal: To test expanding Ashley Furniture’s marketing reach to mobile users and put
on a four-day “secret sale” to be announced only by SMS and email messaging.
“These new forms of digital
marketing via email and
Result: SMS text recipients generated almost 8X more revenue per recipient than especially SMS have really
the email recipients impressed us out of the gate,
and shown us a clear path to
offset declining response rates
Preparation and poor ROI in some of our
Building the SMS Opt-In List - Total SMS Opt-Ins acquired during this period: 6,000 other forms of advertising,”
Free Gas Giveaway – Consumers were prompted to text GAS and DRIVE to a short code “We have been most surprised
$500 Shopping Spree – With this campaign, the company also gathered demographic information on with the revenue generated
its customers, adding to the database of people who ultimately received the Secret Sale coupons. from a simple 160-character
text message with a sale offer.
Deployment No doubt about it, this has
been a game-changer for us,”
Four-Day Secret Sale - Not enhanced by any other coinciding media announcements Mr. Malouf continued. “With
• 34,743 permission-based messages sent out two simple SMS campaigns,
o 28,743 emails we’ve generated over $100,000
o 6,000 SMS messages in new business."
• Messages included digital coupons for furniture, accessories and mattresses
Results
28,743 emails yielded $53,022 in revenues - $1.84 per email recipient
6,000 SMS messages yielded nearly $86,000 in revenues - $14.33 per SMS recipient
Mobile Marketing Watch 2007
Campaign tools provided by Mobile Storm

Ad Agency Trends
• Percent of agencies planning spending increases*
 Online 67%
 Mobile 50%
 Cable TV 27%
 Magazines 18%
 Broadcast TV 13%
 Newspapers 8%
*Advertising Age survey Nov 2008

Market Trends: Mobile Content Publishing
• Mobile Internet has reached a critical mass as a marketing
medium
• An $8 billion mobile content publishing market is forming which is
the "mobile equivalent" of the current web.