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Mobile marketing mojo  using sms to grow your real estate marketing database
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Mobile marketing mojo using sms to grow your real estate marketing database



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  • 1. Mobile Marketing Mojo Using SMS To Grow Your Real Estate Contact Database
  • 2. By the Numbers
    • 40% of all cell phone users say texting is “extremely” or very important to them.
    • 1/3 of Americans who have signed up for mobile marketing alerts indicate that such services impact their decision to go into stores.
    • Texting is significantly more valued than app based services.
    • Source: Harris Interactive Online Study June 2010
  • 3. SMS is the Best
    • Short Message Services- Exchanges text messages between mobile devices
    • Smart phones not required.
    • Instant call to action launched by an emotional trigger.
    • Viral
    • Trackable
  • 4. Successful SMS Campaigns
    • Social Media +SMS= $32 million
  • 5. Red Cross +SMS= $32 Million Text HAITI to 90999 to Donate $10
  • 6. Successful SMS Campaigns Target Market- Sophisticated middle-aged higher income household consumers. Marketing Method- Online and Mobile Media. Strategy-Infinity partnered with MoVoxx and sent SMS messages to MoVoxx’s mobile database already receiving business, news and travel sms updates. Infiniti and MoVoxx Interactive SMS Campaign
  • 7. Infinity and MoVoxx “Own the Sky Campaign”
    • Consumers receiving SMS updates got a teaser ad with link to a mobile website
    • The mobile landing page was for a contest for Bose speakers with a sign-up opt in form for Infinity
    • Consumers were asked to take inspiring mobile pics of the sky and email them.
    • Consumers were sent direct mail postcards of their mobile sky images with Infinity branding and location of nearest Infinity Dealer.
    • Added a viral component to let friends know about the contest- Generated 19% more contest entry submissions .
  • 8. Infinity and MoVoxx Own the Sky Campaign
    • "This highly successful campaign yielded conversion rates 2x higher than baseline for past Infiniti direct response efforts and costs per lead nearly 3x more efficient”
  • 9. SMS Successful Campaigns
    • American Idol- Broadcast Media +SMS=Success
    • 2003- 7.5 million
    • 2004 - 13.4 million
    • 2005 - 41.5 million text messages
    • 200 6- 64.5 million text messages
    • 2007 - Not Reported
    • 2008- 78 million text messages sent
    • 2009- 178 million text messages sent
  • 10. Mobile Advertising
    • Works best when part of an overall marketing strategy that combines traditional and online marketing.
    • Needs to be measured, tweaked and analyzed just like any other online marketing.
    • Begins with a goal, engages with a call to action, and gains results with the end service/product .
  • 11. Don’t Stereotype the Mobile Market
  • 12. On the Street with Mobile
  • 13. On the Street with Mobile
  • 14. On the Street with Mobile
  • 15. The Most Powerful Way to Build A Strong Database
    • Delivery-Opt-In Delivery- Spam Free
    • Timing-Timed Message Delivery
    • K.I.S.S-Simple Marketing Strategy Tracking
    • Referrals-Continued Loyalty- WOM and Viral
    • Cost Effective- No price barriers for almost every budget
    • Reach- Message gets to target audience everywhere they are- “mobile”
  • 16. SMS Works When You Work It
    • Consistency- txt messages with relevant info for consumer (W.I.I.F.M- What’s In It for Me) communicated consistently.
    • Exclusivity -Great offers of valuable information that makes consumers respond only offered thru text (make those market reports work double duty for you)
    • Accountability - Integrate the campaign as part of an overall marketing strategy.
  • 17. Plan and Follow-Thru Goal(s) Method/Offer Strategy Effective SMS Plans Results
  • 18. Goal
    • Increase New Business
    • Build Brand Awareness
    • Create a Special Campaign marketing for a “special” property.
    • Move Real Estate Inventory
    • Increase Customer Service efficiency/communication
    • Keep In Touch with Old Clients- A twist to the old Pop-By
    • Create a Referral Program
    • Be Top of Mind
    • Send a New Agency Announcement
  • 19. Campaigns and SMS Offers Real Estate- Agents can text buyers available properties and allow them to schedule appointments and viewing. Condo Owners- Can text messages to their tenants reminding them of their dues. Customer Service- Inform staff of Procedure updates, training dates, new software programs, billing procedures, advertising deadlines. Sales Staff- Inform clients of new services.
  • 20. Campaigns and SMS Offers
    • How About?
    • Home buyers seminars?
    • Homeowner’s Seminars?
    • New Mortgage programs
    • An SMS campaign for each niche you sell with tips and tidbits-i.e. short sales, REO’s/Foreclosures, Green Properties
    • New Local Happenings
    • New Blog Postings
    • Newsletter Announcements
    • New Monthly Market Reports
  • 21. SMS Strategy
    • Announce it in local high distribution newspapers
    • In your email signatures
    • On Your Business Cards
    • Rider Signs
    • TV/Radio Ads
    • Websites
    • Mobile Sites
    • Blogs
    • Newsletters
    • Email Marketing Campaigns
    • Word of Mouth- Talk about it at social functions let people know
  • 22. Go Mobile and Choose SMS Need help??? Call- #262-745-0715 Email: [email_address] I love mobile and am ready, willing and able to help