1. The document discusses the evolution of digital screens for marketing, beginning with television in 1929 (first screen), the rise of websites in 1992 (second screen), and the widespread adoption of smartphones in 2008 (third screen). 2. It provides an overview of mobile marketing techniques like SMS, mobile apps, location-based services and QR codes. Real-world examples are given for how real estate companies have used these techniques. 3. Case studies show that using mobile marketing can generate more and qualified leads for real estate listings, while still maintaining the important role of real estate agents. Prospects want mobile convenience but still rely on agents for guidance.

1. FIRST SCREEN
In 1929, we were introduced to the “First Screen”
Still today, Television advertising is a tremendously effective way to market

2. Second Screen
• In 1992 the world was introduced to the “browser”
featuring 26 live web pages.
• Second Screen was born.
• This has been the fastest growing and in most cases,
most cost effective form of marketing for businesses ...
until now ...

3. Third Screen
2008 saw the evolution of the “Third Screen”
Immediately, 87% of American homes had at least one mobile web
capable device in them including:
o Mobile phones, iPads, iPods, Nintendo DS, Mini Notebooks, etc

4. With a new screen
brings new ways to
market

5. Always on, always available
Mobile provides a means for brands to engage their
consumers!
Which not only builds brand equity but also refreshes their
relationship with their customers.

6. Mobile Marketing
Techniques • Mobile Search
• Location Based Services
• SMS Text Message • QR/2D Barcodes
• 3D/Augmented Reality
Marketing
• Mobile Applications • Mobile Video
• Mobile Gaming
• Mobile Web Sites
• Bluetooth Proximity and Wifi

7. Mobile Marketing is for your 20 percenters
(the 20% of your customers that spend 80% of the money)
Mobile is an OPT IN ONLY channel
Subscriber based opt in database marketing
Best practices provided by mobile marketing association

8. SMS is the
workhorse of mobile
marketing

9. Text Message
Marketing Methods
• URL/Link Delivery
• Application Download
• Text to Vote
• Mobile Coupons
• Text to Win
• Mobile Donation
• Text to Screen
• Mobile Business Cards
• Mobile Alerts
• Reminders

10. QR Codes
Every business has the ability to use a QR Code in some fashion
QR Codes can send customer to:
• Mobile landing page
• Video
• Your social media sites
• Map to your business
• Exclusive coupons, discounts, or
giveaways
• Customer feedback form or email

11. Is your business
mobile friendly?
• Can your consumers connect with you anytime anywhere?
• By 2013, more people will access the internet via a mobile
device than through a PC (Forrester Research)
• Today 1 in 7 Google searches originate from a mobile device
o Google estimates 1 in 4 searches will originate
from a mobile device in 2012
• 43% of Americans own a smart phone
o (82.5 million users)

12. Currently Less than 10% of
web sites are mobile friendly
If you have a Web site, you’re already in the mobile world — and the chances
are you’re making a terrible impression on your audience.
Traditional web sites have WAY TOO MUCH content!
Smart Phones have different browsers and screen sizes
Mobile users need quick answers and bite-sized content in easy-to-digest formats (e.g. video/audio vs.
text)

13. First Develop a Mobile Strategy
• What do your customers or potential customers need
from you when mobile?
• B2B Mobile differs from B2C Mobile because it is driven
by efficiency rather than entertainment
• You must strive to make their work related activities
BETTER, FASTER & EASIER.

14. Decision time
Once you have created a plan to take your web site mobile, you must decide:
To create a simple mobile version of your site in HTML
OR
Get more advanced and create a mobile web app using advanced
languages like HTML5 or JQuery

15. Either way, you MUST include browser detection and
redirect as part of your mobile web strategy.
That means that when a user visits your MAIN WEB SITE with a mobile
device, they will automatically be redirected to a mobile friendly web
experience.

16. Real Estate
• Listing and neighborhood Info
• Immediate Lead generation
• Click to call
• Mobile Virtual Tours
• Maps/Directions
• Mobile Business Cards

17. How can mobile marketing benefit real estate?
• A condo community located a few blocks from a high traffic shopping
center has QR Codes on mall signage with a video tour and a call to
action to visit the sales office for limited time incentives
• A community that is in pre-Grand Opening has a QR Code on a sign so
people driving by can register for more information on-site, right from
their phone
• An ad placed in a locally distributed real estate magazine with a QR
Code link to a map to your sales office
• A QR code placed on an a-frame directing potential buyers from events,
entertainment venues, even your competitor

18. Benefits:
• More Listing, faster
• Capture more real time leads
• Information - 24/7 availability to clients
• No More Flyers - Save money on printing costs
and spend more time on more productive
activities.
• Differentiation - Be state of the art
• Immediate response

19. Case Study
• Cushman Wakefield Toronto is using SMS to support a dialogue with
prospects, but is using the initial contact as an opportunity to invite
consumers to opt-in and receive messages about similar listings that
come on the market
• “We are expecting to not only increase the number of leads on a
property, but also generate more qualified leads in the process, we
are making the buying process easier for our prospects, while at the
same time delivering a tool that will help our listing agents.” Brad
Dugard, director of Corporate Communications, Cushman Wakefield, Toronto

20. Case Study
• Potential clients and agents can send a property-unique code via text
message and instantly receive listing information for a property, directly to
their mobile device
• Prospects can also elect to be contacted by the property’s listing agent, who
will then be notified by an automated email, which provides contact details
for the prospect
• Buyers searching for a certain type of property also have the option to opt-in
and receive SMS alerts about properties that meet their interests
• Mobile approach offers the company insight into its consumer’s buying
behaviors, which yields a more targeted approach to serving consumer
needs

21. Case Study
Coldwell Banker used mobile campaign for over half of their listings in
Pittsburgh
Each sign had a unique house code that individuals can text in to get
• specific information about the house
• a link to a mobile Website
• a way to text in for an agent to contact them

22. Case Study
• Coldwell is expanding to more properties
• “Our company is focused on the highest level of customer service,
we work hard to ensure that our sales associates have superior
services and technology to meet the needs of our clients. This
technology gives buyers immediate and comprehensive
information about our listings in a very convenient way, and gives
our sellers a truly competitive edge in attracting potential buyers.”

23. Case Study
Results
o Individuals want to use mobile to
browse homes and be more in
control of the home buying process,
as expected, but they still text in
AGENT to have an agent call them,
so using mobile does not
tremendously cut into the role of the
real estate agent

24. Your pitch and pricing
here
• A=$
• B=$
• C=$
• D=$