​Granted, Key West is not a mecca for mobile marketing and communications.  Many people live here to get away from the iPad, iPod, iPuck world and couldn’t care less about Apple vs. Samsung. Many visitors put their phones on Silent and the only Tablets used are for headache relief.  HOWEVER.  Sixty percent of people who buy real estate here are from outside of Key West.  Boomers dominate the Key West Buyer pool. Canadians, Europeans, South Americans and Asians love their mobile devices.  THEREFORE, in addition to a proactive Premium Marketing Plan, it is essential that your property be visible to the Mobile Buyer. 

What is Mobile Real Estate Marketing?

Mobile real estate marketing improves the usefulness of localized marketing tools such as the yard sign, mailings and print advertising. It provides immediate automated information to the buyer at the time and place convenient to the buyer.

Mobile real estate marketing overcomes four common hiccups that can occur when Buyers first seek to obtain on-site information about a property.

A. Empty Flyer Box where the on-site box is empty of flyers
B. The Floor Duty Call where the Buyer calls the office of the listing agent and speaks to the floor agent.  The floor agent cannot find the property the buyer is interested in or cannot answer sufficiently questions about the property
C.The Cell Phone Waiting Game where the floor agent passes the Buyer to the listing agent or the buyer calls the listing agent directly, but the buyer and listing agent do not communicate in a timely manner
D. Non-English Speaking Buyer where the buyer and agent become frustrated due to language problems and both lose out.

There are five essential ingredients to Mobile real estate marketing

1. The first and most important ingredient of successful Mobile real estate marketing is extensive and integrated use of QR Codes.

QR is short for Quick Response. A QR Code is a unique bar code, consisting of black and white squares, that can be scanned by cell phones through the use of a QR Code Reader.  The QR Code must be linked directly to a property specific web site - like www.718olivia.com.

The potential buyer will receive listing information real-time and will have the opportunity to speak immediately with the listing agent to learn more about the unique features of the home. The buyer will appreciate the immediate response, especially tech-savvy Boomers and echo-Boomers.

2.  A web site that is fully functional on a phone or tablet.

The iPhone and Android phones compelled web developers to make web sites function fully on mobile devices.  It is imperative that video, virtual tours, photos and phone and email links maintain their integrity in a mobile environment.

All my computing tools are Samsung; Series 9 Ultrabook, Tablet 2 10.1 and a Samsung Galaxy S.  Tony the Tiger wouldn't be happier.

3.  A response system that tells the Buyer their message was received. 

Communication is the exchange of send and receive.  When I am meeting with another person I do not interrupt that conversation to talk with someone else. I do not like that when people do that to me and I will not do that to you.  But, you still should know that I have received your call and will call you back asap with answers to your questions.

If you text me my system will automatically text you back.  If you call me be assured I not only have your voice message but my phone system has also sent an email to my phone.  

4.  Integrated Social Media Network

I operate on Facebook, Twitter and LinkedIn and each is presented on my web site. 

This way, no matter which site you prefer, I can reach you and you can reach me. Some clients respond faster through social media or text than email though truthfully, once information is distributed electronically, I choose phone calls and face-to-face so I can hear and see your preferences and desires.

Not all Buyers are driven by Price.

5.  A Realtor who responds rapidly to the Buyer.

I do not subscribe to the notion of, "I check my messages at Noon and 4PM so you can expect my call back at that time". Hogwash. That is neither agile nor respectful.  Real estate is inherently a local business based on local knowledge. Ultimately, it is also about service. You saw my property, scanned the QR Code, reviewed the video, virtual tour and photos and made direct contact with me.  Thank you.

Serve first, Sell second.

High income, mobile platform users are more likely to use QR codes and the information presented to make smart decisions about high value-added qualities like Realtor service, competence and trust. Mobile Marketing attracts and captures the savvy Key West Buyer. Isn't that what you want?

If you have any comments please contact me here.

Additional Sources for Mobile Real Estate Marketing: