Mobile Marketing: Many Agents’ Missed Opportunity

People use cellphones constantly – computers not so much. That means websites and ads that work just as well on smaller screens will be seen by a lot more people.

NEW YORK –  Real estate professionals must focus on mobile marketing, which means promoting their business to potential customers via smartphones and other mobile devices.

The first step? Agents should ensure their website is mobile friendly. This includes prioritizing responsive design, fast load times and easy navigation. Short message service (SMS) marketing has an open rate of 98%, making it useful for sending property alerts, new listings and open house invitations to clients. SMS messages should be clear, concise and provide value to the recipient.

Many agents should also consider the value of a dedicated mobile app to give users a more interactive experience. A real estate app can list properties with high-resolution images, property details and virtual tours. It also enables easy direct messaging with agents. Features like push notifications can also help agents directly engage with their clients.

Even if using more traditional email marketing campaigns, it’s important to make sure the emails are mobile friendly. Most consumers check emails on their smartphones, so it’s important to create tech adaptable ones that work well on cellphones – ones with compelling subject lines, concise content and strong calls to action.

Analytics tools can monitor the effectiveness of mobile marketing campaigns. It’s a way to identify things, such as which platforms drive the most traffic, what types of content perform well, and which ads provide the most conversions.

A/B testing is another good way to determine what works best for an audience. With A/B testing, two almost identical emails are sent out, but something is different – often the subject line, though there are other options. By monitoring A vs. B, agents can determine which type of approach works best.

The final and ongoing step is to regularly optimize campaigns based on insights gained from analytics.

Source: Realty Biz News (06/27/2023)

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