Our little magazine has always been a hyper-local, mobile-enabled advertising vehicle. We feature local homes and real estate agents and place it in targeted distribution locations all over town. Home buyers and sellers pick it up, put it in their pocket or purse, and take it with them to search for homes, and agents in the magazine and on the websites they see featured there.
We've been doing this for over 30 years. This experience has been crucial in our adaption of mobile technology as part of our overall strategy.
A few things we've learned --
- Home buyers and sellers are short-term customers. Once they've made the decision to buy or sell, there is a very short window of opportunity in which to engage them.
- A significant percentage of the 2 million unique users who go to RealEstateBook.com and NCI's suite of sites are new every month - not repeat visitors. High churn. Once they've selected a home or a real estate agent, they typically don't buy or sell again for another 6-7 years.
- Therefore, you have to be everywhere THEY SEARCH for real estate information.
- And, you have to SEARCH FOR THEM through advertising. It's not their job to find us. It's our job to find them.
Here's why mobile works well with real estate advertising.
- 73% of local searches are performed through mobile web browsers*
- More than 48 million mobile users accessed maps on their device in May 2011, marking an increase of 39 percent from the previous year. *
- In June of 2011, time spent on mobile apps and sites surpassed time spent surfing web sites on a laptop or desktop computer.**
- By 2013, more people will own smart phones than personal computers or laptops.**
- 14 million mobile users in the U.S. representing 6.2% of the total mobile audience, scanned a QR or bar code on their mobile device in June 2011
- The most popular source of a scanned code (49.4%) was a printed magazine or newspaper.
In other words, more and more consumers are using their phones to surf the web - and using an offline source to drive local traffic to a mobile enabled site makes perfect sense - especially in an industry like ours in which location is key.
Want to learn more about mobile marketing for real estate? Contact your local Real Estate Book representative. Enter your zip here to find yours.Our offering now includes single property mobile websites, text codes, and QR codes - at no additional cost.
Because print advertising and mobile marketing go together like . . peanut butter & jelly. Bees and honey. Bacon and eggs. Baseball and hot dogs. Football and tailgating.
Ok . . please excuse me. I'm hungry now.
*comScore, Inc. Research ** Nielson Research