Mobile Marketing Strategies For Real Estate

Instructor Nelle Tatum

Introduction of Instructor

Policy & Procedures◦ TREC Requirements

for credit◦ Breaks & Facilities

Purpose and overview of class

Mobile Marketing◦ Terms & Definitions◦ Marketing Statistics◦ Identifying your target

audience◦ Understanding mobile

marketing cycle Creating QR Codes

◦ QR Code Learning Lab Mobile phone scan code

set up Learning how to set up QR

Codes

Class Overview

Learning SMS Text◦ SMS Learning Lab

Overview of alternate mobile marketing tools◦ Apps◦ Bluetooth

Understanding FTC & FCC guidelines◦ Do Not Call Registry◦ Opt-In Opt-Out◦ End User Charges

Disclaimer Question & answer

discussion session

Class Overview

Imagine if you knew about the capabilities of Facebook beforeany other Realtor in Houston?

Mobile marketing is a promotional strategy which utilizes the wide spread use of smart Phone/mobile phone technology as leverageto communicate information quickly and directly to consumers about a particular product, brand or service.

What is Mobile Marketing?

SMS - Short message service text message MMS - Multimedia message service Short Codes - Series of numbers shorter than full

telephone numbers Key Words – Series of words, phrases or numbers which is

the actual message that is text to the short code Proximity Marketing - The localized wireless distribution

of advertising content. Transmissions can be received by individuals in that location who wish to receive them and have blue tooth capability

Blue tooth - Wireless technology used to exchange data over short distances

Mass Text - Sending a SMS or MMS message to a large group

Mobile Marketing Terms

There are approximately 5 billion mobile phones worldwide and only 1.8 billion internet users

Marketing experts claim on an average emails have a 16% -20%open rate while SMS has an unbelievable 94% - 98% open rate

Feature phone ownership still outnumbers smart phones 4:1 If your mobile strategy doesn’t include feature phones it will not include all of your potential customers

Statistically Speaking

Email vs Mobile

Send an Email? Send a TXT?

If your message is opened it can communicate more detailed information about the product or service

People are consistently bombarded with unwanted emails/spam, therefore as a marketing avenue it’s becoming less effective

Mobile messaging get’s the message out quickly also consumer behavior is adapting to the need to have information relayed quickly

Mobile messaging is more interactive, allowing prospective clients react to a call to action with a few keystrokes

Mobile Marketing Campaign

Building from the ground up

QR Codes2D Bar CodeWhen scanned by smart phone it will direct end user to a

designated link, product information, or videovCards

Mobile business cards that are most likely associated with a text code or QR code which provides end users with the same contact information and content as a traditional business card. It also provides links to other relevant information

Mobile Optimized WebsiteWebsite which has been formatted for use on a mobile/smart

phone to provide the end user with a more seamless web browsing experience from the phone

Mobile Application (Mobil App)Software that runs on a mobile device which usually provides a

service or quick information. “GPS Directions”

Basic Mobile Marketing Methods

1. Who are your clients?1. Mobile marketing opens up opportunity. With mobile

marketing potentially everyone you meet can be converted into a future client or referral source. It enables agents to brand themselves as a specialist in certain areas to everyone with access to this technology.

2. Remember the demographic more receptive to this marketing strategy is going to be individuals in their early 20’s to late 30’s.

2. What your objectives should be?1. Cultivate and nurture existing clients2. Direct traffic to alternative sites 3. Relay information quickly 4. Market a product or service5. Generate a referral base

Clear Purpose & Target Audience

Mobile Marketing Cycle

Mobile Platform

Provide relevant information

Relay businesses contact

information

Acquire subscribers contact information

Drive traffic to additional websites

QR Code Learning Lab Can your phone scan

barcodes?◦ Scanlife

QR Code Placement◦ Websites◦ Blogs◦ Business Cards◦ Signs & Flyers

Sample Free QR Generators◦ http://beqrious.com/generator◦ http://kimtag.com/

Add your QR Code to your business cards Add your QR Code to your blog & website and facebook Add QR Code to flyers brochures and other marketing

and branding materials◦ T-shirts◦ Key chains◦ Buyer & Seller Packages◦ Email

It’s essential at first to encourage scanning adding a call to action, a tag line, or a brief description of the barcodes purpose. It will help. Whatever the campaign, make the tag line fun to promote participation

Start Incorporating QR

How many of you have the phone number toat least 2 REALTORS beside yourself in your cell phone?Text those 2 REALTORS and send them a call to action requesting that they do the following: _______________________

Now let us gage how fast you get a response.

SMS Learning Lab

A client has to opt in to receive txt and they can opt out when they want to discontinue. This ensures you (the sender) is relaying messages to an audience that wants to receive them

vCard/mCard mCoupon Alerts/Real-time

information Drive traffic/Call to

actionThe main objective of SMS text is to build a loyal following.

Short Codes & SMS Text

Catchy Abbreviation

Easy to remember Relevant to the

information that would be delivered

No more than 5-8 letters

Don’t send a text every day◦ Relay real time information

Use specific groups as leverage

Partner with local businesses in areas you want to farm

Strategically place your keyword in all ads, websites, social media, and flyers

Choosing Your Keyword

1. Choose your mobile marketing text provider and upload your contacts1. Be sure the provider you choose has the level of

tech support you need. Try contacting them first and gauge their response and customer service

2. Send your first mass text. It should be a call to action inviting them to subscribe to your marketing list by texting your key word1. To make it exciting provide a video link in your

auto responder (youtube) explaining the purpose of the text group, how frequent you’ll be sending text messages, and explain the cost and charges

2. Start inviting people via ads, and social media, website

Getting Started SMS

Things you might want to text:1. Subscribe to my blog/facebook today by 5:00 pm for a

chance to win_________2. Refer a friend, family member, or Co-worker to text

___________ to 55555 If I receive at least 5 additions to the group, everyone get’s a free Lowes coupon on me.

3. New listing today. Help me sell quickly. If you know someone interested in buying refer them to me and received $50.00 gift card to _____________

4. FYI tonight is National Neighbors Night Out As a Katy Realtor, I love the opportunity to meet residents of the community. Did you know Katy has one of the lowest crime rates of all the surrounding cities in Houston.

5. Open house ____________ please stop by to view or tell a friend. Refreshments served, free buyers consultation

Get Started SMS Promotion!

Mobile applications are becoming very popular and in real estate; finding a home has now moved from searching from a desk top at the home or office to browsing infinite possibilities on the go! Secure listing presentations by showing how

you have a competitive edge Use mobile instead of email Prospects just browsing will always have the

ability to contact you Monitor the usage & trends

Mobile Applications

You’re campaign is successful when your group begins to interact and responds to your call to action for events & referrals

More traffic generated to your social media site (Facebook likes, blog subscribers, website traffic)

When SMS subscribers increase consistently and automatically

The number of subscribers who choose to opt out remain less than the amount who choose to opt in

Indicators of Successful Campaigns

Mobile marketing capabilities are extensive.

For example there are plenty of Apps available which allow you to search for homes that are available for sale.

Bluetooth marketing will allow any person with a bluetooth device receive information about a product or service while they are within the range of a sign or building

Mobile Coupons will provide subscribers of your text group with coupons that provide discounts, specials or incentives to loyal customers

After you grow a good base then start looking for additional and advanced options to keep your existing group engaged and draw in more subscribers

Advance Mobile Marketing Overview

Questions