Mobile Marketing MojoUsing SMS To Grow Your Real Estate Contact Database

By the Numbers• 40% of all cell phone users say texting

is “extremely” or very important to them.

• 1/3 of Americans who have signed up for mobile marketing alerts indicate that such services impact their decision to go into stores.

• Texting is significantly more valued than app based services.

Source: Harris Interactive Online Study June 2010

SMS is the Best

Short Message Services- Exchanges text messages between mobile devices

• Smart phones not required.• Instant call to action launched by an emotional

trigger.• Viral• Trackable

Successful SMS Campaigns

Social Media +SMS= $32 million

Red Cross +SMS= $32 Million

Text HAITI to 90999 to Donate $10

Successful SMS Campaigns

Target Market- Sophisticated middle-aged higher income household consumers.

Marketing Method- Online and Mobile Media.

Strategy-Infinity partnered with MoVoxx and sent SMS messages to MoVoxx’s mobile database already receiving business, news and travel sms updates.

Infiniti and MoVoxx Interactive SMS Campaign

Infinity and MoVoxx “Own the Sky Campaign”

• Consumers receiving SMS updates got a teaser ad with link to a mobile website

• The mobile landing page was for a contest for Bose speakers with a sign-up opt in form for Infinity

• Consumers were asked to take inspiring mobile pics of the sky and email them.

• Consumers were sent direct mail postcards of their mobile sky images with Infinity branding and location of nearest Infinity Dealer.

• Added a viral component to let friends know about the contest- Generated 19% more contest entry submissions.

Infinity and MoVoxx Own the Sky Campaign

"This highly successful campaign yielded conversion rates 2x higher than baseline for past Infiniti direct response efforts and costs per lead nearly 3x more efficient”

ALEC ANDRONIKOV I CEO I MoVoxx, Inc.

SMS Successful CampaignsAmerican Idol- Broadcast Media +SMS=Success

• 2003- 7.5 million

• 2004- 13.4 million

• 2005- 41.5 million text messages

• 2006- 64.5 million text messages

• 2007- Not Reported

• 2008- 78 million text messages sent

• 2009- 178 million text messages sent

Mobile Advertising

• Works best when part of an overall marketing strategy that combines traditional and online marketing.

• Needs to be measured, tweaked and analyzed just like any other online marketing.

• Begins with a goal, engages with a call to action, and gains results with the end service/product.

Don’t Stereotype the Mobile Market

On the Street with Mobile

On the Street with Mobile

On the Street with Mobile

The Most Powerful Way to Build A Strong Database

•Delivery-Opt-In Delivery- Spam Free

•Timing-Timed Message Delivery

•K.I.S.S-Simple Marketing Strategy Tracking

•Referrals-Continued Loyalty- WOM and Viral

•Cost Effective- No price barriers for almost every budget

•Reach- Message gets to target audience everywhere they are- “mobile”

SMS Works When You Work It

• Consistency- txt messages with relevant info for consumer (W.I.I.F.M- What’s In It for Me) communicated consistently.

• Exclusivity-Great offers of valuable information that makes consumers respond only offered thru text (make those market reports work double duty for you)

• Accountability- Integrate the campaign as part of an overall marketing strategy.

Plan and Follow-Thru

Effective SMS Plans

Results

Goal(s)

Method/Offer Strategy

Goal

•Increase New Business•Build Brand Awareness•Create a Special Campaign marketing for a “special” property.•Move Real Estate Inventory•Increase Customer Service efficiency/communication•Keep In Touch with Old Clients- A twist to the old Pop-By•Create a Referral Program•Be Top of Mind •Send a New Agency Announcement

Campaigns and SMS Offers

Real Estate- Agents can text buyers available properties and allow them to schedule appointments and viewing.

Condo Owners- Can text messages to their tenants reminding them of their dues.

Customer Service- Inform staff of Procedure updates, training dates, new software programs, billing procedures, advertising deadlines.

Sales Staff- Inform clients of new services.

Campaigns and SMS Offers

How About?

•Home buyers seminars?•Homeowner’s Seminars?•New Mortgage programs•An SMS campaign for each niche you sell with tips and tidbits-i.e. short sales, REO’s/Foreclosures, Green Properties•New Local Happenings•New Blog Postings•Newsletter Announcements•New Monthly Market Reports

SMS Strategy

•Announce it in local high distribution newspapers•In your email signatures•On Your Business Cards•Rider Signs•TV/Radio Ads•Websites•Mobile Sites•Blogs•Newsletters•Email Marketing Campaigns•Word of Mouth- Talk about it at social functions let people know

Go Mobile and Choose SMS

Need help??? Call- #262-745-0715Email: rebecca@bloggingintherain.com

I love mobile and am ready, willing and able to help