TECHNOLOGY
Q. Thinking about the next time you search for a property, which of the following will you use to look for property on Rightmove?
60% 50% 40% 30% 20% 10% 0%
49.3% 47.2%
BOTH mobile devices and laptop/desktop next time they search for property.
1.7%
Laptop/desktop only
Both a laptop/desktop and a mobile advice
Don’t know 1.7%
Mobile device only (e.g. iPhone, iPad, Blackberry, Android, etc)
Rightmove consumer confidence - mobile usage is now an integral part of internet access.
terms. People will find your website naturally when they Google these terms on their phones browsers. They won’t find your app. You need to capitalise on this by providing a user friendly mobile website when they click on your links. Apps penetration is high for big brands
and content aggregators, like Ebay, BBC and Rigthmove. For smaller, local and less
well known brands, people are less likely to search for and download an app. Downloading and installing an app
requires more user effort than just opening a website. People will therefore only download an app if they think that they will use it frequently and for a prolonged period. An app from Rightmove will give them all the properties in an area, and
would like to use say that they Nearly half
therefore they might install it. Downloading 25 apps from 25 different agencies and then opening them all individually will be too much effort for anybody, and therefore they will tend to not download agency specific apps. You probably run email campaigns. Your emails probably contain a number of links to your website. When someone opens your email on their mobile phone (and a lot of people do), those links will take them to your website, and not to your app. Therefore even those people who have downloaded your app, will still be directed to your mobile website from emails. Of course, your intention with an app
might not be to give people home hunters access to your properties. You may want to use an app to interact with your prospects, or maybe you want to use it to give your clients updates on their properties, or you may identify something unique that no-one else provides. In that case, an app might be well worth it.
Any views you’d like to express on this?
www.propertydrum.com/articles/mobilesite
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PROPERTYdrum JANUARY 2012 39
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