COMMENT LonDon
Ericsson 14%
Blackberry 14%
Samsung 5%
Nokia 25%
HTC 6%
iPhone 36%
Sony
Ericsson 13%
Blackberry 13%
Samsung 5%
Nokia 23%
HTC 5%
Sony
iPhone 33%
eDinbUrGH
Unknown 6%
2%
Ericsson 17%
Sony
iPhone 35%
Blackberry 13%
Samsung 8%
MOBILE INTERNET USE BY DEVICE: 1st Jan 2010 – 30th June 2010 (Based on 107,506 messages sent)
(h) Having an App raises some other big questions for agents to consider, such as:- Why divert traffic and therefore SEO credit from Google into the walled garden on iTunes? Why expose yourself to rating by your competition? A quick look at iTunes confirms the risk.
There are now over 200 estate agents Apps in iTunes. The majority of these are rated at 2.5 stars or less. Many have no ratings at all – indicating very low traffic.
conclusIons
Our advice may not be popular but: (1) Don’t develop an iPhone App or an
Android App, don’t worry about ‘keeping up with the Joneses’; rather invest in a mobile website that it fully optimised for all these devices, to include Tablets such as the iPad (the next game changer). Leave the App investment to Portals where people are more likely to visit. (2) If you are adamant on developing
an App then you will need to promote it heavily for people to find it – this will require you to invest significantly in cross-channel promotion. Be sure you have the resource to do this as well as maintain multiple platforms (e.g. desktop, iPhone, Android, Windows, etc?) beyond the initial investment. The good news for agents choosing the
mobile website route is that their desktop history on Google will provide some existing visibility and so even small agents can get immediate results from having a mobile site. In our opinion, the most important App that estate agents should concentrate on just now is called Google. By adding ‘ears and eyes’ (via Voice
Search and Goggles) to its traditional search, Well informed estate agents will optimise their mobiles site for Google – as they do their desktop site – and leave the Apps to the Portals.
22m people access the
mobile web every
month in the UK.” CommsCore Jan 2011
some answers to questIons How long will it take to get a mobile site? A simple mobile website can be ready
within a week. A complex and bespoke mobile site, incorporating multiple brands and property types, can take up to two months. Most mobile sites can be designed and up and running in less than four weeks. There is no pre- approval process (eg Apple’s) to affect this timescale.
Isn’t a mobIle sIte a lot more exPensIve? There is a set up fee, to reflect bespoke design and build and a monthly hosting, support and upgrade fee. On average, for an entry level one office agent website, the set up fee is from £250 with an ongoing monthly hosting fee of £100. When comparing this price with the
price of an App, it is fair to note that our mobile website will cover all phones that access the mobile internet (i.e. in terms of
By 2015, mobile internet usage
will increase by
a factor of 26.” CisCo (Feb 1st 2011)
customer coverage, it is the equivalent of five Apps). Pricing for large multiple office agents
depends on the level of bespoke work and will be much greater than this, albeit economies of scale apply to hosting fees.
Is thIs just for IPads and IPhones? No. Our mobile website (sometimes referred to as a Web App) covers all phones that access the mobile internet and is has features optimised for the five main smartphone’s operating systems. Our mobile websites are designed to work as well as the best Apps. Our new mobile tablet version for the iPad and Android Galaxy is a great feature.
Is there a GPs search facIlIty? Yes – at multiple levels, for property search, get directions etc.
are ProPerty PeoPle usInG your mobIle sItes yet? Yes, our property clients include for Barratt Homes, Taylor Wimpey, Webbers and King Sturge. Smaller agents include: Green & Co, Martin Hawksby, Morton Fraser, Warners, Cain & Fuller etc. We are currently developing mobile websites for a number of other leading estate agency brands that include versions for smart phones, Tablets and iPad.
A good example to look at on your phone is Webbers:
http://m.webbers.co.uk/emulator/ You can access this mobile sites on your phone via a Google search or alternatively by texting: Webbers to 84840). We also offer access by QR Codes.
www.intelligentmobile.com Email:
peter.orr@intelligentmobile.com
Any views you’d like to express on this?
www.propertydrum.com/articles/mobile
Nokia 15%
HTC 5%
tHroUGHoUt UK
Other 7%
PROPERTYdrum JULY 2011 29
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