Last month, the Financial Times reported that Google’s search numbers coming from the
iPhone were so
high the company’s engineers thought the data were bogus.
Further on in the article the company’s head of mobile operations
asserts that "the number of mobile searches will overtake fixed
internet searches ‘within the next several years’.
I’ve spent the better part of the past five years making the case
that real estate brokers and agents need to ditch the office and its
menagerie of paper based, profit eating animals like the copy machine,
fax machine, and file cabinet.
Adoption has been slow.
But consumers are moving rapidly to relocate the real estate
experience away from the desk. And so far, neither the real estate
brokerage community or the online real estate industry seem to be
taking it all that seriously. Perhaps it’s denial. Brokers just
getting used to the fact that they need to offer tons of free data and
information on their company Websites with no strings attached must
grapple with how to serve it up to go. Online media companies
challenged to monetize destination websites must now figure out how to
monetize a mobile platform.
That’s rough, but the customer has left the building. It’s time to hit
the road with her. There’s no choice: She’s going with or without you.
Here’s an example: If my local brokerage company doesn’t offer me an IDX app for my iPhone I’ll
simply subscribe to a
search on Trulia
via RSS and view listings within the absolutely amazing experience that
the mobile version of Google Reader delivers. That’ll be great for me,
but tragic for my brokerage and something of a half-win for Trulia,
both of which will have conceded an important brand touch point.
Consumers can easily get sports
scores
and weather on their mobile phones. Where are the homes?
There are some bright spots. Realtor.com launched a Windows Mobile app last year. SmarterAgent,
a great little company that survived the online real estate dark age of
2001-2004 just closed a round of financing and is gaining traction for
its mobile home search offerings. TextBound, a new venture backed company offering SMS
apps
to Realtors, launched last week. Zillow has offered Zestimates via SMS for nearly a year and a half. The New York Times and a few other newspapers offer
mobile versions of
their real estate sections. U.K. based Properazzi unveiled
mobile property alerts late last year.
But these are largely small gauge or isolated efforts amid a sea
change in consumer behavior. Here are some things I’d like to see soon:
- A major IDX vendor release a suite of mobile IDX apps for all major platforms (Windows Mobile,
Blackberry, Android, etc.) - True mobile versions of Zillow, Trulia, Frontdoor and Roost
- A bunch of real estate iPhone apps unleashed shortly after Apple opens up its platform later this month
- A real estate website vendor roll out a brokerage web platform optimized for mobile
use - A real estate specific version of the Yahoo! onePlace service announced today
- The NAR to redirect every dime it is planning to indulge in the
Gateway delusion toward development of mobile applications for
practitioners.
Listings are nearly everywhere. The major search sites are reaching
parity. IDX is widely adopted. The winners in real estate search will
win on experience and service. The small screen will be a key
battlefield. Those who ignore the writing on the wall will be pretty
lonely back at the office.
– Brian Boero
Local, Mobile, Social and the future of real estate
20 Tools to Bring your Real Estate Business to the Cloud
15 Ways to Make Your Marketing Mobile
great post that I hope drives some traction among technology providers.
Voicepad.com also has an interesting product which is worth recognizing in this category.
They offer mobile IDX that allows property buyers to access the entire property search inventory by voice (in english and spanish).
The issue that you astutely shadow in your post, supporting mobile browsing and sms across all device and network platforms, is very painful for technology developers. Voice pad skirted this by using voice technology.
More information about mobile search for real estate can also be found in our recent whitepaper release which can be downloaded at http://www.wavgroup.com/reports
Don't forget to mention this at the Windermere Symposium this Fall. Maybe you will impress upon them the need to stay ahead of the curve and not just try to keep up.
This is how the market changes and those who are aware move forward. Absolutely a great post!
To Victor's comment, that last time I checked consumer behavior SMS and other data services on mobile is on the rise while voice services across the board are declining significantly. While the voice technology is good, it is about 5 years old at least and really not geared toward the next generation of wireless consumers. I looked at the service from voicepad as well as some others…see below, I agree that the technology to support the next generation of buyers maybe difficult to build, but there are at least two other mobile search/IDX service providers that didn't "skirt the issue" and invested in the right platforms for today's and tomorrow's consumer.
I read your whitepaper and your data is old and I agree with some of the points around mobile search especially in real estate, but if you follow what Google, Yahoo and other search giants have done, Data services – Text Messaging, Mobile Web are the preferred delivery mechanisms not voice for data. I think the real estate industry needs to be looking forward and investing in technology platforms and services that are following consumer trends not the opposite.
I have looked at two other mobile offerings, one from cellsigns called mobile agent http://www.mymoag.com which is text message and mobile web based and one from smarteragent http://www.smarteragent.com which is gps based. From what I have seen, these are the search platforms for the next generation of buyers. Don't get me wrong Victor, I like voice services but nobody wants to call a number to hear a recording anymore and especially not every time they want to look up property information.
Did voicepad pay for the whitepaper because they are the only ones in the space mentioned and it is really kind of biased.
This is how the market changes and those who are aware move forward. Absolutely a great post!
[...] That’s powerful. But until now it always seemed a bit out of reach. I’ve written about the mobile opportunity in real estate a lot over the past couple years. It’s always been an [...]