Goomzee Corporation Winter 2008

How To Go Mobile
What You Should Know About Mobile Technology

Using Mobile Phone Technology For Success

Real estate professionals recognize the need for technology tools
that connect them with today’s mobile buyer. But determining
the right solution for you is not as easy as it seems...

Read on

Real estate professionals

US Mobile Stats
recognize the need to reach
Total Approx 260 million
buyers via mobile channels. subscribers

% using text Approx 73%

There is no debate; the cell phone has become the ‘third screen’ in
messaging
marketing. Unless you have been too busy writing buy-sells and
attending closings, you have likely noticed the increasing number of sales
% using Approx 13.4%
professionals turning to mobile applications to grow their business and
mobile web
maintain a competitive advantage. Nevertheless, the challenge of “going
mobile” lies in deciding which technology best fits the needs of your
business and most importantly your prospective clients. % using Approx 6%
mobile
Extending a mobile marketing function should start with a simple search
premise: select solutions that allow you to reach the maximum number of % using Approx 5%
users and phones. This article is designed to assist you in your search and video
selection of the right technology and partner. Source: M:Metrics Mar. 2008
Read on to learn more about four (4) criteria to consider when evaluating
any mobile solution and an overview of the options available. In
addition, we specifically dissect how to differentiate among text (SMS-
based) solutions.

"All opinions in the world agree in this, that pleasure is our

end, although they differ as to the means of attaining it."
- Michel de Montaigne
 How To Go Mobile Goomzee Corporation

Mobile Marketing Solutions

Mobile marketing solutions can be classified many ways but for
simplicity, it is best to break them down based on how users, or in this
instance, buyers, interact with them. As is the case with any
technology application, and in particular mobile technology, the user
experience is the single most important factor in delivering value,
adoption and long-term success. This article will explore the following
types of mobile marketing solutions:

• Mobile Info Request (Text, SMS-Based)

• Mobile Search (App-Based)

• Mobile Search (GPS, Map-Based) Photo-based marketing

coming soon.
• Mobile Search (Mobile Web-Based)
There is yet another type of mobile
• Mobile Search (Text, SMS-Based) marketing category that is not covered in
this article using image recognition. It
• IVR (Interactive Voice Response) involves users taking a photo of a 2D
barcode as seen above, or an ad photo.
You may be surprised to see so many types and we will explain the An application then deciphers the
differences at a very high level then focus on the particular differences encoded data and directs the user to
promotional material related to the
between Mobile Info Request solutions. At Goomzee, we recognize campaign. As our experts witnessed in
the benefits of each type of solution but focus on the most relevant Asia, Australia and Europe, this is still in
solution for the current market to achieve maximum client results. infancy and we reserve the right to cover
this and other technologies at a later time.

Did you know?

There are currently over 1,400 mobile phone models
being used around the world. Imagine having to design
software that works with 1,400 different types of
computers, each with their own input method, screen
size, messaging and data plan, etc.
Mobile technology solutions can add considerable value
to your organization if done right. If done wrong,
however, they can have a negative impact on your
business, and the relationship with the end user.

Increase your potential to connect with buyers. Opt

for solutions that reach the maximum number of AT&T 194+ models Verizon 130+ models
users and phones.
T-Mobile 90+ models Sprint 174+ models
Keep it simple.
Alltel 42+ models Boost 15+ models

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 How To Go Mobile
Mobile Solutions Overview
As explained on page 2, we will first explore four
(4) criterion for evaluating mobile solutions as well
as perform a high level overview of the solutions
available. Thereafter, we take a more granular look
into (SMS) message based Mobile Information
Request and Lead Capture.
Key Real Estate Mobile Solution Criteria
Many of the risks inherent in selecting and
extending mobile solutions to your customers
can be mitigated by exploring the four key
criteria below:
• User experience
• Market reach
• Input device
• Agent value
User (Buyer) Experience
User experience is a term used to describe the
overall experience and satisfaction a user has
when using a product or system. This is the
most important factor in determining the success
or failure of a mobile solution. A mobile user
wants to be empowered to retrieve instant,
relevant information with the smallest
commitment of time. This is evident in
witnessing the exponential growth of US text
(SMS) messaging from an astonishing 2.8 billion
text messages per month in 2006 to over 75
billion text messages per month reported in
2008. As such, it is essential to take a consumer
centric approach to foster buyer satisfaction and
most importantly, repeated use over time.
Market Reach
In the application of statistics to advertising and
media analysis, reach is defined as the size of the
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Some solutions seem
“sexy” but the key to
success is maximum
consumer reach &
optimal user experience.
audience who listen to, read, view or otherwise
access a particular work in a given period. In
context with mobile technology, this refers to
solutions that work on the most carrier networks
and can be accessed by the most subscribers on
the widest variety of mobile devices (phones).
Input Device
The input device is the conduit through which
data and instructions enter a computer. Mobile
devices vary on how they receive user input,
from touch screens, qwerty keyboards, numeric
keypads, voice commands and various cursor
devices. The mobile solution should require the
least amount of time for the user to request and
receive their desired information. For maximum
usability, whenever possible use built-in
technologies installed on the broadest range of
devices. A built-in application offers reduced
steps, keystrokes, application downloads and
screens needed to interact, thus delivering
maximum value while minimizing input error.
Agent Value
Sales professionals seek increased sales
efficiency, client satisfaction and new buyer
leads from a mobile marketing tool. As such,
the tool should focus on minimizing additional
work effort by offering data integration, provide
accurate lead capture and enable timely follow
up with real-time alerting capabilities.
 How To Go Mobile
(continued)
You are now equipped with four objective
criteria to analyze the morass of options
available to “go-mobile.” Read on to explore
a high level review of the various mobile
solutions available to you.
Mobile Info Request (Text, SMS-based)
As described by the statistics on mobile use,
Mobile Info Request solutions (Text-based)
have the broadest reach and can be delivered
to the largest number of cellular phones. To
utilize this solution, buyers send a text
message to a unique code, or keyword, and
receive relevant information on their phone as
a text message. Mobile Info Request offers
instant response, utilizes the fastest growing
communication mechanism (Text), has very
accurate lead capture, and offers instant lead
alerts. The challenge for those that want to
implement text into their marketing - is just
that - how to market, promote and manage
their text codes For an example of how
Mobile Info Request works send a Text to:
44133 with the Code: 10054 as the message.
Application-Based Mobile Search
Application based mobile search solutions
require a buyer to download an application to
their smart phone after which they can browse
an inventory of listings. Mobile Search
provides a relatively rich browsing experience
and is typically connected to a listing database.
If the application is designed well it leverages
the navigation of the phone to simplify
browsing.
GPS or Map-Based Mobile Search
GPS Mobile Search requires buyers to
download an application to their smart phone
after which they can view properties for sale
relative to their location. This solution offers
an excellent browsing experience and takes
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advantage of the increasing number of phones
that are GPS enabled. With all of these
advantages, the obvious drawback remains reach
and cost. Currently, few phones and carriers
support this functionality and only a small
number of subscribers pay extra fees for GPS
based plans.
Web-Based Mobile Search
Mobile web is becoming more advanced and
represents significant opportunities for the
future. Web-Based Mobile Search requires a
smart phone and a mobile web data plan. To
access property information the buyer opens
their mobile web browser and searches by pre-
designated criteria or types in specific search
information. The user experience on Web Based
Mobile Search is designed to mirror that of web-
based searches from a PC.
If you have ever surfed the web on your mobile
phone, you recognize the challenges this
solution currently represents from both a reach
and usability standpoint. Today, less than 15%
of mobile subscribers utilize web-enabled phones
and only 6% actively perform mobile web
searches, effectively missing over 80% of buyers.
Mobile Search (Text, SMS-based)
Not to be confused with Mobile Info Request,
Mobile Search using SMS-based technology
represents another form of mobile marketing and
lead generation. Because its backbone is SMS,
or text, it shares many of the same benefits as
Mobile Info Request. Here’s how it works:
Instead of entering a reusable property code, the
buyer sends a text message with the property
address, neighborhood, or MLS number. The
system attempts to match the request to a
property and delivers a return text with relevant
property information. Some solutions may
instead deliver a web link as the text message
and require, once again, mobile web
 How To Go Mobile Goomzee Corporation

(continued)

functionality that limits their reach.

This solution seems ideal – but if you consider the potential for
user input errors or costs to rebrand signs for each new listing
(MLS#), it becomes less attractive. For instance, how does the
sales professional promote this to prospective buyers? What does
the buyer do if they don’t know the name of the street they are
on? If the buyer misspells the street name does the system
“guess” what was intended or deliver “no results?”
Watch out for 10-
Interactive Voice Response (IVR)
The industry has seen these types of solutions for over a decade,
digit SMS
often involved with a toll free 800-number and a unique code or It has been reported that some
extension. Although these are effective, they require more companies are attempting to offer a
Mobile Info Request or Mobile Search
commitment from buyers who have to dial a number, listen to
solution using a 10-digit phone
voice prompts, choose from menus and enter numbers. Voice- number buyers send text messages to.
based solutions require agents to record messages or leverage a This is referred to as a modem-based
text-to-speech synthesizer for an impersonal user experience and alternative to carrier-certified short
limited retention of information, sometimes annoyance, during codes and should only be used for
prototyping and testing purposes.
callbacks. IVR solutions offer value but market reports clearly
demonstrate that mobile users today would rather send a text Software developers will purchase a
(SMS) message than call. Nielsen ratings reported as of modem similar to what you used to
dial up to the Internet with, except this
November 2007 that SMS messages had surpassed telephone modem accepts a SIM card from a
calls and the gap continues to widen through 2008. mobile phone and will connect to the
carrier network. The software can
Mobile Marketing Solutions Recap then use modem commands,
You now should have an understanding of the key criteria when commonly referred to as AT
designing and evaluating mobile marketing solutions. User commands, and send and receive SMS
(buyer) experience means give them what they want, when they messages and perform other phone-
related tasks.
want it. Market reach means choose a solution that can deliver
the most potential buyers using the largest variety of mobile This solution, however, can put you
and your company at risk given carrier
devices. User input means pay special attention to the additional Terms & Conditions (T&C) explicitly
steps and time required for a user to interact – keep it simple. prevent this from commercial use and
Agent value means the mobile marketing solution must meet so the phone number and wireless plan
agent needs that include buyer lead capture, increased sales may be subject to carrier cancellation.
efficiency and long-term value (buyer satisfaction for repeat use). In addition, the maximum speed a
GSM modem can process messages is
At Goomzee, we pay particular attention to these best practices 7 per minute. In Europe, GPRS
modems can process nearly 30
recognized by global experts including Google’s mobile messages per minute but this
engineering team. Given half the solutions above don’t offer throughput could not support most
lead capture and of the remaining, two scored lower in these commercial needs. The last point is
criteria, for now we focus on text (SMS) message-based Mobile that there are twice as many points of
Information Request. Next we will explore this solution in detail failure given both send/receive are
over the air (OTA). Bottom line: steer
noting key differences and how they affect agent value. clear of 10-digit SMS solutions.

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 How To Go Mobile
Mobile Info Request & Lead Capture Detail
We will now explore key considerations and
differences in text (SMS) message-based
solutions primarily based on how users
interact. Key differences should emerge to
help you distinguish one from another.
Short Code
Professional text (SMS) message solutions
use a carrier-certified 5 or 6-digit text-in
number, or short code. Short codes differ
both in format and value. For instance, a
code 256724 is more difficult to remember
and input than Goomzee’s nationwide short
code, 44133. When branding signs, ads and
relying on word-of-mouth, your marketing
will benefit from an optimized short code.
Ideal codes consist of two sets of repeating
digits, separated by another. This
combination reduces the risk of too many
repeated numbers and user input errors.
Standardized Information
In accordance with best practices, the
solution must provide instant, relevant
information to the maximum potential users
and phones. To deliver maximum value,
messages must include the property address
and price, ideally in a standardized format.
If users later view information stored in their
phone, they need a way to associate the
information with the item of interest. If they
forward it to another prospective buyer, that
buyer must have this information as a
reference or it offers little value.
Content Delivery
How messages are received is very important
as well. Many solutions simply “blast”
subsequent messages all at once to the user.
Some split up information across multiple
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messages. This can cost users more in
messaging fees and time and forces them to
switch between messages to find the desired
information. Top solutions will deliver
instant, relevant information on demand, or
add a delay between subsequent messages,
allowing the user time to view and optionally
engage further.
Photo Availability
Given the most desired solution for marketing
real estate will likely also offer photos, you
must again consider the buyer experience,
noting whether and how they receive photos.
Many solutions rely on the phone having a
mobile web plan and browser and simply
deliver a link to photos. The photos are either
displayed on the page and the user scrolls
through them, or they click links and view
them page-by-page. In observing that just
over 13% of US mobile subscribers use their
mobile web, this means a web-only solution
misses nearly 87% of potential leads.
An ideal solution will offer push messaging
capabilities which allow them not only to link
to photos in a browser, but may also deliver
them to phones with PIX plans, effectively
reaching approximately 4 times as many
buyers. Not all push messaging solutions are
alike, however, and some force the photos
onto buyers that could cost them money and
again, prevent them from repeated use and
harm your relationship. The best solution
would allow buyers to opt-in to view photos.
Shamelessly, we went one-step further and
invented Mobile Virtual Tours that delivers a
multi-photo slideshow with captions as a
single message, requiring the least amount of
buyer time/cost, thus delivering high value.
How To Go Mobile Winter 2008

About Goomzee
Headquartered in the scenic northern Rocky Mountains,
Goomzee provides enterprise-grade technology solutions to
individuals, small business and enterprise customers
worldwide.

Our company began in 2003 offering hosted online storefronts

to small businesses, helping them sell online with the same
capabilities as sites like Amazon.com, Buy.com, etc. Our
business evolved and we leveraged our deep expertise in
enterprise applications and mobile technology to offer an Authors:
innovative marketing platform called Realty Connect. Using Mike Sparr, Jordan Lind
text messaging technology, we deliver product or service Reviewers:
information upon request to mobile phones throughout the Valentin Crettaz, Dan Cripe, Darin Archer
United States.

Goomzee's management has assisted some of the world's Goomzee Corporation

PO Box 5692
largest companies and brands. We leverage our expertise to
Missoula, MT 59806
offer our customers the latest technology while delivering a 866.472.6062
true return on investment. We connect buyers and sellers.
www.goomzee.com

Odds And Ends

There has been “buzz” over smart phones, iPhone, mobile applications, etc. One should also recognize a
clear distinction between having a capability such as mobile web and identifying actual usage. Amidst
the seemed “craze” it can be difficult to identify what truly affects the success or failure of your mobile
initiatives. At Goomzee Corporation we strive to protect our clients, even sometimes from themselves,
and take a standards-based, best-practices approach to delivering technology that meets their needs today
while continually investing in R&D to keep them prepared for tomorrow.

We would like to thank the following for their contributions that helped us provide you what we hope is
a valuable tool in evaluating mobile technology solutions.

Amid Warsi, “7 Usability Guidelines For [Applications] On Mobile Devices”

Brian Sullivan - AT&T, Adam Connors - Google, “W3C: Mobile [Application] Best Practices”

Alex Gonthier - Paymo.com, “Common Pitfalls And Lessons Learned With 10-digit SMS”

M:Metrics and Canalys for their accurate approach to mobile industry and device market share statistics.

About M:Metrics - M:Metrics applies trusted media measurement methodologies to assess the audience
for mobile content and applications. As the world's most authoritative mobile media measurement firm,
M:Metrics delivers the most accurate mobile market metrics through the world's largest monthly survey
of mobile subscribers as well as automated data collection methodologies.

http://www.mmetrics.com/press/PressRelease.aspx?article=20080521-smartbrowsing