A lesson in Mobile Marketing for real estate from Tasmania
Posted by alex
Here is a Mobile Marketing lesson of poetic simplicity
I was in Tasmania recently visiting family and playing friendly games of poker with the locals of Launceston. One morning I went for a walk in the countryside - as you do - listening to a couple of ad:tech podcasts on mobile marketing etc. and low and behold: mobile marketing from heaven.
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Now we’re not talking rocket science, and it HAS been done before. But I live in Sydney, and no one here is savvy enough to keep this up or sell it as simply as this:
“SMS [3 digit property number] to 04**-***-***.”
But that’s not all. If they haven’t given you a direct enough invitation to text message them your interest and provide them with your personal mobile number, they provide not one but TWO full names and additional mobile numbers to call - just in case. That’s 3 mobile numbers (one for SMS), a land line and a website. No faff, no waffle, just multiple mobile, voice and web invitations to pull customers in.
So what? What can you do with this?
If you are selling a big ticket item, or lots of big ticket items: cars, boats, houses… and the rest, what is it worth to have the mobile number, product of interest, and time-stamp of when they were standing in front of it? Invaluable - that’s what! Don’t rely on your salesperson to be sitting there in front of them.
Depending on your demographic and target market, you could:
Push for more information: i.e. ask them a question in response to their text: “Thanks for your interest in X. For a callback in the next 30 minutes, send a blank reply. For a business hours callback reply ‘BH’. For an after hours callback reply ‘AH’. To unsubscribe reply ‘STOP’”.
Send them personalised request: “Thanks for your interest. The X is in immac. condition, one of 200 imported and has only 200k on the dial. Call Jason on 04**-***-*** and we’ll bring her to you for a test drive”.
Integrate! Invite them to visit a website: “Thanks for your interest. For more information visit: www.mymobilesite.com/X, visit us at www.mysite.com and search X or call Jason on 04**-***-*** for more information”.
Can you afford NOT to be using mobile marketing in your marketing mix?
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