This week, our very own Vice President of Digital and Strategic Marketing, Mike Callaghan, delivered the keynote address at MediaPost’s Mobile Insider Summit. Amidst a crowd of 300 brand managers who spanned a host of industries, Mike discussed the brand’s decision to launch a mobile app that now runs across all smartphone platforms and delivers 3 million home listings to the palm of consumers’ hands.
Mike explained the decision to go mobile was largely due to the demands of the next generation of home buyers. “Why did we do this – clearly because there is this new home buyer for whom mobile media is the ideal way to reach them and enable them to interact with Century 21 and our services,” he said.
The majority of real estate searches already begin online and now that behavior is being extended to mobile devices. ”We started to see a doubling of year-over-year Google searches for real estate content, with 89% of mobile users using it throughout the day and 72% using it in conjunction with other media,” he shared.
Since launching the mobile app in May 2010, it has been downloaded 172,000 times and allows both buyers and sellers mobile access to all the real estate information they need, when and where they need it.
In closing, Mike shared some compelling stats from a recent mobile survey which revealed 70% of respondents would rather give up alcohol than their smartphone and shockingly, 33% of respondents would forgo sex, 63% chocolate and 21% said they would up their shoes.
How about you? What would you give up to keep your smartphone?