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Do you know why website optimisation matters?

As more people search for property while they are on-the-go, Christopher Walkey explains why it is so important for estate agents to consider website optimisation.

Christopher Walkey

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Just how important is website optimisation for an estate agency website and that it works on all mobile devices? Is it just another gimmick? Does it actually matter? Is there really a mobile and social revolution?

Let’s start by looking at some figures which will give a better understanding of this debate:

  • l United Kingdom mobile phones in usage – December 2013: 75,750,000.
  • l Approximately 75 per cent of the UK population now owns a smartphone.
  • l 50 per cent of mobile phone users use mobile as their primary internet source.
  • l By 2016, 88 per cent of local advertising will be delivered on a mobile device.

These statistics provide some clear evidence that we must keep our eyes peeled when it comes to how consumers are likely to find us, view our property listings and engage with us every day, both now and in the near future.

While the idea of an app is tempting unless you have a great USP to make people download it, it may not work!

Let us look at some key marketing topics and their relationship with mobile:

Apps

It is estimated that around 80 per cent of the time on a mobile phone is spent on apps.
Though we need to look at these figures cautiously, it is still a very clear indication
that mobile device users engage with apps to obtain the entertainment and information  that they require, whether that is for work, leisure or just to find a taxi.

The costs of creating a mobile app vary, but have fallen significantly in recent years, making it more cost-effective for an estate agency to have a mobile-dedicated app to
display their property listings easily, if its site itself isn’t optimised for mobiles and tablets. But while the idea of an app may sound tempting, we must consider that unless your agency has a great USP to tempt people to download it, or a clever marketing drive, it is unlikely that an app will prove to be good value for money for your business.

Agents should note that social media platforms such as Facebook allow apps to be
added so that your page visitors can search for property listings, see their details, book
a viewing and even arrange a valuation.

Importantly, an app on Facebook means that a user may stay on your page for longer and will be less tempted to go to the portals where competitor listings and offerings await them. Many of the top estate agency marketing companies can help develop apps for use on websites like Facebook.

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Clean and crisp mobile optimised websites bring business!

July 22, 2014

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