• Emphasise your local expertise when mobile marketing.
  • Make your mobile website clean and pared down compared with your desktop website.
  • Make it possible to click to make contact on your mobile website or app.

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Agents wanting to make an impact on mobile marketing should accentuate their local expertise, said John Thornton, the real estate lead at Google today. "Localization is probably the biggest piece that mobile unlocks. You have to get a bit more targeted," he said. "For instance, rather than using an 'L.A. real estate website (name),' which will cost a lot of dollars per click, target yourself more for your neighborhoods and areas you know well. Some of these are only 15 or 20 cents per click and two, three, four times more valuable because you are experts in that area." People looking for homes nearby, walking into a neighborhood and wondering about its listings will find you far more easily, he said. This is how you move potential customers from online to offline, so you can h...