Mobile app tracks buyers through homes, serves up 'microtargeted' marketing

LIVE NOW: Inman Connect San Francisco
Tune-in now to catch the livestream. Don't miss this chance to see real estate leaders tackle the industry's top problems.

Valuation and analytics provider a la mode has a new mobile app, HomeBeacon, that allows listing agents to create location-aware property presentations that pop up automatically on consumers’ mobile devices when they are near a listed property.

Once inside a listing, HomeBeacon uses Bluetooth “iBeacon” technology to detect where visitors are standing, serving up room-by-room “microtargeted marketing messages” as buyers tour a property, selling them on the features of each room or guiding them to other areas.

The ability to track users through a property gives agents and brokers using HomeBeacon analytics on how prospective buyers are viewing and touring listings. Agents with HomeBeacon-enabled listings get reports of how many buyers visit a home, how long they stay, and how long they were in each room. Those insights can help agents tweak their marketing to reduce the time a home is on the market, said Dustin Moore, a la mode’s Real Estate Solutions Division president, in a statement.

“Agents can give advice to improve curb appeal when they see that too many shoppers drive by without stopping,” Moore said. “Or they can prove that efforts should highlight the kitchen because visitors are spending five minutes there on average, compared to the 20 seconds they spend in the great room. HomeBeacon helps agents explain to sellers the pros and cons of their home with real consumer behavior, not anecdotal evidence or guesswork.”

The company is demoing the app at the National Association of Realtors’ annual convention in San Francisco.

Based in Naples, Fla., a la mode’s Broker Reciprocity and Analytics products provide direct access to multiple listing service listings and sales data through contracts with local boards serving more than 500,000 licensed salespeople nationwide. The company’s main product for the lending industry is its Mercury Network, a valuation Vendor Management Platform that the company says handles more than 20,000 transactions a day. A la mode says its TOTAL desktop software line is used by more appraisers than all other brands combined. Source: marketwired.com