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New Study Finds Nearly Half of Home Shoppers Consider Mobile Tools Essential in Their Home Search

The Real Estate Book Mobile Shoppers Survey Reveals How Home Buyers Use Mobile Search and Generate Qualified Leads for Real Estate Professionals (March 13, 2012)

LAWRENCEVILLE, GA -- (Marketwire) -- 03/13/12 -- The rapid adoption of smartphones and tablets is shaping local home search as shoppers look for ways to easily access listings information while on the go, according to a new Mobile Home Shoppers study from The Real Estate Book / RealEstateBook.com. Nearly all, 98 percent, of homebuyers who used a mobile device in their search process considered it a valuable tool, with 46 percent asserting it as "essential" and 52 percent stating it as "helpful." The study also illustrates that home shoppers are not only searching for information on their mobile devices, but also taking action afterwards. Sixty-eight percent said they contacted a real estate professional to view a home based on their mobile search. The research also indicates there is still significant room for mobile usage to grow, with 85 percent of non-users stating they'd consider using a mobile device in their next home search.

"Our research supports that homebuyers are turning to their smartphones and tablets in their search and taking action to reach real estate professionals," says Scott Dixon, president of NCI's Real Estate Division.

MOBILE SEARCH AND HOME SHOPPERS

The Real Estate Book Mobile Home Shoppers study found that the activities conducted most often from a mobile device were:


  • 78 percent viewed photos and videos of homes
  • 66 percent inquired for more information about a listing
  • 60 percent found listing details, price, description, amenities and contact information
  • 57 percent located a house listing with GPS
  • 55 percent searched by city
  • 42 percent downloaded a home buying search app
  • 30 percent shared listing information with friends and family

Dixon adds, "The time is now for agents and brokers to add mobile tools in their marketing mix to increase traffic and reach home shoppers right when they are actively engaged in their search process."

"Mobile is a complementary to our print and web offerings. We use our printed pages and sign riders to drive traffic online. We track the results and see our peak traffic on our website on Monday and Tuesday, but our peak traffic on mobile is Friday, Saturday, and Sunday -- when people are on the go," says Dixon.

To help extend its customers' reach to homebuyers on the go, The Real Estate Book offers advertisers a suite of mobile marketing tools that include a Mobile Starter Kit, powered by Mobile Real Estate, a mobile-enabled website, RealEstateBook.com, free integrated iPhone and Android applications, QR codes and text codes. These tools provide a quick and easy way for homebuyers to search and filter through the thousands of properties in The Real Estate Book, connecting them not only to the details and information of each home, but also to advertisers with greater speed and convenience.

The Real Estate Book has been helping real estate professionals connect with buyers and sellers for over 30 years. Available in print and online in over 400 markets across the U.S., Canada and the Caribbean, The Real Estate Book delivers credible, proven results to its advertisers who benefit from a wealth of experience and an integrated media platform that showcases their listings in a variety of ways. With 6 million magazines in print every 4 weeks, The Real Estate Book gets nearly 2 million unique visitors on its Web site, www.RealEstateBook.com, and features thousands of homes for sale, new home communities, and local information.

About The Real Estate Book
Network Communications, Inc. (NCI) is a leading local media company providing lead generation, advertising and Internet marketing services to the housing industry. The Company's leading brands are Apartment Finder, The Real Estate Book, Digital Sherpa, Unique Homes, New England Home and Atlanta Homes & Lifestyles. NCI has market representation in more than 500 local markets around the United States. The Company's strategy focuses on providing high-quality and measurable marketing solutions to local clients by leveraging its proprietary prospect-focused distribution and content management infrastructure. NCI distributes more than 9.4 million local print catalogs of apartments for rent and homes for sale every month through more than 300,000 distribution points; NCI's websites are leading Internet destinations for consumers looking for homes to rent or buy, with an average of 2.0 million unique users every month; and it provides Internet marketing services using social media tools to its customers.

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MEDIA CONTACT:
Tami McCarthy
TMG
212-750-5755
tami@tmgpr.com


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