Selling to the on-the-go


The same tech company which has brought mobile web solutions to HBO, ABC, Walt Disney, Fox and NBC Universal is now helping Realtors in the Old Town office of Keller Williams sell more homes.

With KW’s real estate agents looking for ways to stay ahead of the technology curve and provide home buyers with easy, fingertip access to info on listed homes, Proteus, the Arlington-based provider of mobile marketing products, helped the agents take tech to a mobile level, rolling out text messaging and mobile Web sites as a way to reach potential buyers.

This week, it launched a mobile marketing program that combines SMS messaging and mobile Web sites to automatically respond to a potential home buyer’s text message query with additional details about the home and a link to a mobile Web site created specifically for the available property.

The technology, which will be available throughout the D.C. area with the potential to expand nationwide, has SMS messaging campaigns to mobile Internet sites to entertainment content storefronts. Keller Williams’ mobile Web pages will be created using Proteus’ Swift mobile Internet publishing platform.

“This program is not only beneficial to the home buyer, but also the home seller,” said Shane McCullar, Keller Williams’ Managing Broker in Old Town. “It provides immediate information at the exact time a property piques the interest of a buyer. For the seller, the application represents an innovative tool to market his or her home in the digital age. We feel the new standard in real estate is anything but standard.”

The mobile marketing campaign, which works with any phone that can send and receive text messages and/or access WAP sites, is available immediately.

When an individual sees a property in print, online or onsite, they are prompted to send a property-specific keyword to a mobile short code for more information. The potential home buyer instantly receives property data via Proteus’ auto-responder technology, available 24 hours a day.

The text message contains key property information, as well as a link to a customized WAP site that provides additional details, property photos, realtor information and lead capture tools. The opt-in program provides Keller Williams Realtors with contact information so they can follow up with buyers.

“This is the deepest mobile integration with a real estate company ever, a very exciting use of the Proteus mobile platform,” said Guy Vidra, president of Proteus. “From the beginning, Keller Williams has been forward-thinking in embracing mobile marketing, and their clients — both home buyers and sellers — will benefit from its immediacy, convenience and marketing value.”

Keller Williams, founded 25 years ago, is the fourth-largest real estate franchise operation in North America, with 650 offices and 77,000 associates in the United States and Canada.

Their Old Town office at 607 South Washington Street (the old Coldwell Banker building), opened late last year.