I was fascinated to learn during a conversation with Adam Rahman (Snr Marketing Exec) of PropertyGuru in Singapore of the success of their specialist mobile app for agents. It is the first time I have come across this type of mobile app dedicated to the needs of agents and well suited to their everyday tasks which is smart B2B marketing.(If I am mistaken and other such apps are operational in other countries please share these in the comments below).
So what is the app and how is it used?
The app (AgentNet), available as both an Android and iPhone app has been part of their solution for agents since 2011. The app allows registered / subscribing agents to:
I can really see the benefit of this approach of a dedicated B2B app for agents. The Singapore market suits this app as the business model of individual agents subscribing to the site drives a strong loyalty in using the app as a key benefit of subscription and deep engagement that builds that loyalty.
I think this app is really smart and can see a growing development of such an app in other regions of the world by portals. Here are my thoughts on this approach and also some thoughts of how it could be developed further.
Given the photo capability of mobile devices these days and more so in the future; not just in terms of pixel quality, but also in terms of image enhancement to optimize presentation it is likely that we will see more photos originated from mobile devices. As an example the panorama photos capability of the new iPhones perfectly suits uploading from a mobile device. So this app integrated with the mobile device’s camera becomes a vital everyday tool for all agents.
The management of leads though a dedicated app is so much more efficient than simple texts and emails sent to overflowing inboxes. Agents can track and respond to enquiries and the app can through the data API align enquiries to listings.
Thinking forward there are other capabilities that could be added to such an app. I am not sure if they are on the roadmap of PropertyGuru but worth thinking about in my mind: