Realtor.com®, operated by Move, Inc., announced that its recent strategy shift - from Internet portals to a portfolio of online and offline channels - has pushed it to the industry's number two spot for unique users, according to comScore traffic data for March 2014*.
"The growing popularity of searching real estate listings across mobile platforms, coupled with the success of our brand and social marketing campaigns, has proven to be the most effective and efficient way to attract transaction-ready consumers to our services," said Barbara O'Connor, chief marketing officer of Move, Inc. "We are no longer focused on Internet portals for traffic acquisition."
Realtor.com® offered its first mobile device application in January 2010. By January 2013, the number of its residential listings viewed on mobile phones and computers overtook those searched with desktop computers. ByMarch 2014, the consumer behavior shift resulted in nearly 60 percent of all realtor.com® residential listings viewed each month being viewed via mobile applications. Consumers using mobile devices to house hunt spend more time reviewing listings and photos in a single session, which is a strong indication they are more ready to buy or sell than desktop computer users. To continue to gain a larger share of audience, realtor.com® will regularly enhance native applications for Android, iPad and iPhone as well as create native mobile applications for new platforms.
"Integrated marketing across all devices coupled with brand awareness not only builds a larger audience, it also creates brand advocates," O'Connor said. "Creating an ongoing emotional connection with our brand's unique ability to deliver accurate, real-time listings is key to growing and retaining our audience. Our advocates reward us with referrals and keep coming back to realtor.com® for services and information."
In March 2013, realtor.com® rolled out its first, and now award-winning, consumer-brand campaign. Integrated marketing is a big realtor.com® priority for 2014 and is making a significant impact on desktop computer and mobile devices metrics. Additionally, realtor.com® will launch a cooperative advertising campaign later this year with the National Association of REALTORS® .
"Attracting and retaining consumers interested in buying or selling is one of the easiest aspects of the process because we're introducing them to the most accurate listings available," O'Connor said. "Buyers and sellers prefer our devotion to accuracy because it spares them the anguish of wasting time with listings that are off the market or priced incorrectly."
*comScore March 2014 Multi-Platform report, comparing the Move Inc. Real Estate Sites to the Trulia Network.