In any mobile initiative, the adjustment to the instant, direct nature of a mobile user is a key determinant in the success or failure of the campaign. While these behavioral factors need to be included into every aspect of the mobile mix, it is most important to execute them in the first destination for users--the mobile landing page.

As the first entry point to the brand, product, and information, the mobile landing page is equivalent to a billboard, magazine spread, or powerful TV spot--except it also carries the capability for an interactive experience after the initial view.

Jason Wells, CEO of ContactPoint, recently outlined "6 steps to mobile landing page optimization," which include brief tips to enhance the potential of your landing page to garner further brand and product participation. All six steps can be applied to mobile in general, but three steps have even more direct correlations to the real estate industry, and individual mobile property pages.

1. Simplify your call to action

While the Mobile landing page acts as a gatekeeper to the rest of your brand, the call to action can actually make or break your mobile campaign.

Keeping it simple is the best policy. Make it easy for users to send a text message, scan a QR code, or enter a short URL to get property information. From here, your mobile landing page will encourage the participation and content that you and the buyer are looking for.

2. Mobile users want instant gratification

Once characterized by "back and forth" correspondence, the home buying experience has shifted – or rather, accelerated. As a user, receiving a text message and mobile website with property information instantly is no longer a novelty, but expected.

Keep potential buyers engaged with all necessary property information in a consumable format, while always encouraging the opportunity to further their engagement with the property, brand, and agent.

3. Define your goal

The clear goal of a mobile landing page is to present listing and agent information as directly as possible to the buyer at a pivotal point of interest. Beyond this objective is the ultimate goal of creating real world relationships and transactions.

While property pictures and information will hold the immediate attention of the buyer, branding, contact options, and lead generation become key in encouraging the buyer to take the next step. Mobile offers the ideal medium for this goal, as mobile devices offer so many options for communication that can, and should, be available from your property's mobile landing page.

Ensure that your buyers have the experience they are looking for when they access your listings with their mobile device. If you stick the landing page, the results will follow.