Considering a mobile solution for your brokerage? First of all: smart move. Mobile use has grown exponentially, and will only become more popular. Home buyers want property information on demand; and their searches provide invaluable leads for your agents. So, here's what you should look for when you're choosing a vendor to provide mobile lead generation for your brokerage.

VoicePad, one of the leaders in this area, emphasizes that your mobile solution should:

• Reach every mobile consumer (no matter what type of mobile device they're using)
• Deliver information about every home
• Feature valuable and unique content
• Generate leads.

We'll talk more about all these bullet points later. For the moment, let's focus on the first – the importance of reaching every mobile consumer.

Options for Dumb Phones

Believe it or not, some people don't actually have smartphones. Shocking, I know. What may be less surprising is that people may sometimes have a smartphone but find themselves in an area that doesn't offer Internet access. What will your mobile strategy offer in these instances?

Thus, it's important that your mobile strategy address three technologies: voice, text, and mobile Web. I wrote an article on this topic several years ago in collaboration with VoicePad, and much of it is still relevant today. One of the essential points of the article is that you shouldn't ignore mobile functionality that can happen on a "Dumb" phone (a phone without mobile Web access). In short, your mobile solution should include voice and text options, as well.

• Voice: Property searchers can call a number (which they'll find on a yard sign, Web site, or other collateral) and hear a recorded property description 24/7.
• Text: Pretty self-explanatory. Property searchers can text a number (also found on a yard sign, Web site, etc.) and receive a return text with property details and (here's where mobile Web comes in) a link to a property details page or single property website.

Even if they have a smartphone, prospective buyers may prefer to take advantage of one of the options above. According to VoicePad statistics, the vast majority (an average of 86%!) of homebuyers who use their system will call, instead of text, to get information about a home.

Lead Capture

If your mobile solution doesn't generate and capture leads, what's the point? If your vendor says that they can't capture contact information for leads, it should raise a few eyebrows. I'll stick with my VoicePad example. They capture leads across all mobile channels. If someone calls to hear recorded property information, their phone number is captured. If they text, their phone number is captured. If they subsequently visit a VoicePad mobile site, their phone number is associated to each and every property web view. They don't even have to create a login (for saved searches, favorite properties, etc.), but if they do, their email address is also associated with the buyer. So you're not just getting the lead, you're getting information about what the lead is looking for, so you can follow up more effectively. For more info on this, read my review.

Complete and Accurate Property Information

Homebuyers and sellers are, first and foremost, interested in property information. Your mobile solution absolutely must be integrated with up-to-date information about active properties in your market, even those that you do not represent. It is absolutely true that a home buyer will stop using your mobile tools if they discover that the home they are interested in is not available. In addition to the data about active listings, your solution must provide additional value.

Tools for Homebuyers

Provide value to users, or don't bother investing in a mobile solution at all. Seriously. You better give them something that's worth their effort, or you'll lose them. Property search is value, but that's just a start. What other features can you add that will add value to their property search experience? Ask vendors this question. One good example is VoicePad's narrated property tours, which are available on every property in the market. Other enhanced features are interactive maps that feature nearby hospitals, schools, and/or shopping locales; the ability to share properties with individuals or via social media; and being able to connect instantly with a real estate professional.

And don't forget... your website needs to render well in any mobile format (phone or tablet). Seems obvious, I know, but it's one of those details that keeps home buyers coming back to your site. If all you're offering on their phone or tablet is your regular website, you can kiss them (and the mobile leads they would have generated) goodbye.

Broker Branding

A generic property search app isn't going to provide optimal value in terms of name recognition and brand loyalty. Sure, you'd be ensuring that all leads come to you, which is an undeniable benefit. But if your name and branding aren't featured prominently, front-and-center, all across the solution, you aren't getting maximum impact.

Be sure to ask vendors what their branding options are. Where will your logo appear? What other branding options are available with their solution?

Further, your agents are going to want their name, photo and contact information to appear on every listing that their customers search. With the VoicePad solution, once a homebuyer calls or texts an agent, he or she is automatically associated to that agent, even on subsequent mobile site searches. That's powerful!