The company tapped Plastic Mobile to help execute the optimized site. Consumers can access it by entering http://www.royallepage.ca on their mobile browser.

“Royal LePage identified a growing majority of home buyers and sellers who were using mobile to find information while out and about,” said Melody Adhami, president/chief operating officer of Plastic Mobile, Toronto.

“In response to this and a subsequent growing proliferation of various devices and screen sizes, from tablets and smartphones to laptops and desktops, we wanted to create a site that’s responsive across a myriad of platforms,” she said. “So, we designed a site that renders to the right display size for each device, with a mobile-optimized site at its core.

“We wanted the site to be scalable across screen sizes for maximized accessibility, but also to enhance the user experience. So we gave it an app-like feel with superior mapping and location based services to allow consumers to search for homes using local landmarks as well as traditional search options.”

Mobile features
Royal LePage and Plastic Mobile worked with Google to bring mapping and location-based services to the site.

With these features, consumers can search for homes using local landmarks, as well as traditional search options.

Through the mobile site, consumers can search for properties near them, browse homes, find an agent, find an office, check out open houses and view their my favorites tab.

Users can also view an interactive map to browse what homes are available.

“Mobile allows Royal LePage to not only connect with home buyers and sellers wherever they are, but also allows the Royal LePage realtors to support and help their clients while they are on the go,” Ms. Adhami said.

“The new scalable site sets the bar for other real estate firms to meet their customers demand, and positions Royal LePage as the forward-thinking, tier-one agency that they are,” she said.

Optimized features
It is important for marketers to optimize their content.

Additionally, adding location into the mix is a smart move, especially for Royal LePage.

“This year, we have reached a smartphone critical mass, with mobile users opting for smart over feature phones,” Ms. Adhami said.

“Reports show that more than half of these users are browsing from their mobile devices,” she said. “In order to be accessible to this continually growing customer base, companies will need to be present there. It’s just logical.

“That being said, reports show that to date, 38 percent of companies are investing in mobile without a strategy. Being there is no longer enough. This year, we expect to see more and more brands and companies taking the time to really understand their mobile audience, and integrating a proper mobile strategy.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York