2011: The Year of the App

Principal Consultant , David Allison Inc.
  • Jan. 10, 2011

Does your real estate development need an app? With more and more businesses using smartphone applications to promote what they’re selling, it’s a pertinent question as we look at how best to market real estate developments in 2011.

Already there is a wealth of free mobile applications available for just about everything. But it’s the ones that are making peoples’ lives better that are worth talking about.

Automakers like GM and Nissan, for example, are creating apps that make owning a car not just easy, but really easy. They are installing smartphone-linked in-car apps in their vehicles, allowing drivers to do things like unlock doors, check tire pressure and even start cars.

New geo-location apps are making manual check-ins pretty much pointless, thereby saving us all precious time. And apps like Shopkick include “signal” hardware, which helps users earn rewards and deals with participating retailers. Imagine that. Saving money just for walking into a store.

Can you do something similar with your own real estate development app? If you can, then yes, your real estate development might just benefit from an app.

Perhaps you’re developing a series of luxury cabins in Cottage Country or a condo resort in sunny Kelowna. Gather all of the tourist information for the surrounding region – places to eat, things to do, easy to read maps, etc., etc. – package it up nicely, make it easily available for prospective buyers and voila you’ve get yourself a helpful app.

Of course, you’ve got to think about who is buying your properties as well. A mobile app, no matter how jam-packed full of helpful information it is, isn’t going to have the same appeal to a retiree, as it will to a 20-something first-time homebuyer.

Remember, the rules of marketing communications have changed. If you’re going to try some of the new marketing tools, you need to approach them with a new marketing mindset. Create a useful tool that will benefit your clients – your homebuyers, your investment buyers – rather than developing something to simply promote what you’re selling.



David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more

David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more




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