Win the $20,000 KW Mobile App Challenge: Marketing Tips for Driving Up Downloads

Feb 28, 2014 6:07:09 PM

It’s going to be a close call in the race to win the $20,000 KW Mobile Search App Challenge. Five Keller Williams agents are neck and neck in the number of consumers they’ve gotten to download their app since the challenge kicked off on Dec. 16, 2013.

There’s something in it for everyone too. U.S. consumers have the opportunity to win $50,000 to use toward a down payment or home improvement when they enter the Closer to Home Sweepstakes through an agent-branded KW Mobile Search App.

A study by the National Association of REALTORS and Google also supports the fact that the use of mobile apps is becoming an increasingly popular way for buyers and sellers to find their next home. Of those surveyed, 68% of home shoppers reported using mobile apps at some point during their real estate search.


When the contest started, Keller Williams Realty Real Estate Search Apps were being downloaded approximately 4,500 times per week. Today, downloads are coming in at an average of 17,000 downloads a week. Moreover, most of these downloads are for Keller Williams agents’ individually branded apps, proving that clients continue to stay loyal to their agents’ brand – and to the agent who gets in contact first.

“I find that no matter what the level of interest a person has in real estate, the app is a universal conversation piece because most people are interested in winning $50,000,” said Justin Kelcourse, associate with the Portsmouth (N.H.) market center. Kelcourse connects with consumers through several channels.

“I’ve been marketing my app on Facebook, in-person, on the phone, and with information in-hand when I door knock.” Andy Knifley, associate with the Clarksville, (Tenn.) market center secured 200 downloads in one day when he set up a booth next to registration at his daughter’s archery tournament. “We’ve focused a lot of our outreach on the teachers and parents at the school,” said Knifley. “Our local chamber of commerce has also shared it on their Facebook page and Twitter feed.”

Matt Rains, associate with the Atlanta – Sugarloaf (Ga.) market center, finds the highest number of conversions come from a common interest forum for people who have a passion for building trucks. When Rains asked for support from his fellow truck enthusiasts, they responded. “The highest number of conversions came from those posts. And we had a ton of interest not just the contest, but people saying they were starting the home search process and love the app. These were people in different states who could be a referral down the road,” he added.

But if there was one marketing strategy consistent across all the potential winners, it was social media. Whether the winners are posting updates to friends, family and spheres of influence or in Rain’s case, creating super-targeted sponsored Facebook and Twitter ads that direct users to a mobile-optimized landing page, the tech-savvy, digital natives are liking what they see and definitely driving up downloads.

The Keller Williams Realty Real Estate Search App works on both Android and Apple smartphones and tablets and is available for free through Google Play and the iTunes App Store. Consumers who download the app can easily enter the Closer to Home Sweepstakes by clicking "Enter to win $50,000!"