The Official AppFolio Blog

We hosted a great webinar with Grace Hill on the hot topic of Facebook for Property Managers. Charity Hisle, speaker, trainer, and social media consultant at Socially Engaged Marketing, covered lots of engaging content on how you can use Facebook in your property management business. The webinar focused on how to use Facebook, tools to help monitor what others are saying about your company and ways to differentiate your community from the competition.

Many participants submitted great questions during the Webinar and we wanted to follow up with Charity’s answers below:

When having site staff manage Facebook posts, what is your position on a social media policy? How do you overcome spelling, grammar, and most of all, the occasional attitude that shows through?
You definitely need a social media policy in place before you adopt any strategy. As for spelling and grammar, pre-scheduling posts through a tool like Sendible or HearSay will allow you to see what’s being posted for the week in advance. Any spur of the moment posts should first be typed in Microsoft Word and spell-checked. Training will help with any perceived attitude. Also, have the corporate office respond to complaints, rather than the on-site team, to prevent natural self-defensive responses. Remember that on-site should be the friendly face; let corporate handle conflicts.

When doing a contest on a property Facebook Page, such as a cutest pet contest, or something similar, is it required to get a contest App, or can the contest simply be done through the Page wall if a prize is being given?
It is pretty much required at this point to use an app. Wildfire is the cheapest one I’ve seen. Facebook can pull your page if you run a contest that violates their terms of service. You can take a risk, I have in the past, but understand that you could lose everything you’ve worked to build. Here’s a link to the Facebook site for specifics: http://www.facebook.com/promotions_guidelines.php

Speakers at AIM mentioned that we should be getting signed model releases from residents and staff displayed on our Facebook Pages and we should be displaying the fair housing logo prominently on the Page. What do you think?
If you have a legal team that can create the releases for you, go for it! However, a release isn’t legally necessary to post pictures you’ve taken yourself. Just be considerate: Always remove a picture upon request, put up signs to notify residents that you are taking photos and videos that will be posted online and that their attendance implies their consent. Putting the fair housing logo on your page isn’t a requirement, more like a suggestion. You can place it in the lower corner of your profile picture without taking up too much real estate. Remember, the size of the profile picture can be 200 pixels wide by 600 pixels high.

Our office has multiple locations in different regions. Do you recommend that we have different pages or is there a place to list multiple addresses?
There is not a place to have multiple addresses. One page per region should be sufficient and will prevent having multiple small communities instead of larger communities. This is a good opportunity to build brand recognition as well.

Is it a good idea to have more then one admin for your Page?
I recommend having more than one for any business page. Please use at least 2 admins in the event one user has a Facebook problem.

How much time is it taking people to actively manage their pages well?
About 30 minutes a day, after you’ve set it up and integrated it with your other online presences. 10 minutes in the morning, 10 minutes before/after lunch, and 10 minutes in the afternoon. Use HyperAlerts to monitor pages so you do not have to be online all day.

My property has a profile page not a fan page. Is there a way to convert the profile page to a fan page? If so, what are the steps?
Here is the link to learn more: https://www.facebook.com/help/?page=18918

What if I started a group first and then I started a Page and now I want to get rid of the group? How do I go about deleting the group so that people are not confused by which to join?
First start by migrating your group members to the Facebook page by encouraging them to go “like” the page. Warn them in advance that you are deleting the group page. Then create a “We’ve got a new page” event from the Facebook page and post a link to the event on your group page. Finally, delete the group under your group admin settings.

Thinking you may have a bullet proof strategy when it comes to local marketing? Be sure to not fall prey to these common marketing mistakes.

Using Long-Tail Keywords for SEO?
To strengthen your “search engine optimization” campaign, make sure you optimize your Website with both short-tail and long-tail keywords. A good way to come up with valuable long-tail keywords is to include the location and the industry name in search terms like “best san diego property management” or “new orleans property management.” Include these keywords in your titles, descriptions and meta tags, headers and Alt tags and this will help others find you online. When you optimize your site for your company name or industry alone, it will be competitive and difficult to achieve results.

Listing Your Business with Google Places is a Must
Google Places is a free and easy-to-use listing service that will place your company information on both Google search and Google maps. Customers can share reviews and this is a great spot for your company to be visible.

Not Monitoring Yelp?
You don’t want to miss the opportunity to address an unhappy customer on a public forum and show other readers that you care about making your buyer experience a positive one. Words of praise are great, but you may get some negative feedback from time to time and by monitoring Yelp, you can spot the unhappy reviews and respond to them in a nice and professional way.

Your Facebook Fan Page
Building a company Facebook Page is very important because millions of people are actively using Facebook and this is a marketing opportunity that you cannot miss! Network with industry professionals and build brand awareness through your Facebook Page, not to mention boost your SEO efforts in the process. We post interesting articles and resources for property managers on ours – www.Facebook.com/AppFolio.

This summary comes from a great blog by Hubspot: http://blog.hubspot.com/blog/tabid/6307/bid/10677/5-Ways-You-Might-Be-Failing-at-Local-Marketing.aspx?source=Blog_Email

We had so many great responses to the iPad 2.0 Giveaway Contest that we decided to break up the comments into key property management related categories.

Here are some of our favorite responses to how the lucky winner of the iPad would use it for marketing their property management business. We hope you enjoy these and we promise more to come!

1. If we had an iPad we could take it on tours with us. Since our community location is a “hot spot,” we could show people different things in the neighborhood or Google things on the tour to help sell prospects on our property. While we were in a vacant apartment, we could use the furniture mover feature as well, so the applicant could actually stand in the apartment and see what the furniture would look like -Renee

2. We would use the iPad to introduce tenants to their own network of fellow residents. We could take their photos and they could post classified ads amongst themselves and host mixers, etc. Basically we would try to create a sense of community for each development and use the iPad2 as an Ambassador. -Dianne

3. We’d use the iPad as an interactive leasing tool for non-English speaking prospects and to translate for current residents who speak English as a second language that may have leasing renewal questions or need assistance with service requests for example. -Scott

4. I would love to be able to use the iPad 2.0 video feature to film a vacant unit, upload it to Youtube, and write a caption about it while simultaneously uploading it to our website. We would also use it to post our vacancy ads to Craigslist. It would allow me to access AppFolio while I’m out of the office so that I could always be ready to answer vacancy questions. -Jayme

5. As a very active Chamber member and Marketing Queen, I have the awesome privilege of interacting with A LOT of people at local businesses as well as large Chamber events! So, I will use my iPad to take our community with me everywhere via virtual tour! As an added bonus, just for taking their tour they’ll get to use our Slot Machine app to see what their move-in special will be when they move in!!! -Dee

6. THROW AWAY THE LEGAL PAD When marketing with the iPad we could jot down names and numbers and show prospects pictures, balcony inspection notes, record pictures of move outs and take notes…this is an all in one TIME SAVER when out of the office. -Jennifer

7. Whenever I am out of the office marketing, I always feel super unorganized. I have pens, paper, cameras, MapQuest directions, and more scattered throughout my vehicle when I get the day started. My car is basically like one big unorganized desk. With the iPad 2.0, I would be able to create an agenda for the day, take pictures of properties, type in notes/helpful information, and Mapquest would be at the tip of my fingers! The iPad 2.0 is the PERFECT outside marketing tool! I would be better organized and it doesn’t get any better than that. -Natalie

8. We would use them for prospective residents to log into their Facebook and check-in or “like” us and receive half off their application fee! -Ashley

9. We would use the iPad to plan and track events scheduled for our residents such as pool parties, Valentines Day Mingles, etc! What a great gift to help organize and run a property!! -Lori

10. You could manage all of your Social Media sites on your iPad and your property management software would only be a click away. You could use the iPad to create new marketing plans and strategies, especially with it being so portable – you can use it just about anywhere, anytime your creative juices begin to flow….on the beach, at the park, walking your property, doing community service work, wherever you get your inspiration from, you would be able to keep your ideas fresh and not have to search all over for a pen and paper to jot them down – WOW talk about how technology has advanced! -Denise

Thanks to all participants who contributed!

Here are a few tips to increasing traffic to your company blog summarized from a recent article in American Express Small Business Open Forum: “Promoting Your Small Business Blog: An Open Forum Guide”.

Search Engine Optimization
Perform some research and determine the top keywords that you want to rank for online. Then optimize your blog posts for a specific keyword and incorporate that term in your title. It’s difficult to rank for multiple search terms at a time, so be specific and if you want to go for another keyword, create separate blog posts for separate search terms.

Engage in Social Media
Go to where your readers are to maximize your time building social media marketing campaigns. If you find that your target audience is spending most of their time on Facebook, direct a proportionate amount of time and effort to your Facebook Page and reference your blog with relevant links. Responding to comments and re-posting other people’s content will help establish you as an expert in your field. This builds credibility to your blog and your business.

Integrate Your Marketing
Integrate your marketing by linking to your Facebook Page on your Website and linking to your Website from your Blog, for example. This increases traffic and makes it easy for people to learn more about your business.

Social Bookmarking
With your target market in mind, find social bookmarking sites that can link back to your blog like Digg, and Reddit.

Remember that the key to a great blog is producing valuable content and the way to effectively market your blog is to be active and engaged on several different channels online. Use social media to welcome others to share with you, build awareness, and become a valuable resource to your readers.

When a property manager is contacted by a prospect either by phone or through a guest card online, it is so important to follow up quickly. Every minute that they are not following up with a lead, that prospect could be looking at other properties!

We found that property managers also want to be able to analyze the metrics around their leads and lead sources. For example, if you are spending money marketing on Rentals.com and HotPads.com, you will want to know which source is getting the most qualified people to move into your apartments. This kind of insight is so important when managing marketing budgets. The problem is that a lot of property managers don’t know which source is getting them the best leads.

Capture Lead Source Automatically
With AppFolio, when a prospect sees your ad on Craigslist or on your website or various other avenues, the prospect can quickly fill out a guest card right from the vacancy ad. The guest cards include standard information like name, email, and phone number. The prospect can also express preferences like the number of bedrooms, pets, etc. This information is automatically entered into AppFolio and a message is sent to the property manager for quick follow up.

Easily Track and Manage Applicants
The entire process from finding a prospect to moving them into a unit, can all be done with just a couple of clicks in AppFolio – capture the guest card, keep notes, schedule showings and email applications and even run resident screening reports, so the work is really done by your applicant. If you decide to rent to him/her, in just a few clicks you can convert the applicant to a tenant. There is no extra data entry because all data is captured and stored in AppFolio.

You can also place applicants on a waiting list so it is easy to follow up with them when a unit is available – this resource helps you proactively fill vacancies faster. For example, you could send them an email and ask if they are still looking or interested in the unit / home.

You can also send your owners a leasing activity report. We have some customers who sent these reports on a weekly basis to show that for Property XYZ there were 10 inquires, 5 showings, 10 applicants, and one was approved and they are moving in.

Reports That Help You Spend More Effectively
We also include a report that breaks down the prospect tracking information for you by lead source. You will be able to generate reports that show all leads by lead source whether it is a walk-in or they saw a sign on a property, or filled out an online guest card. You can see how many inquires you’ve received, how many of those people filled out applications, and the number of those applicants converted to residents. It feels good to get a lot of leads, but if you’re not really finding qualified applicants, then this isn’t a good marketing channel. It’s about quality more than quantity.

The real benefit of our approach is that because everything is built-in, you don’t have to use different software applications and waste time transferring data. It is so much easier to analyze the data and be confident it is accurate because you are using one single solution and automatically capturing the lead source with each guest card.

We always enjoy Lisa Trosien’s presentations. In our webinar today with our co-host Grace Hill, Lisa focused on how to generate more leads and then turn those leads into leases. Here is a recap of the important highlights and we recorded the whole webinar, too, so you can watch it again and again!

Generating More Leads Starts with Great Ads

Photos Really Matter
Be sure your Ads have great pictures – a small investment up-front in taking professional looking photos will go a long way in getting more leads. Ads with 5 or more great interior photos receive 28% more leads than if you only have a couple per ad. Interior photos must have furniture in them so that renters can get a sense of scale and comfort. Lisa suggested www.virtualstagingsolutions.com to enhance your interior shots especially if you have vacant properties.

Use Targeted Ad Sources and Know Your Price Per Lease
Lisa prefers ad sources that are targeted like an ILS, your property website or Craiglist, instead of using broader advertising like putting your ad on local shopping carts. Maximize your presence with these sources and use every advertising opportunity available.

In an audience poll, we asked what is a fair price per lead – here are the responses:

• $25/lead = 45% of audience
• $10/lead = 16% of audience
• $20/lead = 11% of audience
• Don’t calculate cost per lead = 28% of the audience

Do Your Homework!
Find out what the #1 most searched amenity is in your market. The examples today were that renters in Dallas are looking for air conditioning but in Chicago renters prioritize parking. Ask your leasing team to find out the top 3 reasons prospects lease from you so you can use these in your ad copy.

Track Your Lead Sources
Remember, renters don’t really care how they heard about you, so formalized lead tracking of some sort is really essential to have a handle on what is and isn’t working to provide your property with leads.

Make Sure Your Ad Stands Out

Use Compelling Copy
RentandRetain.com held a survey and almost every listing described property features using the same adjectives like “lush” landscaping, “gourmet” kitchen, and a “sparkling” pool. When renters see the same text in every listing, they no longer look special so always use compelling copy that shows personality and flare to stand out from your competition.

Include Floor Plans
3DPlans.com is a tool that you can use in your Ads to make your floor plans come to life. This will help your Ads stand out.

Use Local Phone Numbers
Use local phone numbers instead of ‘877′ prefix, use local numbers to see an increase in response to your ads.

Converting Leads to Leases – Ask For the Sale Every Time

Quick Response To Prospects Is Key
Lead Tracking Solutions conducted a survey of renters and 40% said that the #1 reason a place didn’t rent is because there was no follow up to interested requests.

Show Real Time Availability
Apartments.com surveyed 1800 renters and uncovered that 64% are looking for real time availability but 25% of renters are starting to search 5 months to 1 year in advance so you must have a systemized approach for follow-ups.

Capitalize On Your Phone Leads.
These are your best leads!

How To Convert More Leads To Leases
Lisa described several ideas on how to convert more leads to leases: respond to prospects within 2 hours; mark your leads that come in as hot, medium, and cold and establish a different strategy for each; communicate with leads on their terms so if they prefer to use email, respond to them via email. If you are writing an email, try to keep it brief and offer to call them in the email so you can ask them more questions and set up a time to show them the property.

You Must Track Your Cost Per Lease
This is very important. If you are unsure how to do that, you can email Lisa and she can help.

We also asked the audience their opinion on a reasonable cost per lease:

• $200/lease = 33% of audience
• $100/lease = 20% of audience
• $300/lease = 15% of audience
• We don’t track it! = 32% of audience

Our webinar with Todd Breen was packed with great ideas and best practices on how to use video in your property management business. From shooting fantastic marketing videos to using inspection videos to communicate with owners, Todd Breen (CEO of VirtuallyIncredible.com) provided so much information we ran out of time for questions. So…here they are (along with the recording of the webinar, streaming from YouTube of course!):

How do you use AppFolio with your YouTube videos?
We upload our Video Tours to YouTube, and cut and paste the link to the YouTube video into the Marketing Information in the Property / Unit Record. Many of the vendors like RentalHomesPlus.com will actually feed the videos to their sites, and the Craigslist ad generated by AppFolio references the video tour as well.

How hard is it to set up your own channel on YouTube?
Pretty easy. If you’re not sure how to do it, just ‘YouTube’ it!

Do you video the current residents condition or last known video/pictures?
We will sometimes include a video of the current resident’s condition in a paid Annual Property Review.

What is your favorite video format?
If you buy a YouTube ready camcorder, they’re all my favorite.

What is your average video size in MB? With that, image size?
Depends on whether you shoot in Standard or High Definition. Standard def is under 100Mb, while HiDef takes 500Mb or more.

About how long, on average, are your videos for properties?
The pace of the video is actually more important than the length of the video. However, in general, I would not exceed 5 minutes for a condo or apartment and 10 minutes for a house.

Can we have access to Todd’s training videos? Is there a cost?
There is a property management video package that comes with everything including sample videos for your reference. This costs $299. Find more info here – http://www.virtuallyincredible.com

I know you said with the right training video editing is not necessary, but can you recommend a software that can do some light editing at a low price point?
I used to use the Windows editing software called Windows Video Maker. Now I have a MAC computer and it comes with iMovie. Right now, YouTube is developing simple video editing tools that people can use to edit video and post it to the Website.

Do you have dedicated employees that video exclusively for your company? This seems like a full time job for someone.
You don’t need slick video skills to make these property videos. You want someone who is knowledgeable about the property and can describe its features. So it is best to train your property managers to film the videos.

Do you think it is necessary to include pictures of the property in online ads and Websites if we are going to have a video?
Yes, because video does not replace photos. If someone is viewing your ad or Website and likes what they see in the photos, then they will invest the 5 minutes to watch the property video. People expect to see both.

Do you recommend Flip video cameras?
I usually recommend the Kodak z18 for a video camera but lately I have been loving my iPhone 4 videos! Be sure to check out the review of the iPhone4 that I posted on my blog at http://virtuallyincredible.com/video-blog/.

We had a great webinar with Lisa Trosien and our co-host Grace Hill yesterday. Lisa shared many marketing ideas to help your properties stand out from the crowd and ways to use some inexpensive technology to improve your marketing. Attendees were very happy with the presentation – here is just one of the many glowing quotes: “Loved it! The best webinar I’ve attended in a while. There were lots of great ideas, links and information that we can actually use!”

We’ve compiled some additional information for you:

1. A video recording of the complete webinar can be viewed below.
2. Interested in learning more about social networking? Grace Hill has a class and Lisa was a contributing author – you can check out the video demo here. If you’re interested in taking the class, contact the folks (education@gracehill.com) at Grace Hill to learn more.
3. Lisa was nice enough to write up answers to the questions from the webinar.

Video

Questions & Answers From Lisa

Q: What are ways to get your teams engaged to drive rents? How do you sell rent increases when customers still think we are in a recession? How do you sell higher rents when the competitors are not?
A: This is a difficult question to answer without knowing more about your asset and your market. Some markets are simply tougher than others. While we’re seeing comebacks in most markets, not all are quite ‘there’ yet.

Your team needs to focus on selling the value proposition of living at your community and build the value in their presentation. Value added salespeople sell three things: themselves, their product and their company. I would suggest making sure your team knows how to sell value and if they do not, make certain they get some training on it. Also, consistently shop the marketplace and find out what is going on with rents, concessions, etc.

Q: What about services like Foursquare or Scavenger that allow check-ins – are people using these services for coupons?
A: I have yet to see a property management company utilizing any location based apps successfully with coupons.

Q: What is a cost effective and easy way to create a 2D floor plan to then convert to 3D? What is the service you recommended?
A: The service is www.3DPlans.com.

Q: Lisa- By not showing a global view of prospects on your property media, could sends the hidden message that only want one type of prospect? Whether its your staff or not?
A: There’s nothing wrong with showing your staff in advertisement photos. It was very clear in the ad that I showed that the people in it WERE the on site staff. As always, if you have a concern, run the issue by your legal counsel before proceeding.

Q: Please type out the name of the book and author you recommended.
A: Any book by Dr. Robert Cialdini is great for sales and marketing techniques.

Q: For the Starbucks free resident event is there a contact email or anything or should we just contact our local Starbucks location?
A: Simply contact your local Starbuck’s for more information.

Q: Loved the advice about VirtualStagingSolutions.com for photos. But do you still recommend virtual tours too?
A: No. I don’t like Virtual Tours and most prospects don’t either. They really create kind of a skewed view of the apartment and can actually make the apartment look smaller than it is. I’d prefer a video over a virtual tour.

Q: You had some great Facebook and Twitter stats at the end of the presentation – where are these from?
A: The Twitter and Facebook stats were from DanZarella.com. He’s a social media strategist who examines social media.

Blogging is such a great way to connect with your community and when you include relevant search terms you are investing in generating more visitors to your property management website. OK, you’re sold! So now the harder part – coming up with ideas on what to actually blog about (details, details).

Here are 6 ideas for blog topics designed for residential property managers.

1. Review local neighborhood restaurants and pick your top 5 favorites. Everyone needs to eat and knowing what’s close to where you live is always interesting. Make sure to mention your city and you can even link out to the local restaurant menus. If you want to get more advanced, post it on your Facebook page and ask your community to weigh in too.
2. Talk about housing prices and trends in your local area. It is interesting to know what’s going on with housing – depending on the audience it can be good news if prices are going up or if they’re going down. Bottom line – when you show that you are knowledgeable about the area and paying attention to the trends you’re building trust with your future potential customers.
3. Create a list of the top 5 local activities to do this time of year. You can do this blog post once a season (that’s 4 times in a year!) and it gives you a chance to showcase your local community / city. Include photos of actual people enjoying the activities…and post to your property management Facebook page, too.
4. Write a recap of a recent community get-together. Over the holidays you probably hosted some fun events and activities for residents – recap them with some photos too. Even if you’ve posted on Facebook, this is an opportunity to really show the benefits of living at your community.
5. Talk about the technology you’re using to make residents’ lives easier. AppFolio customers who offer the ability for residents to pay rent online can write about how easy it is to set-up and get started. You can write about the benefits of paying online vs. sending a check and even launch a fun contest to get more of your residents paying rent online.
6. Give ideas on what residents can do to beautify their rental. You can write so many blog posts on this topic and it is a great way for your residents to feel even more connected to their home.

Set aside some time each week to write your blog posts – even just 30 minutes is a great starting point. Once you get going and see the impact on your website you won’t want to stop!

Jason Randall, AppFolio’s VP of Product Management, recently provided his perspective on three important technology trends that property managers need to watch in 2011. He covered the future of online reviews for property managers, Gen Y’s impact on technology and how social networking will continue to grow and be a major part of business for property managers. We recorded the webinar and you can watch it below.

We had many questions from the audience for Jason as well as questions about Facebook best practices. What follows is the transcribed Q&A session at the end of the webinar and three helpful articles to learn more about how Property Managers are using Facebook.

• 4 Facebook Lead Generation Tips for Property Managers, by Charity Hisle
• 10 Tips for Using Facebook, by Charity Hisle
• Using Social Media in the Property Management Business (Interview with Kayla Morris Roeder, Cambridge Management Group), by Aimee Miller

1.  Can renters apply online or sign a lease online today? How does that work?
It is definitely possible and a number of vendors provide this service. You can use electronic signatures for a lease and we actually just rolled out an application that allows you to include an “Apply Now” button to your vacancy postings and to your Craigslist ads. This makes it much easier for your applicants to submit an application for a property. They can look at the property and go home and fill out the application at home that night, or even at the property using an iPad. Our online applications are completely integrated so you don’t have to hassle with the double entry of data into your system. If you do approve the applicant, you can press a button and they are moved in.

2. What are a couple of simple strategies that are effective for property managers to use while working with the online feedback services?
First, you should set up your system of alerts (like Google Alerts) and start monitoring what people are saying online about your company. I think it is easiest to put your alerts in an email folder and then set aside some time each week to review them. Some of these online review sites, like Yelp, allow you to subscribe and manage your own profile. I recommend managing this as an extension of your marketing that is already in place. Lastly, respond to some of the comments that are out there and be honest and remember that it is a long-term game to present yourself well. Set a goal to be online an hour or two each week — try to not get overwhelmed and just tackle a few sites at a time.

3. Are property managers using Facebook Marketplace or will they use it in the future? What do you think about it as a tool for property managers?
I think that Facebook Marketplace is gaining acceptance among online users. I worry about being solely committed to it because of the Craiglist effect or the “free classifieds” service. Anytime you are trying to challenge the free classifieds model you will find adoption slow. Many of us experienced the shift from paid newspaper ads to the free online listings. I don’t think it hurts to play around with this platform and put a few vacancies up and see if it yields results. I have heard that some people have been successful with it and others tend to turn to the free classifieds because of its popularity. I would love to hear additional feedback from property managers on this topic as well.

4. Do you envision that using social networking information for background screening will apply not only to prospective renters but to prospective employees as well?
Yes – this is already happening today. Property managers are doing searches on prospective employees as well as residents. I think this is an area where the laws have not yet caught up with the capabilities of the technology. In the future, we will probably see the implementation of new rules and regulations regarding what is acceptable or and what is not. You have to be a little careful because you can’t tell for sure what’s fact or fiction online. You can get an impression but you can’t rely on this information 100%. I see these issues working themselves out in the next couple of decades but not over the next year or two. Some people may pull back on the kind of data they put online but in general, the trend is towards more and more data being available on the Web.

5. Do you see that property managers will be using more mobile applications and texting to drive their business?
Texting does not seem to have the benefits that people once projected it to have. The feedback that I’ve received is that there is not a good response rate when it comes to texting and it has not been worth the time. It’s possible that people do not want to conduct business communications over text yet. Where people have been pleasantly surprised is in the area of mobile websites. You can build your own Website specifically made for listings to be viewed from a mobile platform. These people are seeing actual changes to their bottom line because of how their vacancies are being filled. I would look to mobile-based Websites that are specifically formatted for mobile devices in the future.