We are proud to announce the release of the Surterre Properties mobile application. Based in Newport Beach, CA, Surterre Properties is Orange County’s leading luxury real estate brokerage. Surterre strives to provide their clients the best of both worlds. On the one hand, they employ experienced, successful, locally based agents who are dedicated to delivering personalized client service and results. On the other hand, Surterre possesses the strategic vision, marketing acumen and global reach one would expect to find at a much larger company. We were engaged by their in-house marketing and design team to transform their mobile presence into an engaging, interactive and visually attractive experience that would represent their brand’s commitment to the highest levels of quality and service that their clients have come to expect from them.
Goals and Approach
Surterre places a heavy emphasis on branding, particularly the look, feel, and treatment of their brand elements. Their attention to detail is a competitive advantage and one of the things that makes them unique. Our challenge was to bring that same approach to the mobile application while at the same time providing a deeply engaging and interactive experience. It required us to work closely with them to define the user interface and overall user experience while giving them the flexibility to provide significant input into the process, particularly the visual design of the application.
Here were the goals we had for the project development:
- Represent the Surterre Properties brand effectively
- Create a deeply engaging experience for the end user
- Use the mobile web to provide application availability across iOS and Android
- Improve site usability and lead generation capability over their existing mobile solution
- Incorporate gestures and other mobile design patterns into the user interface
- Provide an architecture that allows expansion of site content over time
- Make use of context as appropriate to improve the user experience
Partnering to represent the Surterre brand
Our first step in the development process was to review Surterre’s online presence to determine how they differentiate their services and what makes them unique. Real estate is still a local business with each region having its own characteristics that need to be represented in their marketing materials. Also, each brokerage further differentiates itself by offering services or features that are not available from other firms in the area. For example, Surterre Properties dedicates a section of their website to Best Buys, which is a carefully compiled collection of exceptionally valued properties in coastal Orange County communities. It was important that in addition to covering basic features such as property search, agent search, and contact points, that we were able to incorporate specialized features such as Best Buys.
After determining the key features of the site, we worked closely with their marketing and art department to let them incorporate their own visual elements, brand and styling. To make a long story short, we provided the expertise for the mobile UI and UX, and Surterre provided the visual identity to make it look and feel like a Surterre product. Our partnership allowed them to have full control over the visual styling to make sure the look was unique to Surterre and presented the brand properly, especially since a mobile device is often the first interaction a client has with the company. A poor experience there could have a significant impact on the user’s overall perception of the brand.
We went through a number of iterations to evolve the site from the first mock-up that we developed, which provided the foundation for the key features and flow of the application. Then we had them apply their brand elements on top of the foundation. Like building a house, we provided the blueprints for the site, framed it and applied the drywall. Surterre provided the interior design and added the soft touches like paint colors, furniture and the odds-and-ends that made the site their own.
The end result is a mobile application that incorporates a significant amount of visual imagery, which is an important part of the Surterre brand and reflects their commitment to taking care of the environment. As a certified Ecobroker®, they operate with sustainability in mind and donate a portion of their profits to local environmental organizations to preserve the beautiful environment along the Orange County coastline.
Key features of the application
After evaluating their existing online presence, there were a couple key features that we wanted to preserve in the mobile application. We also wanted to make sure that we included other features that have become important pieces for all of our projects. Here is a short overview of the key features.
- Best Buys (see right)
As mentioned above, Best Buys is a unique service that Surterre provides. We made sure that it is included as a dedicated page that is accessible within the property search section as well as from the main application navigation via the slide out menu. Users also have the ability to sign-up for Best Buy notifications through the application without having to go to the desktop site.
- Open Houses
Surterre puts a significant amount of effort into open houses. The application has a dedicated open house page that is accessible from the home page, through the property search navigation, and through the main application navigation. The open houses are presented in a unique format and can be filtered quickly by city and day.
- Direct Linking
We provided deep linking into the application via the desktop URL structure. It permits Surterre agents and marketing staff to share property links or agent profiles via email and social media. When the user accesses the link, they are directed to the proper view whether they are on a mobile device or desktop/laptop computer. Even dedicated pages of the mobile application, like open houses, can be linked to directly. You can try it by clicking on the following link on a mobile device, http://www.surterreproperties.com/best-buys.php, to see a mobile view of the Surterre Properties Best Buys (or you can read the QR code below with your phone).
- Mobile web application with a native user interface
Users can access the application using the browser on either an iOS or Android device and get a native experience. We don’t compromise the mobile experience that users have come to expect on the phones just because they access the site over the internet. I feel this is one place where responsive design comes up short, especially in real estate, but I digress. This is a much bigger topic for a different time.
Incorporating mobile design patterns and functionality
Our design of the application also incorporate many mobile specific features and design patterns. Here’s a sampling of some of the features that we included in the Surterre mobile application.
Location is such an important piece of real estate, so it is only natural to include it in the mobile application. We use location to aid in property searches and to help users find open houses.
- Native application integration
The phone, after all, is a contact device. We make use of the native dialer and email applications so the user can contact Surterre or an agent directly from the application. We also include access to native applications such as maps so users can get directions to properties or Surterre offices with the click of a button.
- Gestures and animations
We’ve included the ability for users to activate features with touch events and gestures, such as slide to access the site navigation menu or to advance through property photos and/or details. We also use animations on page transitions to give users more of a native feel when using the application over the mobile web.
- Slide out menu navigation (see right)
Providing a slide out menu has become more or less of a standard for navigating through a mobile app. The Surterre mobile application has one which allows the user to quickly move from one page to another within the application, and it is accessible from any page in the application. Plus, it provides the ability to expand the application’s content over time.
In addition to location, we are also using other information provided by the device to aid in property and open house searches. Context is a critical piece of mobile design, and one we plan to use more in future revisions.
We are still in “pre-launch” mode, but the early results have been very positive. We are seeing strong usage numbers, and engagement statistics such as bounce rate, pages/visit, and time on site are well ahead of the numbers from their previous mobile solution. Surterre Properties is also reporting a dramatic increase in the number of leads being generated. The initial numbers indicate an 8-10x improvement.
We’re working with Surterre on an official launch to the public and their agent team. We plan to work closely with them to present the application at office meetings, perform in-person training sessions for agents, provide Surterre-specific support materials, and create a Surterre-specific newsletter to highlight important features of the application and use cases. We have found that the agents are the most effective marketing and promotion vehicle for our client’s applications and that investing the effort pays off in increased usage and lead generation. It’s the most cost-effective way to generate the best return on the investment in the application development, and we expect it to further enhance the initial results we’ve experienced.
Future goals and direction
We plan to continue working closely with Surterre Properties to evolve and add features to the mobile application. Given how mobile usage continues to grow, we want to make sure their mobile presence keeps up with the growing expectations of their clients and provides them with a best-in-class mobile experience. Here are a few of the features that are in the planning stages:
- Packaging for native distribution
The native design of the application will allow us to package it for distribution in the application stores for iOS and Android. It will also allow us to incorporate additional features by accessing device properties that are not available through the browser.
- Improved property searching
We are working on mapping functionality so users can search for and view properties using a map interface. We’re also looking to add lifestyle search functionality such as commute time searches, which are important for the often congested Southern California freeways!
- More context awareness
Doing more context analysis by combining device information with the user’s site interaction to aid in property recommendations, open house searches, site navigation, and more.
- Incorporation of video
Video has become an important part of the real estate search experience, whether it is virtual tours, neighborhood overviews, or company information. We want to make sure that the video library that Surterre has developed is available on both desktop and mobile devices.
As we incorporate these and other features, our overall goal for the application will remain the same – to effectively represent Surterre Properties and their commitment to the highest levels of quality and service that their clients have come to expect from them.
Check out the Surterre Properties mobile application by opening the browser on your iPhone or Android device and going to http://www.surterreproperties.com. You will be “auto-magically” directed to the mobile application and can start searching for properties in Orange County, view their agent roster and individual agent profiles, learn more about Surterre Properties, or contact them for more information.