Executive of the Month: Zsolt Sapy of Rapid Response Mobile is revolutionizing the property marketing industry

Question and answer session with Zsolt Sapy of Rapid Response Mobile Marketing. When did you first come up with the idea to start Rapid Response Mobile Marketing? Answer: I have been developing companies to serve the business-to-business sales industry for over 15 years with online trading platforms and rewards programs. At Global Exchange Networks, I developed one of the first online currency trading networks connecting market makers with money managers and professional traders. Between 2002 and 2006, I helped build a nationwide dealer program and sales force of over 1,500 sales agents promoting loss prevention and digital surveillance systems. It was during this time I became very aware of the surveillance needs of the commercial real estate property owner to reduce liability and increase safety through emerging technology. One thing led to another and I decided to launch the National Association of Installing Partners, an interactive web portal providing lead generation programs for security installers throughout the U.S. My experience of creating more efficient and affordable ways to increase sales through communication, led to my interest in mobile marketing. This mode of communication had been popular in both Asia and Europe, but had not really caught on here yet. In fact, it was already $2 billion a year industry and I really felt that with the popularity of text messaging the next step would be to develop a platform that would connect potential buyers with sellers using the only mechanism that travels with us all day long, the mobile phone. Can you describe the technology? How does it work? Answer: This is a very affordable technology using the cellular communications platform to reach and influence consumers on the go. What makes text message marketing popular and effective is its response rate. Numerous industry studies have been conducted finding communications to the cell phone, via a text message, has nearly a 98% read rate due in part to the fact they cannot be blocked, filtered or ignored once users opt-in. In other words, cell phone users are compelled to read them. This is great news for reaching any target market. Taking a close look at this technology, the text message platform runs on short codes or short numbers, SMS stands for short messaging service also known as text messaging. Short codes are shortened telephone numbers and are more easily remembered than a telephone number and have been made popular in the last several years as a method to vote for contestants on "American Idol." Short code messaging offers a value-added service because it is an instant mode of communications and the cell phone number is stored for future database marketing efforts. The applications using mobile is almost unlimited. The most popular are lead generation programs, customer loyalty systems, contact management and emergency notification. What were your initial challenges on getting clients? Answer: With any new business venture, getting the word out and generating interest takes time. We launched this business in 2009 when it was still in its infancy here in the U.S. I would tell people, which was very true and is still true today, that this method of communication is where the Internet was 10 years ago. I ask every prospect the same question: Would you rather be the first business on the block with the new technology or fight for the loyalty of your own customer a few years from now when everybody is using this marketing tool. Sometimes I get a hesitant prospect who never wants to be the first at anything, but most of the time they are very eager to give it a try, especially when our program starts at only $49/month. Partnering with the right companies was also one of our first goals when launching the platform. Today we have several resellers who have hundreds and in some cases even thousands of sales agents who are promoting our program on a daily basis. We are now in the process of launching our own authorized dealer network to help build the brand and manage the national marketplace. What is the response now? Answer: We have companies and individuals using our service from just about every industry that exists. The response has been tremendous and we continue to introduce new products and services, which can be used to generate new customers as well as to supplement existing marketing campaigns. How does this technology work for those in the real estate industry? Answer: Real estate agents are a group of business professionals who are really starting to embrace this technology. This is because it works to generate interest between the potential buyer and seller in real time. By adding a text message component or a QR code, agents are able to achieve information dissemination around the clock. Buyers are a fickle group, quickly moving onto other listings of interest. When a buyer cannot be satisfied with information, the listing can be forgotten. Real estate agents realize this is an industry that demands information be ready at the quick. Using a text message or QR code really satisfies this goal and delivers a lot more! We try to make it as easy as possible to connect consumers with agents using these short codes and QR (Quick Response) Codes on all promotional signage. The best example is a typical "For Lease" sign on commercial property. Most prospects drive by the property, see the sign and then have to pull over, write down a phone number or web address and then follow up at a later time. We try to eliminate a few of these steps. In our scenario, the prospect sees the sign, snaps the QR Code or texts the keyword to the short code and receives instant info for the available space in that building including virtual tours, photos, videos and any other specs the realtor wants to provide, all available at their finger tips, on their mobile phone. At the same time the prospect receives the property info, the realtor receives their name and cell phone number for instant follow up. It is time to expand marketing efforts away from depending on just a URL or a toll free number to drive traffic. More and more agents are eager to reach every potential client on the move and are now turning to mobile marketing to supplement traditional forms of advertising.