In any mobile initiative, the adjustment to the instant, direct nature of a mobile user is a key determinant in the success or failure of the campaign. While these behavioral factors need to be included into every aspect of the mobile mix, it is most important to execute them in the first destination for users--the mobile landing page.

As the first entry point to the brand, product, and information, the mobile landing page is equivalent to a billboard, magazine spread, or powerful TV spot--except it also carries the capability for an interactive experience after the initial view.

Jason Wells, CEO of ContactPoint, recently outlined "6 steps to mobile landing page optimization," which include brief tips to enhance the potential of your landing page to garner further brand and product participation. All six steps can be applied to mobile in general, but three steps have even more direct correlations to the real estate industry, and individual mobile property pages.

1. Simplify your call to action

While the Mobile landing page acts as a gatekeeper to the rest of your brand, the call to action can actually make or break your mobile campaign.

Keeping it simple is the best policy. Make it easy for users to send a text message, scan a QR code, or enter a short URL to get property information. From here, your mobile landing page will encourage the participation and content that you and the buyer are looking for.