Realogy Corp.'s Coldwell Banker Select real estate franchise has launched a free-to-the-buyer mobile Web site.

Coldwell Banker tapped mobile Web development firm mobiManage to create the site. Other mobiManage clients include dotMobi, the ICANN conference, Park City Utah Conventions and Visitors Bureau, the Oklahoma City Museum of Art, the Tulsa Zoo and McNellies Irish Pub.

"The strategy behind Coldwell Banker Select launching a mobile site is to effectively reach buyers where they are with the information they need, when they need it, all through a simple mobile Web interface that is functional on any mobile device with Web access," said Seth Spillman, chief marketing officer for mobiManage, Tulsa, OK.

There are no device-specific downloads for the Coldwell Banker mobile site, which means that if consumers can reach the Web using their mobile device, they can use this tool.

MobiManage recently launched mobiAgent Version 3.0, a mobile Web platform for the real estate industry.

This product allows agents to deliver listing information on any property directly to potential buyers through a custom mobile site that is functional on any Internet-capable mobile device.

"The challenge Coldwell Banker addresses by offering the mobiAgent solution is how to instantly reach current clients with the information they need, and how to generate new leads by providing better tools than the competition," Mr. Spillman said. "This accomplishes both.

"You can view listing information for any property in the MLS, including pictures, and most importantly for Coldwell Banker, every property has Coldwell Banker contact information," he said. "Using this mobile site, you essentially turn every listing into a Coldwell Banker listing.

Buyers can save properties, automatically notifying the agent with the buyer's name, phone number and the MLS number of the property in which they are interested.

"This turns browsers into leads," Mr. Spillman said. "Further, this creates stickiness, because once a user starts using this while looking at a Coldwell Banker Select listing, they will almost certainly use it down the street in front of a competitor's listing."

The target demographic for the site is any potential homebuyer with the capability to surf the mobile Web, according to mobiManage.

"This could be the young first-time buyer or the middle-aged executive whose BlackBerry has made him accustomed to having information at his fingertips at all times," Mr. Spillman said. "The market is as broad as the mobile market, which is to say very large and growing.

"Prospective sellers are attracted to this also, as it communicates Coldwell Banker Select's willingness to use new tools to better market properties making them a more attractive choice for a seller."

Coldwell Banker has added promotions of their mobile site to the weekly newspaper advertising the company had already been purchasing.

"They have begun to educate their agents to let them know to start educating buyers about this new tool," Mr. Spillman said.

This latest version of mobiManage's mobiAgent features the QuickFind MLS search field, giving buyers the ability to find listing information on any available property in their area by entering the first few numbers of an address.

All listing content, including pictures, is automatically updated and formatted for optimal viewing on a mobile device.

Buyers are able to view all the standard MLS listing information, including photos and Google Mobile map location links, as well as the agent's e-mail address and click-to-call phone number.

Buyers can forward listings via e-mail or text message.

Buyers can also save properties they are interested in, which automatically sends an email to the agent listing the buyer's name, phone number and the property of interest.

In addition, each mobiAgent site includes mobile analytics, so agents can track how often a property has been viewed, forwarded or saved.

Beyond MLS listings, mobiAgent also allows users to upload and manage their properties through a Web-based content management system, giving them the ability to set their properties apart as featured properties.

MobiAgent mobile sites work on any Internet-capable mobile device, including Apple's iPhone, RIM's Blackberry, Palm and Motorola RAZRs, and do not require any downloads to use or manage.

"MobiManage provides mobile Web development, and we have focused on a few vertical markets with specific products, like mobiAgent for the real estate market," Mr. Spillman said. "We also have a substantial client base in the travel and tourism industry, with multiple convention and visitor bureau customers across the country.

"Other products include mobiGreens for golf courses, mobiAppétit for restaurants, and mobiExhibit for museums and other attractions," he said.