November 13,2009-thestar.com

Mobile firm opens homes from cars

Company's device allows buyers to peak inside properties

Andy Nulman knows there's nothing amusing about finding the right home to buy.

The comedic genius, who co-founded Just for Laughs, is now trying to revolutionize the real estate market with a hot new tool that simplifies home-buying.

Mobile Homes on Phones, an application developed by Airborne Mobile, which Nulman co-founded, provides easy-to-use functionalities that help deliver residential and commercial sales for agents while giving potential buyers the immediacy and accessibility of a home with an instant virtual walk-through of each property.

"We've designed this for people who are driving around, see a home and want to peak inside (without going inside) to get more information," said Nulman. "Suddenly you're right there and you can look inside with the press of a button."

After texting a simple keyword to the number found on the lawn sign, Homes on Mobile phones takes potential buyers through every room of the home.

"For some, there's a certain level of intimidation. You think, `Is this for me? What does it look like inside? I don't know what it costs.' Here you get that information instantaneously and then you make the decision to call the agent or not." Nulman said.

The application provides cost, square footage, agent information and additional listings. For the potential buyer, standard messaging costs and/or data service charges apply and your phone number remains completely anonymous.

"I believe it is an effective tool in helping our listings attract buyers. Normally when people drive by a house, they have to go through another step to find out information - and usually by the time they get home they've forgotten all about it," said Brian McGuire, owner and broker of record for Summit Group Realty Inc.

Homes on Mobile Phones also offers a message alert option containing relevant property updates for prospective homebuyers and for the agent; it facilitates social networking; expands a home's exposure; and provides detailed analytics. It also keeps them in close communication with interested buyers.

Already having an international presence, Homes on Mobile Phones recently moved into Ontario when it introduced the mobile tool to more than 8,700 agents.

"It is a listing and marketing tool that literally every client will want and it definitely gives us an advantage where we're competing with another brokerage," McGuire said.

Still new to Sutton, Homes on Mobile Phones is partnered with Christie's Great Estates, Profusion S&G Realty and leading Canadian broker Lloyd Cooper of Cushman & Wakefield LePage.

Integration of the technology is expected to have a positive impact on the market with agents currently using the application citing offers for listings in less than a week.

"Essentially, it's a great tool for both the client and agent. And it's very user friendly - all you need is to know how to text message," McGuire said.

And, it works with any phone.

"We've arranged this product to work on the most basic of products."

Nulman co-founded Airborne Mobile with Internet guru Garner Bornstein and the pair sold the company in 2005 in a deal worth more than $90 million (U.S.), but bought it back in 2008. Airborne represents a number of companies in the mobile space industry, including the NHL, the Food Network, Hershey's, HBO and, of course, the Comedy Network.