Following a recent update to its mobile applications for iPhone, iPad and Android, Edina Realty reports that mobile app visits are up more than 200 percent from last year.

The increase is a reflection of the positive response to new features such as an enhanced map search and larger photo galleries as well as a general improvement in the real estate market. Every month, Edina Realty?s mobile apps receive an average of 330,000 visits, representing nearly 20 percent of all Web site visits.

?Like all industries, we are witnessing a major shift in consumers? mobile habits, and we are committed to offering a consistent and intuitive experience across all our home search products,? said Julie Weil, director of digital strategies at Edina Realty Home Services, Edina, MN.

?In July 2013, we had over 759,000 visits to our mobile assets - mobile apps and our mobile Web site, m.edinarealty.com,? she said.

?In the same month, we had over 1.4 million visits to our traditional home search on edinarealty.com.?

Intuitive search
The apps make it easy for users to search homes and properties for sale in the Twin Cities metro area as well as greater Minnesota and western Wisconsin.

The recent revamp to the app included a complete redesign of its look and feel to provide a more intuitive search, larger photos, full property information, clear calls-to-action and forms that are easier to fill out.

The enhanced map search focuses on a user?s current location or enables users to select a different city or ZIP code. The map features icons defining property status such as new to market, open house, price reduced and others.

Users also see large, scrollable photo galleries and can access full-screen photo galleries.

Augmented reality listings
Key metrics since the revamp include that mobile traffic overall, including traffic to the company?s mobile Web site, m.edinarealty.com, traffic to its desktop site from mobiles devices as well as app traffic, represents 31 percent of all traffic to its combined digital assets.

Additionally, the company?s Web site, mobile site and mobile apps are receiving an average of 1,685,000 visits, an increase of 46 percent from last year. Registered users are growing at the rate of nearly 4,000 a month, a 66 percent increase over last year.

Edina Realty?s mobile apps enable iPad, iPhone and Android phone users to point their device in any direction when they are on the go and find homes for sale using Home Scan, an augmented reality tool that uses a device?s GPS locator to pull in listing information to the device?s live camera feed.

The app also features map search enabling users to search homes for sale by city, ZIP code, MLS number or the style of home. It also pulls in information on homes that have recently sold.

Additionally, users can find open houses, get driving directions, save their favorite properties for sale and share favorite homes for sale with friends via email or social networks.

?Real estate clients are increasingly tech-savvy and interested in searching for homes across devices - desktop, tablet and smartphones,? Ms. Weil said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York