iBeacons used to monitor prospective purchaser interaction with London property

iBeacons automatically transmit data to a prospective purchaser’s iPhone or iPad enabling the app to collect data on people’s viewing habits as they tour the development

iBeacons used to monitor prospective purchaser interaction with London property

UK estate agency spicerhaart land & new homes has introduced Apple iBeacons into a new housing development in London. The small wireless sensors known as iBeacons have been placed around the show home at The Wharf, a new 124-unit development spread over three blocks in Hackney, London developed by Sherrygreen homes and a2dominion.

The development, marketed by spicerhaart land & new homes, launching last Saturday (13 September 2014) and is being sold through the Hackney branch of the Felicity J Lord estate agency, part of the Spicerhaart group. It is the first time this Apple technology has been used in one of its show homes.

The iBeacons automatically transmit data to a prospective purchaser’s iPhone or iPad using The Wharf app, which is free to download from the App Store. The app will collect data on people’s viewing habits as they tour the development, monitoring how long they spend in certain rooms, indicating whether the room’s design hits the mark.

Matthew Hamilton-Dale, digital marketing director at spicerhaart land & new homes, said: “The use of iBeacons will allow for vital data to be collected, which will help shape the future of property development.

“We will collect data, not intrusively, on how people interact with the show home itself. We will measure factors such as the length of time spent in the show home, how long is spent in certain rooms or areas of a room and which rooms are least visited.

“The data we gather will then be used to advise developers in the future so that when they are building similar homes they can optimise the space available and tailor their property more to purchasers’ requirements. Over time, we hope this way of marketing will be implemented into more of our developments,” said Hamilton-Dale.

The app will enhance a user’s experience by greeting buyers with a welcome message and allowing them to view brochures, pictures and a video of the area. In addition, they will be able to access price lists that will automatically update if a property is purchased, and an interactive floor plan.

Hamilton-Dale added: “Each time a guest walks into a room the iBeacon will detect them and the app will provide a list of specifications for that room.”

Special features include augmented reality. When a visitor steps out on to the balcony they will be presented with the option to open an augmented reality view of Hackney, showing amenities close by including train stations, parks and venues, such as the Hackney Empire.

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