To be an outstanding commercial real estate agent and stand out at selling properties, you will need buyers, and lots of them.
There are two main attributes that has affected the behavior of buyers. These are the rise of mobile devices and social marketing. This combination of technology and innovative channel has been taken advantage by smart agents, yielding to a high success rate in sales and profits.
With mobile technology at their fingertips, buyers are in control
Real estate has greatly benefited from the evolution of technology. Buyers are now more knowledgeable and well-informed about potential of the property they are eyeing at. That’s because with knowledge comes power. Buyers can easily research information through mobile and they expect agents to do their part by providing them with all the possible advantages technology can deliver to help them make the right decisions.
For example via cloud computing, buyers can do mobile searches anytime and anywhere to check out a new suburb by randomly driving through it and then discover everything they need to know instantly to help them decide whether to attend an open or contact an agent. Only mobile technology provides this hassle free on-demand service. Agents need to be in sync with this trend in order to be aligned with his potential buyers.
Damon Pezaro, the Chief Product Officer of Domain Group recognizes this shift in the real estate industry and is excited about property lead generation heading in a mobile first direction. On top of that, the data itself presents a compelling argument in favor of mobile as well.
“Nearly 100% of property ads are online, and 80% of those properties are shortlisted via a mobile device”, he says. “Plus, with more than 60% of enquiries originally generated from a mobile, it’s clear that buyers have embraced mobile and online platforms”.
Mobile first, or get left behind
If its sounds like an alien language then let me walk you through some basic steps to get you acquainted with this technology. Is your mobile phone always on hand? Do you find yourself reading on your mobile than talking? Ever noticed how people no longer interact with each other because they are always busy with their mobile?
Mobile phones, particularly smartphones, have become an essential part of our lifestyle. They have surpassed personal computers and are on the way to becoming the primary device for connecting to the Internet. According to the analysts at Ovum, “With a billion people expected to access the Internet purely through their smartphone in 2015, brands and businesses are building increasingly user-friendly mobile sites.”
In a mobile first world comes the increased expectation of a user experience to go along with it. Geo-location, one of the best benefits of mobile-specific technology, is very advantageous for tech-savvy commercial real estate companies who want to get an edge on their competition in the property market.
Apps: The latest and greatest mobile frontier
Domain understands that apps are the best mobile frontier. In fact, the Domain apps are the number-one rated property apps in Australia, with downloads exceeding 3.8 million.
According to Pezaro, “It’s all about experience. It’s not by accident that Domain has the highest rated property apps in the country. We do our research into how consumers engage with mobile platforms and design our products to suit their needs. We are seeing significant growth in consumer use of our apps month after month, which indicates to us that we’re getting it right”.
Mobile-friendly listings with high-quality images, maps, videos and easy-to-digest copy are easily available to smart and successful agents for download.
Real Estate Company Apps offers a personalized experience for the buyer
The Fitzroy’s apps have features that allow buyers to search with the ‘finger search’ tool, view and update their shortlist, view inspection times, receive real time alerts to listing updates, discover school catchment data, jot down notes and use interactive maps. These are all available on their phones wherever they are and whenever they want it. Now that’s on-demand property marketing selling like it’s never been done before which is a big hit for the buyers. It consulting services in Melbourne can assist agencies in order to achieve personalized experiences for buyers.
Understanding Social Media 101
Understanding the value of social media apps like Twitter, Facebook and LinkedIn is essential for real estate agents. These are great ways for agents to build rapport with clients, get updates on topics, and contribute to discussions that highlight their own professional and personal profiles. Additionally, they are also important distribution channels for information that can be used for lead generation.
Social media derives its power from the online community that is virtually interacting. An agent may get his big break through a social media post about a potential buyer looking for a property. Social platforms provide a lot of opportunities and relevant information for buyers or prospective sellers.
Taking Social Media beyond Facebook and Twitter
Strong image-based platforms such as Instagram and Pinterest target the 20- to 35-year-old home-buyer sector. Relevant #hashtags are used on these platforms to attract more reaction from your desired demographic. LinkedIn is predominantly used for professional networking, including employers and job seekers. It’s also where people in the real estate industry are looking for insights, and investors spend their time broadening their awareness.
And it’s not just our opinion. McKinsey & Company, a renowned global management consulting firm, examined the purchase decisions of 20,000 European consumers, across 30 product areas and more than 100 brands, in 2013 and 2014, focusing on how significantly social media influenced their decision-making. They concluded that:
“The pathways of social influence are shifting constantly. Looking ahead, better mobile devices and more robust social applications will make it even easier to share experiences about products and services. Companies can’t afford to fall behind this powerful curve.”