24/7 business culture is on the rise, making the industry more competitive than ever before. We look at how technology can help your business to carry on working when you've clocked-off.
Research from Moneypenny (available here), has – once again – paved the way for a fresh examination of the impacts to an agency’s business and reputation if they continue to neglect their communications strategy. Of course, the research does concede that there are some ‘unavoidable instances’ when there will be some communication breakdown. However, as the article states:
“Businesses – letting agents and property managers especially – should start asking themselves where their resources should be deployed. Would they rather be out of the office for hours at a time conducting property inspections or check-ins, or would it be more beneficial for them to be in branch taking calls first hand – converting leads into new business and retaining existing clients?”
There is also, as the article goes on to discuss, an ever-increasing opinion that traditional agents should begin to consider embracing the 24/7 business model. And it’s fair to say that - whatever your thoughts might be regarding online agents - the 24/7 culture that they embrace is one of their greatest selling points, as they are always (conceivably) available when a customer or prospect wants them. The EYE spoke with the founder of a successful online agent who stated that he set up his agency in ‘response to consumers’ ever-changing needs’. They are also keen to capitalize on the technological innovations that allow for 24/7 viewings of properties.
Most of the time, if the vending or applicant process is going to plan, there is normally no need for your clients to contact you. It’s when things go wrong, or more specifically, when they feel ignored or out of the loop that they are likely to want to contact you, and if they can’t reach you, that just means frustration; frustration leads to unhappiness, and no one wants an unhappy client.
Techno-advocate, Samantha Jones, sums up the appeal of technology up expertly, asserting that:
“People like the immediacy and convenience that digital technology offers...[Technology]…is enabling agents to offer simple and effective solutions with a focus on client and customer needs. This has [led] to the simplifying of processes, improved efficiencies, and clearer communications, all of which allow agents to grow...their businesses.”
So, is the traditional way of doing business becoming outdated? There is certainly no doubt that businesses in almost every sector are seeing an increase in productivity – whilst also managing to save a considerable amount of money - through using technological innovations. The benefits are twofold; they enhance the efficiency of employees whilst also facilitating greater communication with customers. Tradition is important, especially for conventional property professionals, but technology is here to stay and will continue to play its part in the industry. Therefore, agencies have a responsibility to consider diversifying their business strategies in order to compete. Using technology to promote your culture, increase your engagement, and generate repeat business - vital elements that should always be at the forefront of your agenda - will make your job easier and future-proof your business for the digital age.
The Negotiator, citing research from a recent survey conducted by Which?, has revealed that ’60 per cent’ of first-time buyers indicated that they were ‘more likely to find their home using traditional methods’; the two most popular methods were ‘seeing an ad in an estate agency’s window’ and receiving a ‘phone call or email from an estate agent’.
Let’s look objectively at what we’ve found then:
- Technology enables businesses to work efficiently.
- Embracing technological advancement indicates that you are thinking about the evolving needs of consumers within the digital age.
- Technology can help prevent communication concerns from ever becoming an issue.
- Technology enables you to convey your expertise and business culture.
Automated marketing and triggered campaigns are based around the concept of keeping in touch with your clients or prospects when it matters to them. When considering the benefits of automated marketing it’s often easy to overlook the fundamentals of using an automated system: it’s easier, faster, more reliable, more data friendly and extremely cost effective, with 78% of successful marketers noting that marketing automation is most responsible for improving revenue contribution.
Targeted Email Campaigns
Unlimited in the amount you can send, create and send personalised email campaigns to really drive your message home. You can also set when you want them to land. So when you finish work, your agency carries on generating interest. Replies can also be automated, yet again demonstrating your commitment to great customer service.
BriefYourMarket.com’s Hybrid Videoettes are the future of virtual property tours. Merge still photography with high-definition video and seamlessly create powerful, engaging and unforgettable promotional content that will raise brand awareness and bolster the successful sale or rental or any property. Captivate your audience anywhere, anytime. BriefYourMarket.com’s Videoettes are built to be responsive across all devices including desktops, laptops, mobiles, and tablets. Effortlessly create and upload your videoettes to YouTube, Rightmove or any hosting portal. Enhance your campaigns; use them in email and newsletter campaigns and even automate the feed directly into the pages of your interactive E-Zines to grab maximum publicity.
BriefYourMarket.com’s Interactive E-Zines
With BriefYourMarket.com’s E-Zines, promoting your agency, your properties, and your property professionals couldn’t be easier. From the front cover to the back, immediately set your agency apart from your competitors and make that all important lasting impression. Beautifully display your properties in an easy-to-digest format and virtually guide your clients and prospects through each of your properties. Capitalize on interactive advertising opportunities, feature relevant content and links, and display articles that are guaranteed to raise brand awareness and generate significant interest.
Get proactive. Help your agency to get ahead in 2017.
To discuss how our features can help your agency increase your revenue, call one of our expert team today on 0344 800 84 24, or click on the button below to request a callback.