Evolving consumer behaviour and technology have changed the game, leaving many agents at risk of falling behind, but with years of experience working in an array of sectors, I know that the challenges you’re facing are not unique to property.
From my time at BriefYourMarket.com, I’ve been able to learn how other industries – namely insurance, leisure and hospitality – are responding to online disruptors and changing consumer demands, and use that insight to draw parallelisms to what agents are experiencing. Here’s what I’ve found…
Intelligent use of data
The online model has one key thing in its favour and that’s its intelligent application of data to maximise the value of each customer; particularly when it comes to capitalising on key dates and anniversaries.
Your agency holds a wealth of information about its customers, yet many fail to see the value in that data.
Independent restauranteurs are under threat from tech-savvy national brand marketeers, with the high-street becoming littered with chains and franchises, such as Pizza Express.
As a frequent Pizza Express customer – with two young children who love it there – I receive messages that are tailored to my lifestyle on a regular basis. So, what do they know about me and how do they use that information?
Well, they know that I’m a father, they know when my birthday is, and they know where I live. Meaning that when Father’s Day comes around – or I’m approaching my next birthday – I can be sure that there will be an email sitting in my inbox, offering a discount or a bottle of prosecco on the house to celebrate it with them.
Now, when faced with that offer, I have to ask myself: what are my local, independent restaurants doing to stay in the running?
Despite offering a better service, and certainly a better quality of food, it all comes down to that added incentive. The independent restaurateurs are not capturing my attention, nor are they collecting my data, and so they miss out on the opportunity and my custom time and time again.
Data capturing tools – like our online estimation tool, Digi-Val – aim to put a stop to that for agents, ensuring that you can compliantly collect data and market to it.