There is no argument that if used wisely, technology can save estate agents a lot of time and help them increase sales.

“The technology available to agents today has, to a large extent, revolutionised the way business is done in the property arena. Never before have agents been in such a powerful position to initiate, drive and direct communication directly to their target markets,” says Adrian Goslett, CEO of RE/MAX of Southern Africa.

He notes that during the property boom, many agents opted to ride the wave and coast along, without investing too much in themselves on a professional level. “During the boom, as long as there was a steady stream of sellers and buyers, the majority of the 80,000 or so registered agents were able to make a very good living without exploring new techniques and tools. But as the economic tide has changed, and the market has become increasingly tough, so has there been increased interest in various technologies that can improve business,” explains Goslett.

He notes that there is a multitude of technologies that estate agents can use to help them do their job better, from websites, social networks, market analysis sites, smart phones, intranets, global positioning systems, and more.

“The list is long, but the real way of accessing real estate success using technology, is knowing how to leverage these tools to get the most you can out of them. Most agents know that it is essential to have a strong Web presence, and how beneficial social networking and SMS marketing can be, for example. However, just how they can maximise the potential of these tools is often not all that clear,” he says.

“A strong website is essential, and serves as an excellent tool if used to its fullest potential.

Goslett notes that RE/MAX has over 40,000 property listings on its website, which attracts over 100,000 visitors each month. “Although it is wise to have a diversified approach when it comes to marketing property, it is highly advisable that all marketing should direct potential clients to either the agent or their agency’s website. Whether you are marketing properties via SMS campaigns, Facebook or Twitter, for example, it is wise to aim these marketing methods at promoting the agency website.”

He explains that the website will bolster the agency’s brand, and will offer potential buyers a time-saving and convenient way of viewing and sifting through your offerings: “Websites should be marketed as easy-to-use and convenient tools that clients can use to find out more in-depth information on any property in question, or to make comparisons with other similar properties in their area of choice.”

Although it is a very good idea to keep your website attractive and interesting, for it to be a successful tool, its main focus needs to be centred on what the company’s offering is – namely renting and selling property. “Website pages need to be clean, focused and uncluttered, with the main focus centred on the property search.”

He also says that property websites need to be as user-friendly and as simple as possible. “It is a simple formula: the more complicated and time-consuming it is to use, the less potential buyers will use it.”

However, perhaps the most important aspect of all is that agents need to ensure that they follow up on leads as timeously as possible. “Most agents must remember that if they are not following up on their email leads, then their competitors will be. Aside from replying to their email, they need to make sure they call each one and follow up on a more personal level.”

Goslett notes that as technology evolves, it becomes an ever increasingly powerful tool for business-client interaction, communication and activism. He says that consumers increasingly want to be able to engage online with business, and that agents can tap into this desire to their economic benefit. It offers them better insight into customer’s needs, buying behaviour, concerns and expectations – information that will no doubt give agents the edge over their competitors.

“In the property game and business in general, information is power. Having a rich pool of data to be able to draw from will allow agents to make smarter business decisions and be of better service to their clients. This is the secret to true success and technology holds the key,” concludes Goslett.

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