The major lesson that he learned at this National Association of Realtors conference in New Orleans, USA, was that e-communications '“ and e-marketing in particular '“ are taking over in the real estate world and that anyone who does not keep up to date with developments in this field will pay a heavy price in the years to come.
This was said recently by Bill Rawson, Chairman of Rawson Properties, on his return from the United States.
Just over 25,000 estate agents (from all over the world including 260 South Africans) attended the NAR conference held in New Orleans, Louisiana.
'Anyone who took the trouble to investigate what was on offer from the 101 sellers / providers would have come away realising that the latest improvements in Information Technology have left the South African estate agency industry even further behind, 'said Rawson. South Africans are often said to be enthusiastic about IT. The truth is that we make too little use of it in property marketing '“ and we are unlikely to catch up until we have a less expensive telephone service'
The American telephone companies, said Rawson, have such strong competition for accounts that they 'almost give away' their services, especially to people working out of normal business hours.
'Large search engines like Google are increasingly used around the clock in the USA and elsewhere to simplify and speed up numerous daily tasks '“ and IT is now more than ever therefore essential that estate agents are computer literate'
Having access to effective IT systems, said Rawson, means that the average US consumer today is well informed on property matters, far more so than his SA counterpart. He is also more aware of his consumer rights '“ and he expects his estate agent to be more knowledgeable on property and local community matters than himself.
'The agent who cannot reel off a list of latest prices achieved for the different categories of home in his area or the various by-laws relating to building alterations and similar matters is ruled out before he even gets to first base.
'Conversely, real estate agents in the USA tend to show stronger leadership traits than they do in SA and to take a far higher profile. As a result, they are generally also more respected than they are here'
US agents, he said, almost invariably take a lead in social and welfare matters of their community and try to 'give back to their communities '. This results in a two-way interaction between the agent and the people he serves which is, says Rawson, beneficial to all.
Highlights of the conference were keynote addresses by Bill Clinton and George Bush Snr. They updated the delegates on the revival of New Orleans and the role that estate agents played in assisting to build homes in the city.
"Clinton and Bush emphasised the important role that estate agents can take in their communities by giving something back and getting involved, as opposed to their traditional role of selling houses and earning commissions."
This was said recently by Bill Rawson, Chairman of Rawson Properties, on his return from the United States.
Just over 25,000 estate agents (from all over the world including 260 South Africans) attended the NAR conference held in New Orleans, Louisiana.
'Anyone who took the trouble to investigate what was on offer from the 101 sellers / providers would have come away realising that the latest improvements in Information Technology have left the South African estate agency industry even further behind, 'said Rawson. South Africans are often said to be enthusiastic about IT. The truth is that we make too little use of it in property marketing '“ and we are unlikely to catch up until we have a less expensive telephone service'
The American telephone companies, said Rawson, have such strong competition for accounts that they 'almost give away' their services, especially to people working out of normal business hours.
'Large search engines like Google are increasingly used around the clock in the USA and elsewhere to simplify and speed up numerous daily tasks '“ and IT is now more than ever therefore essential that estate agents are computer literate'
Having access to effective IT systems, said Rawson, means that the average US consumer today is well informed on property matters, far more so than his SA counterpart. He is also more aware of his consumer rights '“ and he expects his estate agent to be more knowledgeable on property and local community matters than himself.
'The agent who cannot reel off a list of latest prices achieved for the different categories of home in his area or the various by-laws relating to building alterations and similar matters is ruled out before he even gets to first base.
'Conversely, real estate agents in the USA tend to show stronger leadership traits than they do in SA and to take a far higher profile. As a result, they are generally also more respected than they are here'
US agents, he said, almost invariably take a lead in social and welfare matters of their community and try to 'give back to their communities '. This results in a two-way interaction between the agent and the people he serves which is, says Rawson, beneficial to all.
Highlights of the conference were keynote addresses by Bill Clinton and George Bush Snr. They updated the delegates on the revival of New Orleans and the role that estate agents played in assisting to build homes in the city.
"Clinton and Bush emphasised the important role that estate agents can take in their communities by giving something back and getting involved, as opposed to their traditional role of selling houses and earning commissions."
