The huge impact of internet marketing in the residential property sector becomes really evident if and when these systems go out of action for a few days, says Bill Rawson, chairman of Rawson Properties.
'When this happened recently in our group,' he said, 'we found that both buyers and sellers were extremely annoyed. It became evident that half or more of those who approach our franchises on property matters have first checked the website to see what is available and how prices stand'
Although advertising in the printed media remains extremely important to real estate agencies, said Rawson, IT marketing grows in popularity month by month '“ and is highly cost efficient.
'We still have agents who dislike and resent this intrusion into the 'traditional' way of doing things but the ability to communicate directly to the clients Smartphone and iPad is proving to be more and more crucial '“ and the quality of the pictures and virtual tours that we can now offer to the clients improves all the time. Handheld electronic devices are upgraded so fast that it is interesting to speculate just what we will be giving clients in a year or two'
Keeping up with and harnessing the latest information technology, added Rawson, is expensive and is likely in the years ahead to broaden the gap between the small, often efficient one-area agencies and those operating nationally and able to build their brands.
'In todays market,' he said, 'the public is increasingly brand conscious and less and less likely to entrust themselves to a company which has not as yet established a recognisable, creditable brand image'
For further information contact Bill Rawson on 021 658 7100 or email bill@rawsonproperties.com.
