The Rawson Property Group was recently announced as the winner of not one, but two prestigious Global Brand Awards: Best Real Estate Marketing Brand (South Africa) and Most Innovative Real Estate Brand (South Africa).
According to Tony Clarke, the Group’s Managing Director, these accolades (organised and awarded by the highly-respected Global Brands Magazine) serve as very welcome recognition of the need for innovation in the real estate industry.
“The property industry, globally, is going through a challenging transitional phase,” he explains. “The traditional model, as it was ten or fifteen years ago, just doesn’t work for modern buyers and sellers.
“Some brands are choosing to address this changing landscape by replacing service-driven models with technology. That’s not our approach at Rawson – we firmly believe that service is still at the heart of our industry, and that digital innovations can never replace the knowledge and experience of our agents. Technology is an extremely valuable tool for enhancing efficiency and efficacy, but it’s only one part of our Rawson story. Our real innovation is our use of technology to support our amazing agents, and to make property easier and more approachable for everyone involved.”
While the Rawson Property Group may be best known among competitors for its cutting-edge valuation tool, this is far from the only platform that contributed to the Group’s innovation award.
“We’re very proud of our valuation tool, which is a great example of how we combine data-driven insights with hands-on knowledge,” says Clarke, “but we have a lot more going on behind the scenes, adding value. Rawson Engage, for example, is our back-end platform that keeps our agents constantly in-touch and informed. It not only makes them faster and more efficient at their day-to-day processes, it also facilitates a number of additional services that add a huge amount of value to our Rawson clients.”
Adding value to clients – and the public in general – has always been a key tenet of the Rawson Property Group, and this hasn’t been forgotten in the brand’s innovation efforts.
“Providing advice and information on all aspects of property is a big part of why we do what we do,” says Clarke. “This industry can seem very intimidating and opaque to those who aren’t familiar with it. Our goal is to get rid of the smoke and mirrors and show people that property really can be easy.”
To achieve this, Rawson has built its website with a specific focus on access to information, providing a range of property calculators, a plethora of regularly updated news and advice articles, and even a series of eBooks covering all stages of the property journey. In addition to this, the Engage platform enables Rawson agents to send buyers, sellers, landlords, tenants and property owners on digital “Customer Journeys” using carefully-curated content to support and inform them every step of the way.
“It’s this kind of marriage of personalised service and professionalism, powered by modern technology, that is needed to bring traditional real estate into the 21st century,” says Clarke. “We’re very proud of our awards because they mean we’re making progress in raising the bar for our industry and are staying relevant in an evolving property landscape.”
Despite the recognition of receiving two Global Brands Awards alongside titans like Apple Inc, Amazon and Facebook, Clarke says the Rawson Property Group’s quest for progress is far from over.
“As a brand, we’ll keep pushing the envelope to enable our agents to manage and sell properties more effectively, and empower the public to make better property decisions. I truly believe that traditional real estate still has an important role to play in the modern industry, but only if we embrace innovation and do things a little differently."
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