While it remains true that many of the small independent estate agencies provide a service that automatically puts them in the front line of all estate agencies in South Africa, it is also a fact that the cost of the on-going training of today’s estate agents and the IT systems which are now an essential support base for their careers are working in favour of the bigger national agencies – and often cause the smaller teams to join them.
This trend, recently expounded and explained to certain of the Rawson Property Group’s agents by the Chairman of the group, Bill Rawson, has, he said, become far more noticeable this year than ever before.
“Especially important today,” he said, “is the provision to the client of relevant data. Buyers, in most cases, will do their research on the estate agency’s website and/or on a third party website, such as Property24. They will no longer just take the agent’s word but will rather be looking for facts such as the prices of other similar homes recently sold in the area, the price growth of these homes in recent years, the efficiency of local public transport, the academic standards achieved by the local schools, the reliability of the area’s medical services, the availability of sports and social clubs, libraries, churches, synagogues and mosques and, by no means least, the area’s crime statistics.”
“Then, too,” said Rawson, “today’s buyer expects the agent to know how all legislation, for example the how Consumer Protection Act and the National Credit Act, will impact on property as a whole, on his own position as a buyer as well as his chances of obtaining a bond.”
The agent with this data immediately available, said Rawson, will quickly acquire credibility with the client. However, if he tries to get by on sales talk, enthusiasm and simply extolling the virtues of the area, he will be ‘dead in the water’ with today’s buyer.
Sound data provides the foundation for success in today's residential property market...http://t.co/fhCOjz1j76 #propertymarket #technology
— RawsonPropertyGroup (@RawsonGroup) December 5, 2013“I have, once or twice, said that agents must beware of becoming too attached to their laptops and of neglecting telephone calls and face-to-face contact. That remains true, but sound back-up of facts plus perhaps an on-going good online presence are among the most powerful tools available to the agent in search of real success.”
