The marketing of residential property, traditionally done through print media, will increasingly swing to e-media, says Tony Clarke, MD of Rawson Residential Franchises.
'The trend,' he said, 'is now quite clear whereas five years ago perhaps only 5% of our homes were sold as a result of people consulting our website, today the figure stands at 42% - and it rises month by month'
"A website is an excellent way of showing the client what is available. The growing use of IT media makes it possible to hone in on one or two ideal homes without spending hours visiting many that might be unsuitable. Furthermore, this can also be done during times that are convenient to the consumer and at a pace that he or she dictates."
The viewing figures revealed by the Rawson research team show that most of the hits generated from the website occur on Monday mornings.
'We receive the most hits on Mondays then they taper off towards the end of the week. Over weekends we have the fewest hits. Most members of the public, it seems, surf the Internet during office hours, probably because in SA the use of the internet is still expensive'
Clarkes remarks were prompted by a 'very welcome' rise in the number of hits achieved recently on Rawson Properties new website. This website has shown a monthly increase of 13,5% in visitors since its launch in February and Clarke expects this to rise rapidly once it is marketed to the general public.
'The new website benefits from the experience we have picked up in this field,' said Clarke. 'It is by far the most effective we have had '“ it gives in four times as many hits as its predecessor'
The lesson all estate agents will have to learn, said Clarke, is that websites need to be updated and improved on an ongoing basis.
'Our previous site served us for almost two years. In future we will upgrade it far more often '“ and add supplements because this is they way todays buyers research the market before asking to see an agent'
