Steve Car­roll


LADIES AND GEN­TLE­MEN, in the fu­ture, when you get home from work, who would you rather have cook your din­ner... your part­ner, or a robot pro­grammed by Jamie Oliver? This was one of the open­ing ques­tions from Steve Car­roll in his key­note at this year’s Mo­men­tum events across Aus­tralia. Elite Agent’s Sa­man­tha McLean took notes and has un­packed some of the top­ics raised dur­ing the events.

JARVIS IS A vir­tual as­sis­tant Steve Car­roll from reales­tate.com.au has brought along with him for the pre­sen­ta­tion to­day. Robots are a su­per-ef­fi­cient way of per­form­ing repet­i­tive and mun­dane tasks such as man­ag­ing your diary, talk­ing to you about traf­fic and more. In other in­dus­tries we al­ready have robots stack­ing shelves, do­ing aer­o­bics, and pos­si­bly even tak­ing over the cook­ing at night. But this is no rea­son to think that your job is fin­ished, be­cause of the hu­man fac­tor.

“You know what’s great about the hu­man fac­tor? The hu­man fac­tor en­ables us to do three things that tech­nol­ogy and Jarvis will never do in 100 years. And there are three things that buy­ers and sell­ers want from real es­tate agents in 2017 in abun­dance: the abil­ity to re­spond re­ally quickly, the abil­ity to build in­ter­per­sonal re­la­tion­ships and the abil­ity to adapt to chang­ing sit­u­a­tions in a world that’s just mov­ing at 100 kilo­me­tres an hour.

“It’s the hu­man fac­tor. If we master the hu­man fac­tor, we are in such a pow­er­ful po­si­tion. When you com­bine the very best of the hu­man fac­tor with the very best of tech­nol­ogy, you are in such a pow­er­ful po­si­tion to dom­i­nate as a real es­tate agent in 2017.”


Car­roll ac­knowl­edges that last year he talked a lot about driver­less ve­hi­cles and how much progress has been made in the space, in­clud­ing test­ing driver­less buses in Perth and Dar­win. “The ex­perts think that driver­less ve­hi­cles will be part and par­cel of our lives in Syd­ney in the next cou­ple of years,” says Car­roll.“One of the com­pa­nies putting a lot of money into it is Google. Why would a tech­nol­ogy com­pany as prof­itable as Google be in­ter­ested in the au­to­mo­tive in­dus­try?

“From what I can see, Google are ob­sessed with hav­ing your un­di­vided at­ten­tion in a car when you’re trav­el­ling from A to B. What’s in it for Google? Well, Google have fig­ured out that we spend four and a half years of our lives driv­ing. They’ve fig­ured out that if they can free up that time, they can send us more advertising and make more money....”

What would you do with four and a half years of your life back? You might spend more time on your mo­bile de­vice. You would prob­a­bly have more time to shop. You might ed­u­cate your­self more.

Thought to pon­der: If we (hu­mans, con­sumers) are go­ing to be more ed­u­cated on the whole, it is likely that the agent of the fu­ture will be way more ed­u­cated and up to speed on the world around them than is cur­rently the case – so to stay com­pet­i­tive get out there and start learn­ing.


Us­ing Uber as an ex­am­ple, Car­roll says be­fore they were around, “we would wait half an hour for a taxi in the rain.” Now it’s quite dif­fer­ent; if you see that your Uber is three min­utes away via the app, then all of a sud­den it’s five due to traf­fic then we all start to panic and get an­gry.

“We’ve now got zero tolerance to wait for a ser­vice. It’s the way your buy­ers, your sell­ers, your renters are now be­hav­ing.”

And there are other ex­am­ples of speed equalling great ser­vice, like Domino’s app to or­der a pizza, or fa­cial recog­ni­tion speed­ing up pass­port queues in air­ports. But the most stark demon­stra­tion Car­roll gave was to do with Ama­zon’s new ser­vice Ama­zon Go, where you can go shop­ping, be iden­ti­fied by your phone, and your Ama­zon ac­count is charged for your pur­chases all without the check­out queue. What if Ama­zon Go de­cided to open up Ama­zon Prop­erty?

Thought to pon­der: As the con­sumer’s need for speed is only go­ing to in­ten­sify, what can you do to speed up the con­sumer ex­pe­ri­ence in com­mu­ni­ca­tion, at open homes and more?

When you com­bine the very best of the hu­man fac­tor with the very best of tech­nol­ogy, you are in such a pow­er­ful po­si­tion to dom­i­nate.

How can you sim­plify the com­pli­cated process that is real es­tate, and what tools are avail­able or be­com­ing avail­able to as­sist with this? My per­sonal feel­ing is a cou­ple of things will hap­pen here, for ex­am­ple push no­ti­fi­ca­tions through­out the con­trac­tual process; com­pa­nies such as PEXA and Lawlab are al­ready work­ing on this. Also, who will re­ally cre­ate a ‘non­in­va­sive’ open home app that can send rel­e­vant push no­ti­fi­ca­tions to the user as they are walk­ing around the prop­erty, with things like ad­di­tional in­for­ma­tion, his­tory and more?


“We, as con­sumers, are over be­ing treated like a num­ber,” says Car­roll. “Look at Spo­tify, Net­flix, Pan­dora. How per­son­alised, how good are they?” Which leads to the ques­tion of how we as agents might per­son­alise the real es­tate ex­pe­ri­ence for our cus­tomers.

Us­ing the ex­am­ple of a trip he re­cently went on with his fam­ily, Car­roll de­scribed a travel agent in Los Gatos who per­son­i­fied mak­ing things easy. Af­ter ex­plain­ing what he and the fam­ily wanted to do while in LA, the agent, took care of ev­ery­thing in the time it took to buy a cof­fee. The im­pres­sive bit, Car­roll says, was when they got back from the trip; the phone rang and it was the travel agent check­ing they had a great hol­i­day, and at the same time ask­ing if he had a photo of ev­ery­one en­joy­ing them­selves for their ‘scrap­book of happy cus­tomers’. Car­roll says he sent her the photo and half an hour later they had a video back of their hol­i­day, which was set to mu­sic and share­able on Face­book and other so­cial me­dia. “Three teenaged kids, my wife, my­self… be­tween us over 5,000 con­nec­tions or friends on Face­book, and the mes­sage went along the lines of ‘This is what we have been up to for the last two days. If you ever go to Amer­ica, check out Travel Ad­vi­sors of Los Gatos, be­cause they rock.’

“It was like a dig­i­tal sou­venir, and so timely. If they had sent that af­ter my kids had gone back to school and my wife and I had gone back to work that mo­ment would have been lost.” Thought to pon­der: How can you cre­ate so­cially share­able dig­i­tal sou­venirs for your clients? Could it be a se­ries of pho­tos for your buy­ers made into a video to show their friends where they are mov­ing to? Could you do the same for sell­ers to share on their Face­book pages to let their friends know they are sell­ing? (Make sure you get them to tag you in the process!)


The con­sumer be­hav­iour track­ers at reales­tate.com.au have some news for you. “The amount of hours be­ing spent by sell­ers check­ing out agents on­line has gone through the roof... we’re talk­ing tens of thou­sands of hours per year,” says Car­roll.

“I have some other news for you: ev­ery sin­gle one of you to­day will be dig­i­tally in­ter­viewed, some of you at least once. Some of you might be dig­i­tally in­ter­viewed 15 or 20 times be­tween 8.30am and 12pm.”

Car­roll has one sim­ple piece of ad­vice on the topic: Google your­self. “Just put your name into the browser and see what hap­pens in the con­text of real es­tate, and score your­self out of 10. If you want to com­pare your­self, com­pare your­self to Gavin Rubinstein, who is a def­i­nite 10 out of 10 and com­pletely dom­i­nates so­cial me­dia.”

“We’ve now got zero tolerance to wait for a ser­vice. It’s the way your buy­ers, your sell­ers, your renters are now be­hav­ing.”

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.