DATA IN­SIGHTS

Elite Agent - - CONTENTS - Ed­die Cetin

There’s noth­ing quite like a bit of healthy com­pe­ti­tion to lift re­sults in your real es­tate agency. Hu­mans are nat­u­ral game-play­ers and suc­cess­ful agents are of­ten fab­u­lously com­pet­i­tive. Ed­die Cetin ex­plains how gam­i­fi­ca­tion can take your team’s per­for­mance to the next level.

Tech com­pa­nies – and clever prin­ci­pals – are ex­ploit­ing agents’ nat­u­ral in­cli­na­tions to­wards play and com­pe­ti­tion by gam­i­fy­ing their team’s dig­i­tal ex­pe­ri­ences, enhancing bot­tom­line re­sults in the real world. So, whether rid­ing high on the vic­tory of a hard-won list­ing or slump­ing over their lap­tops, dis­cour­aged by los­ing busi­ness to their op­po­si­tion, how can your team play along?

Odds on, you’re al­ready do­ing so in other ar­eas of your dig­i­tal life; from Candy Crush to Fit­bit, Trello to Slack, we’re reg­u­larly en­ter­ing our stats and re­sults into apps to ‘un­lock’ achieve­ments and #lev­elup. Whether we’re com­par­ing steps done with our mates or prospect­ing calls made with our col­leagues, mon­i­tor­ing our daily ac­tiv­i­ties has be­come the norm – es­pe­cially for su­per-agents.

At Agent­box, our unique in­sight into the dig­i­tal be­hav­iors of Aus­tralia’s high­est­per­form­ing agents shows us that gam­i­fi­ca­tion is at the heart of ‘prospect­ing cul­ture’.

Data­base gam­i­fi­ca­tion helps prin­ci­pals and agents see how they are track­ing in real time, 24-7. Hav­ing to­tal trans­parency in a re­sults leader­board or app helps bring teams to­gether – re­gard­less of your col­leagues’ ages or in­ter­ests, see­ing who’s do­ing what is un­de­ni­ably mo­ti­vat­ing. Rather than re­flect­ing on your team’s re­sults on a weekly or monthly ba­sis, hav­ing key stats avail­able on your desk­top and via apps whilst on the go keeps every­one on-task.

A healthy agency is the re­sult of an ac­cu­rate data­base, rich with agents en­joy­ing strong pipelines and ease of com­mu­ni­ca­tion with clients.

The key met­rics we ob­serve su­per-agents mon­i­tor daily in­clude: Num­ber of calls made Value of ap­praisals Value of list­ings Value of sales Gross com­mis­sion

When you pair reg­u­lar in­ter­ac­tion with your core num­bers and the op­por­tu­nity to up­date your ‘sta­tus’, you’re pair­ing play and com­pe­ti­tion in syn­chrony – help­ing you fo­cus on what you need to do to­day to achieve the re­sults you’re af­ter. Know­ing that your desk­mate has hit her KPIs for the month is also a good mo­ti­va­tor!

Lead­ing agents Di Jones have em­braced gam­i­fi­ca­tion across their prac­tice, with live dash­boards linked to their CRM be­ing made avail­able on TV screens around the of­fice and their phones.

“We wanted to utilise Spinify’s ex­ist­ing plat­form to gam­ify the process of prospect­ing, list­ing and sell­ing, and Agent­box came to the party to help trans­late it into an in­ter­face that was spe­cific to real es­tate,” says Rob Ward, CEO of Di Jones.

“Agent­box’s team made the in­te­gra­tion seam­less, so agentspe­cific data feeds through in real time and now every­one has their eyes on the screen to keep up to date with the leader­boards. The abil­ity for the two to work to­gether so eas­ily is def­i­nitely a valu­able ad­di­tion to the Di Jones suite of tools for our growth and in­no­va­tion.”

Ready to play for keeps in your es­tate agency? Here’s how:

LEADER­BOARDS

Leader­board apps such as Spinify pull in prop­erty data from the Agent­box CRM and present it in a handy graphic, fea­tur­ing ac­cu­rate ap­praisals, list­ings, ex­changed and set­tled prop­erty re­sults. Leader­boards pro­vide im­me­di­ate per­for­mance feed­back, em­pow­er­ing agents to see if they’re hit­ting KPIs and com­pet­ing well against col­leagues. Such a pow­er­ful tool en­cour­ages in­di­vid­u­als to meet tar­gets, com­plete ac­tiv­i­ties and un­lock achieve­ments!

CRM DASH­BOARDS

Great CRMs have in­ter­ac­tive dash­boards that pro­vide a snap­shot of how each agent and of­fice is track­ing against tar­gets for all the key stages of the sales process. By hav­ing this in­for­ma­tion (knowl­edge that un­til re­cently was the priv­i­lege of the prin­ci­pal alone) read­ily avail­able and pre­sented in an ap­peal­ing, en­gag­ing way, sales teams know how they are per­form­ing. They can then tweak their daily prospect­ing di­ary in re­sponse to their re­sults, hon­ing in on what ac­tiv­i­ties garner the best out­comes.

It is im­por­tant that your CRM al­lows for mo­bile ac­cess to this in­for­ma­tion, as hav­ing a con­stant re­minder of daily tasks to hit per­for­mance goals is all part of ‘play­ing the game’!

To­tal trans­parency in a re­sults leader­board or app helps bring teams to­gether.

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