Go online or fall off the sales radar

BUSINESSES without an online presence are fast fading into anonymity, and those who know how to work their digital platforms are reaping the rewards.

While the property industry may be rooted in tradition, it is far from exempt from this technological revolution. In fact, according to Debbie Reabow, the Rawson Property Group’s brand and communications manager, the digital world is responsible for some of the biggest changes in the industry to date.

“The past decade or so has definitely been an exciting time to be in property,” she says. “We’ve seen online portals become primary sales tools, websites and blogs taking over as information and advice centres, and social media opening up a whole new level of conversation with our customers.”

As a result, Reabow says estate agents and real estate franchises have had to up their game on several fronts. The most obvious improvement is modern property photography, which she believes can make or break a sale.

“Buyers these days don’t have time to visit a hundred different properties in person, so most will vet online listings before making any appointments. A property with too few images, or really bad images, is never going to make it past that first round.”

The human element is, however, still very important, she says, regardless of how digital the world has become.

“That’s where we find social media platforms like Facebook can really shine. They let us reach out to people on a more personal level to share honest advice and information, and add value to our service offering without the traditional ‘hard sell’.”