Embracing Technology - A Case Study
As featured in Sold! The Magazine For Real Estate Professionals
By KERRY MCDULING, March 25,2009
Technology has enabled businesses to operate 24/7 and consumers to obtain support and make purchases from anywhere in the world, around the clock. At the same time, community has never been more important, and personal contact holds far greater value over a general computerised response. The trick is finding the perfect balance, and using the right mix of ‘high tech’ and ‘high touch’.
Jason and Ann-Maree Bond are the owners and directors of a boutique Brisbane inner-city real estate agency, All Brisbane Realty, a small but dynamic agency that is making waves in the industry. Jason, Ann-Maree and their team are one of the very first real estate agencies nationally to use a number of technologies within their business, to keep in touch with their contact database and also to ensure maximum visibility for their business and their listings.
“There is no question that technologies such as Facebook and YouTube are a big part of Generation X and Generation Y ‘s daily lives, so if we want to speak to our clients in these age categories, we have to speak the same language and use the same channels they do,” Jason said.
Fans of Facebook
Many people use Facebook as a business networking tool, rather than simply a way of sharing photos. As community is becoming increasingly important in this high tech age, it is a well known fact that people would rather do business with people they consider friends, than with strangers. Hence the rise of Facebook’s popularity.
With this in mind, Jason and Ann-Maree have created a Facebook page for All Brisbane Realty, with a link from their website. Facebook users can elect to become a fan on the page and, in turn, invite their Facebook friends.
“We update this page with new listings, and fans of this page are notified on their home page the next time they log in to Facebook,” Jason explained.
Jason and Ann-Maree feel strongly about creating discussion about the market among their contacts, so regularly Jason will ask a question or make a comment via the online Facebook forum on the page, and a discussion will result.
He said that this creates a sense of community and also keeps the page dynamic and interesting, therefore encouraging fans to invite others to join and, also, to keep them visiting the page on a regular basis to see what’s new. Jason also said that having the Facebook page assisted them greatly with their Google rankings.
e-marketing is no myth
E-marketing is another important part of All Brisbane Realty’s business. Their contacts receive a weekly newsletter via email that includes recently sold and recently listed property, referral marketing programmes, as well as property management updates and what’s new within the business.
Buyers who have indicated that they would like to receive news about new listings on the market automatically receive email notification as soon as the property is listed, with details about the property and the asking price.
“We are also very excited about our e-mag that we are launching in a few weeks’ time for our client database, to be be sent in addition to the weekly newsletter,” Jason added.
Film stars
One of All Brisbane Realty’s point of difference is that they film each new listing in the form of a mini feature film, starring Jason as host and narrator. More appealing than the typical virtual tour used by many real estate agencies today, the DVDs are given to buyers in addition to a printed brochure.
“Not only do they present very well, in a DVD case with an image on front, and are interesting to watch, but they are actually more cost effective to produce than a typical printed brochure,” Jason said.
The DVDs also play a role in another popular medium that All Brisbane Realty use to communicate with their target market. You Tube is a video sharing website, a technology that allows users to upload, view and share video clips. YouTube was created in February 2005 by three former PayPal employees, and shortly thereafter, in November 2006, YouTube was bought by Google Inc. for $1.65 billion.
While anyone has access to view the videos, only registered users can upload their own content. According to YouTube, hundreds of millions of people watch videos on YouTube everyday – more than any other TV network combined.
“We have a You Tube account and upload the listing DVDs on here for the world to see. This technology also tells us how many views a DVD has had, great feedback for the seller,” Jason said.
Visitors to the office can immediately see the team’s commitment to using technology in their day-to-day business. Three 46 inch LCD plasma screens adorn the external walls of the office, displaying listings, rentals and other information.
Where did they come from?
All Brisbane Realty can trace its beginnings back to 2003 when Jason entered the real estate industry. He quickly rose through the ranks, progressing from sales cadet to salesperson, and then from leading salesperson to sales manager.
“Of course, that was at a time when I was still learning the ropes and working for someone else,” Jason said.“I had a vision for my own real estate company that would focus not only on high quality service for our clients, but on a superior level of service than was then available. I could see it focusing on strong brand awareness and brand integrity, and providing innovative and modern approaches to selling and managing real estate with high class service and results to match.”
Ann-Maree explained, “Jason and I believed we had a great complement of skills and experience to offer – Jason’s highly regarded sales reputation and my background in marketing and project management seemed like the perfect combination to provide the market with a high quality service offering.”
This view, together with their innovative approach to using new technology, has ensured the office is a stand-out performer on the local real estate scene and done much to ensure their agency has become one of the fastest growing real estate agencies in Brisbane.
Check them out…
www.allbrisbanerealty.com.au
www.facebook.com/home.php?#/pages/Brisbane-Australia/All-Brisbane-Realty/113054470572
