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Has Technology Left Estate Agents Behind?June 28, 2010
Estate agency is a communications industry. There’s know how involved in terms of property valuation and the house moving process itself, of course, but the essence of the job is to tell people about houses for sale.
Getting the message out. Getting it to as many people as possible. And in particular to those that have a specific requirement for a given type/location/size/price of home. Easy huh?
Well you would think so, wouldn’t you.
Attending a recent seminar held by property portal Rightmove revealed that 28% of High Street estate agents do not bother to respond to email enquiries sent to them via the by site by prospective buyers. And we all know the traditional perception of how ‘great’ estate agents are at calling people back.
So in light of that scary stat I have had a look at the agents in Chelmsford to see what they do to communicate in this advanced and technically ‘easy’ day and age. Why Chelmsford? Just because CM1 is an estate agency hotspot. The postcode area with the highest concentration of them. 33 to be precise.
Now please bear in mind the context to all this… Hitwise and Com Res, the search monitoring tools, now say that social media sites like Twitter, My Space and Facebook have more visitors each day than search engines such as Google do. Facebook has a greater membership than the entire population of the USA (350 million against 250 million). ‘Rightmove’ is now more popular as a search term than the word ‘property’. Etc.
So the World can see where the whole marketing thing is going. Its online and, specifically, social media.
Well, the World except for estate agents that is…
Of 25 Chelmsford estate agents randomly looked at today:
FOUR do not even have their own websites. Just FOUR are on Twitter. Only TWO have a dedicated facebook page. Pretty slack really.
Other areas like news journalism, celebrity, Government, the advertising industry and so on, that stand or fall on their prowess at getting brands and information ‘out there’, have embraced these modern communication weapons.
Arsenal FC has 135,000 Twitter followers. Burberry 23,000.
Marmite has 372,000 Facebook fans. Vodafone 185,000.
And that’s just the UK. Worldwide, Starbucks has 7.9 MILLION people that ’support’ its Facebook page.
Modern media is no fad.
That’s why you need to be with an estate agent that does it all.
Follow me on Twitter @russellquirk and on Facebook.com/russellquirk