Real Estate Investor Magazine South Africa October/ November 2019 | Page 27

M
ike Greeff, CEO of Greeff Christie’s International Real
Estate, says the real estate sector is no stranger to
change. “The property market is affected by change
and more importantly, changes to systems happen on a reg-
ular basis. Real estate agents have proven their tenacity by
their willingness and ability to adapt to these new systems.”
“Despite the new approaches to property sales, the need
for traditional real estate practices and systems remains
great. Not everyone interested in buying or selling property is
comfortable with navigating the process through the click of a
button. There is a large percentage of people who still rely on
traditionally known methods to ensure they successfully follow
through on their property goals.”
“Not everyone interested in buying
or selling property is comfortable
with navigating the process through
the click of a button”
“The key to being successful in the property market is
not for us as traditional agents to be stuck in the past or for
younger agents to solely rely on new technology in order
to be successful. We should rather strive to make use of
new technology but keep to our traditional values and best
practices. The property industry is always about putting buyers
and sellers first and satisfying our clients,” adds Greeff.
Here are ways in which both the traditional and new form a
successful symbiotic relationship:
New ways of advertising still require
traditional methods
Advertising properties is arguably the most crucial part
of getting a property sold. Therefore, ensuring this part is
executed as best possible is crucial to a successful campaign.
Newer forms of advertising such as property emailers,
email banners and social media ads are a sure-fire way of
determining the level of interest from those looking to buy,
sell or invest. But the more traditional show days are not to
be scoffed at. The appeal of new technology methods will be
lost on many of the older generation who still want to look at
a property in person and in this way the traditional show day
remains an invaluable tool.
New ways of acquiring leads should always
be followed up with personal contact
With developments in the real estate industry moving
at a rapid pace, there have been many new inventions
and methods introduced to make acquiring leads less of a
challenge and more of a reality.
However, new age real estate should not lose sight of the
fact that even with all of the advanced technology and targeted
ways of speaking to clients, there is an immense importance to
be found in the distinct human contact of speaking to a real
person and not an automated email response. Thus, when
implementing and making use of these systems, agents
should bear in mind the huge importance personal interaction
and follow-up makes.
Counter to what many might believe, not all real estate
transactions begin with an inquiry on a property portal. Only
4% of leads come from portals, websites and social media.
Almost 20% of buyer’s still come from estate agents’ databases
and nearly 50% of leads come from show days. Digital
marketing can be great for awareness and garnering attention.
But when it comes to closing deals, human interaction remains
the best seller..
New and easier ways of entering the
industry should still be followed up with
mentoring from experienced agents
While it may be possible to obtain a real estate license online
and conduct most of your work in the virtual realm, mentoring
from an experience estate agent is important. There is an
immeasurable amount of knowledge to be gained from being
mentored by a seasoned agent. The experience of agents in
reading clients face-to-face cannot be replaced technology.
These are skills that cannot be replaced by analytics or
calculated by a computerised algorithm.
“There have been many new
inventions and methods introduced
to make acquiring leads less of a
challenge and more of a reality.”
New age estate agents can benefit from the experiences
of others. But more seasoned agents still have room to grow
and learn. Traditionalists can benefit from statistical data that
shows market behaviours and trends. This information paired
with their insight into their areas of specialisation would make
them a force to be reckoned with.
Whether you are a tried and tested, traditional agent or a
new-age property prodigy there is much to be said for finding
a happy balance between the two styles of doing business.
Why not be the best of both?
SOURCE Greeff Christie’s International Real Estate
SA Real Estate Investor Magazine OCTOBER/NOVEMBER 2019
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