Real Estate Investor Magazine South Africa Real Estate Investor Magazine - May 2017 | Page 35

The app has numerous advantages over standard web
searches, including real-time geo-location of available
properties; but Propscan’s most unique feature is
arguably its advancement in VR technology. Potential
buyers can inspect properties in 3D with horizontal and
vertical ‘room sweeps’ simply by moving their mobile
phones.
The app is the brainchild of JP van der Bergh, who
says technological advances made him do an audit of
property search methods in SA two years ago and come
to the conclusion that there was room for improvement:
“VR technology gives realtors’ clients the edge, because
buyers not only preview locations in greater detail but
there is also an immediate call to action communicating
with the listing agent via the built-in chat and call
features, without exiting the app.
“The difference between viewing a property in VR and
on a standard website with photos is as monumental as
the difference was a few years ago between scrutinising
‘for sale’ ads in newspapers and the migration to online
property searching. There’s no comparison.”
Social media and real estate
Van der Bergh notes that while the real estate industry
must look at moving into next generation VR marketing,
where its consumer base is already playing, another
platform that brokers can’t ignore is social media.
“Social media is an increasingly relevant marketing
tool because it’s where the real estate industry’s target
audience spends most of their time. World Wide Worx
and Ornico’s 2017 SA Social Media Landscape report
www.reimag.co.za
shows Facebook is now used by 14m South Africans.
Twitter has 7.7m local users and LinkedIn is gaining
momentum, as a more business-orientated social media
tool with 5.5m users nationally.”
Apps like Propscan and the rise of social media as
effective marketing tools for specialised industries such
as real estate are a clear reflection of changing consumer
behavior.
“People have not only become digital junkies, who
voraciously devour information and want instant access
and gratification, but they also systematically filter out
everything that isn’t germane to them.
“Consumers want to engage directly in the digital
realm. And while they no longer tolerate contrived mass
messaging, they are willing to surrender a considerable
amount of privacy in exchange for personalised content,
especially if it’s delivered in interesting and novel ways.
“Consumers will increasingly demand the detailed
search capabilities afforded by advanced mobile
technology because with it they can make better, faster
choices. In our time-poor modern society that’s the
key to marketing and real estate companies who want
to remain competitive must step up,” Van der Bergh
concludes.
RESOURCES
Propscan
MAY 2017 SA Real Estate Investor
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