Agents must ‘reimagine their roles’, says strategist

A high-profile strategist says agents need to boost their technological capabilities and transform the traditional way they relate to customers.

Neale Cotton, owner and director of brand strategy at The Lab, told REB that digital disruption is “increasing exponentially” in the real estate industry so it's “critical agents embrace technology”.

“Change is imminent. There will be challenges, but also new opportunities,” Mr Cotton said.

“Agents must reimagine their roles. This is the exciting part of what technology is enabling – to do things like never before.”

Mr Cotton added that by embracing technology, agents will enhance both their value proposition and their clients’ experience.

“Anyone who has bought or sold a house knows the experience is far from perfect. It’s extremely complex and filled with uncertainty,” Mr Cotton said.

“Digital provides an opportunity to improve this experience for the customer and that is why digital is, and will continue, disrupting the real estate industry.”

Mr Cotton will be one of the speakers at REB’s REinnovate 2016 conference where he will reveal the extent to which agents will lean on technology in the future.

His session, ‘Man Versus Machine’, will discuss how agents can maximise off advanced technologies, discover future hubs and growth areas relevant to a real estate business, and leverage scale and exposure to increase influence in local markets.

“The demarcation between the roles that man and machine play are eroding, with technology impacting all spheres of our lives,” Mr Cotton said.

“Technology will continue to rise and in this context my presentation looks to explore how this will make us feel as people [and] how our beliefs, attitudes and mindset will be affected.

“And ultimately, from a brand perspective, how this environment creates opportunities in the real estate industry to build deeper and more meaningful relationships with consumers by tapping into these emerging cultural ideas that have been brought on by technological tension.”

The 2016 REinnovate conference will be held at The Star Event Centre in Sydney on 5 April.

The one-day conference will deliver practical insights on how to achieve fast growth by mastering and applying the latest available technology tools as a way to generate more leads, enhance profits and boost productivity.

Following the REinnovate conference, REB’s Top 100 Agents 2016 will commence, unveiling the best real estate agents across the country.

Click here for more information.

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