Technology continues to be underused and undervalued by many in the real estate industry, according to a leading software provider.
John Goddard, CEO of Rockend, believed of the 4,000 businesses that utilise the company's strata and property management products, more than half do not use them to their full potential.
“That means there is a huge opportunity for those who aren’t using these products yet to really get ahead of their competitor,” he told Real Estate Business at Australasian Residential Property Management (ARPM) 2012.
According to Mr Goddard, training is the key to using the products well.
“Training of all users is the critical part, as well as making sure that all members of the individual businesses understand why it is being used, including [setting] targets.
“And, of course, to use it well you’ve got to train people,” he added.
“You’ll get a lot more out of people and our products if they are well trained.”
Social media trainer and speaker Peter Fletcher echoed Mr Goddard’s comments when he spoke to Real Estate Business.
"Keeping up with new technology is just the way of being relevant, it is the way of servicing your customers faster, it enables you to respond to inquirers quicker, provide better customer service and more and more that is what people are demanding of the modern agent," he said.
"They can no longer expect to perform well and be living in the past without embracing new technology.”