Technology shouldn't replace yesteryear's values

Steven Cross

Maintaining a balance between solid and well tested ‘old fashioned’ real estate values and cutting-edge technology is a core focus for one major co-operative group.

Speaking with Real Estate Business at the Professionals Sales Conference on the Gold Coast, Glyn Morgan, CEO of The Professionals, said relying on technology too much - while ignoring the basic skills that have been proven over time - can be a recipe for failure.

“In today’s world, that’s what it’s about - doing all the good 'old fashioned' stuff which we’ve been used to for a hundred years, but it’s also about starting to embrace some of the newer things like digital media, Facebook and virtual tours.”

Mr Morgan said the theme will set attendees up for a successful 2013 and beyond.

“It’s been a fantastic conference, we always get 140-150 people together and not only just gee them up but also make them feel good about real estate and make them feel good about what they’ve achieved," he said.

“And, as always, you try to give everyone some tips to take away and better themselves.

“We’re really going to focus on getting the basics right in both sales and property management terms, but we’re also making sure we educate everyone on the ‘new world’ technology.”

While Mr Morgan said his group had begun utilising virtual tours, he doesn’t believe they will ever replace in-person visits.

“Websites came out in the late 90s but it took a couple of years before people embraced them," he said. "I’m not saying Facebook will eventually be the best place to sell, but we started virtual tours four years ago, which we’ve integrated on top of our core real estate businesses.

“It’s vital not to lose sight of what’s important with all the new hardware and software that pops up everyday.”

Steven Cross

Maintaining a balance between solid and well tested ‘old fashioned’ real estate values and cutting-edge technology is a core focus for one major co-operative group.

Speaking with Real Estate Business at the Professionals Sales Conference on the Gold Coast, Glyn Morgan, CEO of The Professionals, said relying on technology too much - while ignoring the basic skills that have been proven over time - can be a recipe for failure.

“In today’s world, that’s what it’s about - doing all the good 'old fashioned' stuff which we’ve been used to for a hundred years, but it’s also about starting to embrace some of the newer things like digital media, Facebook and virtual tours.”

Mr Morgan said the theme will set attendees up for a successful 2013 and beyond.

“It’s been a fantastic conference, we always get 140-150 people together and not only just gee them up but also make them feel good about real estate and make them feel good about what they’ve achieved," he said.

“And, as always, you try to give everyone some tips to take away and better themselves.

“We’re really going to focus on getting the basics right in both sales and property management terms, but we’re also making sure we educate everyone on the ‘new world’ technology.”

While Mr Morgan said his group had begun utilising virtual tours, he doesn’t believe they will ever replace in-person visits.

“Websites came out in the late 90s but it took a couple of years before people embraced them," he said. "I’m not saying Facebook will eventually be the best place to sell, but we started virtual tours four years ago, which we’ve integrated on top of our core real estate businesses.

“It’s vital not to lose sight of what’s important with all the new hardware and software that pops up everyday.”

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