Hiring more staff and buying shiny new toys can be the wrong way to run a digital strategy, according to one software provider.
Speaking at the Annual Leadership of Principals and Property Professionals Summit (ALPPPS) last month, Phil McGuinness said efficiency comes from reduced systems, less licensing and more interactive systems.
Mr McGuinness,the chief executive of Sherlock Software, said principals should be strategic when it comes to integrating new technology into their PM business, rather than using something just because it’s new.
“When it comes to choosing which technology is right for your business, ask yourself: what is the real cost, where is the data stored, how will it create value, how will it impact security, how will it scale with your growth and what is the exit strategy,” he said.
Mr McGuinness also said hiring an SEO expert to boost a real estate agency’s website exposure is too costly when it can be achieved through other manageable means.
One example is for agencies to invest in Google AdWords to drive increased website traffic, while social media can also deliver leads.
“Agencies should be delivering high-value content on a few social media platforms, like Facebook, and get their software provider to automate it,"Mr McGuinness said.
“It’s also important that you have a modern ‘responsive’ website that will work on mobile, tablet and desktop screens.”
Ireviloution founder and managing director Jo-Anne Oliveri said systemising a property management business’ operations is the only way to achieve sustainable success.
“Principals must design every process, document each one, then teach it to their team if they want to achieve service consistency, increase productivity, recruit with ease and ensure their business operates efficiently even when they’re not there,” she said.