Ensure you never miss an issue of the
real estate business bulletin
Agencies that ignore consumer privacy will pay

Agencies that ignore consumer privacy will pay

by Simon Parker 0 comments

Agencies that continue to market to consumers without their prior permission will encounter increased resistance in the coming year, a real estate consultant has said.

Agencies that continue to market to consumers without their prior permission will encounter increased resistance in the coming year, a real estate consultant has said.

Speaking with Real Estate Business about the key trends likely to impact agencies in 2013, Ian Campbell, director and principal analyst at IC Growth Consulting, said privacy concerns would become more pronounced next year as more agents look to the internet and social media to generate business.

“Probably my biggest concern for 2013 will be … privacy,” he said.

“It’s becoming the number one issue for consumers in the future. The internet, social media, has brought privacy awareness, or the awareness of how do I protect my anonymity in cyberspace, much more to the fore.

“We’re already seeing signs of it. The Victorian government introducing legislation which took off vendor names from the government data. That’s just the beginning."

Mr Campbell said agencies who ‘churn and burn’ their local markets will be the losers as consumers make their displeasure known.

“In the past the real estate agencies, particularly the ‘churn and burn’ type agencies, have done everything in their power to try … and invade [consumers’] privacy. They’ve used marketing databases, they’ve used everything they can get their hands on to do that.

“That, as a commodity, I think will disappear. Consumers will drive that. They will start to frown upon anyone that starts using their private information without their permission. That kind of activity I think will separate the good agencies from the bad.”

“Bad agencies will waste a lot of time and money, and will churn and burn their markets if they continue to go about non permission-based marketing techniques versus agencies that really engage, get permission and add value.”

“Spam needs to go.”

Only recently, prominent industry trainer Peter Gilchrist, lamented those agents who continued to undertake letter box drops and door knocking for business.

“Who wants an agent knocking on their door,” he asked. “I’d rather have Mormons knock on my door. You’re an agent, no one wants to be your friend.”

Mr Campbell added that savvy agencies will combat this phenomenon by spending more time ensuring their buyer database is up to date and accurate.

Agencies that ignore consumer privacy will pay
lawyersweekly logo
promoted content
Recommended by Spike Native Network
Listen to other installment of the Real Estate Business Podcast
reb top 100 agents 2017

The REB Top 100 Agents ranking is the foremost ranking of agents in Australia. It has set the bar for excellence in Australian real estate. To be ranked as an REB Top 100 Agent is the standard real estate professionals strive for. See the full 2018 ranking here!

featured podcast

featured podcast
The difference between an average agent and one who dominates

McGrath Crows Nest’s Peter Chauncy is number 10 in this year’s REB Top 100 Agents ranking. Peter, however, is more likely not surprised ...

View all podcasts

Would you consider working for Purplebricks or a similar 'DIY' model?

Yes (7.2%)
No (80.9%)
Perhaps - make me an offer (12%)

Total votes: 209
The voting for this poll has ended on: July 13, 2018
Do you have an industry update?