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Why big-picture thinker C21 takes a global approach to everything

By Tim Neary
25 September 2018 | 1 minute read

Wherever possible, Century 21 looks to take a global approach to its various real estate projects.

Chairman and owner Charles Tarbey said that as the world’s largest real estate sales organisation, Century 21 is able to utilise its collective resources to help ensure that properties that are listed with C21 attract global interest.

“This is a unique proposition and one that appeals to sellers and helps our agents win listings,” Mr Tarbey said.

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“A buyer for a property in Australia or New Zealand can come from anywhere in the world these days.”

To this end, Mr Tarbey said that traditional real estate skills, like negotiation, will play a larger role in successful transactions.

“With this in mind, we have been increasing this type of training to ensure our offices are well equipped to deal with the changing market dynamics.”

Mr Tarbey, a believer in the benefits of technology, feels that too much reliance on it might undermine the ancient agent art of negotiation.

“What all of us have been calling disruptors, I have chosen personally to look at it as constructive evolution,” the chairman said.

Mr Tarbey said that the real estate model has not changed to take full advantage of the current tech opportunities.

“I started to understand that as an industry, we were not in line with other industries. If we were able to just get the listing rather than going out to create the entire concept to get the listing, then I believe our business models would be far more efficient.”

Performance

He said that getting (or losing) a listing is often based on how well or poorly the agent is performing on the day — but it doesn’t have to be.

“I believe real estate practitioners have the opportunity to utilise technologies to enhance their presentations in real time and deliver to a seller real quality information, rather than a presentation based on a sales pitch.

“The least amount they say, and the more work technology does, I believe the better.”

But the chairman said that tech will never trump the personal the art of negotiation.

“Building the relationship between the buyer and the seller is absolutely critical.

“Areas across Australia are starting to recognise the fact that their vendor communication levels are far more important and the ability to bring the buyer and selling together is required. A lot of that negotiating platform has disappeared and what has taken over is emails and phone calls to buyers and sellers negotiating without any connection or any relationship.

“Putting in a negotiating platform that is electronic doesn’t bring into play people’s angle or views on each other because it’s completely anonymous.”

Why big-picture thinker C21 takes a global approach to everything
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