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The real estate industry is already living in the future and businesses need to shift their thinking to best accommodate it, according to an award-winning agency.
CEO of Buxton Real Estate Nathan Jones said that many agents were using yesterday’s marketing tactics and that the future of marketing was already here.
“A lot of people look at virtual reality as the future; unfortunately, that’s not the future. That’s the now and we are operating in the now and tomorrow,” Mr Jones said.
Mr Jones said that for Buxton, virtual reality was already a big part of the business and would continue to be in the future.
“We are a strong user of virtual reality, so buyers can use this and essentially we don’t want our buyers to have to come to an open house to get basic information. We want our buyers to have 100 per cent of the information at any point in time,” the CEO said.
The marketing strategies are having proven results as Buxton brought in over $4 billion in sales in 2017 and was the winner of the Boutique Network of the Year award at the 2018 REB Awards.
Mr Jones said that the award was totally unexpected and it showed the strength of his generational leadership group.
“Our leadership covers Gen X, Gen Y, Baby Boomers across the board. We have this uncanny ability to work across generations, and because of that, I feel that we are more entwined with what our clients are wanting us to be and what they are wanting us to do,” the CEO said.
The generational group is one of the reasons that Buxton views disruption differently to their competitors.
“We look at disruption as better, easier, cheaper, faster. If that’s the way the world is viewed in terms of what customers want, then we need to be able to move and move quickly,” Mr Jones said.
To move quickly, Buxton developed a dedicated implementation team over the past 12 months that allows all offices to be brought up to speed with all developments.
“When we do have a new process, a new initiative etc, this team takes over and makes sure we implement it over every single office. There are not too many groups that dedicate the amount of resources into implementation as we do,” the CEO said.
Buxton currently has 22 offices across Victoria, and while there are plans to grow, Mr Jones is keen to stress they do not want to grow for growth’s sake.
“We are selective in how we expand. I hate using the term, but it is strategic growth. We want to grow with great people and not just grow for growth’s sake,” the CEO said.
One of the ways of growing with great people was in their training, which Mr Jones said now happens weekly.
“We have started to stream these trainings from one location to all the offices so that everyone can interact and contribute. We film all these trainings so that someone new to Buxton can come in and watch and have access to everything we have done and are doing,” the CEO said.
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