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Agents are being urged to embrace modern technology, with the use of big data helping them become more efficient, a proptech expert has said.
In a conversation with REB, Di Jones CEO Rob Ward explained how he is able to connect buyers and sellers more efficiently through the use of data.
“What we do is we get the insights from the data to see where we need to open offices to connect the dots,” Mr Ward said.
“We’ve recently opened Di Jones Pittwater, with the office based in Mona Vale, and that’s predominantly come because we’ve recognised that people move from the upper north shore to the beaches.
“So, it makes sense for our vendors in the beaches to be able to market their properties back through our database of owners in the upper north shore.”
Mr Ward told agents that through the use of clean, segmented data, he is able to align buyers and sellers.
“For example, a property in Bayview worth between $3 million and $4 million might statistically have a large portion of buyers come from the upper north shore,” he said.
“So, what I’ll do is pull out our ownership information and I’ll target ads to them using our Magnify tool.
“I’ll also be able to pull out data on anyone who has enquired about a property between $3 million and 4 million, anyone who has inspected a property, anyone who is a buyer match in that price range and a lookalike audience based on the demographics of those people.
“It gives us a high strike of potential buyers for the home.”
While still using traditional agent tactics including calling potential buyers, Mr Ward explained it is just a way to improve the customer experience.
“I think the technology is there to enable agents to do more of what they are good at and less of what they are less good at,” Mr Ward said.
“If I said to an agent, ‘Bring a list together of potential buyers from all these different suburbs in Sydney’, they might not know how to do that, or if I said, ‘Make sure you respond to all your enquiries within four minutes’, it might be the best use of their time.
“So, what we do is build technology that allows agents to be more productive. I want agents spending more time on the phone building relationships and trust with consumers. It’s about putting more people in front of them who are more likely to transact with a property to help them perform better.”
The results have seen Di Jones achieve a record in August, transacting 82 properties worth more than $184 million while also receding vacancy days.
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