One of Australia’s leading groups has invested tens of thousands of dollars in redesigning its e-Sales platform, a bespoke CRM software and one of the first real-time management platforms in the country.
Century 21’s real-time data management offered by the platform has been improved with consolidated workflows for contacts and listings, as well as enriched data integration drawn from multiple sources including the ability to integrate enquiries from Domain.
Other new features include a “smart search” function to allow searches across multiple data points, improved exposure of key data points and an option to view data through charts and widgets.
Data includes website traffic, suburb statistics, comparative sales and rental history, and AVM and CMA models.
Chairman Charles Tarbey said that the changes are designed to let agents keep pace with technology.
He added that real estate agents will not become redundant in an increasingly tech-driven industry — as long as they utilise tech that complements traditional practices.
“Century 21 has made a series of investments focused on enhancing our technology systems so that they are more efficient, opportunity rich and easier to use,” Mr Tarbey said.
“These investments are focused on freeing up time for agents so that they have more time to focus on matters that they deem important, such as meeting with clients or prospecting.”
Mr Tarbey said that the new system is a step forward on the last one.
“Most importantly, the new e-Sales sees a simpler user experience with a fully functional platform available across mobile, tablet and desktop applications.
“We expect that the enhanced CRM will create immediate efficiencies and opportunities for our agents in the field.”
Century 21 is also in the final stages of developing a new customer service platform for its network.
The system will provide automated status updates and email notifications.
“Clients want to know that their requests are being attended to,” the chairman said.
“This new system will see them constantly updated on the progress of their requests, which we believe will be a win-win for both clients and agents.”
The company rolled out Workplace by Facebook recently.
“As a business run by real estate people, we have long recognised what real estate people want and ensure that all [of] our investments are centred around these demands,” Mr Tarbey said.
“While the fundamentals of a real estate transaction are still largely the same, we also understand how crucial it is to exploit new opportunities and adapt to changing trends to ensure our agents have competitive advantages in the marketplace.”
Mr Tarbey said that Century 21 is committed to investing significant sums to ensure that its agents are supported by the right technologies.