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Jul 31, 2019 9:35:16 PM

Is WhatsApp changing real estate?

Topics: Technology, Richard Gray, Harcourts South Africa, Real Estate 0

As new technologies and improved systems are perpetually introduced into our modern business environments, innovations in client communication is undoubtedly at the forefront of this rapid evolution. The real estate industry has experienced a flurry of new concepts and advancements in the past year especially with regards to agents having to incorporate real time communication tools into their daily practices.

We're seeing an increased demand by clients to communicate with our agents and staff in real time which has resulted in a growing expectancy for instant feedback. This means that phone communication applications, such as WhatsApp, are fast becoming the primary communication tool for clients.

So too, these applications have become part and parcel of the marketing process as many sellers and landlords expect the  agent to harness their database to effectively market the clients property to an instantaneous audience, and rightly so. There are agencies in the UK who credit almost eighty percent of their deals now being finalised through WhatsApp and other social media communication platforms.

The integration and feeding of saved contacts and social media connections to a singular mobile device has propelled client service into the spotlight and the necessity for agents to be trained and educated on continuous feedback and prompt customer service. 

Many of our agents are now introducing WhatsApp marketing plans into their mandate  strategies. There are without a doubt many advantages to these applications these applications. They are very user friendly when sending media such as videos, photographs and embedded links to inquiring clients, which make them perfect for real estate communication. The WhatsApp status for instance allows agents to market homes to a growing mobile database without contacting prospective buyers individually. This strategy is becoming very popular on multiple platforms as a subtle non-invasive arm of a real estate marketing plan. 

With WhatsApp being owned by Facebook and Instagram it is no wonder this tool has the ability to cross pollinate communication and diversify it into a multi pronged communication force.

It certainly is exciting times and at Harcourts we embrace innovation, especially when it benefits our clients. Our marketing plans are always evolving to include new digital strategies to ensure our clients needs are met and that we are effective in implementing our strategies.

Statement by
Richard Gray
Harcourts Africa Chief Executive Officer