YOU’D BE HARD PRESSED to interact with any major service provider these days without being presented with some kind of digital offering as part of the ‘customer experience’. Lisa Claes explains how to join the digital revolution and reap the benefits for your agency.
Whether it’s online shop fronts, downloadable information or mobile apps, digital technology has progressively filtered its way into our lives, shaping the way that we connect, communicate and operate.
No sector is immune to its influence, and it is now commonplace in many industries to enable them to be smarter at marketing to existing and new customers.
While the thought of increasing digitalisation in the real estate space may rattle some of you, my advice would be: don’t fear digital. Instead, channel your efforts into determining how you can leverage it to enhance your service proposition and deliver value for your clients. In addition to valuable insights you will find on the following pages, here are three ideas:
LOOK BEFORE YOU LEAP
If you’re in unfamiliar territory, start out slowly and take a ‘test and learn’ approach, perhaps focusing on one or two digital plays to complement your existing efforts. Initially, this could be as simple as trying video consultations via mobile, or integrating basic educational tools onto your website.
Think about it from your clients’ perspective – how can you make life easier for them? Digital doesn’t have to be complex to be effective.
KNOW YOUR CUSTOMER
Digital is a powerful enabler, and it can be easy to get caught up in the possibilities it presents. But remember to keep sight of the reason you’re on the digital path – improving the client experience, whether that’s in marketing, sales or service.
Talk to your clients, listen to their feedback, and understand what value means to them. Then you can tailor your offering to specific needs.
Digital is only one part of the equation; demand is still out there for traditional channels, as well as a hybrid approach. Harnessing client insights will help you carve out a proposition that can readily be adapted and tailored to the needs of the individual or a market niche.
STAY AGILE
Finally, remain agile in the face of change. The environment we’re operating in is constantly and rapidly evolving, and requires a flexible approach to forward planning. Keep on top of customer, market and technology trends, review your offering regularly and be prepared to adapt as necessary to stay ahead of the curve.
Digital and big data may feel like unfamiliar territory initially, but it won’t stay that way for long. Once you learn to navigate the waters, you’ll be well positioned to take advantage of the myriad opportunities on offer, simultaneously delivering long-term benefits for your business and for your clients. n
Lisa Claes is the Managing Director of CoreLogic Australia/New Zealand.
