INTERVIEW
Al Chetwode Commercial Director …who says “Integrated data is king.”
A conversation with D
iversification is definitely the name of the game in the property business these days. When sales fell off the side of a cliff as the recession took hold, many estate agents, previously focusing sales – and only sales – realised that
to survive, they might have to consider offering lettings. Others joined auction networks, and some also got involved with block management; while the purists shuddered, the bold moved forth. And they have not only survived but they have thrived. But there are complications. Many large estate agency groups say that they have difficulty tracking the overall performance of their combined residential, lettings and block management businesses, making strategic decisions more difficult.
PROPERTYdrum Editor, Sheila Manchester, met Al Chetwode from CML Software, which supplies enterprise software provider to blue chip property companies, to discuss.
Agencies with multiple branches, offering a range of services across different market sectors, need an excellent Management Information System (MIS) to cope with increasingly complex data, says Al. “All too often, CML sees potential clients with data held in disparate databases which immediately constrains data gathering and analysis capability. In the residential sector, the ability to see performance statistics from across the branch network analysed in a standard format and in real time is critical to effectively manage branch performance for the Lettings and Sales Directors. “Branch Managers too must have access to similar Key Performance Indicators (KPIs) for individual teams and negotiators within the branch. The MIS must also deliver the ability to ‘drill down’ so that performance can be identified at a summary report level and then can be quickly interrogated by management to identify the cause of below par performance, thereby enabling swift corrective action.”
SM: “Monitoring performance in changing markets must be very difficult when you don’t have all the information to hand; like making a jigsaw without the edge pieces.” AC: “Yes. If management can’t see the business as a whole in real-time, it is
impossible to make quick decisions to shift the emphasis of the business to meet market conditions, as well as making the most of the opportunities that present themselves day in day out. When speaking with potential clients, we too often hear that there is not only a duplication of resource across
24 JULY 2011 PROPERTYdrum
branches and there are duplicate records for clients across lettings and sales and little holistic knowledge of clients, which means that the business isn’t making the most of every client interaction. “Separate systems can lead to missed opportunities to cross-sell
to clients. For example, when a client is purchasing a home in one part of the country, they may well be wanting to either sell or let the property that they currently live in, which may be in a different area to where they are buying. Unless you have a joined up business, both geographically as well as across the sales and lettings systems, these opportunities may go missing”.
SM: “And it’s not just that, is it? It must waste money if agents are running different systems.”
AC: “Yes it does, agents should definitely be aware of the potential high costs associated with running disparate sales, lettings and block management software. There may be an opportunity for agents to reduce costs by centralising some roles that are performed in each branch.
“A joined up enterprise-wide software solution facilitates, for example, the property management function to be performed by staff either in the branch offices or through a centralised back office function. This leads potentially to more efficient use of staff and an overall reduction in staff numbers. Similarly, lead management could also be centralised through to a specialist team aimed at maximising business potential. “With the right MIS tools in place, such as an integrated front and back-office solution for sales, lettings, property management, client accounting and block management, agents can have powerful management information at their fingertips in real- time, enabling them to better manage and thereby improve the profitability of their business.”
SM: “It sounds like an MD’s dream!
Presumably, your new software juggles all this data and provides a clear view of the business, all in one place?”
AC: “Indeed! CML Software has recently launched Radar, one of the UK’s first enterprise level front and back office software systems for both the residential sales and lettings disciplines, and the only system, we
believe, to combine this with block management, service charge accounting and an embedded property Terrier functionality. This new enterprise software has been designed for multiple branch residential agency businesses and specifically to meet the
With the right tools agents can have powerful management info at their fingertips, in real time.’
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