SOFTWARE REVIEW
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Some other agent demands are more in line with what you might expect from sales agency software – for instance the demand for mobile connectivity and web access. Nigel Stanley says that some of the demand is led by a desire to keep up with the Joneses in the technology stakes, rather than by real business benefits. “The independents tend to follow the big boys – a lot of them want SEO, social media and iPhones. A lot of the time they’re doing it without really understanding why” He believes iPhone and iPad
applications could be a flash in the pan for many lettings agents. On the other hand, he says, the
cameraphone enables one technology that has massive potential – QR codes. Put one of those on an agent’s board, and someone passing can take a photo of it, the phone’s software will recognise the code, and he or she will be directed to the right web page for the property.
Mark Howlett also thinks some iPhone apps are overkill. The real killer application in this area is not marketing properties to consumers over mobile, but using
handheld devices for communication to suppliers within the software system. Propco allows the agent to build up their supplier database within the
software; it can identify suppliers through a vendor database, according to their skill sets, service types, and
geographical area, and
seek a supplier who can do the job, get a quote or give the instruction, which
suppliers can access online through a handheld device. “Am I going to make more
money in the long run by letting
someone see a house in Berkhampstead on their iPad,” he asks, “or by dealing with all my suppliers on their iPhones, making a regular saving for efficiency? And if I’m putting £60,000 worth of business their way, I’m going to get a better deal and improve my margins substantially.
One area that hasn’t advanced in lettings
as much as it has in sales, though, is cloud computing. Nigel Stanley says EstatesIT has launched a hosted solution – but he suspects property management agents “want a box under the table that they can kick”. Metaphorically, one would hope. But he believes lettings agents are getting
far more sophisticated in their use of the software – and that they will continue to make greater demands as competition begins to bite. He cites the example of one agency which had been talking about investing in software for years, but was galvanised into action when Foxtons moved on to their patch. “Rivals like Foxtons really focus them on
their marketing and systems. Until you’ve got someone as predatory as them putting the pressure on, you can put it off until another day. Competition focuses minds much more than the market going down – and much more than anything else does, in this business.”
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www.letmc.com PROPERTYdrum JULY 2011 57
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