professionals are more than experts about the properties they represent and the
clients they advise. They are also champions of technology, advocates for new
tools and resources to elevate their online visibility and more effectively
market to prospective buyers and sellers.
To do that job well -- to have a distinctive
website, one with its own high-quality design and easy navigability, which
simultaneously captures data about individual clients -- traditionally requires
a substantial investment in multiple developers, programmers, analysts and
For it is that very job,
with its emphasis on personalization (each site should have its own identity
and messaging) and scientific marketing (every professional should lessen the
scattershot approach to communications, which is costly and hard to evaluate),
which promises to transform the real estate industry into a more targeted and
Gone will be the hit-or-miss approach of TV
advertising, billboards, radio spots, flyers, magazine inserts and mailers that
are as expensive in price as they are incalculable in their collective
influence. Gone will be the cut and paste style of website templates that make
each real estate professional look like a generic version of one another, as
this business depends on the skills -- and character -- that every executive
possesses. Banished amidst all this detritus and worthless paper will the
orderly arrangement of digital files, calendars and systems.
This transformation is part of a much broader
phenomenon, where the "democratization of data" will enable real
estate professionals to have a much better sense of the interests, search
terminology, queries and locales of potential clients throughout a city, county
I offer this prediction -- no, I present this
current reality -- based on my role as Founder of Ocoos, where I
provide real estate professionals (and leaders from other industries) with the
liberty to build their own websites, oversee real-time traffic and better
appreciate the analytics of the Internet in general.
The benefits for this audience are several:
The consolidation of so many services into the "three M's" of the Web
(management, marketing and mining) unleashes access to options and information,
which were once the exclusive province of Fortune 500 corporations and
This ability to streamline administrative
duties, or to have a virtual concierge oversee the entire spectrum of online
responsibilities, means real estate professionals can spend more time with
their respective clients; it means they, the men and women who pride themselves
on their availability and individualistic approach to working with buyers and
sellers, can prove -- in words and deeds -- that they are, without a doubt, the
trusted leaders they purport to be.
Intelligent and Informed: The Rewards of Technology
The overarching theme to this discussion is
about the value of market intelligence and relevant information.
These assets are the true rewards of
technology, in which a real estate professional can confirm that a specific
service makes his or her job more productive; that a trio of offerings are just
the beginning of a more global revolution involving the analysis of material
that will make messaging more personalized and marketing more professionalized,
so to speak.
The latter is the essence of the way real
estate executives will review -- and seize the opportunities related to --
cultivating existing client relations and establishing a bond with new
From there, we will see a more adept group of
real estate professionals: Men and women, empowered by data, to remake their
industry for the better.
This event redounds to the good of all, for
the sustained betterment of every client and executive, now and forevermore.