Posts Tagged ‘Technology’
Over 300 Ray White New Zealand Members have attended the 2014 Ray White New Zealand Technology Roadshow series – run by Keith Ashkettle, Head of Technology at Ray White New Zealand, and Adam Campbell, Technical Director of MyDesktop, over the last two weeks.
The companies adoption of Google, and Google platforms, including Google Communities and Google My Business, were discussed as were mobile technologies and advancements in this area. Interestingly projections indicate we are soon likely to see mobile web access overtake desktop internet usage worldwide. With populations becoming more mobile, and more and more people having access now to mobile devices (with other reports from ITU Wolrd Telecommunication showing mobile penetration within 5% of the actual world population) this is an important area, and one in which Ray White remains active in investigating and advancing.
Ray White’s presence on TradeMe Property and Realestate.co.nz websites was discussed in length- as Ray White offices continue to lead the way in the adoption of Feature Listings on TradeMe.co.nz (over other agencies advertising on the site). Statistically, Feature Listings lead to far higher page views and enquiries for the property being advertised – resulting in more enquiries on the property. Interestingly too in April 2014 54.2% of browsers to TradeMe came through to the site via a mobile device. As online industries and consumer review sites, such as Yelp.com, gain further traction in an online space Ray White’s impressive Customer Service Satisfaction program was reviewed.
Facebook targeted advertising has been another area online marketing tool trialled by various Ray White offices. One Ray White Richmond Facebook ad was reviewed – the property receiving 1121 office website hits – almost 4 times more enquiry in it’s 3 weeks of marketing compared to a similar property the office had had listed and which had been on the market for more than 3 months! These statistics could be visually compared in Ray White’s internal MyDesktop System – and were supported by Google Analytics reports from the office.
Vanessa McKenzie, Co-Director of Ray White Whangarei, who attended the first session held on 30 June for the Ray White Northland Zone commented that “One of the things of most interest to me was the discussion around capturing the attention of a passive buyer and how to interact with them online – both on Google and Facebook, and Keith’s case study of this initiative – highlighted to us the simplicity and effectiveness of these tools available to us.
“We already encourage, and actively attend, the online webinars to our Whangarei, Bream Bay and Tutukaka teams, and the individual salespeople who have adopted the regular learning sessions have shown growth in their business – but it’s great to come together in a training format such as this – with other Ray White team members – to both learn and share ideas.”
Video marketing is one area in which Ray White are increasingly active – currently offering free video for every property listed, and with recent video views on the companies YouTube page exceeding 2 million, Ray White agents and offices continue to adopt and employ advancements in this technology. “This is impressive when you consider that people only generally remember about 20% of what they hear, 30% of what they see – but people generally remember 70% of what they see and hear – which is the case with video content.” says Keith Ashkettle.
At the 10 roadshows run over the two weeks, Adam Campbell presented a range of new technologies, integrations, reporting tools and options for the Ray White Group in MyDesktop, and Ray White’s Digital Marketing Packages were presented to our Group – for our agents to utilise for their vendors. “These technologies provide extra depth, and additional value to our agents and offices. We look forward to implementing them in our business” commented Vanessa McKenzie upon conclusion of the Roadshow.
Once seen as a novelty, digital signage has proven to be an effective way to capture and convert the attention of potential buyers, and one which Ray White New Zealand have adopted with great success nationally.
Creating the overall experience for customers is now recognised as one of the most important means to encouraging customer enquiry and in-store service. Whether it is selling low cost products, informing customers who are looking to make informed decisions, or to advertise product in great quality – “establishing a better overall client experience is hugely important for small and large businesses alike.” says Grant Verry, Sharp New Zealand‘s Divisional Manager who supplies digital screens to Ray White offices across the country. “A recent study of consumers’ retail preferences by design consultancy Dalziel & Pow recorded that ‘lack of atmosphere’ is the most common reason for shoppers’ dislike or avoidance of certain shops. The report also suggests that customers are attaching increasing importance to the overall brand experience in store” says Mr Verry.
“Ray White offices continue to gain a competitive edge in a crowded market by utilising these digital displays with great success for our customers” says Keith Ashkettle, Head of Technology for Ray White New Zealand. “Digital signage allows our Ray White offices to not only establish a premium quality client experience, but also allows our clients to present their properties on the highest quality marketing platform.” Interestingly IBM research shows that customers are 10 times more likely to observe dynamic, digital signage than static, so it is not surprising that the global market for digital signage is estimated to grow each year until 2020 by 8.94% (according to Marketsandmarkets.com).
Sharp New Zealand have been a long advocate of digital displays, and have now installed a range of digital display solutions for Ray White New Zealand office since their first installation in Ray White Newmarket (pictured above). Further Ray White offices to have adopted this technology include: One Tree Hill; Mount Albert; Takanini; Forrest Hill; Sandringham; Royal Oak; Wanaka; Shirley; and Manly – with Ray White’s newest offices Merivale and Mangere Bridge also looking at installations.
There are a range of benefits to our offices of this agile content management system offered by digital signage. Digital signage allows a greater amount of information to be displayed than print, and is generally more cost effective (for both the business and the vendor) than many other forms of advertising – but it is flexible too. Content displayed can not only be updated from a single source quickly without needing to be printed, but the message that is displayed can change at different times throughout the day.
While the retail sector already utilizes this technology at the time of purchase, Sharp is also noticing specific advantages for their real estate clients. “The digital displays provide a unique value to a vendors marketing. – At the end of the day the company who can provide the greatest value for a client often secures the listing” says Joshua McKenty, Sharp New Zealand’s Brand & Communications Manager. “Digital screens allow Ray White’s content and quality of brand to be seamlessly distributed through the company’s existing content management system – Which helps create a consistent and high quality experience for not only our customers, Ray White, but also their clients and vendors.”
“Value for a property seller will generally come in two forms: monetary and emotional. Starting with a personal example of emotional value, my Grandparents recently sold their home of 30 years – an extremely difficult decision for anyone that has owned a home for that long. Their property (by chance) was displayed by a real estate agent utilising high quality digital screens. While the house sold at a great price, the one thing they couldn’t stop talking about was how proud they were of the way their property was displayed. The value for them was being able to display their home with amazing quality.
On the other hand, we are hearing from our real estate customers that they are achieving higher sell prices which they attribute to displaying listings via this technology. The proof of impact for us is observing the digital medium generating greater interest in properties, which ultimately results in higher prices and a faster sale” adds Mr McKenty.
This week Ray White New Zealand are proud to recognise 10 years service by Keith Ashkettle, head of Ray White New Zealand technology. Keith started 10 years ago this week and has played a leading role in the success of the Ray White Group’s technology position today. Over the 10 year period consistent and ongoing first mover advantage has been undertaken by Keith to put the group in what is known today as the most advanced position in the technology space of real estate groups generally.
Late in 2004 the first movement towards collective software was undertaken by the group in New Zealand as a leading example for real estate groups across Australasia. We deployed in partnership with Online Solutions a general software system which allowed our business to be viewed agency to agency and fundamentally gave advantage to salespeople to be able to view property across a broad geographical spread, which allowed buyers to be introduced to properties in real time through direct member contact and auto-feeds. Building on the group’s individual website platform, individual agent platforms became pride of place in our group during 2008. It was introduced alongside Ray White taking up a full upload position with Trade Me as one of the first group’s to understand the value of online lead generation and the importance that was placed on this by clients and customers.
A further advancement in 2009 saw the group join MyDesktop with integrated fully functional real estate applications including CRM, buyer matching, property marketing and works towards the concept of one piece of data being relevant across all value pieces within an individual salesperson’s contact base and more broadly, the agency’s wider community database.
Applications Keith has been responsible for include school zones, walkscore mapping, slide shows, customer satisfaction and the recently introduced video policy which provides the capability for all Ray White marketed property to be shown via the Ray White You Tube channel which gives purchasers a unique experience of every property they view.
Carey Smith, Chief Executive of Ray White New Zealand, said “Keith Ashkettle’s tenure with the company continues to allow us to be known for our industry leading position. Loyalty and consistency are two of the attributes which business thrives on and Keith has been able to demonstrate this with the Ray White Group at outstanding levels. His ability to adapt and implement change is at the highest level, even when he is urging progress ahead of the pace of change. Keith is a true example of a leader within his own field that adds not only value to Ray White, but also to all of those who engage with the Ray White Group from partners to suppliers to clients and to our own Ray White New Zealand team.”
“We wish to thank Keith for his continued service to Ray White and congratulate him for his 10 year tenure thus far with the Ray White Group.”
The Ray White Group through National Training Facilitator Patricia Love, has this week released the national Sales Ignite programme specifically designed for Ray White members which focuses on skills, activity, performance and technology.
This week the three day course was facilitated by Rae Beale, Central and Lower North Island Business Performance Manager in Hamilton at the Ray White office. Attendees came from as far as Wellington and the East Coast as well as through the Central North Island.
The Sales Ignite programme is presented on a technology platform which allows the facilitators to provide an interactive environment for Ray White members to discuss each of the modules. It covers topics such as building trust, being involved with local communities, supporting relationships and how to apply skills to provide value to clients and customers.
Rae Beale said “The Sales Ignite programme provides an outstanding overview of the fundamentals of real estate and how to provide exceptional service while building on individual performance.” She went on to say “The first presentation of Sales Ignite was exciting for our group and the programme being held over three days has been well received by the attendees, who will now be able to put the Ignite programme into practice through their individual businesses.”
The Ray White group in New Zealand is considered to be one of the leaders in the property industry; currently transacting $4.7 billion worth of property sales per annum through 131 franchise offices. In addition to this we manage over 14,700 properties and are involved with our financial division branded under the Loan Market, who facilitate over $1.2 billion in annual lending through a broker team of 35. We also provide investment, commercial and rural services into the market place.
The position of the Business Performance Manager will be primarily to service the needs and requirements of our South Island group members; which involves a focus on recruitment and the development of assigned offices in our network. The position has three key elements being that of relationship management, business management and administration tasks. In the area of relationship management you will be involved in the development of strategies for recruitment; conduct regular analysis of assigned Ray White offices; establish a mentor relationship with our Elite sales members, respond to the needs of our network owners while assisting in the changeover, sale and growth of our agency business. In the business management area conduct regular assessments and implement growth plans for our principals in agency and Elite sales members; have an understanding of our company’s technology and intranet systems. The day-to-day tasks – expand for more
Ray White New Zealand is pleased to announce the launch of their new version of their national website www.raywhite.co.nz. The website represents the latest in integrated technology and property marketing. Many of the features that are available within the website are industry firsts which will assist property sellers in ensuring that their property is displayed at its very best.
The front page of the site provides easy navigation throughout New Zealand and is broken up into regional areas. The search function is enabled through any word, sentence or property ID number and this includes Find an Agent. The advanced search function is enabled through all divisions of properties for sale together with properties for rent by region, city and suburb. The number of bedrooms and also price will return a user-friendly search.
Please click to see our most viewed Property in the last 12 hours
Within the individual property display the site opens up to having a slide show or a gallery photo selection. The description of the property is linked with features and open homes, which can be added to the majority of electronic calendars. Floor plans, video tours and location maps all sit within the individual property page; while one of the new areas that have been introduced for each property is community information which provides a summary of social and economic data for each area in comparison to a city and New Zealand. This includes information about occupation, age distribution, household income and the number of residents per property. Another feature which are available for each property is local school zoning. This is shown on a map where the property is located and then each school in green returns the user the zone of that school and also other schools located close to the property but however are not in zone. This is a first for any real estate company to deliver such rich information for the user. In additional the site offers automatic real time translation in 51 different languages.
Keith Ashkettle, head of Ray White New Zealand technology, said “The site development has been in progress for close to 12 months and we have worked with property owners, salespeople and business owners to ensure that each of the stakeholders in our website are served with the greatest outcome to enhance the user experience on our site.”
Carey Smith, Chief Executive of Ray White New Zealand, commented that the Group has always had a strong emphasis on technology. “The delivery of the new national website together with our local websites is a demonstration of our commitment to online marketing. The applications that we have within our website allow the user to build up a lot of information, not only about the property but also the community. We understand that buying a property is one of the, if not the biggest, commitments that people make and also when they come to realise the sale of that property, that they also want to be giving the benefits of the area as well.”
The Ray White NZ national website currently has 14,400 properties available for sale or for rent. The Group has recently enabled 136 local websites which are built on local community information. The national and local websites are enhanced by our Group’s online presence through Trade Me Property, realestate.co.nz and raywhite.com.