Here’s What the Marketing Disruptions of 2018 Actually Look Like

Blog post by Lindsey Imperatore, Director of Marketing at The News Funnel

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It’s no secret that some commercial real estate agencies need to freshen up their marketing and bring it up to speed in the technology department. The commercial sector is more data-heavy, but there are actually a lot of opportunities to introduce software to aid in visualizing and explaining details, despite being marketing disruptions.

The Role of the Real Estate: Redefined

Technology is rocking the very foundation of the role agents play in real estate.That’s insane! Now it’s possible for any old Joe to make a purchase without an agent. With the online (and publicly available) database of listings, the need for agents has virtually vanished. Automation and technology will close forty-seven percent of jobs in the coming years. But eighty percent of agents say they feel safe (at least for the next fifty years anyway) because there will always be that one thing a robot is missing...

The advantage of human interaction is a personal touch no automation can replace in any business. Agents need to capitalize on their expertise and prove it is a beneficial investment. They don’t spend their days behind the screen. They shut their laptops and hit up the town to meet people face-to-face. That alone is priceless.

Location Impact

The real estate industry is so organically tied to location. But the fundamental concept of location is changing for many buyers across the industry. People are approaching properties with a wishlist completely defined by the influence of the internet. The internet is keeping a lot of people at home these days. Companies employ remote workers or freelancers to save money on office space. Shoppers don’t put so much of an emphasis on brick-and-mortar properties because they can find it all online.

This is old news by now, but think about how this shift is impacting commercial real estate sales.The technological disruptions happening in in the real estate sector are going way beyond sales. It’s changing the operations of communities. With fewer people shopping, commuting to work, and spending time outdoors, the flavor of local communities has the potential to go stale.

Augmented Reality

Eighty-seven percent of buyers say photos are the most important factor of an online listing, followed by information, interactive maps, and virtual tours.

There are developments that expand the onscreen walkthroughs. Augmented reality superimposes computer-generated input like sound or video onto a live view of the physical world. It provides more information layered on top of a real-world view. From 2D to 3D views, this technology has the ability to cut away sections for better, more interactive, viewing.

The technology is pretty sophisticated, but companies are already working towards improvement. AR has not yet infiltrated the market, but it’s on the brim. We imagine this technology will be most valuable for clients working with architects and builders to guide their final vision of the building.

Technology isn’t going to slow down. It’s set to high gear and will radically transform the profession and the industry as we know it. To remain relevant, agents must adapt to the times. Those willing (and with the budget) to adapt will increase their business capabilities and offer unlimited possibilities.


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