Sales technology is only as good as the data is has, but smart sales technology can make or break a deal.
Sales technology is becoming integral to the closing a deal. It can answer a range of questions about the neighborhood, demographics, pricing patterns and investment activity. Sales technologies include communication tools, AI technology and machine learning. Some companies have been slow to adopt these smart technologies, but Roy Dekel, CEO of SetSchedule, an Orange County-based real estate technology firm, says that companies without technology will face growth challenges.
“Any real estate company not utilizing technology in their marketing is missing a great opportunity to field clients and build their pipeline,” Dekel tells GlobeSt.com. “Even the old fashioned way of holding open houses, to find customers in the market to buy, are at a disadvantage without tech. Technology enhances the tools already at a real estate agents disposal.”
Real estate is the perfect industry for technology disruption. Data is an integral part of the deal process. “Data is ingrained in every aspect of the sales cycle—from finding a customer and nurturing the relationship to closing a deal,” says Dekel. “When looking to price or make an offer on a home, you will need to run an analysis on active and sold properties in the neighborhood. You may want to see what the original loan was the homeowner took out or the history of the home and neighborhood.”
In the end, the technology is only as good as the data that it has. Some companies are using “dumb” sales technology, and as a result, they are missing opportunities. To ensure that a company is using smart sales technology, it must update it frequently and work closely with a data company. “If the company has developed their own software, they should work to update this constantly,” tells GlobeSt.com. “If the company has partnered with other data enrichment companies, they should see updates several times a year. The fastest and easiest way for real estate companies to smarten up sales data is to partner with a data company that provides the tools they need.”
SetSchedule develops technology solutions for real estate companies, and these tools can help to guide prospective buyers through digital tools, offer transparent information and help to track prospects. “CRMs allow you to keep on top of the sales process, so opportunities never fall through the cracks,” adds Dekel. “Lastly, lead generation through technology is a cost-effective way to get in front of your potential and relevant customers. This could be websites, pay per click advertising, lead purchases, or bulk data purchases. If you are not utilizing these tools now, I have to say, you missing an opportunity to work smarter.”
By: Kelsi Maree Brown (Globe St)
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