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Technology
Business
Justin Lau
Justin Lau

Concrete Analysis | How real estate agencies can successfully implement digital transformation within their organisations

  • The digital transformation effort is most effective when it is embraced at different levels of the organisation, with support from different departments
  • Companies need to reassure agents that technology will complement their work, giving them more time to nurture clients

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It is important for real estate agencies to choose technology that makes agents’ lives easier and help them view it in action through comprehensive training. Photo: Nora Tam
Justin Lau
The increasingly stark need for a flawless and efficient digital environment has led many real estate agencies to accelerate the adoption of several diverse property technologies. However, many of them often encounter low take-up rates among agents, making their investment in proptech unproductive.

The ultimate success of technology is determined by how well organisations present and adopt it from the get-go. For agencies to see a tangible return on their digital transformation efforts, they need to create a holistic digitisation strategy that incorporates new digital work practices into the processes, workflows and, most importantly, the overall culture of the company.

Developing a companywide digital culture is of utmost importance for a successful digital transformation. This effort is most effective when it is embraced at different levels of the organisation, with support from different departments.

For example, it is the chief information officer’s role to spearhead and implement digital strategies to engineer the transformation. The chief marketing officer can assist in this process by optimising the digital branding of the company and helping agents personalise the customer experience.

Organisations need to reassure their agents that technology will complement their work, allowing them to have more time to nurture clients. Photo: Xiaomei Chen
Organisations need to reassure their agents that technology will complement their work, allowing them to have more time to nurture clients. Photo: Xiaomei Chen

For best results, organisations must consider how they can actively involve agents throughout the transformation. If agents participate in the strategy by identifying ways to digitalise common workflows and enhance their capabilities, they will gain valuable understanding on why the change is happening and will be more likely to accept and adopt digital transformation.

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