Using tech to give homebuyers a more active role in the purchasing process

The space has become quite crowded and when clients are looking at projects or solutions, it’s hard to compare apples with apples, because there’s almost no norm,” says Peter Rogers, founder and managing director of Como London, which provides a bespoke content management system, allowing clients full control of assets.

It’s one of the only assets they might have that’s always up to date with the latest marketing content, because they’re able to control that via our back end,” Rogers says. “The other option we offer is, after a presentation, the salesperson can send a bespoke web-based link to a prospective customer. They can then track individual analytics, so when that client or prospective buyer is next online or calls and says, ‘I’m only interested in two beds rather than three beds now’, the salesperson can update that link and it’s instantly available for that buyer to access. There’s no need to send a new email or send out a new brochure or floorplan because that all happens in real time.

The real estate market has always taken a traditional approach and not given full access to buyers to make their own decisions, and this is a halfway house. You can share things with a buyer that you’ve discussed with them, but they might not be able to access all the information available on that development unless and until the marketing or sales team tick a box in our CMS and release more information. It’s a controlled way of giving buyers what they want, without saying here’s everything all at once.

More clients are seeing the value in CMSs and analytics, says Rogers, noting that there are opportunities in being able to share real-time data with prospective buyers and track individual analytics of that buyer.

Read the article in Show House