For a long time, real estate, famous for its conservatism, remained on the fringes of the technological revolution. But, today, it’s catching up at full speed and greedily switching to Web 3.0. Customer paid change. “Today, more than 90% of households looking for new homes make their first search online with more than 50% of connections made on smartphones or tablets,” says William Truchy, managing director of Kaufman & Broad. As a result, we can no longer sell apartments or houses like we did twenty years ago.” The first result, that almost all players in the real estate sector have a “responsive design” website. Translation that automatically adapts to all screens (PC, tablet and mobile).
In addition, major fantasy promoters are competing to provide more information about digital media. “Our offer has been updated today live. Our netizens immediately know what apartments are available,” explains Natalie Watten, General Manager of Housing at Bouygues Immobilier. In addition, we provide information about the neighborhood in which they have discovered interesting housing (average income, tax housing, HLM ratio, etc.).
Kaufman & Broad is currently publishing a system of the same nature that will make it possible to find out the baccalaureate success in nearby high schools, the menu of restaurants, the distance from the station … and most professionals who sell new homes and apartments have a geolocation system on their location that allows you to know how far Dimension of main services (station, school, shops, etc.).
Even disturbances in the ways of selling in real estate agencies that sell apartments and old houses. Some, notably in the Orpi, ERA and Century 21 networks, have started taking pictures with drones. “These aerial shots are of interest only to upscale homes with gardens,” says Bernard Cadeau, president of Orpi. But this approach must evolve if we are to believe the French drone manufacturer, Parrot, will launch a subsidiary that specializes in real estate.
Also new, some 21st Century agencies, notably Maubeuge Agency, are sending select Facebook profiles categorized ads for properties that may fit because they are in their city and are sized to match their needs. “We believe a lot in these targeted advertising campaigns,” says Laurent Vimont, President of Century 21. We will also launch them on Twitter. The networks are also pinning their hopes on visits made with virtual reality headsets. Eric Alloch, CEO of ERA France, explains, “We are currently offering our franchisees the opportunity to equip themselves with this technology. This approach will save time. And to demonstrate the characteristics only to those who are really interested.
New selling methods that do not fundamentally call into question the usefulness of real estate agencies. “Owners are always happy to have a physical place to go to learn how to sell their property and quite a few buyers still discover agency storefront apartments or houses that might be of interest,” says Laurent Vimont. On the other hand, sales bubbles as salespeople praised the benefits of new real estate programs are threatened by the digitization of the show. Instead, almost all developers are developing larger sales outlets where they can offer multiple programs with the latest cutting edge technology – including all-inclusive visit – and mortgage experts. Bouygues, which included about forty of them, baptized them into B store, and Kaufman & Broad called them Boutik…
Thanks to new technologies, developers are also changing their offerings, offering new services associated with the new homes they market. Bouygues apartments are connected, allowing heating or lighting to be controlled remotely. “On some merchandise, the lock can be unlocked with a fingerprint, preventing children from putting their keys around their necks,” summarizes Natalie Watten. For its part, Nexity is increasingly offering its customers car-sharing solutions. This promoter is also testing a new real estate program located in the 18th arrondissement of Paris on an internet platform called Alfred that will play the role of butler to the owners. “This application allows you to follow the management of the condominium in real time, for example to see that the elevator that broke down this morning is now fixed,” explains Jean-Philippe Ruggieri, General Manager of the housing division at Nexity.
Web 3.0 can also help promoters make ends meet when setting up an operation. Thanks to crowdfunding, online platforms provide developers with a portion of the semi-contributory capital needed to start building a real estate program. Thus, Anaxago from 50 individuals raised 1.8 million euros which allowed promoter KaleLithos to build 160 apartments in Montpellier and Toulouse. With great returns (from 5 to 17% for these investors). But there are risks, too: if the marketing of the goods is delayed, investors will have to wait for their share.
The promoters themselves find their accounts there even if they have to pay a relatively large commission – about 8% of the amounts contributed – to the “crowdfunding” platform. “This makes it possible to double the number of operations we launch, one explains. This is very useful in the period of new property recovery we are seeing. At the moment, this system only uses medium-sized promoters. But, again, this is only the beginning of the story.”