Incorporating Analytics, Reports, Personal Branding, Digital Marketing, Edgy HR Resources and More!
SINGAPORE - Media
OutReach - 26 August 2019 - In light of a global market downturn, ERA
Realty Network (ERA) is stepping up to mitigate its salespersons' costs by removing
obstacles hindering their efficiency and productivity. The industry leader has
developed free digital tools for it's over 6,900-strong network; driving the growth
of the agency for the remaining half of the year.
These tools were unveiled at the agency's Q3'19
Career Advancement Day, a quarterly conference held to recognise ERA top leaders
in-house virtual office into a lead-generating machine
ERA has developed a lead generation tool that
would enable its salespersons to cut through the clutter and gain valuable
information on potential sellers. It will be pulling statistics from multiple data
points such as Urban Redevelopment Authority (URA) and Housing and
Development Board (HDB); generating big data into strategic reports that are
useful and tangible for its salespersons.
Accessed via the agency's internal iERA mobile application, currently in
its seventh version, ERA salespersons can generate lists of past profitable
transactions by filtering data, based on set criteria such as dates, districts,
types of development, profitable transaction count and minimum profit
percentage etc., anytime anywhere.
In its first phase, the lead generation tool is able to generate
business leads for these key target groups of sellers:
Resale condominium owners, who are sitting on
Owners of Built-to-order (BTO) projects nearing
Minimum Occupation Period (MOP)
Owners of Executive Condominiums (EC) nearing
Minimum Occupation Period (MOP)
Owners of condominiums that have hit Temporary
Occupation Period (TOP)
"Before, in order to gain insights into such data, salespersons had to
spend an inordinate amount of time doing intensive research on different
platforms; even poring through traditional channels such as the street
directories. With this new analytics tool, salespersons can directly access
potential customers at no cost, thereby raising their work efficiency and
reducing their cost spent in getting customer leads," says Mr Marcus Chu,
Chief Operating Officer, ERA Realty Network.
"With this funnel approach, the
path to sales conversions is greatly shortened. The generation of targeted
leads will allow ERA salespersons to outsmart the current difficult market in
order to reach out to the remaining pool of sellers and make better decisions
when conducting their marketing campaigns -- no matter via direct mailers or on social
media," added Chu.
of Resources: ERA "Tagger On-Demand"
In the same vein, the agency revealed another digital initiative for
their salespersons to facilitate their work processes. Introducing ERA "Tagger On-Demand",
an in-app tool that allows salespersons to request for the presence of project
specialists at respective showflats, just by the click of a button. This is a
far cry from the traditional way of reaching out to project specialists by
phone calls and text messages.
Besides improving the agency's efficiency, the implementation of this tag
team system in ERA also ties back to their commitment to strengthen the bonds
between its salespersons, as well as promoting a sense of togetherness and
teamwork in the organisation.
Predictive AI and PropTech Start-up, UrbanZoom
The million-dollar strategic collaboration between APAC Realty and UrbanZoom
provides real-time and precise residential market data, which is now available
to all ERA salespersons. UrbanZoom utilises a proprietary artificial intelligence (AI)
algorithms to analyse millions of data points derived from regulatory, industry
and other public sources. With the report, you can predict the following:
- Home value
- Home's price history
- Home's valuation in comparison to all homes and
HDBs in Singapore
- Probability of sale price versus the expected time
- Overview of home transactions in the neighbourhood
- Comprehensive sales transaction analysis by HDB
index, median HDB prices between two neighbourhoods, number of sales in the
neighbourhood, the latest rental transactions in the building by floor range,
and the latest rental transactions in nearby neighbourhoods
Partnership with EM Services Pte Ltd
Driven by a client-first mind-set, the agency
is constantly focused on resolving challenges faced by new homeowners. According to
statistics provided by CASE,
the contractors industry (renovation and interior design) accounts
for the country's fourth-highest number of complaints
in 2018. This is a sentiment echoed by ERA, whose salespersons
often receive calls from clients at odd hours requiring
assistance with leaking pipes or faulty air-conditioning units in
their newly rented or purchased houses.
To bridge this gap, ERA has entered into an exclusive partnership with
EM Services Pte Ltd, which manages 10 out of Singapore's 16 townships and brings more than
30 years of experience in facility management. This partnership will allow ERA salespersons
and clients to enjoy direct, convenient, and reliable access to a range of home
services featured on the GOfix mobile application.
With GOfix, homeowners can enjoy a one-stop access to reliable and
professional handyman services. It also minimises hassle by handling the entire
process from start to finish, so homeowners do not have to liaise or negotiate with
third-party vendors.. All fees are transparent and stated upfront in a standard
ERA salespersons and clients can also enjoy an additional five per cent
(5%) discount on top of any promotions. They will be trained to use the GOfix
app, resolving the challenges faced by salespersons and
homeowners on housekeeping and managing a home. Through this, ERA salespersons can expect a boost in
responsiveness, productivity, and professionalism, helping them build stronger
digital initiatives can be launched within ERA's in-house mobile application, iERA. The app has seen several
enhancements since its inception, and plans are underway to ensure the digital
tools within are constantly updated with the latest technological advancements.
Raise Game with More Cool Features on iERA
a host of digital enhancements that aide personal branding and digital
marketing through a mobile app, which allows salesperson to:
their Personal Website
Auto-update their Clients on the Latest Property Transactions
direct access to multiple listings through "ERA Zap"
brand awareness and sales by Cross-posting to External Portals
A Personalised Website for every ERA
salespersons will not have to go through the tedious process of manually
creating their website. Instead, they get the benefits of having a Personal
Website assigned to them automatically. ERA
salespersons can build their personal brand through their profile, and market
their projects and listings digitally. This simplifies the process of home
buying and transacting for both ERA salespersons and their clients.
PropWatch: Update your Clients on the Latest
salespersons can finally quicken the process of providing their clients with
the latest property transactions in their neighbourhood. Through PropWatch,
clients can receive weekly updates of the most recent properties on sale or
rent. This is easily doable with just a quick scan of their agent's QR code or
sharing their personal link with the click of a button.
Gain Direct Access to Multiple Listings
on "ERA Zap"
Zap is the new digital home for over 200 divisions of ERA salespersons. It
allows a total of 10 members per ERA Zap Group to co-market the same listings.
This widens their horizons in terms of reaching more interested clients, leading
to quicker transactions of their property listings.
Strengthen Brand Awareness and Sales by
Cross-posting to External Portals
salespersons can sync their listings to other property listing sites, such as
PropertyGuru. This special function allows them to leverage on the success of
external portals conveniently, providing an advantageous gateway for them to
expand their client base. It can also strengthen their brand awareness, as well
as sales transactions.
Association of Singapore, 1 March 2019,
ERA Realty Network Pte Ltd (ERA) has been
setting and redefining industry standards through the pioneering of real estate
concepts, technologies, initiatives and services since its inception in 1982.
ERA is a wholly-owned subsidiary of SGX Mainboard Listed, APAC Realty Limited.
Headquartered in Singapore, ERA Asia Pacific
has a vast network of offices throughout the Asia Pacific region with over
17,818 associates spanning across 9 other countries: Cambodia, China,
Indonesia, Japan, Korea, Malaysia, Thailand, Taiwan and Vietnam. In February
2019, APAC Realty announced its acquisition of the ERA master franchisor for
Indonesia and also taking direct ownership of the Thailand ERA master franchise
through a partnership.
In Singapore, we are one of the largest real
estate agencies with over 6,818 associates, providing a diverse range of
professional services and solutions for: Private and HDB residential resale,
residential leasing, project marketing, commercial and industrial, property
management, auction, valuation and research.
Through extensive network, innovative
technological tools and refining the Ultimate Agent Training Programme, a
series of specially curated training courses developed for ERA associates, over
the years, ERA is able to revolutionise their associates' skills, equip them with
the latest trends and insights of the property market, and help them stay ahead
of the competition.