The second edition of Inmocionate at home (the international edition) took place on Wednesday the 6th of May, and we had a great opportunity to talk to two inspiring professionals, each one with a different focus, sharing ideas and tools that could be of use to many of us.
On the technological side, Theo O’Donnel, Chief Commercial Officer at Immobel showed us how he can help us to get to a worldwide audience, listing our properties in up to 21 languages with a focus on quality and reach
On the human side, Daniel Daggers gave us tips on how to transform any contact into a trusted relationship using, amongst other things, the power of social media.
How can technology help reach out to a greater International Buyers audience?
For Theo, being in the international business means: “helping everyone to find their dream property, regardless of their location or the language they speak”.
The first step to make this possible, is to make the description of the property in the client´s own language. But how do we ensure we have precise translation? Online translation tools may be too generic… One of the solutions, could be the Immobel technology, specialised in real estate vocabulary, making it possible to translate accurately massive listing in more than 21 languages, including Chinese and Arabic.
It is also crucial to provide properties with “visibility & connectivity”. Translation on demand doesn´t leave traces once executed. The only way to appear in local search engines is to exist in the targeted language. That’s where a “Global referral network” of local experts is so important for publishing your listings.
Last, but not least, is the tracking of activity on your properties. It enables the user to “monetise the link”. That’ s why the Immobel’s solution provides its clients with integrated commission payments & contracts, making international business “simple & secure”.
How do we build trustful relationships?
Daniel started selling studio flats in London and moved on to selling luxury properties all around the globe. What is the secret of such a career?
With 40.000 followers in social media he has paved the way for a new digital way of doing business in the real estate sector. He recognized early the importance of social media; Twitter, Linkedin, Instagram…. And using these tools to foster trust in reliability & professionalism. Nowadays people want to see some digital track record which they often perceive as “proof”.
The real estate business is emotionally led, and social media is only a part of the key. The main key is the human relationship. Daniel tells us that he runs his business “with empathy”, as he always did. He wants to “help people”, and says “It’s not driven by short term goals”, but rather that he does things because “it’s the right thing to do”.
Daniel looks for “relationships”, not for clients. Because relationships are referrals. And of course, he takes care of his clients. “Put your arms around people you did business with” he recommends. “You grow with your client base”.
That’s the secret to be the first on their list when they need some advice.
What does the future hold for the non-resident market? What advice could be shared with international real estate professionals?
Theo reminds us that the future is difficult to predict. People may need more family time and to staying local is a considered option for many. But on the other hand, there are many options and opportunities in the global community, as Daniel points out.
The new Digital nomad has become a reality, but we should also consider that some of the young global nomads will start by renting. But that could good for business too, as we plant the relationship seeds with clients that may remain with us for all their real estate needs as they grow and progress.
The current environment is complex, but being client focused, with high levels of service is key to survival and success, even in a negative micro trend, as Theo points out.
Daniel recommends spending a great deal of time building relationships, with quality being by far more important than quantity.
Both agreed that “you make your own luck”. So, be positive, work hard and if possible, use an efficient and effective combination of technology & human relations.
Remember that you can catch up on any episodes you may have missed on