The Great Disconnect

We were recently ruminating on the advances in communication technology which we have seen over the last quarter century, and the extent to which they have impacted – or not – on efficiency.

We thought back to the days (not too long ago) when the majority of our trading communications were conducted by fax – and how email was a substantial advance in speed and efficiency.

Our ability to remember back to the days when we did business by telex, and prior to that by cable, has been somewhat blurred by the passage of time, but we are sure that it was less efficient again.
 
It wasn’t too long ago (at least not long ago when compared to the time Moa were hunted to extinction) when we recall our first computer based accounting system.

It was a massive advance over the previous handwritten ledger books.

Yet a mere 30 years later and we have cloud based accounting software which is able to be accessed from anywhere on earth, costs a mere fraction of the price, and is massively more efficient and functional.
 
We can list a whole raft of other technological innovations – both hardware and software – which contribute to an ability to make our lives both more productive and efficient.

From GPS to web searches to mobile phones, there is an ability to do far more with far less.
 
Consider for example the relative environmental impact of printing tonnages of Yellow Page books, against a Google search. Which is more efficient? Which contributes more to global warming?
 
Yet in the midst of this massive change in the quality of the tools we have at our disposal, there is still an enormous disconnect. The obvious is of course the use that tools are put to.

We can use internet access to be more efficient, more productive and enhance the quality of ours and others lives. Or we can use it to post details of our breakfast menu on Instagram, and dog and cat pictures on Facebook.
 
It really makes us wonder, when amazing CRM software is available at minimal expense, that some of our major real estate companies won’t, can’t, and don’t use it. Or do they still believe in the shotgun approach to marketing?

I am sure we are all familiar with the ramifications of a Google search, or viewing a particular product on Amazon. It’s almost creepy (but usually effective) the way that as soon as you view a particular product or service, then ads for that and similar will keep popping up on your screen. Or how for the six months after  you booked a hotel in Paris, recommendations for Paris hotels keep popping up.
 
Now I am never one to discourage an agent from making an eloquent and researched pitch to sell a property to me. Even more so if they have researched and understand our needs. Full marks for effort.

But when one of the largest commercial real estate companies persists in clogging my inbox with offices they are trying to lease in Christchurch, I believe they have somewhat dysfunctional systems.

Note to agents trying to lease us offices in Christchurch or sell us fishing lodges in Turangi: Expedio invests in South Auckland Industrial real estate!

Perhaps it is time to  dig yourselves past the age of steam, and invest a few $ in decent CRM software! It will cost less than a glossy colour brochure. And it will mean that more than a few customers think that you may be somewhat competent.