Spicerhaart’s digital transformation puts real estate in the palm of your hand
Project Partner
Spicerhaart’s digi transformation pu real estate in the palm of your hand Written by Jennifer Johnson Produced by Andrew Lloyd
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Spicerhaart, the UK’s largest independent estate agency network, has recently undergone a comprehensive digital transformation. With real estate typically lagging behind other industries in the uptake of newly-developed technologies, Spicerhaart is poised to lead its competition into the 21st century
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n the era of ecommerce, windowshopping has become a thing of the past. Consumers want to browse products and make purchases with the swipe of a finger or the click of a mouse; they want receipts sent straight to their inbox, not taking up space in their wallets. The retail industry already knows this, but the property sector has been somewhat slower in its uptake of technology. Spicerhaart, one of the UK’s leading estate agency groups, is currently modernising the residential sales and letting process — all the way from the workings of its data centres to interactions in the customer’s home. Historically, real estate has not utilised technology to its full
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capacity, but with the advancement of the digital age customers are increasingly demanding online interaction at all stages of the property acquisition process. When tenants or homeowners are looking to move on, they won’t scour the neighbourhood for ‘for sale’ signs, and instead turn to property portals such as OnTheMarket and Rightmove to instantly view homes in their desired locale. Michael Barber, Spicerhaart’s Chief Information Officer, took note of shifting trends and demands in the property sector and set about blazing a tech-trail for the UK market. Barber recalls that during the last recession many companies held back on investment — opting to
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Michael Barber CIO
Mr Barber, from Woodbridge, Suffolk, is an experienced IT leader who has worked in CIO positions for a number of large organisations, developing and delivering innovative IT strategies which demonstrably add value by improving business efficiency, quality of service and customer experience. His last role was at Capita where he was CIO of the Case and Records Solutions division.
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The estate agency industry is in a period of disruption and the future of traditional estate agents is under attack from new online entrants. It is a simple fact that estate agents that fail to move with the digital age will mean some not being there anymore. Estate agents embracing the numerous benefits of Collaboration technology are solving the business challenge of offering levels of superior customer service and at the same time cutting operational cost. Research has shown that the telephone remains the number one choice on how a property buyer or seller wishes to communicate with their agent but a huge 81% wants to have a dedicated account manager. How does a traditional estate agency business offer this inexpensively and effectively when their staff are very mobile and often not in the office? Some estate agencies are taking strides to use available technology to address these issues of allowing the buyer and seller to communicate with their agent. Spicerhaart, for example, are using features such as single number reach that is available within their chosen Cisco telephony architecture. If a client calls their agent it will ring through to the agent’s chosen device regardless of their location allowing them to react quicker to the client’s request and thus provide the service they demand. As a business that understands that they must use technology to differentiate themselves from the online agents, Spicerhaart are now trialling Cisco Expressway and Cisco Jabber. This allows them to seamlessly extend the corporate phone system to the
agent’s Smartphone thus connecting their highly mobile workforce. However, e-mail, text and social media quickly follow voice as the customer’s first choice of communication method. An estate agent who does not allow a customer to communicate or be responsive to these various communication channels will quickly lose ground to those businesses adopting the latest technologies. If an estate agent is to harness the digital age to remain relevant let alone to drive their business forward they need to act now. Their approach has to go way beyond the normal attributes of punctuality, courtesy, respect, consideration and sincerity. It has to be a strategic initiative driven from the company’s board throughout the whole organisation. For all organizations, there has never been a better time to use digital assets to find a different, better faster way of doing things. The technology is there; it’s time to put aside excuses and take advantage of digital transformation. FLR understand that Digital transformation is a huge undertaking for businesses and our customers – often not something they can deliver alone. What we do is to help customers complete the digital journey. Spicerhaart, for example, have the infrastructure in place to allow agent to client video conferencing with Cisco Expressway, which only a couple of years ago was not technically possible. There has never been a better time to solve some of these challenges in your business using technology as an enabler to navigate the changing world.
SPICERHAART
Paul Smith CEO
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use aging IT systems and obsolete telephony solution across the infrastructure instead of updating whole business,” he says. “It their systems and processes. also involved introducing fullySpicerhaart was no exception. managed printers with partners However, once economic conditions Karlson UK, as well as new PCs, improved, he declares that the laptops, tablets. All of this was business was “ready to reinvest deployed across a fully managed, and drive forward for the future.” joined-up network seamlessly This reinvention didn’t merely connecting all of our businesses.” involve updating All of operating systems Spicerhaart’s 200 or purchasing branches across new machines: its five estate Barber’s vision agency brands in required a the UK are now comprehensive, fully upgraded three-part digital and outfitted Number of Employees transformation. with enhanced at Spicerhaart The first step technology. All was to design that remains is and provide an to provide tablets infrastructure platform that was fit to managers in the coming for purpose. To Barber, this meant months to enable agile working. adopting a combination of centrallyFrom a customer-facing located data centres along with the perspective, clients are likely right tools and technologies for use to observe, and reap the both in branches and in the field. benefits of, fluid in-branch “That involved delivering solutions and remote processes. such as a new IT, internet-based “The branch workers will be
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more responsive because the systems are faster,” Barber says. “They will also get quicker access to information through agile working, using tablets to access corporate information from any place at any time. “This overall will make the whole customer-experience seem more technology-led, as opposed to technology being an inhibitor.” Needless to say, it is paramount that Spicerhaart employees learn how to best operate their new technologies in order to streamline customer experience as intended. Their digital transformation is not just a technical one, but a cultural one, too. “Moving forward, we’re looking for employees to use digital tools to capture information and to let us help lead them to a better solution as opposed to just following the old tried-andtested traditional methods. Change-management is integrated into every part of the company’s modernisation process,
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and guidance is available for anyone needing help adjusting to new, streamlined, paperless processes. “In terms of the IT applications, they will be pretty intuitive,” Barber says. “In terms of training, we will make use of our dedicated training teams, supported by appropriate, accessible materials, both online and printed materials, as required to ensure proper adoption of the new systems.” The second step of Spicerhaart’s digital transformation, a head-to-toe online redesign, is still inprogress. Once completed, all of the company’s websites will be delivered using new content management platforms, which will allow in-branch business users and members of the marketing team to maintain web content. “It’s no longer an IT job to create content,” Barber explains. “The sites are more responsive. Our customers using
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SPICERHAART
“We are putting the customer at the centre and heart of everything we do”
“Spicerhaart has the transformational approach to IT and business operations that makes the most of what we do.” - Steve Todd, Director at Karlson UK
Want to improve your document and print processes like Spicerhaart have? Workplace technology experts Karlson UK leveraged Canon technology to help the UK’s largest independent estate agency improve organisational efficiency through bespoke document and print management. Learn more at www.karlsonuk.com/case-studies/professional-services-cs/
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them on mobile devices don’t get a scaled-down version of the overall functionality because they deploy seamlessly on any device.” The company is currently also deploying tablet applications which will allow listers to publish a property from within the customer’s home during a first visit — right through to a digitally signed contract and marketing on web sites. For its third and final act of metamorphosis, Spicerhaart will also be replacing the entirety of its core sales systems: bringing in a Microsoft Dynamics CRM-based solution to transform the way property transactions and customer relationships are managed. This means zeroing in on customers who are genuinely interested in buying, selling or renting a property. With new, big data-based methods for gauging customer interest, the one-size-fits all marketing onslaught will be a thing of the past. “We want to contact customers who are interested in a property transaction — moving away from
leaflet-dropping every house in every area to providing a service to customers who are genuinely interested,” Barber says. “We are putting the customer at the centre and heart of everything we do.” Unlike many other sectors, real estate is not wholly dominated by a handful of big-name companies or brands. Independent estate agents still have a significant presence in the UK property market. However, Spicerhaart isn’t aiming to outtech its competition — instead, it wants to use technology to serve its customers in a way that seems intuitive to them. “We are genuinely looking to transform the business using technology rather than having technology for technology’s sake,” Barber says. “This is all about ‘What do consumers in today’s market typically want?’ rather than trying to only focus on ‘What do property purchasers want?’”.
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Colwyn House, Sheepen Place Colchester, Essex, United Kingdom CO3 3LD 01206 765599 01206 578342 webmaster@spicerhaart.co.uk www.spicerhaart.co.uk