Surface Technology Could Save Full Service Brokers
If you haven’t seen it already, Microsoft’s announcement of a new surface computing platform (more from TechCrunch in Microsoft Announces Surface Computer) promises to finally deliver a truly interactive computing experience (see Navigating a Virtual World). While not a purely original idea, e.g. Perceptive Pixel has been doing similar work with multi-touch screens for the military for a while (see House Hunting… with your Hands?), it definitely moves us one step closer to a real paradigm shift in the way we interact with computers.
Watching that video, it’s not hard to see the way this could impact the way real estate searches are conducted. Sitting down with your real estate agent and interfacing tactilely with an MLS data, and then loading property listings into a smartphone or microcomputer and hitting the road, could likely become the norm in the not too distant future.
Smart brokers will look to this kind of technology as a way of differentiating the search experience from the flat one dimensional experiences that the realty.bots and Internet-based brokers offer.
In an era of increasing pressure on real estate commissions, looking for ways to improve the consumer experience is one way “full service” brokerages could survive. “Experience” based models have worked well in other industries, Surface-based technology may just be one of the ways to do that in ours.
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Galen | May 31, 2007 | Reply
Youch - I could see it on the high end, but if full service brokers are hoping to differentiate themselves this way, I think they’re in trouble.
Boston Real Estate | May 31, 2007 | Reply
This is sick! I need one to play with first and then Ill start pumping out some ideas on how this will impact RE.TECH. Love it!
Joel Burslem | May 31, 2007 | Reply
@Galen - Cafe style real estate offices are already out there. @Properties in Chicago and Foxton’s UK have developed this model. I think Surface technology would be perfect in that setting.
Michael Price | May 31, 2007 | Reply
Joel,
I love ya but a change in the interfaces of computing devices is not going to do anything to shape the business models of an entire industry. There are plenty of things that Brokers could be doing right now to differentiate themselves and being able to stretch photos and finger paint aren’t it. In the end what it’s going to take are creative, forward thinking companies that are willing to build, from the ground up, entirely new service models that combines the best of traditional tools with the best of new tools. Drinking capucino and playing with the top of the coffee table isn’t really my idea of providing the kind of consumer experience that John and Mary are looking for when they plunk down their life savings on new digs.
Galen | May 31, 2007 | Reply
OK, I’ll grant you that it could play into a cafe-style model (or any model). I just think it’ll be a symptom of great service and innovative thinking instead of a primary driver of business.
Joel Burslem | May 31, 2007 | Reply
@Mike - I agree and disagree with your points. I think the experience is what’s going to be key in pulling in the new real estate consumers, i.e. younger generations.
I’ll give you an example.
Why do I like going to the Apple Store - the experience. Sure I could buy a computer online, but that’s no fun.
Real estate offices these days are more like Best Buy however, where someone will probably hound me to buy a TV. I wouldn’t want to step inside for the life of me.
I see brokers building on the real estate search “experience” as a way to capture customers far earlier in the buy cycle. Connect with them early on - give them the tools they need and let them browse in peace and then when they’re ready to buy have the expert there on hand. Brand loyalty will only come naturally thereafter.
Sure a fancy coffee table alone won’t do this - but it’s a start. Brokers should “think different”, just like Apple.
If they can get in the mindset of offering me a non-traditional search environment to find a home, I bet you more people would be on board.
Mark A. | May 31, 2007 | Reply
By now, we know that the majority (80+%) of consumers start their real estate search on the Internet. We still need to find out, where do buyers look at listings. At home, in their own office, in their broker’s office, at an internet cafe, or all of the above? Until then, I’ll hold off on getting me one of these tables. Although, the geek in me really wants one.
Michael Price | May 31, 2007 | Reply
Your follow up comment has us a bit more on the same page. I agree that the “experience” is an important facet of the process, but in the end it’s about much more. Technology is only as good as those that master its application for a given purpose.
Your original post implied that Surface alone is enough to “save” the full service broker. I think this type of technology will be important to the overall process, however, the human aspect will become even more important. The real estate professional of the future is going to need a broader understanding of marketing, more overall business acumen and considerably less reliance on trade associations and various third party participants of today. Those resources aren’t going to come out of Redmond or Cupertino.
Shaun McLane | Jun 1, 2007 | Reply
Coming to a store near you in ………2010!
Incredible Agent | Jun 3, 2007 | Reply
This is definately a cool technology, but I don’t see it truly impacting the real estate business model. Cafe style coffee shops could easily use this, but the idea is that this is in every home…not just real estate offices. The interesting side of this is going to be how we use the Internet on this device. How will we point, click, scroll, etc. The entire Internet is designed for a keyboard, mouse and browser. Until that is defined by MS or someone else, I don’t foresee how this will impact us at all. It’s just a cool device at this point.
Art "King of Cheap" | Jun 8, 2007 | Reply
Hello All … I’m New to the Group:
I agree with Incredible Agent .. this is cool technology but at this point in time I can only foresee its’ immediate usefulness in a home or office setting.
However … I can see that this or similar technologies evolving into what may be VERY USEFUL in a self-serve or kiosk setting (such as in a mall or public location) where the environment is locked down and set-up to display YOUR own, office, Realtor.com or IDX listings.
In offices where I have set-up a large TV or monitor for agents to work with clients, the clients are awed with being able to view propeties (listings) in such a large format.
But I don’t see this as being a savior technology … just another tech tool in the toolkit!
Cheers and Happy Selling !
Carson Coots | Jun 29, 2007 | Reply
Saw this and thought about your post…
http://www.youtube.com/watch?v=CZrr7AZ9nCY
I am in the process of getting together all of the components for a huge information center for a master-planned community. The whole idea is to inform visitors in a memorable way about all of the great things about our community … We were looking for something like surface… http://www.largescreendisplays.com/lsds_index.htm, as an interactive touch screen land plan… now that surface came out- we want one.