Our industry needs the advancements of technology to provide potential clients with the speed of service they require, and more importantly, it also needs very good people, as per my last article.

The industry has online only services, central call centres, regional structures, local high street premises, single office practices, large independents, corporate companies and more – all of which will work, depending on how the business is structured and managed.

Of course, they can all fail without the right leadership and direction. The real question is: what does the consumer prefer at each stage of engagement and how do we deliver that?

We accept that the day of clients needing to walk into an estate agents office has gone, but some still do, and those clients prefer face to face negotiations or services.

Surely what is important is that we understand our business, what our brand represents, and deliver our services in the best and most effective way to our clients. Balance technology with people skills and personal service.

Personally, I don’t really worry about how other companies present their services. If I did, I would not focus on delivering our own services properly. I have said before that I have no control over how other agents deliver their services – they will offer a service and a fee that they feel is right for their business model.

I am aware of how other companies work from being part of a network and various discussion groups which also allows me to share great ideas with other companies, which is obviously beneficial. There are a lot of good estate agents who will always provide support and advice.

You decide how to run your business, no one else. If you are distracted by others and become indecisive, then you disrupt your own business and help your competition.

Today an agent needs to offer a balance of the technological advancements that are available and continue to be developed; consumers must be able to engage with you by every possible method – your services must provide speed of response 24 hours a day.

There is a balance between technology and people. Whilst technology allows speed of engagement and delivers opportunities, without people qualifying business leads you would soon become busy fools.

Remember by default “buyers are often liars”, i.e. they buy something with different criteria or in a different location than first discussed. A good negotiator with excellent local knowledge will open up criteria and opportunities.

We need to offer clients options and property that they didn’t initially consider, and don’t just order-take, but listen to clients’ requirements and convert that information into a transaction.

Good people are still the key to success; people still buy people and they will engage with people they relate to and trust. People have the skills to provide personal service, understand the clients’ journey and tailor solutions for everyone.

Buying and selling still involves emotions and personal circumstances which we must understand and relate to.

In summary, we must continue to develop and improve our technology, engage with clients in many ways, offer more services throughout the customer journey, develop and diversify our services, train and retain great people.

Most importantly, decide your own businesses direction, stop being distracted by the competition and focus on delivering a service better than anyone else in your locations.

* Kevin Scrupps is managing director of regional firm Pygott & Crone