The Rise of Cloud Based Agencies

Written by Acme Mag

In Laymans’ terms, a cloud based agency is an agency that does not have a traditional bricks and mortar shop front, rather it depends upon advances in digital technologies to fulfil real estate services. Although that may be the standard definition, Michael Viscariello of Eclipse Real Estate likes to describe cloud based agencies as “an innovative, digital focused agency that is always on the move”.

Anything on the rise is dependant on driving forces and their appeal For cloud based agencies, this lies in lower overheads due to the absence of a tangible storefront and the ability to ‘go it alone’ without the backing of a well known real estate franchise. Although there are less financial requirements in relation to traditional overheads, there is however a new importance that must be placed on software, programs and digital based activities such as docusign, DropBox, Agentbox and digital marketing activities like social media.

Eclipse Real Estate, a cloud based agency based in South Australia talked us through how their marketing differs to that of a traditional agency. Michael, Director of Eclipse Real Estate said “If I compare my agency to other traditional real estate agencies in my marketplace, they still have a strong focus on direct messaging and heavy print media e.g. mini fridge calendars, faces in the local messenger, properties advertised in the paper. Where as we have a strong focus on subtle messaging in the digital space and this is where the majority of our funds are allocated”.

Naturally, cloud based agencies do have their drawbacks, however Michael believes the main drawback can be alleviated with a change
of perspective.

Michael also notes the importance of good testimonials and a record of sales if there is still a level of doubt in the mind of a potential vendor.

The real question is, will the rise of cloud based agencies continue? The short answer is yes, the long answer gets complicated. Cloud based agencies are the result of digital evolution and now the definition of cloud based agencies is beginning to evolve. Traditional agencies are dipping their toes in the waters of cloud based capabilities with a stronger dependency on cloud-software, as well as taking other benefits from the cloud based model and making them work alongside physical offices. Furthermore, as the real estate industry continues to be seen as crowded and competitive, independent start-ups looking to hit the ground running are seeing cloud based models as a way to do just that. Time will tell if the cloud based model is their long term plan or a strategic way to kickstart new agencies.

If you’re thinking that starting a cloud based agency might be the right fit for you, Michael of Eclipse Real Estate emphasises the importance of having the correct systems and software behind you – it’s the tech savvy software that will ensure the smooth running of a cloud based agency. These systems may also set agencies up for less growing pains when the time comes for agency growth. In addition to the software aspect, Michael makes note of the importance of a clear brand and marketing strategy, something he learnt early and first hand, leading to a rebrand.