Real estate agencies are product hungry
Real estate agencies in Australia are among the most technology forward small businesses. They use CRMs, marketing platforms, virtual tour tools, signage services, photography services, and more. This creates a rich market for commission sales agents who understand the industry.
The key is that real estate agents are salespeople themselves. They appreciate a good pitch and respect someone who can sell well. But they also have zero patience for wasted time.
What real estate agencies buy
CRM and database tools. Platforms that manage contacts, listings, and sales pipelines. This is a competitive space with established players, but agencies switch regularly.
Marketing tools. Automated email marketing, social media management, listing distribution, and digital advertising platforms. Marketing is critical to their business and they invest heavily.
Virtual tours and photography. High quality visual content is essential for listings. Agencies need photographers, videographers, and virtual tour providers.
Signage and print. Despite the digital shift, signage, brochures, and print materials are still core to real estate marketing.
Lead generation. Agencies are always looking for more listings and more buyers. Any product that generates qualified leads gets their attention fast.
How to approach real estate agents
Real estate agents are busy, outgoing, and direct. They respond well to confident, concise approaches:
"I work with agencies to reduce their marketing costs by about 20%. Would that be worth a five minute chat?"
Walk into agencies during quieter times, typically mid week in the morning. Introduce yourself to the receptionist and ask if the principal or sales manager has a few minutes. If not, leave your card and follow up by phone or email.
What they care about
Real estate agents care about three things above all else: winning more listings, selling properties faster, and reducing their marketing costs. If your product does any of these, you have their attention.
Frame every conversation around these outcomes. "This helps you win more listings" is compelling. "Our platform has advanced integration capabilities" is not.
Build relationships with principals
The principal of the agency is usually the decision maker for technology and service purchases. Build a relationship with them and you can sell multiple products over time. Principals also network with each other, so a good reputation in one agency can open doors across the industry.
The opportunity
Australia has thousands of real estate agencies, most of which are independently owned. Each one is a potential client for multiple products. If you specialise in this niche, you can build a substantial and loyal client base.