The real estate industry has a long way to go to catch up with today\u2019s social, cultural and technological realities. But given its long-standing resistance to change, does it have the courage to update its outmoded ways?<\/p>\n
It is this very issue that REALTA president Fran\u00e7ois Bissonnette discussed today in Paris during the annual convention of the ORPI network. Organizers of the event asked Mr. Bissonnette to prepare a speech on this subject for the members of ORPI, the largest association of real estate agencies in France, with over 1,200 points of sale. Presented as being \u201ca leader and model professional\u201d, Mr. Bissonnette spoke about the challenges facing the real estate industry in Canada, and his agency\u2019s decision to adopt a new way of selling real estate services. Mr. Bissonnette is also a member of the Greater Montreal Real Estate Board and sits on the Coll\u00e8ge de l\u2019immobilier foundation.<\/p>\n
Here are two extracts of his preparatory notes:
\n\u201cConsumers want up-to-date, high-quality information \u2013 quickly and without charge \u2013 in the technology of their choice,\u201d stressed Mr. Bissonnette. \u201cAll the more so because they can do quite a bit of shopping on their own over the Internet before contacting us. Some even decide to sell their property privately to reduce their sales costs. These are the new realities we are facing.\u201d<\/p>\n
REALTA\u2019s response? \u201cThere is no miracle recipe,\u201d says Mr. Bissonnette. \u201cAt REALTA, everything we do revolves around striving for excellence and innovation. This requires, first and foremost, professionals who are carefully handpicked and continuously trained. Our business culture is based on values that include integrity, innovation and professionalism. We have also implemented a personalized structure for brokers who want to work as a team by sharing information and responsibilities. We also use unique marketing tools that provide our clients with complete details on every step involved in selling their property.\u201d<\/p>\n
In conclusion, REALTA\u2019s president entertained the audience with a video of one of the nine ads from REALTA\u2019s 2010 ad campaign, starring the ever-colourful Denis Surprenant. Entitled \u201cIl y a une meilleure fa\u00e7on de faire de l\u2019immobilier\u201d (there\u2019s a better way of doing real estate), this innovative campaign combines the absurd with self-deprecating humour.<\/p>\n