Well, that’s another AREC done and dusted.
The team is back from the Gold Coast working hard to support our customers and deliver on our amazing product roadmap. Given the market in 2019 is very different from last years market, this AREC was quite different. Attendance numbers were well down from previous years with anecdotal feedback that the numbers were at least half.
Interestingly, the premium sponsors in previous years such as the REA Group, Domain, and Campaign Track did not attend as exhibitors. This is an indication of how the market is changing with multiple technology and marketing services businesses competing in an increasingly fragmented market. CEOs and business leaders were asking us how we could help them remove complexity from their processes and help simplify their processes so they can focus on their core business – real estate. Many of our discussions were focused on transitioning to an integrated solution across marketing, lead capture, attribution, reporting, and optimisation. Our integration with the 25 most widely used real estate CRM’s in Australia and New Zealand resonated well.
Integration across eco-systems to simplify will be a key trend in the next 12 months.
Many directors we spoke to had evolved in their thinking from needing to be convinced in the benefits of digital advertising to wanting more from their digital advertising. Transparency and insights were some of the needs the agents we spoke to were asking about. This represents a challenge to digital marketing technology vendors to focus on attribution on a sophisticated level, not just ‘last-click’.
Attribution and transparency will be a key trend in the next 12 months.
The lower numbers didn’t impact the quality of the attendees. Our observation was that the agents and real estate directors who attended were committed to learning how to continue to transform their businesses with training, technology, and the right team behind them. The agents we spoke to could devote the time, energy, and funds were committed to their profession and saw AREC as a valuable investment. It was a privilege to be able to collaborate with them and seek to understand their own local market challenges and how Plezzel can help.
We also enjoyed spending time with our existing clients discussing how our solutions are helping them get more done in the office, save time, and grow their businesses. Every day we learn from our customers and a conference like AREC is perfect for a concentrated download of information and insights.
Perhaps the best summary comes from a Sydney real estate agent who told us, “I’m a real estate agent, not a digital marketer”.
If you want to talk about how our advanced technology platform can help you with eco-system integration, attribution and transparency, contact us today.