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There have been conflicting views among real estate agents as to how effective the shop window is, but one agency believes the window is far from dead.
Last month, UrbanX founder Dan Argent told Real Estate Business he thinks the model to have an “eye-luring” shopfront to display listings proudly is dead.
However, Professionals Real Estate Group boss David Crombie told Real Estate Business there is no way he would encourage his 200-plus members to stop advertising properties in their shopfronts.
“I agree that today digital media is increasingly important for real estate agencies, but there is no way you could suggest the shopfront is dead,” he said.
“New agents need to understand that real estate at its heart is a people business, not a property business.
“The challenge for real estate agents today is to encourage digital natives to move from the digital world to the physical work so they can inspect and then buy properties.”
A convenient, high-profile shopfront window helps achieve that, as well as build brand recognition, business development and relationships, Mr Crombie said.
“A key component between an agency and its customers have always been about trust,” he said.
“Having a longstanding, high-profile shopfront in a good location helps create trust and confidence in an agency.”
With more than 20 per cent of industry revenue coming from leasing and property management, it is also vital to have an attractive shop, he said.
"With some Tenants signing lease agreements in person, the shopfront provides an ideal venue for this task,” Mr Crombie said.
“Also, buyers, vendors, landlords, tenants and tradespeople need a place to drop off and collect keys from.”
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