The real estate companies are exposed to failure within 10 years without keeping pace with technology in the sector, said Mohamed El Husseiny, CEO of Esmaar Company. Recently, there are various different real estate technology tools that will achieve a boom in the sector. Real estate marketing companies have managed to be more than just a broker, with most of them developing new tools of marketing through online and social media. Esmaar Company, a specialist in marketing online and one of the companies that have been marketing more than 60 real estate projects for the top real estate developers, has developed new programme, or app, called E-profit CRM. The programme is designed for big companies that have many sections and departments and need to be connected automatically, according to Mohamed El Husseiny, CEO of Esmaar. Customer Relationship Management (CRM) is a new programme to manage real estate companies with their all-administrative departments. It is a new innovative application that was launched to be used by real estate companies, whether for real estate developers or brokers. Nozol Company develops the same application to link real estate developers and marketing companies to their clients to save time through building a network for them to be able to share information, according to Ahmed Ezzat, executive manager of Nozol. Ezzat added that developers sell their projects' units or properties through websites such as Property Finder and AqarMap, or through brokers in the company. On the other hand, Nozol CRM will help these companies market their projects by themselves by contacting their clients directly. El Husseiny noted that most real estate marketing campaigns are via internet. He explained that companies that market their projects through traditional advertising tools, such as television, newspapers, and outdoor campaigns, have begun to crumble, and so companies have had to resort to technology in the current period. He added that there are about five new innovative technological tools that have started to appear in the market to improve the marketing of real estate companies' projects. Without these tools, the companies are exposed to fail in achieving their targeted sales within 10 years, because the market is being tremendously developed, and technology has become the main actor in life and among specific target groups for the real estate companies. Virtual reality The first of these tools is virtual reality, through which the client can "walk and enter" its planned unit through the glasses, thus rendering the product much better than only graphics, according to El Husseiny. One of the most important companies that use this tool is ARDIC for Real Estate Development. Smart homes Mobile use has become indispensable and essential in the lives of people, and thus, with time, control of the home will come through the mobile. Customers prefer luxury and security when buying a house, and controlling the house through the mobile allows customers to rest assured their house is safe. For example, the owner of a smart home can control electronic keys, air conditioning, and the cooker remotely, and the services of smart homes vary from simple services to very large services. One of the most popular companies that provide these services is Bluekey Property Consultancy. In addition, this tool provides energy and also achieves security in the home, especially if a stranger breaks into the house. Through the technology, the house itself deals with the intruder. It also provides opening the door by fingerprint. Converting everything from manual to systematic service online This tool saves the time and procedures of the traditional process of following up on the workflow of units through a system or an electronic approach like the mentioned CRM app. Mobile Application Mobile is an important tool used by many companies outside of Egypt through the use of apps to market and keep a relationship with the client, especially as 98% of internet users utilize mobile internet. The use of graphics Through this fifth tool, clients can design their apartments and build as they wish. Customers have the opportunity to participate in the design and the equipment of the apartment and control the spaces and the apartment division, according to El Husseiny. He added that this tool is very useful and practical, especially for companies that market and sell before building units. The most prominent companies that use this tool are Mountain View and IKEA, which uses it in the design of kitchens and furniture.
