Life after newspapers will be a monumental challenge for real estate agencies: Robert Simeon
It’s interesting to note that today the internet is the most significant communicator in the world – according to Internet World Stats, as of December 31, 2011 there was an estimated 2,267,233,742 internet users worldwide representing 32.7% of the world’s population.
Given the recent obsessions with tablets and smartphones this number would have increased significantly where I believe internet users would now be greater than 50% of the world’s population. To a certain degree our lives have become somewhat obsessive with information – sharing and accessing a multitude of networks in a relentless search for information.
I was interested to read comments this week by Andrew Jaspan, the former editor of The Age, who said paywalls were not the answer to falling print revenues – “I think you’ll probably see the Sydney Morning Herald and The Age stop printing within a year, or two years, Monday to Friday.”
Already it is becoming most obvious that the “rivers of gold” (advertising revenues) have been diverted to online platforms simply because they are much more cost effective.
Jaspan went on to say “It was one hundred and fifty years ago that newspapers were the cheapest way to distribute, now the cheapest way is online, the most expensive way is actually through newspapers. Newspapers are going to become premium price and going to sell less of them.”
Newspapers will become a weekend edition although in time I believe that they will cease to exist as tablets and smartphones become the intelligent choice of consumers.
What remains to be seen is will consumers revert to paywalls? I’m not convinced given all this does is open the door for new players to enter the online media world with smarter platforms. Paywalls are being set up by newspapers simply because online has made them redundant where it can be argued they still don’t understand online – time will tell.
The latest go-to word in the media was that nasty recession word which made a fascinating debut when applied to the Australian economy. The last recession in the early 1990s was debt related more particularly with households when the cash rate climbed to around 17% – although today it currently sits at 2.75 per cent. Professor Ross Garnaut delivered an interesting speech this week – Garnaut takes us behind the smoke and mirrors.
“Between the recession of 1990-91 and now, mid-2013, Australians have enjoyed the longest period of economic expansion, unbroken by recession, of any developed country ever.”
He now believes Australians must choose between two different paths – ‘business as usual’ and ‘public interest’. “If we continue with ‘business as usual’, we continue to live behind the veil of ignorance that has descended around public life. But, sooner or later, we will experience deep economic recession with high unemployment.”
Fears of a recession on the rise was followed quickly with WA in recession as growth slows to a trickle which was then followed – up with WA recession claims are ‘hysteria’ which was a classic example of the information highway running amok. There is no doubt that Western Australia will experience a slowdown given that is exactly what is happening to the mining industry – which definitely won’t be in ‘business as usual mode’.
Whilst we are faced with huge changes ahead within the business community they are also exciting times given the one industry that is growing at the fastest pace is the online side of the business. This means that every business (in some shape or another) will have to adapt smarter online initiatives which is even more exciting given the majority of these strategies are yet to be developed. It is most obvious that online is the new consumer communicator where the only problem for business is that they still remain firmly entrenched in ‘business as usual’ mode.
Stock levels continue to decline where in some instances volume numbers are at all – time lows despite the lowest ever cash rate. Interestingly enough we are seeing more panic coming from the purchasers not the vendors.
MOSMAN – 2088
• Number of houses on the market this time 2012 – 94
• Number of houses on the market last week – 85
• Number of houses on the market this week – 81
• Number of apartments on the market this time 2012 – 96
• Number of apartments on the market last week – 64
• Number of apartments on the market this week – 59
CREMORNE – 2090
• Number of houses on the market this time 2012 – 18
• Number of houses on the market last week – 8
• Number of houses on the market this week – 8
• Number of apartments on the market this time 2012 – 37
• Number of apartments on the market last week – 15
• Number of apartments on the market this week – 10
NEUTRAL BAY – 2089
• Number of houses on the market this time 2012 – 16
• Number of houses on the market last week – 11
• Number of houses on the market this week – 12
• Number of apartments on the market this time 2012 – 66
• Number of apartments on the market last week – 34
• Number of apartments on the market this week – 32
It has become increasingly obvious that yes, the way we do business is rapidly changing to the extent we need to be more adaptive and coherent with the future not the past. I love the saying that “if it’s not broken don’t try and fix it” – I would add that it’s actually been broken for quite some time given business has struggled to understand the speed of the information highway.
The vast majority of businesses in Australia apply the internet on a part-time basis which is simply because the proprietors simply don’t understand it – to the extent they basically have it on ignore.
It is quite obvious for the vast majority they need to adopt new strategies given we are faced with declining markets across the board. In the case of the real estate industry life after newspapers will be a monumental challenge for the agencies.
More particularly in that they will have to fund the new-world online initiatives?
Robert Simeon is a director of Richardson Wrench Mosman and Neutral Bay and has been selling residential real estate in Sydney since 1985. He has also been writing real estate blog Virtual Realty News since 2000. The RWM real estate model has sold in excess of $1 billion in database sales globally.