Keven Flaherty with his 2010 Overall Top Sales Award. If the technology is there, then it might as well be used.

That kind of thinking has been paying off nicely for Orangeville real estate agent Kevin Flaherty of iProRealty Ltd.

He was recently presented with the 2010 Overall Top Sales Award by iPro.

Flaherty’s successful system is based on findings from the National Association of Retailers (NAR) that 96 per cent of buyers make their first contact with their new home on-line.

In the 1980s, they would have seen a picture of the house, or attended an open house, seen a signs or a published advertisement, but things have changed, with buyers simply able to go online. They type in what they’re looking for, in terms of price, location, etc., and they get access to a short list.

“Why would you go anywhere else?” he wondered.

Flaherty’s system involves building a custom Web page for each home. It contains a narrated video tour, professional photography and floor plans (complete with measurements, so buyers can see if their furniture will fit where they want it). This also gives the narrator the chance to highlight every feature of the house, accentuating the positives. “All the features are being sold,” he said, adding it’s so detailed, “this is actually like a showing.”

From the feedback that’s been received, Flaherty said potential buyers have reported knowing more about the house than would have been the case had they actually visited it.

One of the advantages of this is it helps eliminate unnecessary showings.

“It’s hard to find somebody who has not seen the tour,” Flaherty commented, “If someone comes, it’s like a second showing.”

As well, he said they provide weekly status reports on the Web page, including the number of hits, repeat visits and how long they stay. That means it’s possible to measure the level of interest, and whether it’s going up or down.

“It’s an accurate gauge,” he said.

Additionally, the home’s representation is then syndicated to more than 40 places on-line.

Flaherty said he studied on-line marketing at the University of South Carolina, and he is also a Web page designer. “I have a strong technical background,” he said, adding he’s able to combine it with 23 years experience in real estate.

He also stressed they keep looking for ways to improve the process. He said every time he takes a listing, he interviews the seller at the end of the process, looking for ways to make things better. He said it was an interview with one of these clients that led to including the location of measurements in the floor plan. That means there are minor changes being routinely made, as well as at least one major improvement every year.

He called it “constant and never-ending improvement,” or CANIE, likening the process to what Japanese auto makers have done to be successful.

“They will improve things that don’t need improving,” he said, adding it helps them make sure things are “never going in the opposite direction. It’s never stagnating.”

To receive the award, Flaherty was tops among some 215 realtors in the company, based in such areas as Orangeville, Mississauga, Brampton, Georgetown, Shelburne, etc. He added in terms of productivity, his numbers so far this year are “much higher” than at this point in 2010.

Flaherty operates out of Orangeville, but his territory includes Caledon, Brampton, Mississauga, Mono Township, as well as Dufferin and Wellington Counties.

This is a good time to be in real estate, as far as Flaherty is concerned.

“I don’t think the market’s ever been hotter,” he said, recalling his 23 years in the field. “The real estate market is on fire.”

He added inventory is low, “which makes it an excellent time for someone to sell their home and get top dollar.”

On the other hand, the downside is a person selling a home might have a bit of trouble finding a new one.

“It’s about utilizing the great seller’s market to get even more money for your home,” he said. “Even in a hot market, it’s critical that you get good on-line representation.”