{"id":289200,"date":"2016-08-18T07:00:00","date_gmt":"2016-08-18T06:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/le-secteur-immobilier-doit-entamer-une-veritable-strategie-numerique-7264"},"modified":"2016-08-18T07:00:00","modified_gmt":"2016-08-18T06:00:00","slug":"le-secteur-immobilier-doit-entamer-une-veritable-strategie-numerique-7264","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/le-secteur-immobilier-doit-entamer-une-veritable-strategie-numerique-7264","title":{"rendered":"Le secteur immobilier doit entamer une v\u00e9ritable strat\u00e9gie num\u00e9rique"},"content":{"rendered":"
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XERFI-PRECEPTA vient de publier une \u00e9tude approfondie sous le titre : \u00ab Les nouveaux enjeux num\u00e9riques dans la distribution immobili\u00e8re \u2013 Agences, promoteurs, sites d\u2019annonces, etc. : mutations technologiques, nouveaux mod\u00e8les d\u2019affaires et perspectives d\u2019activit\u00e9 \u00e0 l\u2019horizon 2018 <\/b><\/i>\u00bb<\/p>\n

Le secteur immobilier ne va pas \u00e9chapper aux bouleversements<\/b> suite \u00e0 l\u2019irruption du num\u00e9rique. La d\u00e9sinterm\u00e9diation n\u2019est pas encore de mise mais, de l\u2019avis des experts de Xerfi-Precepta, les acteurs de la distribution immobili\u00e8re doivent rester sur le qui-vive, sous peine de se retrouver talonn\u00e9s par les nouveaux entrants 100% en ligne ou par les mod\u00e8les disruptifs qui \u00e9mergent \u00e0 l\u2019\u00e9tranger.
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Les nouveaut\u00e9s num\u00e9riques dans le secteur immobilier<\/h3>\n
Chaque nouveau r\u00e9seau immobilier qui se cr\u00e9e apporte chacun sa part d\u2019innovation et une nouvelle technologie\u00a0 qui facilite l\u2019achat ou la vente d\u2019un bien immobilier. Open Data, G\u00e9olocalisation, home staging, visite virtuelle en 3D\u2026 sont autant de services innovants qui s\u2019imposent dans le paysage de l\u2019immobilier. Du c\u00f4t\u00e9 des services, les principales initiatives portent sur la mise en relation. Et ce pour faciliter le parcours immobilier des clients par un meilleur ciblage des recherches (Ikimo9, Locatme, Somhome) ou en simplifiant les d\u00e9marches (BePrem\u2019s).
Beaucoup de nouvelles enseignes du secteur se sont cr\u00e9\u00e9es ces derni\u00e8res ann\u00e9es mais seuls les r\u00e9seaux mandataires se sont impos\u00e9s comme une menace s\u00e9rieuse. Ils ont su utiliser \u00ab l\u2019uberisation \u00bb du secteur en leur faveur en s\u2019appuyant seulement sur des agences virtuelles tout en comptant sur un appui marketing et commercial, des outils de gestion et de la formation fournis par le franchiseur. <\/p>\n

Mais attention aux mod\u00e8les immobiliers \u00e9trangers qui cassent les codes.<\/b> Le rapport cite l\u2019enseigne anglaise Easyproperty qui se positionne sur le cr\u00e9neau low-cost en proposant \u00e0 ses clients des offres forfaitaires. La moins ch\u00e8re fournit des outils d\u2019aide \u00e0 la vente (support de communication, publication d\u2019annonces…), tandis que le client s\u2019occupe des visites ou encore de la finalisation de la transaction. Aux USA, l\u2019enseigne Opendoor s\u2019appuie sur le Big Data pour racheter des maisons cash. <\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Cap sur le num\u00e9rique pour ne pas \u00eatre distanc\u00e9 !<\/h3>\n
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L\u2019ensemble des acteurs du secteur immobilier : agences, promoteurs et sites d\u2019annonces doivent s\u2019adapter au num\u00e9rique<\/b> pour rester concurrentiels. Bouygues Immobilier a, lui, mis\u00e9 d\u2019embl\u00e9e sur l\u2019acquisition de start-up innovantes avec son fonds BIRD. Les sites comme Seloger, Era France<\/a> ou encore Orpi<\/a> proposent d\u00e9sormais dans leurs sites une fonction de g\u00e9olocalisation. D\u2019autres op\u00e9rateurs d\u00e9dient des espaces aux avis clients, en suivant l\u2019exemple du pr\u00e9curseur Meilleursagents.<\/p>\n

L\u2019enseigne Orpi est de loin celle qui marque fortement son passage dans le num\u00e9rique<\/b>. Sa pr\u00e9sence en ligne s\u2019ouvre aux annonces des particuliers pour r\u00e9unir une offre plus large et capter en amont des projets n\u2019ayant pas abouti sans interm\u00e9diation.\u00a0 D\u2019autre part, le r\u00e9seau va proposer des \u00ab packs \u00bb (home staging, estimation, gestion des visites, etc.), avec la possibilit\u00e9 de choisir parmi un ensemble de prestations sans s\u2019engager dans un mandat.<\/p>\n

La transition num\u00e9rique est donc n\u00e9cessaire surtout avec la mont\u00e9e de l\u2019utilisation d\u2019objets connect\u00e9s<\/b> comme les tablettes ou les Smartphones. Les acteurs traditionnels doivent \u00eatre \u00e0 la hauteur et int\u00e9grer le mobile au c\u0153ur de leur strat\u00e9gie digitale pour que l\u2019exp\u00e9rience utilisateur soit optimale<\/b>. Ils doivent proposer entre autres, une navigation adapt\u00e9e, un site responsive design, des services li\u00e9s \u00e0 la mobilit\u00e9 (recherche g\u00e9olocalis\u00e9e, informations locales\u2026).<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Auteur de l\u2019\u00e9tude : Vincent Desruelles<\/i>
Dossier sp\u00e9cial vacances \u2013 juillet 2016 Xerfi<\/i> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

XERFI-PRECEPTA vient de publier une \u00e9tude approfondie sous le titre : \u00ab Les nouveaux enjeux num\u00e9riques dans la distribution immobili\u00e8re \u2013 Agences, promoteurs, sites d\u2019annonces, etc. : mutations technologiques, nouveaux mod\u00e8les d\u2019affaires et perspectives d\u2019activit\u00e9 \u00e0 l\u2019horizon 2018 \u00bb Le secteur immobilier ne va pas \u00e9chapper aux bouleversements suite \u00e0 l\u2019irruption du num\u00e9rique. La d\u00e9sinterm\u00e9diation […]<\/p>\n","protected":false},"author":48,"featured_media":287646,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[137,140],"class_list":["post-289200","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","tag-politique-concept-produit","entry","has-media"],"acf":[],"yoast_head":"\nLe 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