Agent on Duty is an app for finding houses and agents, and it has some big-name competitors. It could carve out a niche for bilingual and mid-market agents with its support for eight languages.
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Agent on Duty is an application to connect buyers and sellers with local agents.
Platforms: iOS app, Android app, browser
Ideal for: All agents, buyers and sellers
Main selling points:
- Geographically restricted
- Consumers should log in to see the full list
- Easily switch between work and rest
- List view prioritizes user listings
- Referral potential
The success of this application will depend on the agent and Agent on Duty, the company, which promotes the installations of the application by the consumers.
What you should know
This is a simple and clear application that helps buyers and sellers to find a local agent. I really like its interface and overall experience, as it is designed to make quick connections and capture leads that are actively searching.
At no time did the Toronto-based company Service agent overwhelming the consumer with pages and pages of listings or driving superfluous calls to action.
In fact, agents are limited to entry to just three personal listings that are only presented to geographically relevant buyers, along with local properties fed by MLS. The houses of the guard agent have search priority.
In use cases where the agent does not have relevant listings, only local properties powered by MLS will be displayed.
However, in the end, the agent closest to the listing that was asked about gets the lead. If that agent is also the listing agent, you will need to refer to the local dual agency rules or refer the potential client.
Consumers can only view the location and list price. They must fill out a short form asking if they are buyers, sellers, tenants, or owners. Once this is done, they can freely call or text the agent.
Buyers don’t see the listing agent’s contact information, a characteristic that tends to tip the app in favor of the former. Once hired by the consumer, buyer agents can dial the publicly traded agent with a single touch.
There is also an option to request mortgage information. Agents will likely use it as a sign that they are not prequalified yet. Handle that however you want.
Upon login (the application integrates with Google and social media account transfers for account creation), the application asks to choose between registering as a Customer or Agent and selecting one of the eight languages that the application can support. Impressive.
The list setup process is quite fast as the app is not designed to promote all the details of the list. Enter an ad address, its price, some details, and images, and you’re good to go.
The app also tracks recent interactions based on the lead, coming from your phone’s call and text log, and making you “Available” is as easy as pressing a thick button at the top of the dashboard. (Why that button isn’t labeled “On Duty” is a mystery. Sounds like a better branding move, right?)
But know that when you mark yourself “off duty,” the next physically close agent takes the lead.
Buyers and sellers can view an agent’s local MLS listings on their profile, as well as collect brokerage details and contact information.
The app also allows sellers to enter FSBO listings. This can give agents the opportunity to pitch them on listing services (agents are notified of new FSBOs) and for their buyers to take a look at houses that are not on the MLS. This is a very good idea as it will help show the difference in how each home is marketed and delivers on the promise of showing buyers everything there is.
In general, there are a few things I like about Agent on Duty, like its simple interface and localization. It is obvious that there is money behind and development skills; It is a valuable application in terms of functionality and fulfillment of its business purpose.
You are going to need aggressive marketing to consumers and an understanding that agents will have to manually enter these leads into their CRM. Plus, you have all the major portal apps to deal with, and that’s no easy feat, especially with CoStar now in the mix.
Do you have a technology product that you would like to discuss? Email Craig Rowe
Craig C. Rowe got his start in commercial real estate at the dawn of the dot-com boom, helping a number of commercial real estate companies strengthen their online presence and analyze internal software decisions. He now helps agents with technology and marketing decisions by reviewing software and technology for Inman.