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Estate agency CRM needs more innovation, says Spectre founder

Heather Staff reveals how she and her brother launched Street after realising agents lacked tech to bring together marketing and CRMs.

Nigel Lewis

heather street interview estate agents

Estate agents have a fast-growing number of CRM platforms to choose from who say their platforms can make the home buying process more transparent and easier for both buyers, vendors and property firms.

The latest to make a strong bid are the founders of prospecting tool Spectre, siblings Heather and Thomson Staff, who this year launched their CRM offering for agents, Street.co.uk.

The Neg sat down with Heather during our recent conference in London to ask why she felt the property industry should choose her CRM to help agents run their sales operations.

Why have you entered such a competitive market?

“What started off our journey was Spectre, which a lot of estate agents have embraced and is now very successful and in the beginning we looked to integrate with existing CRMs because there is a natural integration there because agents want to integrate their marketing and CRMs,” she says.

“But we became increasingly frustrated that we couldn’t do that so we looked at the industry and my brother and I thought – where’s the innovation in this space.

“All the big venture capital money has gone into portals and the online agent part, which is great, but not a lot has gone into providing software that helps agents do their job better and more efficiently on a day-to-day basis.

“So we thought – we can do this ten times better – so we did.”

How do you know the market needs this?

“I moved home this year when we moved out of London. It’s a bit naughty, but we got ten valuations and the agent chose was phenomenal, and by the way they were a client of ours. But my observation was that the transaction was lacking on the tech side.

“As a consumer, you are still a little bit in the dark – because you don’t know what going on – for example how many viewings have taken place – and that’s a gap we need to plug as an industry, and of course that’s what Street.co.uk does.”

December 24, 2021

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