{"id":15228,"date":"2014-09-16T09:57:52","date_gmt":"2014-09-16T07:57:52","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=15228"},"modified":"2023-03-28T17:36:42","modified_gmt":"2023-03-28T15:36:42","slug":"digitalisation-immobilier","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/09\/16\/digitalisation-immobilier\/","title":{"rendered":"Digitalisation de l&rsquo;immobilier : un secteur qui doit s&rsquo;adapter"},"content":{"rendered":"<p><span style=\"color: #000080;\"><em><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/09\/sebastien-de-lafond.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15382 alignright\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/09\/sebastien-de-lafond.jpg\" alt=\"S\u00e9bastien d\" width=\"137\" height=\"137\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/09\/sebastien-de-lafond.jpg 200w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/09\/sebastien-de-lafond-150x150.jpg 150w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/09\/sebastien-de-lafond-50x50.jpg 50w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/09\/sebastien-de-lafond-125x125.jpg 125w\" sizes=\"auto, (max-width: 137px) 100vw, 137px\" \/><\/a><\/em><\/span><em>La digitalisation de l&rsquo;immobilier est un passage oblig\u00e9 selon S\u00e9bastien de Lafond. A l\u2019occasion de la <a title=\"Conf\u00e9rence CCM Benchmark\" href=\"http:\/\/www.ccmbenchmark.com\/conference\/824-immobilier-et-internet\">conf\u00e9rence CCM Benchmark Immobilier et Internet 2014 qui aura lieu \u00e0 Paris le 30 septembre<\/a>, <span title=\"https:\/\/www.linkedin.com\/in\/sdelafond\">S\u00e9bastien de Lafond<\/span>, pr\u00e9sident et <a title=\"Meilleursagents.com\" href=\"https:\/\/www.meilleursagents.com:443\/a-propos\/equipe\">cofondateur de MeilleursAgents.com<\/a> a accept\u00e9 de nous recevoir pour r\u00e9pondre \u00e0 nos interrogations. Quel impact a la digitalisation sur le <a title=\"March\u00e9 de l'immobilier\" href=\"http:\/\/votreargent.lexpress.fr\/immobilier\/le-marche-immobilier-a-paris-en-ile-de-france-et-en-regions_304346.html\">march\u00e9 de l\u2019immobilier\u00a0<\/a>? L\u2019agent est-il condamn\u00e9 \u00e0 dispara\u00eetre\u00a0? Car les habitudes de consommation ont \u00e9t\u00e9 modifi\u00e9es avec l\u2019<a title=\"Internet\" href=\"https:\/\/en.wikipedia.org\/wiki\/Internet\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">Internet<\/a>, et si le ph\u00e9nom\u00e8ne n\u2019est pas nouveau, il a pris de l\u2019ampleur r\u00e9cemment\u00a0: aujourd\u2019hui, 82% des acheteurs commencent leur achat immobilier sur Internet. C\u2019est un nouvel (et \u00e9ni\u00e8me) exemple de transformation digitale o\u00f9 ceux qui sauront s\u2019adapter pourront y trouver un avantage concurrentiel, \u00e0 l\u2019inverse des \u00ab\u00a0<a title=\"Cat\u00e9gories d'entreprises en transfo digitale\" href=\"https:\/\/visionarymarketing.com\/fr\/2014\/09\/transformation-digitale-tartar\/\">attentistes de la transformation <\/a>\u00bb (c\u2019est-\u00e0-dire la plupart des entreprises) qui devront se remettre en question, sous peine de se faire submerger par la vague du changement.<\/em><\/p>\n<h2>Immobilier digitalisation : un secteur qui doit s&rsquo;adapter (avec S\u00e9bastien de Lafond)<\/h2>\n<figure id=\"attachment_15385\" aria-describedby=\"caption-attachment-15385\" style=\"width: 519px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/09\/antimuseum.com-belair-5684.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15385 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/09\/antimuseum.com-belair-5684-e1664875551900.jpg\" alt=\"digitalisation immobilier\" width=\"519\" height=\"340\" \/><\/a><figcaption id=\"caption-attachment-15385\" class=\"wp-caption-text\">Internet permet de supprimer les interm\u00e9diaires : l&rsquo;agent immobilier doit se r\u00e9inventer pour survivre.<\/figcaption><\/figure>\n<p><!--more--><\/p>\n<p>Dans le cas de l\u2019entreprise de S\u00e9bastien de Lafond, le digital fait partie de l&rsquo;entreprise, elle\u00a0est <a title=\"Digital Native\" href=\"https:\/\/en.wikipedia.org\/wiki\/Digital_native\">n\u00e9e avec<\/a>.<\/p>\n<p>Elle permet de mettre en relation des agents avec des particuliers ayant un projet immobilier concret.<\/p>\n<p>C\u2019est donc une entreprise B2B2C. Bien qu\u2019elle soit connu pour son <a title=\"Outil d'estimation des prix\" href=\"https:\/\/www.meilleursagents.com:443\/estimation-immobiliere\/\">outil d\u2019estimation des prix<\/a>, son r\u00f4le principal est de s\u00e9lectionner les bons agents immobiliers qui paient pour \u00eatre en relation avec des prospects.<\/p>\n<p><iframe loading=\"lazy\" title=\"[Fr] Sebastien de Lafond de  Meilleursagents.com\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/WEjocvizABo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3>Avec la digitalisation du march\u00e9 de l&rsquo;immobilier, les agences sont-elles condamn\u00e9es \u00e0 dispara\u00eetre\u00a0?<\/h3>\n<p>Effectivement, on peut se poser cette question, dans le sens o\u00f9 le march\u00e9 de l\u2019immobilier se digitalise. Cela fait d\u00e9j\u00e0 quelques ann\u00e9es que l\u2019on se demande si l\u2019agent immobilier va r\u00e9sister \u00e0 l\u2019Internet.<\/p>\n<p>Je pense que oui, l\u2019agent immobilier va survivre ; en revanche, il va devoir se r\u00e9inventer, c\u2019est une n\u00e9cessit\u00e9. L\u2019agent immobilier que l\u2019on fantasme, qui est un simple pousseur de portes sans comp\u00e9tences techniques est v\u00e9ritablement en danger, \u00e0 terme.<\/p>\n<p>Il va donc falloir muscler son jeu en mati\u00e8re d\u2019\u00e9valuation, de comp\u00e9tences juridiques, fiscales et commerciales, et\u00a0acqu\u00e9rir une\u00a0vraie connaissance locale du march\u00e9.<\/p>\n<p>L\u2019agent immobilier qui a ces comp\u00e9tences-l\u00e0 et qui saura utiliser ces nouvelles technologies sera l\u00e0 demain.<\/p>\n<h3>La digitalisation du march\u00e9 de l&rsquo;immobilier ne serait\u00a0finalement pas \u00e0 prendre comme une menace par les agents.<\/h3>\n<p><!--more--><\/p>\n<p>Beaucoup d\u2019agents immobiliers ont accept\u00e9 le fait qu\u2019internet \u00e9tait l\u00e0\u00a0: 82% des particuliers commencent leur projet immobilier sur internet, c\u2019est un fait.<\/p>\n<p>Je pense qu\u2019il y a encore un pourcentage d\u2019agents immobiliers qui per\u00e7oivent internet comme une menace et qui n\u2019ont pas vraiment compris que cela pourrait \u00eatre une v\u00e9ritable opportunit\u00e9.<\/p>\n<p>On le voit nous-m\u00eame, on permet aux agents immobiliers d\u2019afficher les avis des clients sur notre site : au d\u00e9but il y a une crainte, une peur que cela se retourne contre eux.<\/p>\n<p>Dans la pratique, ce que l\u2019on observe c\u2019est que c\u2019est extr\u00eamement positif car cela r\u00e9pond \u00e0 une v\u00e9ritable attente des particuliers\u00a0: lorsque l\u2019on confie la vente de son bien \u00e0 un agent, savoir ce que d\u2019autres clients en ont pens\u00e9 est tr\u00e8s rassurant, c\u2019est un facteur de confiance et cela demande un petit peu de temps.<\/p>\n<h3>L\u2019agent immobilier qui a peur de l\u2019Internet, c\u2019est celui qui ne sait pas se renouveler\u2026<\/h3>\n<p>L\u2019agent qui n\u2019est pas capable de r\u00e9ponde aux nouvelles attentes des particuliers en mati\u00e8re de transparence, d\u2019exposition aux avis de tiers et de monter en comp\u00e9tence de mani\u00e8re g\u00e9n\u00e9rale va souffrir, car l\u2019Internet c\u2019est comme un coup de projecteur sur les pratiques de toutes les professions, pas seulement les agents immobiliers, et les meilleurs en b\u00e9n\u00e9ficient quand ceux qui ne se remettent pas en cause en souffrent \u00e9norm\u00e9ment. En cela, je pense que le march\u00e9 de l\u2019immobilier ne fait pas exception.<\/p>\n<h3>Malgr\u00e9 la digitalisation, il y aura toujours besoin d\u2019humain, ne serait-ce que lors de certaines \u00e9tapes cl\u00e9s.<\/h3>\n<p>L\u2019humain doit absolument rester au c\u0153ur du dispositif. On le voit bien chez nous, les transactions commencent sur internet, puis nous les accompagnons par t\u00e9l\u00e9phone, pour finir par une mise en relation avec des agents immobiliers bien physiques. Ce continuum dans l\u2019exp\u00e9rience entre technologie et humain est pour nous un mod\u00e8le d\u2019avenir. Mais l\u2019humain se concentre sur les moments de jeu o\u00f9 il apporte le plus de valeur ajout\u00e9e, et c\u2019est tr\u00e8s bien comme cela.<\/p>\n<h3>Comment votre strat\u00e9gie a \u00e9volu\u00e9 au fil des ann\u00e9es\u00a0?<\/h3>\n<p>En 2008, nous prenions des mandats de ventes de clients particuliers vendeurs au nom de meilleursagents.com et on s\u00e9lectionnait deux agents immobiliers \u00e0 qui on d\u00e9l\u00e9guait la transaction et nous gagnions notre vie quand un des deux agents vendaient le bien. Cela nous a donn\u00e9 une comp\u00e9tence tr\u00e8s forte en mati\u00e8re de compr\u00e9hension de la transaction immobili\u00e8re. Petit \u00e0 petit, nous\u00a0avons permis aux particuliers de mandater des agents immobiliers sans passer par notre interm\u00e9diaire, et aux agents immobiliers de venir proposer leurs propres solutions directement sur notre site. C\u2019est la tendance\u00a0: on offre une richesse fonctionnelle aux particuliers et aux agents immobiliers en prenant nous-m\u00eame de plus en plus de distance.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La digitalisation de l&rsquo;immobilier est un passage oblig\u00e9 selon S\u00e9bastien de Lafond. A l\u2019occasion de la conf\u00e9rence CCM Benchmark Immobilier et Internet 2014 qui aura lieu \u00e0 Paris le 30 septembre, S\u00e9bastien de Lafond, pr\u00e9sident et cofondateur de MeilleursAgents.com a accept\u00e9 de nous recevoir pour r\u00e9pondre \u00e0 nos interrogations. Quel impact a la digitalisation sur &hellip;<\/p>\n","protected":false},"author":29,"featured_media":15385,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[121],"tags":[],"class_list":["post-15228","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Digitalisation immobilier : un secteur qui doit s&#039;adapter<\/title>\n<meta name=\"description\" content=\"Quel impact a la digitalisation sur le march\u00e9 de l immobilier ? L\u2019agent est-il condamn\u00e9 \u00e0 dispara\u00eetre ? 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