Lo virtual es fundamental pero no remplaza al servicio.

“Hoy no es una opción no abrazar lo digital” enfatiza ante Áreas Globales Dotti Peñate, directora de Operaciones de RE/MAX Argentina y Uruguay, pero el servicio al cliente debe ser la prioridad. Experiencias que dejó …

Dotti Peñate

“Hoy no es una opción no abrazar lo digital” enfatiza ante Áreas Globales Dotti Peñate, directora de Operaciones de RE/MAX Argentina y Uruguay, pero el servicio al cliente debe ser la prioridad. Experiencias que dejó la pandemia.

A cargo de una red que solamente en la Argentina supera los 150 oficinas, reconoce que “sin duda la pandemia ha sido algo extraordinario, no conozco algo parecido que hayamos enfrentado, pero si llegamos hasta aquí, es mucho”. Sostiene que lo importante fue valorar la vida, lo que somos y reorganizarnos y como aprendizaje debería quedar priorizar los vínculos, atreverse a una video llamada, especialmente, en el rubro inmobiliario lo que no debería faltar es el interés por el otro,” se puede hacer siempre y no tiene costos”

“Hace años que usaba herramientas de la tecnología, viajando por el país y el exterior lo que me permitía trabajar y estar en contacto. Quizás algo lindo que habilitó la pandemia es poder hacerlo desde cualquier lugar y mantenerse informado”. Para ella, si bien fue duro al principio, el aislamiento aceleró un proceso que se viene gestando, la amenaza de que la revolución tecnológica provoque la desaparición de los agentes inmobiliarios y” sinceramente, esta mega irrupción de lo tecnológico no fue así, aunque hubo meses muy complicados”.

HERRAMIENTAS TECNOLOGICAS

“Lo primero que hicimos es aceptar lo que pasaba, actuar rápido y reorganizar el equipo. Por suerte, excepto la firma y ciertos organismos que no estaban abiertos, todo lo demás fue posible”. De hecho, RE/MAX se convirtió en el 2020 en la primera red inmobiliaria federal en lanzar la firma electrónica como herramienta para ver y suscribir documentos con validez legal desde cualquier dispositivo móvil. También durante la pandemia los equipos y clientes de la red pudieron seguir mostrando y visitando las propiedades en forma virtual, coordinando con los interesados y guiando la visita completamente en vivo.

“Todo eso lo hicimos sin romper protocolos; invertimos en nuestra página con más filtros para que las personas puedan encontrar lo que buscan. No obstante, la digitalización tiene muchas cosas buenas pero no sustituye el servicio persona a persona”.

“Los procesos simples son los que se digitalizan primero, pero es compleja la operación inmobiliaria en Argentina y Uruguay, lo veo todavía complicado. Pero la gente va a poder elegir opciones en el futuro entre lo personal y lo virtual. Aunque hoy no es opción no abrazar lo digital, pero se requiere de conocimiento, experiencia y buen servicio. Es difícil seguir como antes”.

El tema, sin embargo, es el diferencial en la atención: sin servicio y sin información, el lugar es el problema. Se está viendo en EEUU, apunta, que hay negocios que para captar el cliente envuelven en papel todas las compras, una manera de distinguirse de los envíos online.

“Hoy el cliente viene más informado y depende de cuál es tu rapidez y conocimientos para competir por él. Respecto de las expectativas a futuro Peñate es categórica: “El rubro, y también el país, dependen de cada uno de nosotros. Yo elijo estar acá y trato de poner el foco en lo que hacemos para no perder el rumbo. Nuestra obsesión tiene que estar puesta en las personas a las que servimos. Todos en la cadena de valor preguntarnos: ¿estamos brindando valor, hay ajustes para hacer?. Sea presencial o virtual, no podemos quedarnos paralizados si se mantiene la pandemia”.

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