The Property Edge Podcast

5. PropTech Integration Strategy | The Agent-First Tech Stack | Luke Holden (Ouwens Casserly)

In this episode of the Property Edge podcast we’re joined by Luke Holden, Sales Director at Ouwens Casserly, one of South Australia’s largest independent real estate agencies. We discuss his approach to technology, providing some insights that any agent can replicate in their own business.

TL;DR:?

• Disrupted standard agency tech model by customising platforms to individual agents needs.?
• Slashed tech stack from 9 to 4 core solutions for better ROI and adoption.?
• Built proprietary AI chatbot for internal policy/procedure/legislation guidance.?
• Uses buyer personas to deliver hyper-relevant communications to client base.?
• Connected sales and PM data to unlock cross-business opportunities.?
• Backs implementation with specialist data and fully integrated tech teams?

“Fundamentally we call it an ‘OC way.’ There's a 70 percent underpinning of tasks or things that every agent needs to do - they need to prospect, they need to lead generate, et cetera. And then you've got the additional 30 percent individual flair that we never ever want to change because that's what makes everybody so unique.”?Luke Holden.

Tech To Fit The Agent, Not Vice Versa: How OC Built Their Implementation Machine?

Most agencies buy software and tell their agents to adapt. OC flipped this model, creating a dedicated implementation team that customises technology around each agent's natural workflow. "We have somebody in the business that purely specialises in assisting our agents in the adoption of systems," explains Holden. "More importantly, they're customising that journey for that agent so that the software suits them, not the other way around."?

This implementation specialist works with agents for 6-12 months, ensuring all infrastructure aligns with their individual needs. The results? Significantly higher adoption rates and better outcomes. It's part of what Holden calls "the boarding process" - distinct from traditional onboarding - where the focus is on tailoring systems to enhance each agent's unique approach.?

From Mass Marketing to Personal Journeys: The Future of Agent-Client Communication?

OC has moved beyond basic database segmentation to develop sophisticated customer personas. "Not everybody is the same," Holden emphasises. "Everyone's got different needs and different timings." By tagging contacts as first-home buyers, investors, upsizers or downsizers, OC delivers highly relevant content and market insights specific to each journey.?

Looking ahead, Holden sees AI revolutionising this personalisation further. Rather than sending mass EDMs to thousands, he envisions communication becoming truly one-to-one. "The content and message will be the same, but the delivery of the content could differ," he explains. It's about leveraging technology to strengthen relationships, not replace them - using AI and automation to ensure every interaction is meaningful and relevant to where each client is on their property journey.?

“Everything again comes back down to the customer, and so to prevent you from going to other third party ecosystems, what we need to do is we need to actually?embrace those other ecosystems?and work out how we can integrate those ecosystems into our own.”?Luke Holden.

Watch the full episode on YouTube:

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