A recent Cendant Mobility survey of relocation industry professionals has found that a majority believes that technology will have the biggest impact on their industry's future. The two other most important influences, said the 100 respondents, are demographics and government.

An important influence in the respondents' votes is the availability of technology to transfering employees. According to earlier surveys of Cendant Mobility's key clients and transfering employees, the company found that 94% of transferees had access to the Internet at both home and work, and that 92% or more of Cendant's clients felt it was critical to have access to employee status and tracking reports online. As one of the largest relocation companies in the world and a cornerstone of the new Move.com, a relocation/moving, and real estate services portal, Cendant Mobility's statistics carry some real weight.

This signals a trend that Realtors should heed, whether they specialize in relocation or not. The consumer, be it an employer, an off-the-street buyer, or seller, or transferee is likely to be wired and may expect to receive services via the Internet.

"Quite clearly, technology has - and will continue to have - a substantial effect on the ways in which our industry operates and responds to change," noted Cendant Mobility President and CEO Kevin J. Kelleher. "More and more customers expect and deserve immediate access to the specifics of their move, while clients are increasingly utilizing solutions that offer complete Web-based relocation management."

The transfer of an employee is a risk for any company. Depending on the rank of the employee and the market conditions at the time of the transfer, the company may have to turn the employee's home over for sale and/or management to a third-party service like Cendant Mobility, and put itself at risk of a loss. Another challenge that is equally important is keeping the employee as comfortable and stress-free during the upheaval of a move. The goal of any HR manager is to maintain maximum productivity and to incur as little cost to the company or employee as possible. Not only do these HR managers and third-party relocation company liaisons expect to be kept informed of the sale or purchase of an employee's home, they expect the employee to be kept in the loop, too.

A savvy real estate agent who wants to build repeat and referral business can do so effectively in the way s/he handles the relocation of an employee. Whether or not the agent is part of the relocation process from the employer's standpoint, the agent can build credibility with the company by asking the customer/employee client if there is anyone at the office who might like to be copied on the agent's progress in selling the employee's home or finding a home.

The Internet and its information tools is the perfect way to initiate a relationship with the HR manager and the company, so that the next time the company has a transfer pending, the manager may be impressed enough with the agent's work and follow-through to refer him or her.

Published: July 11, 2000

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