explains, found that a large percentage of buyers lived between ten and 15 miles of the home they
bought. Once the developer knew that, they changed their marketing to focus on people living closer
to the development.
This prompted a more targeted marketing approach, reducing costs and increasing their chances of
success. And that came from one small piece of knowledge – replicating that kind of analysis
throughout a business could transform it.
Riccardo Iannucci-Dawson, co-founder of Yourkeys, agrees the potential of data is only just being
explored. “There are about 150 individual property related data sets across this country that could all
be aggregated, from the Land Registry to planning portals and sites such as Rightmove. Once that
data becomes digitised it becomes a very powerful tool.” A tool, he points out, that could play its part
in addressing the nation’s housing shortage.
He gives an example. “Say you’ve got £8million to buy some land and you want to target a certain
demographic. You want it connected to certain transport links and you want a certain rate per square
foot. An aggregator programme could tell you where in the country that land exists very quickly.”
Much of this data can be captured by platforms such as Yourkeys which Iannucci-Dawson describes
as “communications software for all stakeholders involved in buying and selling new homes.”
They pinpointed exactly what the platform should do by – as one might expect – collecting some data.
“We surveyed 1,000 property buyers and asked them what feature they’d like when buying a new
home. Overwhelmingly they said progress tracking. People are happy with the way you search for
property but once you’ve found one there’s nothing. We fill that gap.” The platform holds users’ hands
all the way through to legal completion.
So there are an increasing array of tech options for developers at all stages. But for many smaller
housebuilders, perhaps without the dedicated in-house tech expertise, understanding which tech is
right for them is the first barrier to taking advantage of it.
That’s where a company such as My Future Cloud (MFC) can really prove its worth, says commercial
and strategy director David Emuan. “We work collaboratively with clients to identify potential growth
opportunities, and to develop a wider digital strategy in line with their business goals.”
“People are happy with the way you search for property but once you’ve found one there’s nothing. We fill that
Riccardo Iannucci-Dawson, co-founder, Yourkeys the right fit
This includes identifying which software is the right fit for a business’ needs. MFC will then make sure
it is implemented correctly, both in terms of a company’s technological needs and its, often
overlooked, cultural ones, through change management and coaching.
You cannot just drop in a piece of tech and expect it to work smoothly immediately, says Emuan.
“Proptech covers a number of layers within the housebuilding sector and can be the answer tochallenges across a huge range of business areas. However, a shiny new software solution or