A property decision is rarely just a property decision. It can mean first independence, a growing family, a move after loss, a new investment, a smaller home for a new season, or the closing of a chapter that mattered. That is why Chas Everitt’s new “It Matters” campaign lands with such relevance. It speaks to something people feel instinctively: when the stakes are personal, the details are not details. They are the difference.
In a world where real estate consumers are better informed than ever before, property portals have made browsing easier, AI tools can generate descriptions, estimate values, answer questions and simplify many parts of a real estate transaction, there is.
No data to show that estate agents have become irrelevant. Quite the opposite. According to the latest available information from the US National Association of Realtors (NAR), 88% of buyers still purchase through a real estate agent or broker, while 90% of sellers still use an agent, and for-sale-by-owner transactions are currently at an all-time low of 6%.
That tells us something important. Technology may change the way people search, compare and communicate, but it has not removed the need for human judgement when the decision is complex, emotional and financially significant.
In South Africa, that complexity is very real. All the statistics show that transaction volumes are still below pre-pandemic levels in most parts of the country, despite lower inflation and interest rates and increasing digital innovation. In other words, opportunity is returning for sellers, but the market still requires careful pricing, good timing and proper guidance.
Which is where It Matters becomes more than a line:
It matters who prices your home.
It matters who understands your suburb.
It matters who knows when buyer interest is genuine.
It matters who tells you the truth, not just what you want to hear.
It matters who negotiates, follows up, checks the paperwork, manages the attorneys and keeps calm when the process becomes stressful.
Modern customers do not want fluff. They can spot it quickly. They want convenience, yes, but they also want confidence. They want transparency. They want to know that someone is paying attention when they are not in the room. They want an agent who can combine digital tools with human care.
That is the brand story Chas Everitt is telling now: a heritage business, built on family values and professional service, stepping into a digital future without losing the human centre of real estate.
We know that homes are not just searched for; they are
hosen, negotiated, loved and finally handed over with hope. And every step of that journey matters to us as much as to our customers.
Follow the It Matters campaign online and see how Chas Everitt is bringing this promise to life - one client, one agent, one home and one meaningful moment at a time.
