When considering new technology, think about how you’ll use it and what it takes to implement it.
by Monica Neubauer
Monica Neubauer
As a REALTOR®, there is a lot of tech out there marketed toward us—sometimes it’s life-changing helpful, but sometimes it’s a drain on your time and your wallet. I feel that the difference between these two lies not just with the technology itself, but with how you use it, what you expect from it and how much time you have to invest in figuring it out.
So before you rush out to get the latest and greatest shiny new tech, take a little time to develop a plan for implementation.
Develop a system for handling your new technology.
We want our technology to be something that helps us live life the way we want to live life, yet we don’t invest in ways to implement and really use that tech.
For example, I see a lot of agents signing up for programs that offer new leads without figuring out a system for handling those leads first. Without that system, the leads may be useless. Think about this: 88 percent of clients say they like their REALTOR® and would work with him or her again, but only 12 percent do.
That’s a huge gap in follow-up with your client base. That’s why your first piece of new tech should really be a CRM, if you haven’t already invested in one. Some of the popular tools are Realty Juggler, Wise Agent, Top Producer and Lion Desk. CRS also offers Agentdesks as part of your membership.
But again, you need a system for implementing this new tool. Know what you want to get out of this program and decide if that’s worth it for you. Budget time to learn how to use it and then use the features that work best for you.
Invest in places where you need help.
One of the biggest truths about building a business structure is this: It’s going to cost you time or money. There are certain things we need in our businesses, and we either do them ourselves, if we have the time, desire or ability, or we outsource them. When deciding on the right technology to employ, look at your personality and skill set. Some people simply should not be designing a website (I’m one of them), and when you can pay $5 a month for one by going to Placester.com/NAR, why wouldn’t you?
I recommend looking into tech that helps with professional photos, like Immomedia and Matterport for 3-D photos, with social media like PixSocial or InTouch, and with direct mail postcards like CoreFact, which directs them right back to you via personal websites.
Think like a consumer.
Real estate agents tend to look at their businesses from their perspective as an agent: What can they do and what should they do? They don’t necessarily think like a consumer, and consumers these days are not only tech-savvy, they’re tech demanding. They expect you to be on the most high-profile industry and social platforms. So that means you should have fully filled out profiles on Zillow, Realtor.com, LinkedIn and your brokerage page with a modern, professional photo and a polished description.
How else do consumers find agents in your market? If you’re able to find a tool that helps you speak the consumer’s language, consider using that. Remember to meet the customers where they are, and provide them with the kind of information they expect.
