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Do You Ever Feel Like You Need an Engineering Degree to Understand Your Real Estate Tech Products?

May 20 2015

leada confused by re techIn the recent years, we've seen an unprecedented boom in technology when it comes to the real estate industry. Every wave of this boom is the "latest and greatest" and the "must have" if you want to grow your real estate practice.

Every one of these things is also disjointed and does not work with the technologies that preceded it. This is a problem.

Even worse is that each new iteration of a platform that is presented to the real estate industry has become larger, more feature rich and, at the same time, more cumbersome and difficult to use on a day to day basis--let alone master. If I had a dollar for every time a Realtor® told me that platform x, y or z was simply too hard to use and that they aren't a computer engineer and can't figure it out, I'd have so much money in my pocket that you would never be reading my blog posts, as I'd be lounging on a tropical island somewhere.

So the question becomes What to do? If you are part of the small minority of agents that is totally comfortable with tech, gets it, and has no problem digging into a new platform and mastering it, I give you a hefty pat on the back and congratulate you. You need do nothing.

If, though, you are part of the growing segment of the agent population that is getting not only frustrated, but completely confounded, by these new technology platforms and don't know what to do, rest assured, you have an option. Dump those platforms.

Am I saying to go back to a Rolodex and fax machine? Of course not. What I am saying is there are platforms out there that are more full service, easier to understand, and have real live people that will help you. Today I'd like to share some tips and things to consider when evaluating such platforms and deciding if they are right for you.

1) At the end of the day, you HAVE TO use technology

Like I just mentioned, you cannot go back to a Rolodex and a fax machine. If you aren't using technology, you aren't in the real estate business and might as well move onto another career. Do not lump all technology into the "bad tech" category.

Get out a pen and paper and make two columns. On one side, write down all the things you enjoy about the tech platforms you've used to date. On the other side, jot down all the things that drive you crazy about the platforms you've used. This will be a great first step in determining your requirements as you try to find the perfect platform you can work with without stress or confusion.

2) If you are technophobic and/or not 100% sure, consider your exposure

One of the most common things we hear from prospective clients is how their last vendor made them sign a long-term contract they are stuck in and that they are upset. They take the "Oh well, it is what it is and I guess I just need to write that off and move onto the next thing" approach.

You SHOULD NOT do this. I understand that many platforms require things such as annual commitments, but if you aren't 100% sold or technophobic in any way, maybe a month to month agreement is the right way for you. Annual contracts are not right for everyone.

3) If it doesn't integrate with other tech solutions you use, it isn't the platform for you

We've discussed this many times. If it won't sync or talk to another platform you currently have, DO NOT EVEN DEMO IT. You are trying to make a move to eliminate problems that are happening with your marketing and client retention tools. If it doesn't sync or talk to another platform you are using, you are simply staking one more issue on top of everything else.

Just adopt the mantra, "If it doesn't sync, it stinks."

4) Don't work with a technology vendor, work with a partner

In the past I've written about how Realtors® don't need marketing vendors, but rather marketing partners. The same holds true for your technology platforms. Many times, we hear prospective clients lament that their previous platform had the full ability to do drip marketing to online leads. However, there were no email templates or campaigns for these leads. They called their vendor and the vendor responded, "We simply provide the engine, not the content." Or, even worse, the content the vendor did provide was perceived as garbage.

The more success you have using a platform, the happier it is going to make you, and the longer you are going to stick with it. PERIOD. You need to work with a company that is intent on partnering with you, making you as successful as possible, and every single month taking efforts to WIN your business, and not simply collect a monthly user fee.

5) Remember that there is no such thing as "perfect."

The perfect platform IS NOT necessarily the one the top producer in your office uses. The perfect platform IS NOT necessarily a platform that is endorsed by some giant governing body in your industry. The perfect platform IS NOT even the one that is the least expensive or has the most features.

The perfect platform is the one you are MOST comfortable with. Hands down, no questions asked, this is paramount if you want to ensure yourself a successful transition to your new platform.

So those are some great things to consider as you search for a "simpler, more effective mousetrap" to help you grow your business.

To view the original article, visit the Leading Agent blogLeading Agent blog.