The Technology that Can Boost Agent Adoption of Your Existing Tools

Most brokers are familiar with the challenge of getting agents to adopt technology. Often, agents are hesitant to try a new tool unless they're certain that the learning curve is low or that it will save them significant time or bring in substantially more business once learned.

Today, we're going to look at a technology that can actually help increase agent adoption of your existing marketing tools and boost the marketing activities of your agents.

Doubling Adoption

RE/MAX agents have been using the franchise's Design Center for years. The platform, powered by Imprev, allows agents to create collateral like flyers, postcards, virtual tours, and more quickly and easily.

Last spring, RE/MAX of Michigan expanded the capabilities of the design center by adding automation--becoming the first RE/MAX Region to do so. The addition of automation meant that a complete marketing campaign for every listing was created automatically from listing data and then published, relieving agents from having to create and distribute this collateral themselves.

The company initially envisioned the addition of automation as a great recruiting tool. However, they worried that automation would be too "hands-off" and drive down adoption of their Design Center. Though the platform's adoption rate was fairly high already, RE/MAX of Michigan still wanted more people to leverage the Design Center, since they were paying for all agents to use it.

Rather than reducing use of the Design Center, however, just the opposite happened--usage nearly doubled!

Marketing Automation's Unexpected Windfall

If marketing automation takes away the need for agents to create and distribute marketing materials for their listings, why the huge uptick in the use of RE/MAX of Michigan's Design Center?

Well, it turns out that the automation feature was promoting the Design Center to agents daily. Every morning, agents received an email telling them that their listing's marketing materials had been automatically created and that they could make changes to it in the Design Center. This email was a daily reminder to log-in to the Design Center. Once agents did just that, they rediscovered all the other tools the Center offered that could help them build their business.

So the addition of marketing automation had two big benefits: 1) it fostered the creation of extra marketing by agents beyond the collateral automatically generated by the system, and 2) it reminded agents of the Design Center right at the moment when undertaking marketing activities was crucial to them.

Boosting technology adoption is just one of the benefits of marketing automation. On February 2, we'll be hosting a webinar to explore all the ways marketing automation can work for your business. We'll be speaking to a panel of leading brokers to learn how they're leveraging this new technology. Attendees will also get a closer look at one modern automation solution--Imprev, the platform of choice for an increasing number of successful brokerages and franchises. Seats are limited, so register today!

Date: Tuesday, February 2, 2016
Time: 1 PM Eastern / 12 PM Central / 11 AM Mountain / 10 AM Pacific

Reserve your seat today!