5 Ways You Can Help a Non-digital Client Go Digital

When you have a client that struggles with technology, you might be inclined to print out all the transaction-related paperwork, providing them with only physical copies. But you might want to consider a different strategy to help make their life -- and yours -- a lot less taxing. And in the process, you will save a lot of trees.

It's likely that even if you work primarily with younger home buyers and sellers, you will find that not all your clients are digital natives or tech-savvy. For these clients, technology can feel intimidating or make someone feel like they are failing if they can't get it to work.

How can you help a non-digital client go digital?

First, a caveat: this strategy may work for many of your non-digital clients, but not all. Some clients will be best served by providing paper copies of everything.

However, you should find that most of your clients who resist using technology will be won over when they discover their WIFM: what's in it for them!

1. Like Facebook, show the value

Vital to helping a client welcome a digital approach is to focus on the value of one technology tool. A great place to start is with a transaction management program such as Form Simplicity.

Because Form Simplicity is both agent-centric and has client-facing components, it’s easy to show the value of a digital transaction right away versus a paper-intensive one.

Facebook is an excellent example of technology that non-technology-centric people once resisted. Two things changed that. First, like Form Simplicity, Facebook became easier and easier to use over time. Second, people who were resisting discovered the value of using Facebook. They watch their friends use Facebook to see what is happening with family and friends all over the country.

The value that Facebook delivers helps those who are intimidated by technology overcome their hesitations and try it out. Once a non-tech-savvy person figured Facebook out, they were often hooked. Facebook’s success with non-digital natives is striking, with more than one in five US users at least 55 years old.

For agents, using a digital transaction management program like Form Simplicity for your transaction overcomes the ease-of-use obstacle and delivers value: everything is online, available all the time. In addition, digital documentation provides real value as paperwork is never lost or misplaced because when you go digital, every document your client needs can be found in one place.
Clients can access and efficiently fill out forms online, saving them time. They don’t have to wait for a form to be dropped off – and with eSign, they can sign from anywhere. When the forms are emailed back to the agent, they are automatically tied to their transaction – stored in one place for their agent to access. Clients can also review forms and files that they are given access to and share comments, which their agent sees in real-time.

Form Simplicity allows the agent to share eSigned files multiple ways. Anyone who was a part of transaction can receive a copy of the file when it is completed. Files also can be directly emailed from a transaction to other parties.

2. Start with easy

When you are working with a client who is apprehensive about technology, slow and steady is the best approach to take in helping them become more comfortable with the idea that technology can offer some great benefits.

Start with something easy, like showing them samples of what they will get because you are using Form Simplicity to keep track of everything for them. Show them what an email update looks like and see if they know how to open – and review – a PDF document. Or assign a task for them, such as sending back a Pre-Approval Form. In Form Simplicity, agents can assign any task to an external contact. The contact will get an email notification about a pending task assigned to them and a reminder when the task is due.

When you demonstrate something that will provide an immediate benefit or value, you can start to win them over on the usefulness of a digitally supported process for their transaction.

3. Be their tech concierge

If you are like the majority of active agents in the US, you have Tech Helpline available to support you when you have a tech glitch or need to figure out what's going wrong; you gain comfort in knowing that Tech Helpline has your back.

You can provide the same comfort to your non-digital clients: provide tech support by offering to be their tech concierge.

By becoming their tech concierge, you can walk them through everything. Give them a hands-on demo from your client’s point of view. Show them how Form Simplicity works to keep them updated and give them access to everything they need. Help them see the value and compare and contrast the digital solution you are showing with the alternative: a stack of papers and a loss of more trees.

4. Personalize everything

One of the pain points that non-digital clients often have is how cold technology can feel. So do the opposite by making sure all of your communications – every email, text, and notification – is highly personalized.

Keep the human touch aspect embedded in your digital communications. You want to make these clients recognize that technology doesn't need to feel impersonal – and can be made to be very personal and engaging.

5. Incentivize use and recognize success

Treat your customer to one of their favorite beverages from your local coffee house at your brokerage conference room or bring it to their kitchen table. A small incentive can go a long way to turning apprehension into interest, as well as set the tone of a safe, helpful place.

Be encouraging too. Cheer on your client every time they show progress. Small wins are meaningful when you don't see yourself as having any technical skills. Echo that sentiment.

Most successful agents already spend a lot of time and effort to make clients feel appreciated. Helping them embrace technology like Form Simplicity by showing them how it will benefit them will make your clients appreciate you – and what you do for them – even more.

Enjoyed this content? Check out these other articles:

• The 1 Thing You Must Do After Every Transaction
• 5 Problems That Form Simplicity Helps Brokers Resolve

Tricia Stamper is Director of Technology at Florida Realtors®, which owns and operates Tech Helpline and Form Simplicity.