Brokers need to invest in technology that will help their agents be more professional, prepared and responsive, I feel like we might be missing the big picture in our industry.
At the end of the day, brokerages are SERVICE organizations. The perception of the agent, and the brokerage they work for, is made or broken by the level of attention, information, support and service agents provide to their clients. While technology certainly can help deliver amazing service, it is not relevant unless the agent using it has the HEART of a servant. The BEST agents LOVE their clients! They eat, sleep and breathe thinking about ways to delivering the guidance and support each of their clients’ needs.
I heard technology in real estate described once very aptly. A consumer I was interviewing in a focus group once said:
“Technology in real estate is like a beautiful purse that matches a gorgeous suit”. Technology is great, but it’s nothing without the support and service of an amazing salesperson.”
There is so much hype these days with everyone trying to outdo each other with expensive technology solutions which technology is the best tool for the agents.
You not only need technology we must also focus on deliver amazing service. The technology will not replace the ability
We all know that some agents, and sometimes even the BEST agents are reticent to wrap their arms around technology. So why not focus more attention on training about what great service looks like. How about celebrating amazing service experiences just like we celebrate sales successes? How about participating in a Performance Management program so you actually KNOW what type of service quality your agents are delivering. Independent contractor or not, as the broker you can encourage, train and celebrate great service. I solidly believe that a focus on service quality will provide you with a much better ROI than anything else you can do. But since our market has changed vastly the agent need to be able to utilize technology to keep themselves in front of buyers and sellers since our business has turned online and has been impacted by the internet.
Teach the agents how to lead generate leads and it will keep them busy but if you couple that with great customer service you will create a life long fulfilling career.