…and much more focus on figuring out how to best use the current technology we have”. I was standing in the back of the room at the Inman Conference and paused at this commentary shared by an Industry Leader in a packed house of brokers, agents, and techies. Those comments caused me to immediately reflect on the current condition of our industry and how we have, and are, playing with technology and innovation.
Here are my observations and keep in mind I have a front row seat fully engaged on both ends, with the agent and broker on a daily basis. I also have software programs in the marketplace being used by thousands of agents and brokers. My perspective doesn’t come from theory…it’s reality.
1 Most technology has, and continues to be presented by vendors as the magic pill, solve all your problems, or bright shiny object …The next latest and greatest…A big fat lie.
2 Piggy backing on my first comment, technology has created an expectation by many in our industry “we can have less human interaction and get a result” A myth..not the deal…It’s not less interaction, it’s different interaction required in blended spaces due to the evolution of human behavior (the online consumer) and the consumer’s changing expectations.
3 Technology has facilitated a condition of laziness in our industry due to false expectations of what the technology WILL do. A requirement in my organization when interacting with a potential customer, and yes, prior to the buying decision is made is a simple statement, “This is not telephone avoidance technology. Don’t buy it if you aren’t going to do the work”
4 Due to all of the innovations affecting our industry, a relationship/artistic business is moving to somewhat of a scientific/mechanical based business as a broker/agent gets their arms around all the functionalities of various programs required to learn before implementing. Paralyzed is the operative word. Unconsciously creating a condition where the end user expects it to be the “magic pill” once they figure it all out.
5 When our industry started to experience all this “new technology”, there was a level of fear I observed, fear by many “technology is going to drive me out of the business”. My response (At that time I was the General Manager of a multi-state, multi-office real estate company), “No, technology is here to KEEP you in the business if you enroll, adopt, and implement”
6 Technology is simply a tool to support us in our relationships with today’s online consumer, accommodating the evolution of human behavior and expectations that go with it. Tech is not designed to remove the “human experience/interaction” in our business, it is here to enhance the experience in how and where we play and interact today. We must evolve to creating an online experience for the online consumer facilitated by an online agent not forgetting many of the traditional ways of doing business. Same old stuff you’ve heard over and over, right? My question…are you taking the action and committed or just givin’ it a whirl?