Tech Tools Should Advance—Not Replace—Relationships

Invest in technology that showcases your talent. Communication and rapport with customers are what will keep your business strong.
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When mulling over your options, pick products that help you keep track of clients and documents but don’t distract you from building relationships. Most technology is “something that you’re going to use to automate,” says Christina Pappas of the Keyes Company. “Understand that there are many platforms out there, but that’s because there are a lot of different personalities and ways people like to use them. Tech is a tool, but the best things we have are our emotions, our communication, and our rapport with our customers. Don’t let tech replace that.”

While technology is vital to real estate success, practitioners should constantly review their tools to determine whether they have outlived their usefulness, says Jillian Carlson of Park Co., REALTORS®. “It really comes down to how badly do we need this and does this contribute to our bottom line?” she says. “Does this help us win more clients? If not, do we really need it, or is it another shiny object for us?”

John Mayfield, ABR, CIPS, broker-owner of Mayfield Real Estate Inc. in Farmington, Mo., advises new agents to avoid getting bogged down learning complicated tools and stick to programs that align with their skill set. “As a new agent, you need to learn the technology tools that showcase your talent to those around you,” he says.

Perhaps most important of all, think strategically about how you invest in your business—which means being prudent about the tech you buy. “Remember, you’re in this for profit,” says Kate Lanagan MacGregor of Bold Moves Real Estate. “Don’t go spending all your money on every shiny object. It doesn’t always make your business better.”