7 Top Questions About Technology in Real Estate

My two cents worth.

Matthew Sullivan, nice bloke from Real Estate Business, the online publication, and I believe they are about to go into a physical mag, contacted me asking for comments on how you guys are using technology.

He needed quick responses so I sent these into him, but possibly you could help him out with a few responses of your own in the comments section.

Here’s what I sent him, hope it’s good, as you guys all know, I ain’t no Pulitzer Prize winner.


What are the biggest challenges agents face with their technology/ software?

Their use of it. Many agents don’t know the value of their database technology so they haven’t invested the time it takes to learn how to drive it well.

If they knew that some of the agents who are super successful are using technology and automation to achieve massive success in their areas, they would put in the effort required to master their technology, and get the huge payoffs associated with their effective use.

In what instances can technology be a hindrance rather than a help?

When agents see the ‘next shiny object’ rather than using technology as a means to either save time, or leverage their existing time. Things like Facebook, Twitter, Linked In and other social media activities, whilst can be used brilliantly to great effect, potentially can be the biggest waste of time since the advent of the internet.

The amount of agents sitting in offices staring at computer screens instead of connecting with people is staggering. You can click from place to place, but it’ll never replace face to face.


In what aspect of running a real estate business does technology have the biggest impact?

Databasing and automated contact systems. The biggest criticism the marketplace had of real estate agents is a lack of valuable feedback and communication. Many databasing systems now can put some of you communications on autopilot. Emails, sms, even letters and greeting cards can be sent in bulk, using mail merge technology and other systems, allowing agents to effectively market to more people in their working week than ever before.

In years gone by, for one agent to carry 20, even up to 50 listings at one time, would have meant those clients would have suffered a great lack of customer service. In the hands of a skilled agent, who is an absolute master of technology and it’s effective use, this is now a reality.

What impact can effective technology have on the efficiency of a real estate business (give examples)?

Kind of answered in last question. Economies of scale. Liasing with our buyers, sellers, prospects, all can be leveraged with the use of technology.
Email autoresponders, bulk email programs, sms and even physical mail can all be but on autopilot and leveraged.

As recently as 6 years ago, cold calling was considered time effective and a valid way to produce leads. Now, even phone calls can be leveraged using technology. A message can be recorded once and blasted out to an entire phone number list. John Howard used this technology even in his 2007 (unsuccessful) election campaign, so it’s not just real estate agents getting on the technology bandwagon.

How can poor technology negatively impact on business (examples)?
Most poor technology doesn’t get implemented into businesses so I don’t see this as a problem for most agencies. I have to say, it’s the people that’s the problem. If the people driving the technology don’t understand it’s value, the technology will be USED poorly, and in turn will seem like the technology is poor.

Eg, for many years I was of the opinion (incorrect) that mydesktop was an inferior Customer Relationship Manager, because some of my guests at seminars reported that to me. Some years later, I saw how Chris Gilmour had implemented mydesktop to it’s fullest potential and now I’m it’s biggest fan.

Technology will impact businesses more positively when the people get better at using it, and that will only happen when they see the value in doing so.

How much of your time is spent on your business’ technology?

An average real estate agent. Hard to say, but I do see FAR too many agents sitting at their desk surfing realestate.com, checking out RP Data or PriceFinder, when they should be either talking to a client, a prospective client, a buyer or preparing a marketing strategy to attract a client or buyer.

Over the past five years what three pieces of technology have most effectively changed the way you operate as an agent?

Ipad, Iphone, Facebook, and I must add in there, Google.


Comments 3

  1. Charlie

    Hi Glenn,
    I believe the key is that regardless of the type of activity it is the intent and manner in which it is delivered by an agent that makes the difference.
    Two different agents can undertake exactly the same activity with varying success.
    I think if you want to do what you are doing and are looking to achieve the best outcome for everyone involved, that intent will determine your success regardless whether the delivery is via face to face, phone calls or social media.
    There is huge difference between ‘surfing the net’ and engaging in productive social media, just as there is difference in engaging in two-way conversation at a dinner rather than only speaking all about yourself.
    Social media is a great opportunity to connect with people that you may not otherwise have an opportunity to connect with. To me, real estate is a people business. It is about wanting to get the best result for our clients. I believe social media is a valuable asset in achieving that outcome.
    Networking to build rewarding, long term relationships is not intended to generate short term monetary return. It is an investment in better business and better relationships.
    Cheers, Charlie

  2. Anne

    Hi Glen can you please email me a copy of your dvd massive sucess,
    I agree what you say and you are a great mentor, people in real estate are raving about you.

    Lj Hooker

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