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Time for technology vendors to get their act together

May 24, 2006 by Michael Russer

For the last 23 years real estate technology vendors have been preaching the benefits of technology."? Their message was right on, but their approach to providing those benefits could not be further from the mark...

Anyone who is excited about technology knows that it has the power to boost productivity and profitability to incredible levels."? This is true, IF it is implemented appropriately and consistently."? The problem is, the real estate industry is populated by a very people-centric breed of sales professionals that in large part will NEVER be techno-wizards."? No matter what the payoff, if using technology means (perceptively speaking) that these "people-people" will have to sit in front of a computer, then they will always resist."? They will almost always see it as a disconnect between one of the prime reasons they got into the business and the need to make a profit."? And, this kind of disconnect breeds resistance and resentment.

Frankly, it is primarily the fault of the tech vendors."? Just because their "solution" is the best thing since the Web browser doesn't mean everyone is going to fall all over themselves to use it."? Yet, the solution to this conundrum is so simple I am absolutely amazed that no one has thought to implement it."? REALTORS don't want the drill, they just want the hole it is exquisitely designed to make."? In other words tech vendors of the world, don't ever expect sales people to get excited about your solution because in their mind it is just another pain in the ass "simply point and click" thing to learn."? They just want to list, sell and negotiate"? --period."? If you guys were really smart, you would provide total solutions (your technology being run by trained technicians) so the REALTORS would get the full benefit of your technology without the hassle of having to learn or implement something new."? And you might just be surprised how many would be willing to pay for a true benefit, rather than something else to learn and frustrate them.

But gee... that would take "out of the box (shrinkwrap)" thinking ---I guess you must be way too busy creating new and improved technology to frustrate your customers."? Pity.

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Posted in: Agent Productivity

August 9, 2007 by Michael Russer

i think thats the way it is..the future of real estate and the rise of the new breed agents.

August 9, 2007 by Michael Russer

nothing wrong with that ADAM but just because BAM its there does not mean the realtor knows how to use it! So many of you tech guys EXPECT us the Realtors to know how to use YOUR technology. A little hand holding would be helpful!

August 9, 2007 by Michael Russer

JC makes a very good point. As Realtors, many of us tend to feel the need to control every aspect of the transaction. Obviously no one can do it as well as we can so we'll do it all ourselves, then complain tomorrow about the long hours we put in for our clients -- always the martyr and willing victim. The idea of a virtual assistant taking care of much of the admin and technology portion of our job is appealing, and I've heard countless agents vow to "check into that one day", but that day doesn't seem to roll around. The question is "how do we bring the two together?" An opportunity for Realtors to really see what the benefit is to them, the work that can be done, time that can be saved, maybe even examples of a finished product. With so many quality VAs out there, what is the best way to show the true value to our Realtor community?

August 9, 2007 by Michael Russer

Well, I knew this post would cause some ruckus :o) I stand by my original post but qualify by what I mean by a "real estate professional". I'm referring to any sales person who is full-time and treats his career as a "business" rather than a job. By definition, (and certainly by my experience in speaking to 10's of thousands of them over the years), this breed of REALTOR is always looking for a better way and are very willing to adjust to new solutions, IF they don't have to use it themselves. This represents at most 20% of the REALTOR ranks, however they are the real pros that drive this industry forward and the most likely to pay for your technology.

August 9, 2007 by Michael Russer

I disagree. I know many REALTORS, beginning with my own father. What you say about Realtors is very true, it is definitely a people oriented business. The problem with Realtors as a group (this is a gross generalization, I realize) is that they are slow and reluctant to change anything if it's working. "If it ain't broke, don't fix it" seems to be their motto. I know too many real estate professionals who have barely jumped on the e-mail wagon, let alone technology in general. And yet there are several that I know that when faced with marketing a listing would rather sit in front of their computers for HOURS at a time doing it themselves, instead of paying some third party to do it for them thereby giving them more free time to farm and face-to-face. So it's not the tech people's fault at all: most of the "blame" if you want to call it that lies with the reluctant attitude of most real estate professionals.

August 9, 2007 by Michael Russer

Michael, I agree completely with you. BUT even when COMPLETE tech solutions are offered, Realtors are slow to embrace it. We offer Realtors the ability to have virtual tours which offer photo slideshows & voiceover & music, blogs, rss feeds and video podcasting. All we ask of the Realtor, send us photos - the REST we create and maintain. We also match our competitors do it yourself pricing... YET we are still not getting a fair amount of business. We offer exactly what you mention and no one wants to bite so maybe it isn't just the tech companies who need to expand their horizons.

August 9, 2007 by Michael Russer

So, If I were really smart, I would hold these realtors by the hand and walk them through the whole process. Let's say I am the owner of a real estate mapping technology, and I sell a map to a realtor. I upload it onto his website, and it is there for him to use, bam, just like that. Is there anything wrong with that?

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