Schmooze vs. Substance: What Are YOU Using to Make Technology Decisions?

Let's face it. We operate in a very social industry. We're all a bunch of salespeople. We love to go to parties, catch that final drink at the bar after dinner and attend swanky events sponsored by technology companies. In general, we just love to schmooze! It's part of our real estate DNA.

I definitely count myself on the list of schmoozers. We host at least three parties a year and countless dinners and events beyond that. They are a great way to get to know people and start new relationships.

All of this networking is great, but we all need to be cognizant of something.

When it's time to make an important decision about what transaction management solution will work best for a brokerage or what MLS system to purchase, we have to try to separate the schmooze from the substance. Just because a company has bought you a drink or a dinner doesn't mean they offer the best technology solution for your company.

When we facilitate RFPs for MLSs and brokerages, we sometimes hear a lack of interest in a very viable candidate. What is the reason? We don't "know" them. That's code for we haven't partied with them at Mid-Year or Inman or any other conference. We haven't been wined and dined by them.

While, of course, trust relationships enter into any decision when choosing a new technology partner, I sometimes feel like our industry is biased more toward the schmooze than the substance. If you are making decisions for your members or your agents, it is incumbent upon you to separate your personal connection so that you can truly try to examine the company and the quality of its technology offerings.