Business Strategy: Understanding Tech for Agent Adoption

Over the past 12 years, I've looked behind the curtain of many brokerages and spearheaded countless tech innovations and developments. One thing remains constant: If your agents don't see value in the technology and adopt it, your efforts and money are essentially wasted.

Training and effective roll-out strategies are crucial for adoption, but there's a critical early step that is often overlooked. This step will determine whether your idea translates into a brilliant and useful tool or serves as just another bell and whistle that sounds great at conferences.

You must ask:

"Do your agents know they want or need this technology?"

The most successful technology ideas I've seen implemented haven't come from industry blogs or innovative conference speakers. These ideas have come from within the organization, directly from the agents, and focus on helping them do MORE transactions in LESS time. Unfortunately, in many cases, the brokerage doesn't consult its sales force.

You must engage your agents to evaluate their current needs, then use these findings to understand exactly what technology can help overcome these challenges. Doing so will allow your brokerage to present itself as the leader and ally in your agents' success.