The truth about technology and the role of a real estate agent

Despite the abundance of publicly-accessible property data from consumer-centric real estate portals, more homebuyers and sellers are seeking counsel from real estate agents, according to a report by the National Association of Realtors®.  In fact, nearly 90 percent of buyers purchased their home through a real estate agent or broker in 2016—a dramatic increase from 69 percent in 2001 (2016 National Association of REALTORS® Profile of Home Buyers and Sellers).

Interesting. In the last 15 years, the “golden age of consumerism” has ushered in unprecedented access to real estate data, empowering homebuyers and sellers to potentially or partially manage their experience, yet the positive perceived value of working with a REALTOR® has skyrocketed.

The success measure for REALTORS®, then, becomes how well they properly interpret the data on the client’s behalf, how responsive they are to inquiries, and how likely they are to seamlessly manage the total customer experience. All three of those assets require a commitment to adopting marketplace efficiencies through the use of technology.

The truth about technology

It’s a big sweeping word that basically encompasses nearly every aspect of our lives. And, in real estate, it can be daunting. The truth is, though, that technology is simply an electronic way of 1) accessing digital assets that help consumers make informed decisions, and 2) automating our business practices or tasks in order to make ourselves more available and more valuable to our clients. Compartmentalized, that is, broken down into bite size pieces and choosing only those tasks essential to our cause, is the key to taking those first steps toward making technology an agent’s friend, not foe.

Educating consumers has become our best asset. We should use it to our advantage.

In the real estate landscape, nothing has helped REALTORS® become more responsive than mobile technology. The anytime, anywhere access to property data and reports has afforded agents even more opportunities to convey their value to consumers.

One such digital asset is the app offered by Realtors Property Resource® (RPR® ). Available only to REALTORS® , the exclusive portal offers an unparalleled platform of nationwide property data on residential and commercial properties. For example, within seconds of getting a call or text from a client, users can jump into the app, create a report and text or email it back to the client. The Platform has also just released a CMA tool on its app. Other cool features include the ability to use your phone’s location to search on-and-off market properties, valuations, tax and mortgage info, distressed data, mapping, market trends and more.

In the end, real estate agents who recognize that technology is a tool that can and should be leveraged to support new ways of conducting business and building successful relationships will lead the way. Educating consumers has become our best asset. We should use it to our advantage.


18 replies
  1. Ed Sinkovitz
    Ed Sinkovitz says:

    There are so many different tools thrown at us on a daily basis it is hard to comprehend which is the most helpful and user-freindly. I will take RPR

  2. Brian Burry
    Brian Burry says:

    Not very impressed with RPR, they throw 80% superfluous numbers and pages to make their report a “thicker” but not necessarily better report. In fact, a more succinct and clear report can easily be made between MLS data and any property profile. We find Sellers (and Buyers) want accuracy, that does not have to be an overdone report, but clear and concise information to enable them to make an intelligent decision on value and pricing.

    • Reggie Nicolay
      Reggie Nicolay says:

      Hi Brian, We encourage agents to customize the page elements included on each report as needed. You can remove elements and pages, and that will become your default for the next report you create.

  3. Ryan
    Ryan says:

    Wow did not know this app existed I will certainly be trying it in our future move and mention it to our friends who are currently selling. Thanks for the heads up.

  4. Thomas Jameson
    Thomas Jameson says:

    It’s good to know that technology has helped realtors become more responsive to their clients. My wife and I are looking into homes that are for sale in our area, and we want to find a real estate agent who will be able to respond and help us whenever we need them. We’ll be looking further into our options for real estate agents in the future.

  5. Ron Booker
    Ron Booker says:

    I like how you mentioned that the success of a realtor is based on how well they interpret the data on the client’s behalfs, how responsible they are to inquire, and how likely they are to seamlessly manage the total customer experience. My best friend is looking to buy a new home and he wants a realtor that can help him find his needs. Thank you for sharing the quality’s a realtor must have to have a pleasant experience with him.

  6. Jack Oswald
    Jack Oswald says:

    You have shared the valuable information about The truth about technology and the role of a real estate agent Keep sharing this kind of information!! I learned many things from it…


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