RISMedia's Real Estate Magazine

AUG 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

Issue link: http://remag.rismedia.com/i/1007402

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Page 22 of 126

18 August 2018 RISMedia's REAL ESTATE {REBAC Report} New tools now incorporate machine learning, predictive analytics, com- puter vision, natural language tech- nologies, and more, to provide real estate professionals with a wide array of time- and money-saving op- tions for prospecting and working with clients. Now, more than ever, brokers must view technology as a critical factor for remaining competitive, including agent recruitment and retention. If done well, technology can enhance your agents' productivity and provide more time for giving clients that vital human touch. FINDING THE BEST OPTIONS Start by asking your agents. What technologies are on their radar? What's most appealing about a particular tool, and how will it make measurable improvements? Try to learn from other brokers by attending industry events and read- ing articles in Real Estate magazine, in addition to other outlets geared toward managing brokers. Search for case studies on individual bro- kerages, detailing what technologies they're using. One of the best ways to find op- tions aligned with the industry is by looking among companies of NAR's REach® accelerator program. Each year, less than 10 firms are se- lected and given opportunities for top-tier industry feedback, improv- ing their ability to design technol- ogy that helps REALTORS® be more successful. So far, nearly 50 companies have participated in the REach® technol- ogy accelerator. To learn more about their offer- ings, visit narreach.com. IMPROVING THE PROCESS Before going too far down the path of selecting new technology for your office, these steps can help you de- termine which tools are worth your investment: Define the objective. What problems are you trying to solve, or what op- portunities are you hoping to seize? Given the allure of new technology, it's all too easy to put the cart before the horse. Set benchmarks. Establish a target return on your investment and make it as measurable as possible. That way it'll be easier to step away if a tech solution isn't meeting your ob- jectives and try something else. Facilitate buy-in. Not every agent in your office is going to use every tool you offer, and that's okay. But don't make the mistake of adding technol- ogy that no one supports. TRAINING AGENTS People won't use what they don't un- derstand. That's why training, along with ongoing tech support, should also be part of your vendor selection criteria. Agent training, however, shouldn't be limited to specific technol- ogy applications. Encourage and support agents' efforts to stay informed about the full spectrum of technology topics, including new digi- tal marketing techniques, virtual staging, transaction management, and more. I'm pleased to announce that NAR's e-PRO® certification program has been completely updated, with new classroom training sessions starting this month. The e-PRO® certification includes the latest real estate technology updates, includ- ing comprehensive training on data security. Visit epronar.com for addi- tional details. RE Marc D. Gould is senior vice president, Member Development, for NAR and executive director of the Real Estate Buyer's Agent Council (REBAC). A wholly-owned subsidiary of NAR, REBAC is the world's largest association of real estate professionals focusing specifically on representing the real estate buyer. With more than 30,000 active members, REBAC awards the Accredited Buyer's Representative (ABR®) designation to REALTORS® who have completed the designation requirements. To learn more, visit REBAC.net. Stay Smart About Brokerage Technology by Marc D. Gould T echnology is a powerful tool for improving the profitability of your brokerage and your agents' performance. The current pace of innovation is almost staggering, especially with the latest developments in artificial intelligence. NEW: E-PRO® CERTIFICATION UPDATE! Completely revamped with new content In classrooms - July 2018 Online course - late 2018 Learn more at epronar.com

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