RISMedia's Real Estate Magazine

AUG 2019

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.

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62 August 2019 RISMedia's REAL ESTATE The first step to curing tool fatigue is to understand how this plague evolved. Over the last 50 years, there's been a shift in the roles of brokers and agents. Brokers used to be gatekeepers of property informa- tion, delegating tasks to associates. Now, brokers' roles have changed to that of service providers, creating environments and resources that work best in unique markets and le- veraging membership to provide pre- mium tools and opportunities. As brokers adapted to this role shift, we've seen many companies feverishly buying into tools and tech- nologies to build their value with agents and better recruit and retain them. But paradoxically, without ad- equate planning, the tech that's sup- posed to help agents often ends up leaving them frustrated. Agents be- come overwhelmed by the upheaval to their workflow, lack of education and too many passwords/options, which leads to lack of adoption and apathy, or tool fatigue. Tool fatigue symptoms manifest as: • Workplace stress, feelings of un- derachievement • Distrust of change that affects current workflow • Feeling undervalued or unheard, contemplation of transfer to a "simpler" company • Complete rejection of broker- age-level technology due to complexity, lack of education, lack of resources, lack of value understanding CURE TOOL FATIGUE IN YOUR BROKERAGE There are three new ways brokers can think about technology that will prevent tool fatigue from affecting agents: 1. Focus on the "why" and not the "what." When you bring in a new technology, show where in the workflow this technology fits, and how it solves a problem. Don't try to sell your agents on "newest" or "ahead-of-the-trend" tools, but rath- er on solutions to visible problems or areas of improvement. 2. Limit the number of options. A heavier toolbox doesn't always make for a better carpenter, and providing a plethora of technologies doesn't necessarily lead to measur- able success for agents. Create sig- nificant benefits for your agents by evaluating and narrowing options, focusing on a smaller number of "best-of-breed" technologies. 3. Invest in technology services that automate processes rath- er than another tool. Real estate will always be a business built on rela- tionships and conversations, empa- thy, and understanding of our agents and their clients. Give your agents more time to do what they're best at: serving clients. It will take a new way of thinking about your technology, but the plague of tool fatigue can be cured. RE Bill Yaman is president and chief operating officer at Imprev, a marketing automation provider for real estate. He is an empowering leader with deep experience in general management, sales and marketing, product management and business development. Learn more at www.imprev.com. Has the Tool Fatigue Epidemic Hit Your Agents? Commentary by Bill Yaman I n the last decade, tool fatigue has spread like a plague through real estate brokerages. All of us in this industry are familiar with the following scenario: Brokerage management brings in hot, new technology and tools to increase agent productivity and success; however, to the surprise (and frustration) of the brokerage, these are met with low adoption or apathy from most agents.

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