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Sign into your accountPractical Ways to Use Real Estate Technology to Make Stronger Connections (and More Money)
January 23 2017
I just finished a week of conversations at Inman Connect around technology. After several days talking about big data, AI, predictive analytics, augmented reality and automation, it felt like this conference (and this industry) is drowning in it. Perhaps it's time to take a step back and remember something critical about real estate: It is a fundamentally human transaction.
We talk about "leads" or "prospects" or "consumers," but these terms really just mean "people." People – like you and me – buy houses. And when people buy houses, they need agents they trust to lean on. As Rich Barton pointed out Tuesday, For Sale by Owner transactions haven't moved much in 20 years. That's because this is an industry that facilitates an emotional transaction that requires expert help. Deciding where you live and raise a family is not just a financial decision. Ours is an industry built on emotions and human connection, not technology platforms.
Bringing Sensibility into Data and Technology
I've run a data company for almost 15 years, and I can say unequivocally there is too much data. It can be tough to decide what data to collect and how to deliver it. If you start by thinking about what people actually want, however, things get a lot clearer. You can discover what people want in two ways:
- Be implicit: Monitor visitors' actions online, track what pages they view and what buttons they click to create a profile.
- Be explicit: Make a call or send a survey to find out what's important to your network. Sometimes the most effective way to find out what's important to someone is simply ask.