One of the biggest challenges independent real estate agents face in today’s market is the failure to embrace the technology available to them.
Technology’s dominance in the real estate industry has adversely affected some individual real estate professionals' businesses, primarily because of listings’ commoditization and the resulting erosion of real estate professionals’ value proposition. As people increasingly conduct their own searches across vast numbers of listings, many mistakenly believe independent research can replace the need for a real estate agent, but agents’ knowledge and negotiation skills can’t be matched by any algorithm. Many of the big web portals use (AVMs) automated valuation models for property estimates; this information can be easily misinterpreted, causing sellers to undervalue their homes and buyers to overvalue their purchases. Real estate agents, on the other hand, provide value with their knowledge of the local market and expertise in accurately pricing properties for buyers and sellers alike. To compete with modern technology, they’re getting creative, using other types of tech to complement the guidance they provide for their clients. In that spirit, real estate agents are strategically leveraging their websites to help them compete, but many are unaware how to get the most from those upgrades.“Some agents regard their website as an online business card,” explained Mark Weithorn, president of DPI Showcase Websites. “Without the knowledge of how to manipulate its functionalities, it doesn’t get used as often as it should. That’s why we employ automation in the form of blogging, weekly email blasts, and newsletters sent to their real estate clients. Some don’t have the time or desire to learn web development or content marketing. We’ve streamlined the process by automating these things for them.”
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