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Don’t fear technology, now is the time to embrace it

29 April 2020 Mark Armstrong
Mark Armstrong

Remember when there was fear that technology was going to replace the real estate agent? Or when the new low-cost model or lead generation websites threatened the very existence of our industry? Writes Mark Armstrong.

Many of these websites tried, but most failed or were forced to change their business model.

The people who thought technology alone was going to threaten real estate agents failed to understand the role of a real estate agent. The best real estate agents create long-lasting relationships, something technology will never replace.

In Jim Collins best-selling book, Good to Great, he says: “Technology is an accelerator not a creator” – and, I believe he is absolutely correct.


Facebook did not create relationships and Google did not create information; people did. Technology simply takes something that has been developed by people and accelerates the exposure of it. Netflix can’t live without actors and eHarmony can’t live without people wanting to fall in love.

Real estate agents are no different. Think about all the properties you have sold and consider the life-changing events your customers are going through. They may have just gotten married, had a child, gotten divorced or lost a loved one.

Good agents are there to support people through some of the most challenging, stressful and exciting moments of their customers' lives.

Once we understand that technology cannot replace us, it’s time to embrace it. Technology can be a wonderful friend when harnessed in the right way.

While you are sitting in front of your computer, and let's face it we’re all doing that a lot, take the time to explore some new technology and get out of your comfort zone.

Every Wednesday at 2pm, the RateMyAgent team and myself host an informative 15-minute webinar, the ‘Espresso Series’. This week we shared how agents can embrace technologies to nurture business growth. Below are the take outs.

  • By ustilising technology, we can achieve long-term goals and increase vendor relations. Though the implementation of database management tools, we can begin to see the facets of these relationships and how they can be utilised for continued growth.
  • We can also look outwards from our internal environment to continue to build vendor contact. Keep communication open with regular video conferencing, weekly eDMs and social community management.
  • It’s crucial to also think about how technology can support staff and culture. At RateMyAgent we use Zoom and Slack for a myriad of activities including virtual brainstorms, yoga classes and Friday afternoon ‘wine and wind down’.
  • Platforms such as Headspace and Spotify are two that I would recommend across all industries. Mental health is incredibly important – perhaps, now more than ever – and taking time to switch off has a profound impact on quality of life. Music, meditation and mindfulness are essential to productivity.
  • Finally, ensure you always have access to your servers and important documents. Cloud-based programs like Google Drive mean that no matter the situation everything is backed up and easily accessible.

This is a great time to explore new opportunities and when we come out the other side of the COVID-19 crisis. You will have new time-saving skills that allow you to run a more efficient and connected business.

Mark Armstrong is the CEO of RateMyAgent.

Don’t fear technology, now is the time to embrace it
Mark Armstrong reb
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