Real estate industry finding comfort level with technology

Adversarial relationships evolve into partnerships

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SAN FRANCISCO — Real estate professionals are looking for ways to remain indispensable to their customers, even as they embrace the technology some once saw as a threat.

That was the perspective of industry leaders participating in a panel discussion, “Fight, Flight or Partner?” Thursday at Inman News‘ Real Estate Connect conference.

When technology began forcing changes in the real estate business, freeing up information to consumers and threatening long-established business models, the first instinct of some was to fight.