Brokerage and agents will need to get better at communicating with consumers online. When online tools were introduced into the real estate transaction, agents and brokers adapted but did not learn the new behavior necessary to communicate effectively to their customers. The industry adopted "auto-responders," which is not the personalization consumers seek. They want to be afforded the same personalized service that they get from a Realtor in real life.
In drips and drabs we are beginning to see this personalized service evolve. Agents are using smartphones to stay connected, and new tools are facilitating listing-centric online conversations.