When I’m out and meeting people in the real estate industry, one of the common questions I hear is, "Hey, what’s the best online tool that’s available for real estate?"
And when us geek consultant types get together we often share thoughts and ideas on cool tools and technology — or bemoan the lack of anything "game-changing" emerging at the moment.
From my perspective, focusing heavily on analytics/measurement/data-driven decision-making, there are really just two tools that are absolutely essential for success online.
One of them has been around since before there was an "online," and the other has been around since before "online" was mainstream. Which is to say, they aren’t new. One of them might not even really be a tool. But I’ll talk about it in this column anyway.