You may already agree with Susanna Murphy, founder and CEO of Alante Real Estate, that the business is shifting to a more consumer-centric approach. But actually making that shift is easier said than done — it requires some serious experimenting and collaboration, Murphy says.

Alante Real Estate has been experimenting with some “great technology” for the past four or five years, working with agents and their clients in a collaborative process.

“A great idea doesn’t come up just because you want to come up with a great idea,” Murphy says. “A great idea comes from digging a lot of holes in the sand.”

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