Technology

Zillow on how to avoid becoming a ‘have-not agent’

  • Communicate with the right tools and style, build an online presence or strong brand and consider joining a team to survive the coming culling of agents, Zillow CEO Spencer Rascoff says.

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

Things are looking pretty bleak for agents who are out of touch with the digital age, particularly part-timers, according to Zillow CEO Spencer Rascoff. Technology and changing consumers expectations are driving a “separation between the haves and have-nots," of real estate, he said on stage at Inman Connect. 01/27/16 Inman Connect. Photography by Jenna Bascom Here are six ways Rascoff seems to think agents can thrive amid what he believes will be a future culling of real estate stragglers. 1. Buy online exposure Didn’t see that coming, did you? Yes, Rascoff believes successful real estate agents will increasingly buy media exposure to reach consumers online at various levels of the sales funnel. 2. Adopt technology Technology -- like text messages and social media, along with platforms that streamline communication through such channels (think CRMs) --  help agents stay in constant communication with clients. This is key because consumers have grow...