Should you use your broker's real estate technology?

Where should you invest your own dollars, and where can you trust your brokerage's tech?
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  • Agents should make sure they can hold onto their contacts, get adequate tech training and seek to negotiate discounts on products.
  • The degree to which an agent should source tools directly from vendors largely depends on her experience, productivity and affinity for technology.
  • Broker-owners can burnish their tech offerings by improving simplicity, training and integration, and generating leads for their agents.
  • Independent brokerages are well equipped to snap up cutting-edge products and motivate their agents to use them regularly.
  • Franchisees can serve up bundles of tools at affordable rates, thanks to packages handed down by their franchisors -- but they may be inclined too lean to heavily on these offerings.

Cathy Daniel, an agent at Brentwood, California-based RidgeWater Real Estate Services, said she learned the hard way that using a company email address can come back to bite you. Leaving behind a company email address after she switched to a new brokerage caused one of her prospects, an older couple, to hire a listing agent who shared Daniel’s name and hair color (blonde), she said.