How to get your team to adopt technology

Make it convenient and intuitive, industry pros say
  • To boost agent adoption of technology, brokerages should offer assistance at their level, industry pros say.

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SAN FRANCISCO -- Real estate technology vendors and brokers often complain about low tech adoption rates among agents in the real estate industry. What do some of the industry's heavy hitters do to encourage their agents to embrace tools that can help them? San Francisco brokerage Pacific Union International has a tech adoption rate north of 70 percent, CEO Mark McLaughlin told conference attendees at Inman's Broker Connect today in a session titled "How to Get Your Team to Adopt Technology." "The best way to do it is to turn the old technology off," McLaughlin said. Pacific Union also hires eight to 10 summer interns every year and divides them up between the agents to help train them on the new technology, he said. His company's favorite tech tool is a "Best Buyer Report" that uses artificial intelligence and demographic information to determine "the highest probability of who the buyer is," McLaughlin added. Decker Bullock Sotheby’s International Realty in Marin ...