Why one brokerage bleeds digital with top tech adoption

  • Brokerages are still not doing enough to be on top of social media platforms such as Facebook and Instagram.
  • Company heads should be leading the way with marketing strategy and tools, not agents.
  • Give agents plenty of time to get to know a new piece of tech so they can see the value.

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The way president and CEO Scott Gibson has saturated his Los Angeles-based firm, Gibson International, with access to tech training and opportunities to learn about the latest online trends, stands out as a prime prototype for the all-or-nothing digital age approach.