Why price shouldn’t take priority in your real estate technology decisions

Cost is too often used as an excuse to not invest in marketing or technology
  • Marketing should be looked at as an investment, not an expenditure.
  • Always measure return alongside cost when analyzing marketing and technology products.
  • Traditional commission structures can make it hard for real estate agents to make long-term budget plans.

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

Have suggestions for products that you'd like to see reviewed by our real estate technology expert? Email Craig Rowe. A real estate agent here in Truckee, California, asked what I charge to write website content and listing copy. I told her, and she said flatly, "That's too expensive." At no point did she inquire more about my background, ask why I charge what I do, or even attempt to negotiate. She merely hung up. Last week, I received a press release about a software product that asserted, as its opening argument, that it provides agents a great alternative to "expensive" advertising campaigns. There's that word again: Expensive. Does the real estate industry worry too much about things being expensive? Tools of the trade Being a high-producing real estate agent means knowing how to run a business. Actually, you are the business. If you're relatively new to real estate, my advice is to become acquainted with the word "expensive," because nothing about runn...