- The brokerage technology race appears to be heating up, particularly in the Big Apple.
New York City-based Douglas Elliman, which claims to be the fourth largest brokerage nationwide, has unveiled a mobile search app that agents can share with clients.
Some brokerages have difficulty getting agents to use their technology. The “gamification” of Douglas Elliman’s app seems designed to help address this challenge.
It shows agents how often they are sharing the app compared to their coworkers, potentially spurring competition to distribute it as much as possible.
The app, which is compatible with Apple and Android devices, also features brokerage and agent branding, a sharing code for distributing the app to clients, a “call-to-action” button that drives leads to agents and shareable client databases.
“After extensive research, we are now able to deliver a client and agent-facing, feature-rich app that will enhance the profitability of our agents and brokers,” said Douglas Elliman Chief Technology Officer Jeff Hummel in a statement.
“Not only is the app easy to use, but it is a fun tool, utilizing tracking and ‘gamification,’ which allows agents to see how they are sharing versus their peers.”
Clients who download the app can browse listings and open houses in map or list view.
Agents can also easily market the app through social media, signatures, flyers, postcards and mailers, as well as link to it on their LinkedIn profile and website.
New York City brokerages seem to be announcing new software on a regular basis, potentially reflecting the influence of Compass in the Big Apple.
Compass, a high-tech brokerage that has raised $210 million in funding, has scooped up top agents — some of whom have later left — in part by touting what it’s cast as unmatched technology.
This app joins two others, both geared toward agents, that Douglas Elliman released this year. One helps agents price properties. The other is designed for condos and co-ops and “digitizes online board packages, providing process efficiency and reduced paper usage.”
“We are truly excited about the technology-driven, entrepreneurial culture we are building at our firm,” said Scott Durkin, Chief Operating Officer of Douglas Elliman, in a statement.