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Do I really need all this CRE Technology?

Brokers have seen the number of technology tools and gizmos that they are being asked to learn or use increase exponentially over the last 10 years. Adding to the frustration is the fact that each service has multiple competitors that are all slightly different, making our decisions even harder than ever. Does this CRM work with updating connections with my listings? Which listing service can push it out publicly? How do I get local data and analytics? Then you finally make a choice, learn it and are somewhat happy. Until a new update or version gets released, company gets bought, services are canceled! It seems like the extra time each tool we use is supposed to save us time, it actually gets eaten up by the time it takes to learn about the changes or new features.

I still support many of my clients when they ask me what is the best data analytics tool, listing service or CRM. My response to the questions are always, “What is it you want the technology to do for you? What do you expect the technology to do? And how much do you want to spend, both time and money? What is your audience for the technology?  Are you looking for something more than just a …… ?” Due to the vastly different answers to these questions, there are honestly quite a few options for software to help manage your CRM connections, listings and marketing detail.

So, let’s talk CRM service for just a moment. CRM’s are really a customer relationship management tool. Personally, I only use my CRM as it was designed to keep my relationships in check. I use the former REA program, now known as RealNex, I’m old school. RealNex apparently also has other tools for demographics, listings and marketing for a low monthly fee. I don’t need those additional services at the moment, so I’m not paying for what I don’t need. Now,  if we were to talk about listing services, I would prefer one that allows me to push my listings to my local audience and allow me to grab data from time to time as well.  Xceligent is a good proactively managed listing firm, at a great member rate locally in Denver through DMCAB/DMCAR for commercial listings. CommercialSearch.com is also another good public source for a low monthly cost. Then you have CoStar and LoopNet, TenX and so many more.  So good news, you have options, just ask yourself what tools you really need, what your intentions are with use and how long you need the investment of said tools.

The amount of software that is available today for any broker is vast and only set to increase. The list is long of new types of technology we get asked to sample and give feedback on.  The accelerating speed and sophistication of our devices as well, is being match by the amount and complexity of the software that we use. Once every aspect of a broker’s business has a corresponding program, the next advancement we will likely see is market to market integration. This has already happened in each category above. CRMs are helping you keep all of your communications in one place, marketing and listing software has brought all of your outreach methods together. Now, we will see which company is the best at combining categories to shorten the tech stack and free up the time needed to learn and navigate multiple programs.

Brought to you by Cinnamon Trimmer, Canyon Title

 

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