What do agents want from brokerage technology? @properties Christie’s International Real Estate investigates

by Emily Mack

@properties Christie’s International Real Estate has released the findings of a new survey focused on brokerage technology. The results are based on the responses of more than 500 @properties Christie’s International Real Estate agents who, above all, expressed the critical importance of technology in the field.

Technology ranked as the No. 1 most important attribute of a real estate agency, followed closely by commission splits, then culture and training resources. But the use of tech platforms is not always so simple. Ninety-three percent of respondents highlighted that integration is key when implementing technology. The majority prefers an all-in-one system, as opposed to multiple apps from different companies.

If a new piece of technology is already integrated into a system that an agent is familiar, 80% of respondents said that they are very likely to use it; just 16% expressed a willingness to use technology outside of their system. On top of that, 30% of respondents said they are not likely to use a tech tool from outside of their brokerage’s current offerings.

These results may not sound surprising to most readers, but the survey from @properties Christie’s International Real Estate also breaks down which tech features agents value most: Ease of use was ranked No. 1 by 34% of respondents.

When specifically asked which @properties Christie’s International Real Estate tech tools are most unique, the company’s Digital Listing Presentation ranked the highest, followed by the Interactive Comparative Marketing Analysis. At the same time, the Digital Management System and Customer Relationship Management system were identified as the most valuable tools.

In a press release, @properties Christie’s International Real Estate Executive Vice President of Innovation and Education Kevin Van Eck commented on the findings of the new survey. “Technology is essential to the work we do, but it only works when agents are comfortable using it – so if you’re going to invest in proptech, it’s critical to have a plan in place to keep your agents engaged and trained on an ongoing basis,” he said. “It’s clear from this survey that agents don’t want to have to jump from system to system to run their business. Ideally, brokerages should offer agents tech tools that work together.”

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