4 Tech Tools to Prioritize (Plus 6 You Should Test Drive)
Tired of wasting money on tech tools that don’t get used? This guide cuts through the noise to help real estate pros find smart, simple solutions that boost productivity—and won’t end up gathering digital dust.
Technology is supposed to make life easier. Yet, with so much hype and so many buzzwords, finding the right tools can be difficult and costly.
“I consider myself fairly sophisticated about technology,” says Patti E. Ketcham, broker-owner, Tallahassee-based Ketcham Realty Group, Inc. “But the frustrating thing for me as an independent broker is how to hear through the chatter.”
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Several years ago, Ketcham hired a contractor to build her brokerage’s website. When he suddenly disappeared without sharing the password, she had no way to access the code and needed to shell out for a new site.
Several years later, she invested in a customer relationship management (CRM) system. The money she spent was for naught, though: Only a couple of her 28 agents are using it. The others (including her) rely on a hodgepodge of analog and digital approaches, including Microsoft Outlook or even handwritten notes.
Spending money on tech that collects dust is a common phenomenon.
“The real estate industry is littered with shiny objects, still in their shrink wrap because agents have moved on to the next new tool,” notes Sean Carpenter, a speaker, Realtor® and coach from Columbus, Ohio. And the amount of money wasted can be significant.
But don’t let that deter you. “Real estate has always been a relationship business, and you don’t need technology to build relationships,” says Carpenter. “But technology will help you leverage and deepen those relationships. If you don’t use it, you’ll leave some business on the table,” he warns. Here’s how to avoid the noise and focus on tools you or your agents will actually use.
Tech shopping tips
When selecting tech, prioritize vendors offering ample customer service and onboarding assistance, counsels Craig Grant, real estate tech expert and speaker, and CEO, RETI (Real Estate Technology Institute). After all, learning new systems can be challenging.
Training shortens the learning curve and increases the chances new products will be adopted. It can also introduce you to timesaving features you might otherwise not have known about.
Second, if you’re in the market for new devices, keep in mind that some real-estate-oriented apps may only be available for Apple phones and tablets versus those that run the Android operating system, says Grant.
Third, seek out software with APIs, or application programming interfaces, says Grant. This code enables each piece of software to integrate with other pieces of software. Since information is shared across your tech ecosystem, you’ll only need to enter data once and can streamline your workflows.
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What you need to have
Fortunately, you most likely own the two most important tech tools for Realtors: a smart phone and laptop. Plus, there’s a good chance your brokerage, the associations you belong to and the MLS provide many other essential resources.
Here’s a breakdown of what to prioritize:
1. Real estate transaction management software:
If you’re not already using a system to streamline the contract process, these all-in-one tools can help you automate tasks and ensure all involved parties can track document status. One popular tool in this category, Form Simplicity, is available for free to all members of Florida Realtors®. Click here to learn more.
2. CRM system with built-in task manager: “The most valuable asset a real estate agent has is not only client relationships, but also client data,” says Jeff Lobb, speaker, sales coach, Realtor® and founder and CEO of SparkTank Media, Newton, New Jersey.
A CRM system includes a database, which you can use to store and organize impossible-to-memorize information, including client addresses, kids’ names and a history of previous interactions.
According to an NAR tech survey released in May 2024, (tinyurl.com/2024-technology-survey) respondents cited their CRM systems as one of their top tech tools for generating quality leads. When searching for a system, look for task management functionality, which will prompt you when it’s time to reach out to contacts, Grant suggests.
Once you’ve committed to a CRM solution, set it up in a way that matches your ideal workflows. For example, you can instruct your CRM system to prompt you to follow up with a client one week, two weeks or a month post-closing.
3. Website: Many clients find Realtors on Zillow, Realtor.com or social media. But a polished website is still a must, says Lobb. If it’s not provided by your brokerage or CRM system, the platform you choose should include IDX (Internet Data Exchange) integration. This will enable your site to incorporate current, real-time MLS listings, he explains.
4. Social Media: Social media is the “best way to connect, market and be visibly present,” says Lobb.
According to the 2024 NAR tech survey, respondents said it was the tech tool providing the most quality leads. Facebook was the most popular platform (87% of respondents said they used it), followed by Instagram (62%), LinkedIn (48%), YouTube (25%), TikTok (15%), and X (10%).
When posting to social media, aim to keep most of your content personal in nature, rather than just citing professional accomplishments or generic statistics, counsels Lobb.
Also take the time to “favorite” contacts in each app to ensure you receive notifications of key life events, like upcoming moves.
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What’s nice to have
If you’re already feeling sufficiently tech-ed up, you can stop there. If you take advantage of more tech, though, you may be able to do more in less time. Fortunately, these additional solutions are simple to use and are often free or low-cost.
1. AI:
Artificial intelligence chatbots might sound futuristic and complicated. But think of them as virtual assistants.
Type in a prompt and receive a response in seconds, whether it’s an answer to a question, email content or marketing ideas.
Over time, you can train AI to improve its output. You may wish to spring for paid versions of tools to unlock additional features or newer data sets.
For instance, ChatGPT’s Plus tier costs $20 per month and offers access to more advanced AI models and higher usage limits.
Still, always fact-check results, since AI can sometimes provide incorrect information.
2. Social media marketing apps: With so many Realtors® on social media, you need to turn out sophisticated, content-rich posts to keep up and stand out.
To help you compete without spending a lot of time, take advantage of mobile-friendly content creation apps.
Florida Realtors® offers free access to the Photofy social marketing platform, which provides a library of ready-to-use infographics, templates, artwork and sticker overlays, animated GIF overlays, and royalty-free stock photos and videos. You can add your brand and contact info, create posts, and schedule sharing across Facebook, Instagram, LinkedIn and X. Click here to get started on Photofy.
3. Digital business card: Traditional business cards often end up in desk drawers or the garbage, says Lobb. By opting for a digital card—where your information is stored on contacts’ phones—you’ll up the chances potential clients will keep your number handy.
4. Safety app: Forewarn®, free for Florida Realtors® members, runs instant background checks on prospects. Enter a phone number to vet potential clients before arranging showings and meeting with prospects in person. Click here to get started with Forewarn.
5. Spatial data platform: With a spatial data-enabled real estate platform and 3D camera, you can create immersive and interactive 3D floor plans and host virtual tours. Since this technology enhances the marketing of listings, using it can help you attract clients.
6. Other time-saving apps: Seek out apps that expedite any activities you repeat, like ordering from your favorite coffee shop, napping between appointments (Pzizz) and tracking mileage (MileIQ). Ultimately, the time you save across all these tasks will add up.
The bottom line
The world of real estate technology has exploded in recent years, with tools addressing a myriad of functions. Still, they’re only as powerful as the Realtors behind them. So, mix and match solutions to accommodate your workflows. Then spend time learning how to use them.
“When people ask me which CRM solution is the best, the classic answer is whichever one you use,” says Carpenter. “There’s a difference between having a tool and using a tool. A tool won’t do anything for you if you don’t use it.”
Dina Cheney is a Connecticut-based freelance writer.