Panelists talk about the latest tech trends at Inman Connect on Tuesday.
Wherever real estate falls in its transformation to a high-tech industry, it’s somewhere between Facebook and Snapchat. That analogy is meant to point out that Facebook, now so commonly used that it’s considered a basic element of modern life, represents the minimum technology standard consumers expect of real estate professionals. Snapchat, on the other hand, is a bit newer, with its applications still evolving, and represents a higher bar that more tech-savvy agents are rising to.
But we’ve moved beyond the point where practitioners can cite Facebook and Twitter as examples of how they stay relevant with technology — because there’s nothing new about either platforms, Anne Jones, a sales associate with Windermere Real Estate in Tacoma, Wash., suggested during a tech forum at Inman Connect in New York. “Stop talking about tweeting and Facebooking,” she said. “We’re passed the Facebook and Twitter moment.”
Does that mean Snapchat now represents a new standard for where pros should be with their technology skills? Not quite yet. We’re in a period now where practitioners need to delve deeper into the technology they’ve become comfortable with to understand how it’s actually working for them before adopting more ambitious advancements, said Seth Dailey, co-founder of Keller Williams Gateway in Baltimore.
That starts with understanding the analytics generated by the tech you use. The analytics on Facebook ads, for example, are misunderstood by way too many professionals who use the the tool, Jones said.
“You can only improve what you measure,” Dailey said. “Everyone here is about getting homes bought and sold, and if you want to improve that, you have to measure your success.”