I've been reading posts and discussions on this site, and learning what the real estate industry has to say on technology. I'm pleased to see that some people do understand the significant impact that it may have, but many people are not quite seeing the forest for the trees.

So I want to share a little bit about how technology drives change in any industry, and maybe we all together can predict not only what RE needs, but how we can all use it to improve our own businesses. 

So let me first off state something that sounds out of character for a web engineer:

You don't need a web site. 

*gasp*

Let me clarify - what you need is communication with your customers and potential customers. Do any of you truly drive your business transactions over your web site? Or is it a lead generation system? Do you forego posting in MLS because it is on your site? Do you stop talking to people on the phone because you have a site?

So should you have a web site? Yes, quite likely. Everything is going to the web, and not having a site is a disadvantage. But do you NEED one? You tell me. Everyone's answer should be different. A web site is a highly effective business tool. It will help you. But never forget the truth - your business success is what matters, not your site. Never lose focus of what truly matters.

...Next controversial statement...

Today's web sites aren't changing anything. 

Today's web sites are fancy wrappers around the same old business processes. They are a pretty way to generate leads, and a fancy method to advertise your services. But MLS still is the data store for the industry, and papers and faxes are still the tools to work through contracts. The steps taken by every buyer/seller are not changing, nor is the role of the agent, the loan officer, or the title company. 

Will this be true forever? Surely not.  Changes are already beginning, and believe me, the software industry is chomping at the bit to be the player who changes it. Myself included. 

So -- what changes are coming?

The processes and data are becoming more transparent. Your average buyer/seller can get the MLS data as well as an agent. They can find templates of required contracts and determine what steps are needed. FSBO grows year over year because of this. 

So what? What does this mean for agents? It means that agents can not rely on specialized knowledge or data access to create value for them. Instead, they need to adopt a consultative perspective. They need to show buyers and sellers that they can offer in-depth insights into a situation based on the available data. They will need to demonstrate that your average homeowner may not appreciate the subtleties of the industry just because they have data at their fingertips. They need to embrace the concept of ROI - showing that the seller gets their money's worth when they pay your commission. Putting a measurable monetary value on consultative services, and then delivering on that value will stop FSBO in its tracks, and maintain your income levels no matter how much people like me automate the logistics of the industry. 

People like me can automate processes, we can "web-ify" contract processing and paperwork, we can streamline transactions, and make it all pretty and easy to use online. If you can ask for it, I can build it, and I can build it well. 

But a web-based computer system cannot replace experience. Technology will change the landscape. But it cannot replace you. You will always be the expert. Embrace your expertise, run with it, and technological changes will do nothing but benefit you. . 

Bottom Line - Technology will change the world. But if you embrace it, and use your own knowledge to enhance what technology can offer, it will do nothing but improve your bottom line.