I chatted with coaching expert Chris Morrison about real estate coaching in the modern age. This is the final installment of our interview...
AW: There's no denying we're fully immersed in the digital age. It's vitally important for a real estate agent who wants to remain relevant and be a success to prioritize tech tools. How can agents do that without becoming overwhelmed?
CM: Staying ahead of the tech curve can defeinitely require some investment of time and energy, and with all the choices out there, it could become too much, if you let it. But a smart approach really helps agents and their customers. Determining which technologies are best for your business ensures that you can offer potential clients the convenience and access they need, and that agents can take advantage of the most up-to-date learning methods — which actually saves time in the long run.
AW: What's the danger of ignoring tech trends and just staying the course as an "old school" agent?
CM: It's an unfortunately reality, but real estate agents who brush off the newest tech tools really put themselves at a disadvantage. They'll eventually be surpassed by agents who've learned to use all available resources and thrive as a result. While it's not a zero-sum game, it's true that dinosaurs are not walking among us anymore for a reason: failure to adapt. (The giant meteor might have also had a part to play! —Ed.)
AW: So, let's say you're one of those "dinosaur" agents — you just don't care much for technology, and don't want to adapt or adopt it. You're wondering why you should be focused on tech today. What are some compelling reasons to change your mind?
CM: First, technology is essential for establishing brand recognition. Like it or not, you'll get a lot more relevant eyeballs on your name and face if you use online tools than you ever could by putting up a billboard along the interstate. Not that you won't get exposure on the side of the road, but it's about targeting and ROI. Both strategies have their pros and cons, and should be used in concert.
In today's business environment, agents can't just be agents. They need to build their own brand and appeal to the potential customers who are drawn to the aspects of the brand that appeal to them. The right technology allows you, as a real estate professional, to create a personality, an aesthetic and business niche to which people are drawn. Without too much effort on your part, you can create a website, social media channels, and more to establish a brand that really sells.
AW: What if an agent doesn't know how to build a brand?
CM: That's where coaching comes in! If you're not sure how to build a brand on the internet, you can, ironically, used that very technology to help you connect with teachers and coaches who are able to guide you in that process. Coaches with experience and knowledge in specific niches can provide advice on how to shape your online identity as an agent, and how you can use the platforms available to spread the word about who you are and the good work you do. The unCoaching process we've discussed offers real estate pros on-demand access to teachers who can address those specific needs at the right time, helping to keep the learning process effective and fresh for agents looking to expand their digital footprint.
AW: Thanks, Chris! Any final thoughts as we wrap up?
CM: Thank you, April. Yes, I do have one last point: If you want to be the smartest learner you can be as a real estate professional, there are a few key tech tools of which you should avail yourself. A couple of my favorites include the Chime CRM, a highly-customizable real estate operating system; and GeographicFarm, a great tool for targeting direct mail and social ads.
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You can learn more about the "unCoaching" approach to learning and teaching real estate skills with Chime's FREE eBook, unCoaching: Shifting the Thought Leadership Paradigm.