Encourage Agent Adoption of Technology in 3 Steps

Real Estate Technology with Top Producer®


In a recent interview, Charles Nitschke, CMO of Tomlinson Sotheby’s International Realty in Coeur d’Alene, Idaho described how using the right technologies and systems allowed their team to shorten inquiry response time and, thus, fuel customer cultivation.


Agent adoption of these new technologies – no matter how incredible the technology – would decide the success or failure of the program. And, we’re not talking about a little firm. Tomlinson Sotheby’s International Realty is a bit of an anomaly in the real estate industry. Their brokerage owns a Sotheby’s Company, a Coldwell Banker and a CENTURY 21 Brokerage. Getting their agents on board would be a critical step.


Here are 3 steps to encourage agent adoption of technology, including several the Tomlinson team used to see their success. 


#1: Make Tech Part of Training


Nitschke’s experience told him that quick inquiry response and a plan for customer cultivation would help drive conversion, yet he understood that success rates aren’t always great in the industry. That’s why they made training for their new FiveStreet and Top Producer® systems part of their ongoing agent training.


Doing so allows agents to be familiar with the technology and its capabilities, and increases the likelihood that they’re willing to implement it into their daily routine.


#2: Pick the Right Tools


It may sound like a pretty basic concept, but agents want to work with tools that work for them. Picking the right tools – those that empower your agents to better service their clients and win business – are likely to see higher adoption rates when compared to antiquated technologies.


Tomlinson Sotheby’s International Realty saw an overwhelming adoption rate with their new FiveStreet and Top Producer® products, as the agents were the ones requesting these products be made available to them.


#3: Make it Fun


Gamification, the concept of applying game metrics to engage and motivate people to achieve their goals, is taking the corporate world by storm. In a world where 70% of business transformation efforts fail due to lack of engagement, it makes sense that 40% of Global 1000 organizations use gamification as the primary mechanism to transform business operations.* 


How can you make the adoption of technology fun for your office? Doing so may be just the incentive your agents need to get on board.


Making Adoption Work for You


Learn more about the Top Producer® Success Suite of products implemented by the Tomlinson team, and be sure to read Tomlinson Sotheby’s International Realty’s full interview here.


 *Source: Business.com, 5 Statistics That Prove Gamification is the Future of the Workplace, October 2015

Comments (7)

John Pusa
Berkshire Hathaway Home Services Crest - Glendale, CA
Your All Time Realtor With Exceptional Service

These are excellent tips to encourage agents adoption of technology.

Apr 18, 2016 09:23 AM
Top Producer® - A division of Move, Inc.

We agree, John Pusa! There is a formula for success. Cultivating a cohesive team and leveraging technology can assist in achieving that success.

Apr 19, 2016 03:08 AM
Debra Leisek
Bay Realty,Inc Homer Alaska - Homer, AK

Great tips... I havent used Top Producer but have heard good things...

Apr 18, 2016 06:04 PM
Top Producer® - A division of Move, Inc.

Hi Debra Leisek! We are having an April promo in which not only can you get these tools for a discounted price, but you can also get your second month free! Paired with our $10 websites, it's a winning combo. Only 11 days left- have a look.

Apr 19, 2016 03:12 AM
Macy Babb ... North Georgia Realtor
Re/Max Around Atlanta Realtor - 404-234-6166 - Cartersville, GA
Realtor, SFR, HUD/REO Certified

Great Tips... I agree!  A FUN learning enviroment helps, and if you have an agent being left behind because of their fear of technology, they will get discouraged and struggle.

Apr 19, 2016 01:38 AM
Top Producer® - A division of Move, Inc.

You're exactly right Macy Babb. When encouraging agent adoption, it is important to use tools that are streamlined and user-friendly. Top Producer has weekly webinars, along with a strong support team that can be a great help if an agent is struggling. Feel free to join our Top Producer Office Hours webinar tomorrow morning:


Apr 19, 2016 03:21 AM
Robert May
Robert W May - Lethbridge Real Estate - Lethbridge, AB
Real estate consulting

Good post TP.  The offices that incorporate tech into their business daily are the most successful offices.

Apr 24, 2016 05:03 PM
Top Producer® - A division of Move, Inc.

Thank you for the kind words, Robert May. Incorporating the right technology into a business can provide a variety of benefits, including streamlined logistics, along with more thourough insights and data analysis. 

Apr 26, 2016 03:11 AM
Inna Ivchenko
Barcode Properties - Encino, CA
Realtor® • Green • GRI • HAFA • PSC Calabasas CA

I do believe that we have to embrace technologies since they are there not to replace us, but to enhance what we do. We just need to be very selective with those we choose to use. 

Jan 27, 2018 11:06 PM
Daniel Dominguez
Realty Connect USA - Hauppauge, NY
I'm an RE agent serving Nassau & Suffolk County

Great post

Apr 29, 2018 08:15 PM

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