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
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