Real estate corporations and brokerages are realizing proven agents, armed with technology and data, drive sales and the bottom line.
There was a time when real estate agents weren’t viewed so much for the value they brought to the table, but rather their roles in doing the grunt work necessary for real estate transactions. Those days are gone.
Technology driving successful real estate agent value
“Investment in real estate technology by large brokerages and the technology innovators looking to change the market is at an all-time high,” says Brian Sholly, executive vice president and general manager at OnCourse Learning Real Estate. “The technology focus is on what can be scaled – such as data or technology platforms. However, the new data or technology enabled productivity must ultimately be … delivered by the local a
gent. That is putting proven agents in even higher demand.”
Boutique brokerages began to realize the power of not only technology but also agents harnessing that power post-recession. Then, according to an Inman article, big players the likes of Zillow, Compass and Redfin capitalized on what old-style residential brokerages hadn’t: the thinking that real estate agents aren’t grunt workers at all. Successful real estate agents are needed, valued team members.
Residential real estate services giant Realogy, with industry brands including Better Homes and Gardens Real Estate, CENTURY 21 and Coldwell Banker, among others, boasts “We serve agents.” In fact, Realogy is banking on leveraging untapped real estate data and enhancing the agent experience, as it battles tech-enabled competitors, like Keller Williams, according to Inman.
Technology-focused Redfin, which claims to save customers thousands in fees, also claims to offer support and high earning potential to its agents.
“At Redfin, being a real estate agent means being part of a modern, high-growth, and tech-powered company that’s changing the game for customers. Redfin has the highest percentage of top-performing agents, which means they earn the most on average of any agents at major brokerages,” according to Redfin.com.
Brokerages valuing and retaining successful real estate agents
Valuing agents is a theme touted by many companies and brokerages, which are competing for successful real estate agents by offering unprecedented support, access to data, education, corporate cultures, benefits and much more.
For hard-working, producing agents, today’s environment means opportunities with well-capitalized companies willing to invest their real estate professionals.
The key for agents, according to Sholly, is to position themselves to capitalize on those opportunities. And that starts with real estate training that prepares agents for what’s happening in real estate today.
“Real estate training is rapidly evolving from the traditional classroom environment to online,” he says. “This evolution, itself, engages agents with technology in a new way. OnCourse Learning, a leader in online training, is actively developing content that goes beyond the traditional agent topics to include computer and technology skill development.”
OnCourse Learning Real Estate
OnCourse Learning Real Estate is a trusted source of training, licensing and continuing education. It has helped more than 750,000 real estate, appraisal and home inspection professionals begin and advance their careers through a blend of e-learning, instructor-led courses and textbooks.