The Case For Brokerages Keeping Their Tech Stack (Even When Agents Don’t Use It)
If you’re a real estate broker or team leader, I’m sure you’re experiencing what I’m about to describe. I call it the 80/20 rule, and it’s not the 80/20 rule you’re thinking about.
The 80/20 rule we usually think of is that 20% of the agents do 80% of the business. It’s probably closer to a 90/10 rule now, but that’s not what I’m talking about.
What I’m talking about is the 80/20 rule when it comes to the deployment of the technologies, tools, and services you provide to your agents.
As a brokerage owner or team leader, you invest in all this tech and all these tools, and then 80% of your agents don’t use them. You’re spending thousands—maybe tens of thousands—of dollars, and you’re thinking, “This is crazy. Maybe I should just stop providing this stuff.”
That’s a mistake.
First, you have 20% of your people who are actually using these tools, and those are usually the people producing. If you stop providing the tools, you’re hurting that group.
But there’s another reason you shou...
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