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...

What do you think agents say is the number one consideration when choosing a real estate brokerage? I bet the default for many of you would be the commission plan. Most assume they’re always going to go right to the commission plan.

What if I told you that’s not true? According to a brand new study of 600 agents, they found that the number one thing driving the conversation about making a switch was technology—who is leading in technology.

So here’s a question for you: what is your tech stack as a real estate brokerage owner or team leader? Does your tech stack put you on a parity basis with the major players in your market, or are you inferior? That’s number one.

And then, do you have some advantages? Do you have things you’re doing a little bit differently?

Maybe you’re starting to use some AI in your business. Maybe you’ve created some lead-flow opportunities. Maybe you’ve created playbooks and plugged technology into them to make that technology really work for your agents.

So...

As a brokerage owner or team leader, you have a tech stack, right? We all have a tech stack of some kind, the technology we provide to our agents and teams to help them operate effectively in the local market.

But here's the question: Are you eating your own dog food? Do you know how to use your tech stack from top to bottom, inside and out? More importantly, are you using it every single day? Are you fully engaged with all the bells and whistles so that your agents see you actively using it?

When your team sees you texting out of it, video texting, using it for social media, and running drip campaigns—fully immersed in the CRM—they take notice. They follow the leader. If you're not leading from the front, why would they adopt it?

If you find yourself not fully understanding your own tech stack, it's time to dive in. Use it daily, attend all the training, explore the help sections, and go through all the tutorials. Learn it because you likely invested tens of thousands of dollars in...