Consumers demand real estate agents who embrace innovation

The role of the real estate agent is changing from the keeper of the data to a strategist, psychologist and even more of an über salesperson. Industry analysts and executives said there are still agents who are afraid of and unfamiliar with technology, and eventually, this could hurt their business.
``There are some Realtors today who wouldn't use e-mail if they didn't have to,'' said Gregg Larson, president of Clareity Consulting in Scottsdale, Ariz. ``Your average consumer was more tech-enabled and tech-literate than the average Realtor a few years ago, and that creates an imbalance. . . . But recently there has been a lot more investment in technology.''
As more real estate companies consolidate and become bigger giants, they tend to invest in more technology, Larson said. Still, according to the California Association of Realtors, as of late last year, only 45 percent of their Realtors surveyed used e-mail as their primary form of communication with clients.
``It's as if an agent picked you up to see a home in a stage coach and they said, `I'm very automobile illiterate,' '' said Marc Davison, founder of VREO Software in San Luis Obispo, a developer of real estate systems, software, services and tablet PCs.
But the Realtors who are using technology are finding that they have gained an edge in a competitive market, especially in the Bay Area, where there is a huge influx of new realtors, many coming from the technology industry.

Source -Mercury News

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