Many agents are not naturally drawn to technology. They have been told it can help them, but many have settled into their routines and see no reason to change. It’s no wonder that brokerages get frustrated by the amount of money and time they spend delivering technologies only to see limited adoption.
If you’ve ever wondered why agents aren’t using the tech tools you’ve worked hard to provide, the answer might be simpler than you think. According to the recent WAV Group Broker Technology Utilization and Access Study Part II, brokers are frustrated by low engagement with their technology platforms. And the reason? Agents are overwhelmed by how hard it is to even find the tools, let alone use them consistently.
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In most brokerages today, agents are expected to juggle logins across multiple websites, apps, and vendor portals. There’s a CRM here, a CMA tool there, a marketing platform in another tab, and their MLS in yet another window. It’s no wonder they give up, or worse yet, never even start.
The WAV Group proprietary study revealed that more than half of brokers said their agents currently access brokerage-provided technologies through individual links and logins. Only a small portion have streamlined the experience into a single dashboard. That fragmentation is killing engagement. Agents don’t know what’s available to them, don’t have time to hunt down access points, and quickly revert to their personal workflows—often completely bypassing the investments you’ve made in their success.
Even more telling, nearly 60% of agents today do not have access to one unified place to find both brokerage and MLS technologies. This means they’re not only switching from system to system constantly, but they’re also missing out on tools that could be helping them win more listings, nurture more prospects, close more deals and increase their repeat and referral business.
Nearly two-thirds of brokers in the WAV Group study said they are interested in a centralized dashboard where agents could access all technology tools from both their MLS and their brokerage in one place. These brokers aren’t just looking to clean up clutter. They want to create a hub that improves awareness, simplifies daily routines, and increases return on their technology spend.
A centralized dashboard does more than make technology easier to find. It becomes the place where all their work gets done. When agents know that logging into one place gives them access to CRMs, marketing resources, client follow-up tools, MLS data, and company updates, usage grows. Awareness of the brokerage technology suite increases. Training becomes easier to promote. And brokers finally start to get the visibility they’ve been missing.
Centralized dashboards also make it easier to onboard agents. New agents coming into the brokerage can get up to speed faster when everything they need is in one branded location. Instead of feeling like they’ve walked into a tech jungle, they’re guided into a curated workspace all branded to the brokerage.
Demonstrating how the brokerage is committed to making it easier for an agent to take advantage of sales success technologies can be a great recruiting tool as well.
Many small brokers feel like they have no chance to compete against the national brands and their huge investments in technology. With a centralized hub, small brokers can position themselves just as professionally as the national brands without breaking the bank.
A streamlined dashboard means you can more effectively share news, promote mentoring, and celebrate company wins. Rather than relying solely on email, which, according to the study, now reaches less than one-third of agents, dashboard notifications appear in the place agents already go to access listings and client tools.
If your goal is to help agents succeed, removing the friction that stands in their way is a great way to start. A centralized dashboard is the kind of simple, elegant solution that sends a clear message to your agents: your brokerage is not just offering tools, its offering structure, clarity, and consistency. Most importantly, a centralized, branded dashboard reminds your agents every day that you care about your success and have invested heavily to help them win big.
Agents are busy. They don’t need more technology. They need better access to the technology they already have.
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