Technology is one of the largest expense items on a broker’s P&L. CRM systems, marketing automation, lead nurturing tools, CMA platforms, websites and social media services are just a few of the technologies brokers offer today. They feel like they have to offer a robust suite of tools to compete effectively today. But ask most brokers how many of their agents are using those tools consistently, and the answer is usually, “I’m not sure.”
According to the WAV Group Brokerage Utilization and Access Study Part 2, nearly 80% of brokers say they’re not satisfied with their ability to monitor agent usage of the technologies they provide. The reasons vary, but the outcome is the same: brokers don’t have the information they need to make informed decisions about what to keep, promote, or sunset. WAV Group has worked with several brokers trying to help them critically evaluate engagement and appreciation of technologies before they decide to sunset it. It is an arduous and expensive task.
One of the core broker challenges related to monitoring technology engagement is that most vendors don’t provide brokers with usage data in a consistent, easily digestible format. Some provide monthly spreadsheets. Others require logins to admin dashboards that are rarely user-friendly. And still others don’t share usage data at all. Without a standard reporting framework, it becomes nearly impossible for brokers to assess the return on their technology investments.
Download WAV Group Brokerage Utilization and Access Study Part 2
This lack of transparency hurts more than the bottom line. It also makes it harder for brokers to promote tools effectively. If you don’t know what’s being used, or more importantly, not being used, you can’t target training efforts where they’re needed. You also can’t identify and spotlight the agents who are getting great results from a particular product. And without success stories, it’s hard to generate excitement or adoption across the rest of your office.
The WAV Group Brokerage Utilization and Access Study Part 2 showed that brokers are looking for more than basic login counts. They want insights into usage patterns. Which tools are being opened regularly? Which ones are part of an agent’s daily routine? Which ones drive better client follow-up, smoother transactions, or increased conversions?
Brokers also want to be proactive. If a tool is being underutilized, they want to know early before contract renewal discussions. Having access to usage data at their fingertips gives brokers the chance to intervene, retrain, and reposition tools to get better engagement.
A centralized dashboard isn’t just helpful for agents. It’s also a strategic resource for broker-owners and office managers. A smart dashboard can track logins, tool engagement, and task completion. It can surface alerts when usage drops or when agents go long stretches without engaging with the core technologies that support their business. And it can create a baseline that helps brokers evaluate the effectiveness of each solution.
Download WAV Group Brokerage Utilization and Access Study Part 2
The study also found that 57% of brokers are very or extremely interested in a way to monitor how often agents log in to the technologies provided. And 68% want a dashboard that increases usage and provides better visibility into engagement. That level of interest speaks to a growing demand for smarter systems that help brokers connect the dots between what they’re paying for and what’s helping agents succeed.
Too many brokers license technologies as a recruiting or retention tool, not a true drive of productivity improvements. Brokers are trying to deliver value, support performance, and make wise financial decisions. When vendors and MLSs don’t provide adequate usage data, they’re forcing brokers to operate in the dark.
If your brokerage technology strategy is to help agents be successful, then access to evidence of tech engagement is critical. You deserve systems that show you what’s working and what’s not so you can invest with confidence and clarity.
Download WAV Group Brokerage Utilization and Access Study Part 2
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