The relationship between brokers and their MLSs has evolved—and so have broker expectations. According to the WAV Group Brokerage Utilization and Access Study Part 2, brokers are no longer just looking to the MLS for listing access. They’re looking for help simplifying the overwhelming tech environment agents operate in every day.
Brokers operating in multiple MLS have an avalanche of complications they have to deal with - Slight market by market variances in Rules and Regs, redundant fees, patchwork quilt of data, Duplicate/triplicate data entry, and market specific tech tools. Operating in multiple MLS increases the complexity of running a brokerage and can take a bit out of the already razor thin broker margins.
Expanding opportunities for regular sales coaching is one of the most overlooked opportunities in a brokerage today. The WAV Group Broker Technology Utilization and Access Study Part II uncovered that brokers want more than just tools for their agents. They want systems that help their managers coach, motivate, and support agent performance. And right now, they don’t feel they have what they need.
This isn’t about chasing shiny tech. It’s about profitability, process, and positioning.
When neutral facilitators become competitive threats, cooperation inevitably gives way to conflict.
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.
Competing with national portals like Zillow, Realtor.com, and Homes.com is nearly impossible for brokerages. These platforms pour millions into advertising, dominate search engine rankings, and offer engage consumer-test functionality across every market in the country. So where does that leave local and regional brokerages trying to create a website that can compete for attention for real estate consumers? We want to hear from you in the WAV Group Broker Survey.
As a franchise or independent broker WAV Group would like to get your perspective on these important questions: Do websites still work as a core tool for your brokerage? If so, why. If not, why not?
As market conditions tighten and brokers are forced to make tough decisions about where to cut and where to invest, one question looms large: Is your website helping your brokerage stand proud online, or do you cringe when you look at it? Do you believe the monies spent on your website are helping your business or is it just a necessary evil?
The best brokers aren’t selling software. They’re selling simplicity. They remove friction. They make technology usable. And they’re the first call when an agent wants to get better.
Is my website really pulling its weight? To help answer that question, we’re launching a nationwide survey to get honest, data-backed insights from brokers of all sizes—from small independents to regional powerhouses and national franchises. And we want to hear from you.
Over 70% of brokerages offer at least 4 technologies and 45% offer 7 or more technologies. 7 or more log-ins on seven different websites make it nearly impossible for an agent to remember where to find all of the tools. Without a centralized view and nothing getting pushed to agents regularly to remind them to attend training, try a new product or learn a new feature, brokerage technologies are under utilized.
