Your Agents Don’t Need More Tech. They Need Direction.
The real estate industry suffers from tech diarrhea.
Brokerages throw an unprecedented amount of technology at their agents without any meaningful consideration or long-term tech strategy.
The chaos is compounding and the trend is only accelerating, with thousands of 'groundbreaking AI apps' launching every week — adding even more noise to already overwhelmed agents.
New social media meme generator powered by AI??? Let’s go!
Worst part? I see a lot of brokerages constantly promoting more tools to their agents.
Take a look at this CMA tool and a new scheduling tool, and a presentation tool…
There is no technology strategy or any kind of long-term planning in place.
I don’t think most CTOs can even tell how many systems are currently in their tech stack.
We unconsciously divert agents’ attention from the things that truly matter into a constant chase of shiny new objects.
Why is this happening?
We do that to compensate for the lack of essential training, coaching, and guidance.
Instead of investing in a solid agent development system, we cover the cracked foundation with an abundance of third-party tech tools.
Most of your agents have a fear of dialing because they don’t know what to say.
Most of your agents are afraid to schedule appointments because they don’t know how to deliver a buyer/listing presentation.
Most of your agents are scared to negotiate their terms because they don’t know how to handle objections.
Yet, we somehow think that an AI-powered video editor is exactly what’s going to turn a non-producer into a top performer.
We are trying to fill the leadership vacuum with technology.
Because introducing new technology makes us look good.
In reality, paying for technology and announcing it is the easiest part.
True adoption only starts when a concrete rollout strategy is implemented; it’s not something that can be done overnight - it’s a continuous process.
Performance Starts with Leadership, Not Logins
The truth is, tech can’t make up for leadership gaps.
Without a performance system in place, you’re just layering tools over confusion.
The brokerages that will win in this new era of real estate aren’t the ones with the flashiest tech stack — they’re the ones who build accountable, performance-driven teams where every agent knows:
Why are they doing this, and what is their income goal
What dollar-producing activities should they focus on to achieve the goal
How to clearly explain their value and deliver this value to consumers
That’s not a tech problem.
That’s a leadership opportunity.
At Agently, we are focusing on fundamentals.
We are consolidating a clutter of disconnected tools and systems into a simple white-labeled solution where every brokerage can build their own foundation.
A foundation based on a real agent development strategy focused on performance and growth.
Because tools don’t create producers. Systems do.
If you are interested in building a true agent development system, we’re happy to chat
