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...and much more focus on figuring out how to best use the current technology we have". I was standing in the back of the room at the Inman Conference and paused at this commentary shared by an Industry Leader in a packed house of brokers, agents, and techies. Those comments caused me to immediately reflect on the current condition of our industry and how we have, and are, playing with technology and innovation.

Here are my observations and keep in mind I have a front row seat fully engaged on both ends, with the agent and broker on a daily basis. I also have software programs in the marketplace being used by thousands of agents and brokers. My perspective doesn't come from theory...it's reality. ll be.

1 Most technology has, and continues to be presented by vendors as the magic pill, solve all your problems, or bright shiny object ...The next latest and greatest...A big fat lie.
   
2 Piggy backing on my first comment, technology has created an expectation by many in our industry "we can have less human interaction and get a result" A myth..not the deal...It's not less interaction, it's different interaction required in blended spaces due to the evolution of human behavior (the online consumer) and the consumer's changing expectations.
   
3 Technology has facilitated a condition of laziness in our industry due to false expectations of what the technology WILL do. A requirement in my organization when interacting with a potential customer, and yes, prior to the buying decision is made is a simple statement, "This is not telephone avoidance technology. Don't buy it if you aren't going to do the work"
   
4 Due to all of the innovations affecting our industry, a relationship/artistic business is moving to somewhat of a scientific/mechanical based business as a broker/agent gets their arms around all the functionalities of various programs required to learn before implementing. Paralyzed is the operative word. Unconsciously creating a condition where the end user expects it to be the "magic pill" once they figure it all out.
   
5 When our industry started to experience all this "new technology", there was a level of fear I observed, fear by many "technology is going to drive me out of the business". My response (At that time I was the General Manager of a multi-state, multi-office real estate company), "No, technology is here to KEEP you in the business if you enroll, adopt, and implement"
   
6 Technology is simply a tool to support us in our relationships with today's online consumer, accommodating the evolution of human behavior and expectations that go with it. Tech is not designed to remove the "human experience/interaction" in our business, it is here to enhance the experience in how and where we play and interact today. We must evolve to creating an online experience for the online consumer facilitated by an online agent not forgetting many of the traditional ways of doing business. Same old stuff you've heard over and over, right? My question...are you taking the action and committed or just givin' it a whirl?
   
 

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Working for Berkshire Hathaway HomeServices Commonwealth Real Estate is like being part of a large family, there is support from the management level all the way down to your coworkers within the office. Berkshire Hathaway HomeServices Commonwealth Real Estate has many different systems that help agents achieve their business goals and helps keep agents on track. I have also been able to develop a marketing plan that ensures a continuing stream of business. My business continues to grow, year in and year out.

Meg Steere, Watertown

We have worked for Berkshire Hathaway HomeServices Commonwealth Real Estate for 3.5 years and highly recommend the company for agents who want to grow their business. Having worked for other companies it is refreshing to have support staff that is highly responsive to our needs. In addition, management has an interest in EVERY listing we take. Alan visits all of our listings and the office environment is equally supportive. It is a true team atmosphere where agents help each other. The training is also excellent and we have systems in place to use every listing opportunity to get more business. This helps us always feel we have resources to do what we do best - sell real estate. Because we have support we never have to worry about where our next sale is coming from. Our business runs much easier knowing we have systems in place and a team of people to help us grow.

Barbara and Miah Kattman, Wellesley

I believe a top-notch graphic arts and design department is crucial to any growing business. I feel Berkshire Hathaway HomeServices Commonwealth Real Estate offers the marketing and public relations support required in an ever-growing and competitive marketplace. It has made all the difference to my public image and helping to keep my name in the forefront of buyers and sellers.

Medea Palandjian, Watertown

Berkshire Hathaway HomeServices Commonwealth Real Estate continues to train and educate us with all the upgraded and innovative technology. This keeps us topnotch and professional. The support we receive is invaluable to my business.

Bo Lee, Natick

Berkshire Hathaway HomeServices Commonwealth Real Estate has programs that provide insights to prospecting and gives structure and accountability to my efforts. I will take away valuable lessons in prospecting, setting goals and creating clients for life. I have measurable results to prove their programs work — with one deal closing before I will have completed the course and several others in the works.

Michelle Lane, Newton

It has been a year since I started with Berkshire Hathaway HomeServices Commonwealth Real Estate. I am so happy that I was hired to work with Berkshire Hathaway HomeServices Commonwealth Real Estate. I have grown so much because of the people I work with. Everyone has been so helpful.

I have grown so much because of the people I work with. Everyone has been so helpful.
Cheryl Holmes, Watertown