The real estate world is always changing, and going digital isn't just a nice extra anymore; it's a must. Brokerages and teams that are really getting into tech-forward operations are getting more done, their clients are happier, and yes, their businesses are worth more. But here's the catch: this whole change thing has a lot less to do with the tech tools and a lot more to do with your leadership and the culture of your team.
You can use all the cool CRMs and AI assistants you want, but if your agents aren't on board, willing to change, and trained to deal with how clients act now, it won't matter. The brokerages that are really winning today are the ones that have made digital transformation a part of their culture, not just something they add to their systems.
Let's look at what that really means in practice.
In real estate, teams that really get along don't just work well; they also sell more, negotiate better, and deal with market ups and downs like pros. Being in the office every day used to bring people together, like during huddles, brainstorming sessions, and quick coffee breaks. But now that teams are mixed (some work in the office and some work from home) or are fully remote, you have to work hard to create that culture.
Agents might not see the brokerage as a place they belong if they don't all feel like they're on the same mission. That's when people start to leave, morale drops, and things stop being consistent. To keep your team around and interested more than at your last open house, you need to:
Having a ping-pong table isn't the point. It's about getting everyone emotionally involved.
Every managing broker has probably seen this: the listing team is doing a great job, but the transaction coordinators and the listing team are not on the same page. Marketing has no idea what's going on. People who answer questions are using scripts that are very different from each other. That's a problem with the silo, and it's a big one.
And it gets worse when teams are not in the same place. When people are tired of Zoom calls, they just go back to "taking care of their own business." No sharing of ideas. We can't work together. No one learns from the other. Real estate leaders are breaking down these silos by doing things like:
Real estate is a contact sport, even with your own team.
It's not just a buzzword to be customer-focused. It's the most important part of any successful brokerage. And no, it's not just about "checking in" after a deal is done. It's about making systems that really show the whole journey of the buyer and seller. The best teams are using:
You really can't ignore client data anymore. The teams that are winning right now know their clients better than anyone else.
Most brokerages have different job roles, such as buyer agents, listing agents, and admins. But what if you organized around value streams instead? Ask yourself, "How can we make sure we're adding the most value at every step of the client experience?"
This could mean putting agents and transaction managers in small groups together or changing the way you train new employees to focus on building long-term relationships with clients. You'll close more deals and get better reviews when your workflow matches the client's journey.
In real estate, being agile means shortening the time it takes to turn an idea into reality. Trying out new ways to quickly find leads. Changing your offer strategy in the middle of the week. Redesigning listing templates in one night. The pandemic made everyone change quickly, like when businesses had to close their doors and offer virtual tours and digital escrows. But now that the crisis is over, being flexible needs to be second nature. Teams that are agile:
If your team is still trying to plan things out months in advance, you're already behind.
You have to know the market and how to negotiate. That's always been the case. But now, agents also need to know about things like how to use AI to qualify leads, how to target ads, and how to automate CRM. Digital training is no longer just a "nice-to-have." It's how you keep your best agents. Brokers who are ahead of the curve are:
Don't just train to get a checkmark. Train to really compete and win.
In the end, digital transformation in real estate is a job for leaders. No matter how good the tools are, they won't fix a broken culture or a team that isn't on the same page. Follow the example of real estate leaders like Tristan Ahumada. Ahumada is well-known for co-founding LabCoat Agents, a huge online community for real estate professionals. He started his career in real estate by winning Rookie of the Year at age 24. His work there has always been about giving agents more power through technology, sharing knowledge, and working together to build a strong network where agents can succeed by trusting each other's skills. People come first for leaders like him when they build their brand and processes. They don't just use tools; they make them a part of who they are as a team.
As buyers' habits change and technology changes the way agents do their jobs, real estate leaders who create a culture of trust, agility, and a common goal will really own the future of this field.
