May 4th - 2004

Cellphones, Internet top list of REALTOR “must have” technology

Today's REALTOR relies on technology more than ever according to the latest survey by the National Association of REALTORS Center of REALTOR Technology.

Today's REALTOR relies on technology more than ever according to the latest survey by the National Association of REALTORS Center of REALTOR Technology.

More than 81% of respondents said that the use of searchable online listings has changed the way they do business. Survey respondents also stated that mobile phones and the Internet were essential to their success. Digital cameras, laptops and personal computers were highly regarded by REALTORS in the survey as well.

NAR’s Center for REALTOR Technology (CRT) was created to serve REALTORS as an industry advocate with a mission to investigate emerging technologies, and pave the way for the adoption of progressive technology solutions. The annual technology survey was first distributed in 2002 to examine how REALTORS are using technology in their businesses.

The following is an excerpt of this year’s technology survey findings:

“In 2004 we find that mobile phones and the Internet are technologies essential to the success of the REALTOR®.

Wireless e-mail and wireless Internet usage are growing. Also, searchable listings are making a big impact upon the way REALTORS® conduct business.

  • 81% of REALTORS® report use of searchable listings on a Web site has changed how they do business
  • Mobile phone and Internet usage have reached maximum use. The vast majority of REALTORS® view these technologies as essential
  • Use of wireless e-mail and Internet continue to grow
  • 73% of REALTORS® believe that technology has made selling easier and increased their selling time
  • Web site usage has plateaued, 2004 usage being similar to 2003
  • Nearly all REALTOR® clients have access to property listings online
  • Most REALTORS® and brokers handle IT issues individually or with in-house staff.

The Internet has become essential to REALTORS®. Nearly all REALTORS® make property listings available through the Internet.

E-mail remains a popular way to communicate and is required by a growing number of clients.

Online listings continue to have a growing impact on the business practices of REALTORS®.

REALTORS® adopt and embrace new technologies quickly. They report that many technologies that did not exist five or ten years ago are now essential to their business.”

The survey also asked respondents to provide comments about the advantages and disadvantages they encountered with technology.  Here is a summary of their comments:

Advantages:

  • Technology eases the elimination of non-qualifying properties
  • Clients use and have access to many of the same technologies
  • Able to communicate wherever located
  • Able to perform more tasks on the road.
  • Able to manage more work
  • Much information is instantly accessible
  • Less expense for overnight mail
  • Easier to search for properties

Disadvantages:

  • Spam and junk e-mail
  • Learning curve can counter efficiency advantage
  • Not all clients are technically savvy
  • Client expectations are higher
  • Problems when technology fails or breaks
  • Reduces face-to-face interaction with clients

The survey results concluded that “REALTORS® are reliant upon technology. This produces a great need for technology support services. As technologies become essential to REALTORS®, immediate access to those tools becomes important. REALTORS® need access to support services that provide expedient resolution of technology issues.  REALTORS® have limited familiarity with business applications such as financial and customer relationship management (CRM). Many REALTORS® are not aware of which business software products their firms use.”

To view the full survey results, visit http://www.REALTOR.org/CRTWeb.nsf/files/REALTOR_survey_2004.pdf/$FILE/REALTOR_survey_2004.pdf

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For more information contact

Ontario Real Estate Association

Jean-Adrien Delicano

Manager, Media Relations

JeanAdrienD@orea.com

416-445-9910 ext. 246

Ontario Real Estate Association
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The trademarks REALTOR®, REALTORS®, and the REALTOR® logo are controlled by The Canadian Real Estate Association (CREA) and identify real estate professionals who are members of CREA. The trademarks MLS®, Multiple Listing Service® and the associated logos are owned by The Canadian Real Estate Association (CREA) and identify the quality of services provided by real estate professionals who are members of CREA. Used under license.

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