The NextHome leadership team shared insights at Inman Connect 2019 in Las Vegas. Vice President of Sales Charis Moreno spoke with brokers on Tuesday about why independents often choose to franchise and how they can make the best of the relationship. She had valuable insights for everyone attending #ICLV!
Charis noted that independent brokers have to wear all the hats. They must face the struggles in the real estate industry on their own. When they partner with the right franchise, however, it not only gives brokers a real sense of belonging and confidence, but also the ability to network for support in order to overcome their pain points.
Franchises often have the buying power to leverage the continuity between the different technology dimensions in real estate in order to achieve better marketing and brand equity. Charis also pointed out that it’s not just about seeking the latest and greatest in real estate technology.
“I think there is a race in real estate to create automation and integration in an industry that is all about people. There is a delicate balance between the technology that you pour in front of an agent and using that technology to support the agent in filling the gaps in their business in order for them to grow,” Charis explained.
The use of technology to support a business’s growth begs the question, how can a broker increase the adoption rate of new technology? Charis suggested automating what the agents already do on a daily basis like flyers, postcards, etc. by providing something that is beautiful and easy to create with just the click of a button.
“It’s really about less screen time and more face time for agents. We have a philosophy at NextHome that the only way to get a human being to do something 100% of the time is to do it for them,” Charis remarked.
Adoption is about using the most effective technology to keep agents focused on what they are really good at which is the human connection. According to Charis, the brand will get you a seat at the table but, at the end of the day, it’s the other human across the table that will help the buyer or seller achieve their ultimate goal of buying or selling their next home. It’s an outlook that has NextHome achieving over 70% technology adoption rate.
Charis’ deep understanding of how technology can be applied to helping brokers and agents become more productive and successful in today’s real estate environment is one of the many reasons why NextHome, and it’s franchisees are growing so quickly.
In the end, the choice of a broker using a franchise or going independent is up to them and how they want to grow their business. It’s important to consider that paying fees for a franchise isn’t about cost as it is about investing in the future of their real estate pursuits.