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Cup of coffee and laptop on wooden table.After our deep dive into the world of Google and Intelligent Ads over the past few months, it’s time to get back out on the street. Luckily, I had the good fortune to catch up with one of the best and brightest in our industry, Annette Anthony, VP of Technology Engagement for EXIT Realty Corp., to get her perspective on technology and the impact it has on agents in today’s market.

Seth Kaplan: What’s your perspective on technology in the real estate industry today?

Annette Anthony: Technology equals engagement, which is hugely important. In today’s environment, there’s a lot of technology and variance between levels of technological understanding. When working with brokers and agents, we first have to identify what their goals are, then look at the technology and how to apply it to accomplish those goals.

SK: What are the top goals of the brokers and agents you work with?

AA: Their top goals are 1) branding for agents; 2) continuing to engage with their past book of business, as well as their current pipeline; and 3) effectively marketing their current listings.

SK: Once specific goals have been identified, what’s next?

AA: Now it’s time to roll up our sleeves and get down to business, which begins with eliminating roadblocks and putting the agent in the client’s shoes so they can clearly identify how they want to be perceived by both current and future clients. If a client were to engage with you through technology, would they understand what you do and how to contact you? Ultimately, that’s what it’s about; using technology to engage.

SK: Of the technologies you’re helping agents use, how many of them have a mobile component?

AA: Everything has a mobile component; it’s the primary means of engagement today.

Final Thought: Annette’s take on technology is spot-on; first identifying what you’re trying to accomplish and then leveraging the right technology to help accomplish that goal. After all, it’s about the human behind the device, no matter what technology or device they’re using.

If you’d like to participate in Talk Tech on Main Street, contact Seth Kaplan at

Seth Kaplan is president of MRE – Win Local®.

For more information, visit