{"id":4226,"date":"2023-04-21T15:11:14","date_gmt":"2023-04-21T15:11:14","guid":{"rendered":"https:\/\/www.realtrends.com\/blog\/2023\/04\/21\/study-real-estate-agents-stay-for-culture-tech-tools\/"},"modified":"2025-03-13T02:50:38","modified_gmt":"2025-03-13T02:50:38","slug":"study-real-estate-agents-stay-for-culture-tech-tools","status":"publish","type":"post","link":"https:\/\/www.realtrends.com\/blog\/2023\/04\/21\/study-real-estate-agents-stay-for-culture-tech-tools\/","title":{"rendered":"Study: real estate agents stay for culture, tech tools"},"content":{"rendered":"\n<p>Market uncertainty and a contentment with company culture has agents staying put, according to the recently released \u201cAgent Priority Report,\u201d by <strong>Coldwell Banker <\/strong>and <strong>Anywhere Brands. <\/strong>agents don\u2019t plan to<a href=\"https:\/\/www.realtrends.com\/blog\/articles\/are-agents-blaming-the-broker-when-they-leave\/\" target=\"_blank\" rel=\"noreferrer noopener\"> leave their brands or brokerages<\/a> anytime soon.&nbsp;<\/p>\n\n\n\n<p>In 2019, 51% of agents were open to changing their brand affiliation. Now, that number has dropped. A majority \u2014 75% \u2014 of agents say they do not want to change their brand affiliation in the next two years.&nbsp;<\/p>\n\n\n\n<p>\u201cThe <a href=\"https:\/\/www.housingwire.com\/mortgage-rates\/\" target=\"_blank\" rel=\"noreferrer noopener\">uncertainty of the market<\/a> has dramatically influenced agent mindset, prompting them to find a brand they trust (&#8230;) Company culture also stands out as extremely important to agents. They want to feel that they are part of something important and meaningful, and feel appreciated and valued by their brand.,\u201d said <a href=\"https:\/\/www.realtrends.com\/blog\/articles\/kamini-lane-named-new-coldwell-banker-ceo\/\">Liz Gehringer,<\/a> president and CEO of <strong>Anywhere Franchise Brands<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Until this market improves, agents are happy to stay where they are. So, the report makes a few recommendations to brokerages looking to make their agent\u2019s stay even more comfortable.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-technology\">Technology<\/h2>\n\n\n\n<p>\u201cMore tech and tools to enhance an agent\u2019s overall experience and value proposition, and more leads are the top items agents are looking for in 2023,\u201d said the report.&nbsp;<\/p>\n\n\n\n<p>But, just because an agent thinks technology is a priority, doesn&#8217;t mean they are using the brokerage&#8217;s tools. However, having those tools are table stakes for brokerages today. The \u2018Agent Priority Report\u2019 encourages brokerages to make sure agents have all the <a href=\"https:\/\/www.realtrends.com\/blog\/articles\/an-agents-crash-course-to-seo-best-practices\/\" target=\"_blank\" rel=\"noreferrer noopener\">tools they need<\/a> to successfully help their clients.\u00a0<\/p>\n\n\n\n<p>\u201cAs the industry landscape evolves over time and as the market shifts, brokerages need to adapt and invest in internal resources that agents can leverage for optimal business success. Coldwell Banker in particular expanded three tools to the network in 2022,\u201d said Gehringer.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Brand Marketing&nbsp;<\/h2>\n\n\n\n<p>According to the study, there is power in brand image marketing. Agents who answered the survey say they want the ability to align themselves with their brand whenever possible. It is easy to overlook run-of-the-mill content online. <\/p>\n\n\n\n<p>Agents that have additional branding on their websites and social media will stand out, says the report. That kind of brand marketing earns them more business. Branding should go beyond the digital too, responding agents said top-of-the-line resources are needed to give clients a best-in-class experience.\u00a0<\/p>\n\n\n\n<p>\u201cAgents look to brand image marketing to bolster their business, emphasizing enhanced technology, tools, value proposition and more leads,\u201d said Gehringer.&nbsp;<\/p>\n\n\n\n<p>Gehringer went on to note that brokerages who provide advanced video-editing tools will be one step ahead of the game. Video content has become a force to be reckoned with in recent years.&nbsp;<\/p>\n\n\n\n<p>Brokerages that adopt the right technology tools and invest in brand marketing tools that agents can put to use should see a return on investment according to the \u2018Agent Priority Report.\u2019 <a href=\"https:\/\/www.realtrends.com\/blog\/articles\/the-spring-housing-market-is-stronger-than-you-think\/\" target=\"_blank\" rel=\"noreferrer noopener\">A tough market<\/a> can feel like it lasts forever, but a strong team and lack of turnover are essential to weathering any storm.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The report makes a few recommendations to brokerages looking to make their agent\u2019s stay even more comfortable.\u00a0<\/p>\n","protected":false},"author":39539,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3255],"tags":[],"coauthors":[],"class_list":["post-4226","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.8) - 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