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Opinion Editorials

Technology as the new rat race – looking busy, 2011 style



If technology were a car engine…

First off, don’t let the title fool you into thinking that when it comes to high tech, that I have a clue — for the most part I don’t. I’ve admitted for years that I’m President for Life of Techtards Anonymous. Truth be told though, I’m rowin’ in a pretty big boat on that count. Most of us don’t understand the various technology we use in our every day work, any more than we can rebuild our cars’ engines. Either the software/hardware does what we got it to do, or it doesn’t — right? Right.

In the experience of the majority in the real estate business the attitude about software is that it either falls woefully short of promised results, or fails miserably. And before the techies get their panties in a bunch, we all realize sometimes it’s operator error. But really guys, the real life results of software designed for Realtor use has generally been, um, less than impressive.

Most of the CRMs out there are laughable, especially when the user actually, you know, is a producing agent. Then there’s the love affair with IDX, which has for the most part, failed epically for the vast majority adopting it as a lead generator.

Oh, did I use the most overused, under delivering phrase in the industry? Yep, that’d be ‘lead generation’. What a crock. Most so-called lead generation ‘services’ succeed in generating business leads for themselves and not much more. Ouch. It’s been a racket since the first Realtor bought a desktop computer. Yet, relying on Barnum’s axiom as worked well for those bankin’ on real estate agents’ penchant for dodging anything approaching real work.

The high tech rat race

Discount the exceptions to the rule, who’re pilin’ up impressive bank using IDX. As a percentage of the agent population whole, they’re barely measurable. Techies don’t like guys like me sayin’ that out loud, mostly cuz they’re aware, painfully so, of its validity.

For generating real estate business, unless you’re talkin’ about blogging, social media is the most oversold, overrated, underperforming tool for Realtors since, well IDX. Back in the day, when I first reported to a real estate office, ink still dryin’ on my license back in 10/69, shuffling 3X5 cards was how you fooled yourself (and those watching) into thinkin’ you were working. Now it’s social media.

Meanwhile, the agents really closing escrows are doin’ things resulting in them finding themselves belly to belly with someone who might tell them to go to hell. But, hey, your FB wall was tagged so it’s all good. Somehow that’ll lead to tons of new biz, right? Tell me — how’s that been workin’ out for ya lately? Big ouch.

Next month will mark my 42nd anniversary of being licensed. I continue to do what I do cuz I’m addicted. Otherwise I’d be crazy. In all those years, all those economies, all the ‘sea changes’ that have come and gone? Not much has changed, people. Technology has served only to allow brokers/agents to screw up more quickly and, in some cases more epically. Am I anti-high tech? No way.

I’ve embraced it…

…to the extent it produces measurable results. The CRM I use is, in my humble opinion, the best there is, and there’s no #2 I’ve seen. I blog. My company’s website has an IDX so my family and local buds can use it at their will. Sure, I have plans in the near future to make use of ‘coming new IDX breakthroughs’, but will believe the results when I see my banker’s smile. No offense to my good friends who’re designing these changes, but the next IDX that produces to a greater extent than 5% of it’s users will be the first. Another ouch.

My Suggestions

1. Hi tech should only be viewed as a tool, period. It’s marketed the same way toothpaste is, as sexy, but stop believin’ ’em. Most software Realtors buy simply falls treacherously short.

2. There are only two questions to ask about any, pardon the expression, high tech ‘solution’ you’re considering.

A) Will it directly or indirectly help me get in front of more folks who might tell me to go to hell?

B) Will it save me time, enabling me to do more of ‘A’?

Of course, the best answer is that it’ll do both.

What makes a survivor?

We’ve just gone through another periodic and painful cleansing of real estate agents/brokers. If you’re still puttin’ yourself in the arena every day, ask yourself the common denominator attached to the full time survivors. Could it be that they’re workin’ hard? Could it be they understand it’s the agent in the mirror producing the results and not the latest social media magic, or software sprinkled with magic dust?

When it all boils down, those who consistently produce bankable results are those who put their bellies in front of other bellies who might tell them to go to hell. Then again, they might ask ’em where to sign. It’s all about being in the arena yourself. In the end, that buyer or seller is lookin’ you in the eye, cuz you’re the one into which they’re putting their trust.

Jeff Brown specializes in real estate investment for retirement, has practiced real estate for over 40 years and is a veteran of over 200 tax deferred exchanges, many multi-state. Brown is a second generation broker and works daily with the third generation. With CCIM training and decades of hands on experience, Brown's expertise is highly sought after, some of which he shares on his real estate investing blog.

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  1. Richard

    September 19, 2011 at 5:39 am

    You're on point. With all the technology there is today, nothing out there beats the return on your investment than face to face. Everything else serves as validation (most of the time not required) after face to face.

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Opinion Editorials

Improve UX design by tracking your users’ eye movements

(OPINION / EDITORIAL) Research shows that the fastest way to determine user behavior and predict their response is by watching their eyesight. Use this data to improve your UX design.



UX design being created by a designer on a laptop.

By design, an ice cream truck is meant to entice. It is colorful, stupidly loud with two whole songs from the 30s (usually off key because no one is left alive who can service those bells), and lots of colorful stickers that depict delicious frozen treats that look nothing like reality. If you need an off model Disney character that already looks a little melted even when frozen, look no further.

This is design in action – the use of clever techniques to drive engagement. Brightly colored decor and the Pavlovian association of hearing The Sting in chirpy little ding dings is all working together to encourage sales and interaction.

These principles work in all industries, and the tech sector has devoted entire teams, agencies, companies, groups, and departments to the study of User Experience (UX) explicitly to help create slick, usable applications and websites that are immediately understandable by users. Tools to improve utility exist by measuring user behavior, with style guides and accepted theories preached and sang and TED-talked all over.

The best way to check behavior is to observe it directly, and options to check where someone clicks has proven invaluable in determining how to improve layouts and designs. These applications are able to draw a heat map that shows intensified red color in areas where clicks congregate the most. An evolution of this concept is to watch eyesight itself, allowing developers a quicker avenue to determining where a user will most likely go. Arguably the shortest path between predicting response, this is one of the holy grails of behavioral measurement. If your eyes can be tracked, your cursor is likely to follow.

UX design can benefit greatly from this research as this article shows. Here’s some highlights:

Techwyse completed a case study that shows conversion on landing pages is improved with clear call-to-action elements. Users will focus on objects that stand out based on position, size, bright colors, or exaggerated fonts. If these design choices are placed on a static, non-interactive component, a business will lose a customer’s interest quickly, as their click is meant with no response. This quickly leads to confusion or abandonment. Finding where a person is immediately drawn to means you should capitalize on that particular piece with executable code. Want it boiled down? Grocery stores put Cheetos front and center, because everyone want them thangs.

Going along with this, Moz found that search results with attractive elements – pictures and video – are given much more attention than simple text. We are visually inclined creatures, and should never undervalue that part of our primal minds. Adding some visual flair will bring attention, which in turn can be leveraged usefully to guide users.

Here’s an interesting study – being that we are social animals, follow the gaze of others. If you’ve ever seen kittens watching a game of ping pong, they are in sync and drawn to the action. Similarly, if we notice someone look to the left, we instinctively want to look left as well. While this sounds very specific, the idea is simple – visual cues can be optimized to direct users where to focus.

The Nielsen Group says we look at things in an F pattern. I just think that’s funny, or at least a funny way to describe it. We follow from left-to-right (just like we read, and as websites are laid out using techniques first developed for newspapers, it naturally makes sense that we’d do the same). Of course, cultural or national differences arise here – right-to-left readers need the opposite. Always be sure to keep your target audience in mind.

Of course, there are several other findings and studies that can further promote idealistic layout and design, and it should always be the goal of designers to look to the future and evaluate trends. (Interestingly, eye tracking is the first option on this list!)

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Opinion Editorials

Easy ways to help an unhappy customer

(EDITORIAL) We’ve all had to deal with an unhappy client or two, and maybe some situations didn’t play out too well. Here are some simple tips that will help.



unhappy client

Who here hasn’t had a client get aggravated for what seems like no good reason?

(Raise your hand!)

Who here hasn’t had that awkward “I hear what you’re saying, but…” conversation?

(More hands!)

Whether you’re providing marketing work, strategic planning services, graphic design ideas, or basic business advice, you’re going to run into the occasional client who Just. Is. Not. Here. For. It. And it can be so hard to help that unhappy client get back to a place where you can all come together to get the job done.

(Hands! Hands! Hands!)

Especially in this day and age of angry emoji reaction clicks, dealing with confrontational feedback can require a new level of diplomacy and tact. You’ve got an unhappy client who doesn’t have the ability to communicate their “why” to you, so instead, they go nuclear and your inbox is suddenly filled with the kind of unhappy vitriol you’re more used to seeing in your Facebook feed.

How do you handle it?

Because… you can actually handle it.

First and foremost, understand where the negative reaction is coming from. They’ve asked you for help with their cherished project. Maybe they wouldn’t be happy with anyone’s work. Maybe they can’t quite communicate what they want. Regardless of where the sticking point is, understand that the sticking point is (a) not your fault and (b) not going to be acknowledged by them.

So then, the second step… remove yourself from the criticism. Even if they make it personal, remove yourself from the situation. Look at it in terms of the work. The client wants X. You feel you have given them X, but they see it as Y. Can you see it from their perspective? Because if you can, you are way more than halfway there. Where are they coming from?

If this is an external review, on Google or such, just ignore it and move on. It’s done. You can’t argue it. But if it’s feedback you’re getting from a current client and your project is still in play… seriously, take a deep breath and give it a harder look. It might feel personal. But is it?

The best assumption to make is that there is something else going on. If you can keep your cool and work with your unhappy client to determine what’s making them uncomfortable, in a non-confrontational way, and to get them to an acceptable delivery — you’ve won. Because you’re continuing to provide them the service they’ve come to you for.

So take a look at the situation, and figure out the best response.

1. Is the argument clear?
Don’t waste your time trying to establish whether you’re right or they’re wrong. Instead, look at framing it in terms of what the client is trying to accomplish. Ask them to give you specific examples of what they hope to achieve. Allow them to tell you what they feel isn’t good… in fact, encourage them to tell you why they’re unhappy with what you’ve given them. All of this will help frame what they’re looking for and what you need to give them in round two.

2. Is their feedback relevant?
Well, yeah. There are times when you know that your client knows nothing. But they feel the need to demonstrate that They Know What They Are Doing.

Let them.

Just let them tell you, and let it go.

And… keep searching for that nugget of truth in what they’re saying. Their feedback may seem ridiculous. But what’s at the heart of it? Look for that. Look at this negative reaction as a signpost for what they’re truly after.

This fits right in with number 2. They feel passionately that you need two spaces after every period. Is this something you really need to argue? CHOOSE. YOUR. BATTLES.

If your client really wants to engage on an issue … two spaces, or the use of a particular phrase … then let them say their piece. Then say your piece. But giving them room for an out. And once again, think about it from their perspective.

Maybe it’s someone who didn’t spend all their time in their first post-college job debating the niceties of the Oxford comma. Does it ultimately matter to the overall success of the project? If it does… go to the mat. Show them, with respect, why it’s important. But if it’s just a point of pride for you, the provider? Can you let it go?

I can’t sometimes. So I get it if you can’t. But still, it’s a good point to keep in mind. A good question to ask yourself, as a provider of a service. Which sword do you fall on… and why?

Clearly, you shouldn’t just roll over because a client has turned nasty. But neither should you turn every unhappy client response into your personal cause du jour. When you encounter negative, hostile client reactions, take a moment. Try to see it from their point of view. At the very least, the shift in perspective will help you handle their concerns. And at best, you’ll re-frame the discussion in a way that gives you both a handle on how to move forward.

You might learn from the exchange. Or maybe you’re just right, dammit. But you still have to think about what’s worth getting worked up over.

Finally, don’t let it bring you down. If it’s serious enough that you have to part ways over their reaction, help them do so amicably. Point them in the direction of someone you think might be able to accommodate their ideas. Stay positive for them, and for yourself. Then chalk it up to experience, and take the lessons on to the next client.

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Opinion Editorials

This website is like Pinterest for WFH desk setups

(OPINION / EDITORIAL) If you’ve been working from home at the same, unchanged desk setup, it may be time for an upgrade. My Desk Tour has the inspiration you need.



Man browsing desk setups on My Desk Tour

Whether you’re sitting, standing, or reclining your way through the pandemic, you’re most likely doing it from home these days. You’re also probably contending with an uninspired desk configuration hastily cobbled together in 2020, which—while understandable—might be bringing you down. Fortunately, there’s an easy, personable solution to spark your creativity: My Desk Tour.

My Desk Tour is a small website started by Jonathan Cai. On this site, you will find pictures of unique and highly customized desk setups; these desk configurations range from being optimized for gamers to coders to audiophiles, so there’s arguably something for everyone—even if you’re just swinging by to drool for a bit.

Cai also implements a feature in which site users can tag products seen in desk photos with direct links to Amazon so you don’t have to poke around the Internet for an hour in search of an obscure mouse pad. This is something Cai initially encountered on Reddit and, after receiving guidance from various subreddits on the issue of which mouse to purchase, he found the inspiration to create My Desk Tour.

The service itself is pretty light—the landing page consists of a few desk setup photos and a rotating carousel of featured configurations—but it has great potential to grow into a desk-focused social experience of sorts.

It’s also a great place to drop in on if you’re missing the extra level of adoration for your desk space that a truly great setup invokes. Since most people who have been working from home since the spring didn’t receive a ton of advance notice, it’s reasonable to assume that the majority of folks have resigned themselves to a boring or inefficient desk configuration. With a bit of inspiration from My Desk Tour, that can change overnight.

Of course, some of the desk options featured on the site are a bit over the top. One configuration boasts dual ultra-wide monitors stacked atop each other, and another shows off a monitor flanked by additional vertical monitors—presumably for the sake of coding. If you’re scrambling to stay employed, such a setup might be egregious.

If you’re just looking for a new way to orient your workspace for the next few months, though, My Desk Tour is worth a visit.

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