Improving Your Technology Pyramid: The Best Tech in Real Estate

Posted on Feb 9 2016 - 5:01pm by Housecall

By Jeff Knox, Knox & Associates, Dallas-Fort Worth, Texas

techI am a techie broker.  I'm a techie broker because I have to be, not because I started out wanting to be one or because I already was one. I once had a guy with another firm ask me: "Are you a technical guy who became a broker, or a broker who became a technical guy."  I am the latter.

It is my belief that in the year 2016, if you are not a techie broker or agent, you are potentially losing big money each day.  With this article, I'm going to address the best technical options as they currently exist for REALTORS®.  Below each section, I will end with my "techie tips" for your consideration and some extra guidance.


Websites are what I like to call the base or foundation of all techie marketing in 2016.  I see technical stuff as a type of pyramid with the website being at the very bottom, labeled as "essential."  While there are cheap website companies available to build a quick and easy site for you, the old adage of "you get what you pay for" has become the norm in real estate websites.  Whether you decide to spend very little or a bunch on your website, you absolutely must have some sort of Internet presence today.

Think of this from the perspective of a buyer.  Pretend that you are shopping for a new vehicle.  What is the first thing you do?  My guess is that you get online to start looking at that new vehicle, doing your homework and research and finding a local dealer who may have that vehicle in stock.  What if your local dealer doesn't have a website, but the competing dealer a few miles away has a great website?  Where are you going to go?  I bet you head to the dealer with the great website over the dealer with no website.

In this example, having no web presence makes a big impression upon you. The same holds true with us in the real estate industry.  Nowadays, what good agent doesn't have a website?  Something to think about.

Techie Tip - Some of the better website companies I recommend: Real Estate Webmasters, Easy Agent Pro and Real Geeks.

Follow-Ups & Drip Campaigns

Once you have the foundation of your online presence in your website, you'll have to have the necessary follow-up sequences to keep in touch with your new prospects and past clients.  These follow-ups are often called "drip campaigns."  Like websites, there are cheaper follow-ups and more expensive software programs for follow-up campaigns.  And, again, just like the websites above, you're going to get what you pay for in terms of follow-up systems.  This part, however, can be tricky.

The more expensive the drip campaign software, the more technically advanced and complicated.  I'd suggest that you start with one of the cheaper versions of follow-up software to get your feet wet, learn the in's and out's of building your campaigns and get proficient with your campaigns before spending additional money for one of the "Cadillacs" of drip campaigns.

Techie Tip - Some drip campaign software programs to check out (in no particular order): Follow-Up Boss, Top Producer, Infusionsoft and Realvolve.


You should begin to see by now that we are building our pyramid of Internet presence and technology as we advance in the article.  The base of our pyramid is the website, drip campaigns are the level above the website, and finally at the top, we are adding video marketing to our site and drip campaigns.

Video has become a powerful way of reaching our clients and prospective clients.  As such, I have both videos on my website for visitors and videos embedded within my drip campaigns.  Not sold on the power of video?  How about this fact - YouTube has over one billion users.  That's the power of video.  Are you a believer now?

Making videos for our sites and drip campaigns has become very simplistic thanks to newer technology and software. Now, you can even make a video from your cell phone and send it directly to a client or prospective client via email. However, if you want to edit your video, you'll need some additional software.  Again, some of the software is very professional and expensive while others are relatively cheap and easy to use.  Again, I advise you start with basic video editing software to get the hang of the editing before spending big money on a fancy program.  Truth be told, I still use a cheap and easy video editing software program.  I paid for a lifetime subscription to my software which includes all future updates to the program and I spent around $100 for the lifetime license.

Techie Tip - Recommended video editing software (in no particular order): Filmora, Adobe Premiere Pro and Cyberlink PowerDirector.

Techie Tip - Additional goodies to make your videos standout: Blue Microphone & Logitech Hi-Def Webcam.

I hope this article gives you some good direction for improving your "technology pyramid" and online presence for 2016 and beyond.  Feel free to leave comments below and give me your recommendations for some of today's best tech available for REALTORS®.

7 Comments so far. Feel free to join this conversation.

  1. Gege Winton February 11, 2016 at 9:25 am -

    Video editing is a real challenge. Everything takes lots of time, hours!

  2. Reba Haas February 11, 2016 at 11:01 am -

    We also have a very robust social media program to go along with all of these other tech tools. For our video email we added bombbomb and it’s been great for open rates in our lead generation follow up campaigns.

    I appreciate the website notes for people building them. Our site was supposed to be redone in 2015 and the group I hired initially failed, but at least my other site is still there and my blog. We can be found a lot of places but I need mobile responsive sites now and to tie in our YouTube channel, blog and social media.

  3. Jeff Knox February 12, 2016 at 2:21 pm -

    @Reba Haas,

    You probably won’t find a Broker or Realtor more well-versed on websites than I am. The prior statement isn’t bragging, rather I’ve forced myself to eat it, sleep it and breathe it for the last 7+ years.

    I actually enjoy taking a little time to sit and talk with other agents about websites. If you would like to chat, our main number is on my website at Would be more than happy to possibly give you some direction depending upon what you want in a website.

  4. Jeff Knox February 12, 2016 at 2:23 pm -

    @Gege Winton,

    You are 100% correct on videos requiring a lot of time and effort. I believe this is the reason we don’t see more videos from Realtors.

  5. Ginette Skelton February 18, 2016 at 11:06 am -

    Thank you. Good content. I’m going to visit your site. So many options, it can be overwhelming

  6. Johny August 25, 2019 at 9:12 am -

    Hey, nice article. I would love to see more. It’s pitty that i found this article in 2019, but still it’s really interesting.

  7. moses brodin May 19, 2020 at 5:28 am -

    I’ve recently started a blog, the info you provide on this site has helped me greatly. Thanks for all of your time & work. “A physicist is an atom’s way of knowing about atoms.” by George Wald.