Our CEO, Eric Elfman, recently joined Tracey Velt on the RealTrending podcast to explore the balance between real estate technology and human input. He explains how to choose and use tech effectively and why the core skills of great agents are still non-negotiable.
Listen to the full episode here, or catch the key points below.
Key Takeaways from the Episode
- Technology can’t replace hard work. It can help agents move faster but won’t replace the effort needed to build trust and a strong database.
- Most agents aren’t using the tech they already have. With adoption rates as low as 20-30%, simply using your tools well can set you apart.
- Start small and solve one real problem first. Choose tech that supports your current goals, not what’s trending.
Technology is Not a Magic Solution
Technology is undoubtedly a powerful asset in real estate. But it’s not as powerful as the core skills that make up the foundation of a great agent. Eric shared that top-performing agents are the ones still doing the legwork: building a substantial database, nurturing relationships, and staying consistent.
“Technology is not going to solve the problems of the real estate industry.” – Eric Elfman, CEO of MoxiWorks
MoxiWorks focuses on creating sales and marketing tools that support these fundamentals. Great tech can help a good agent go further, but it can’t create success from scratch. The right tool should amplify the focus and effort an agent is already putting in.
Bridge the Adoption Gap
There’s no shortage of real estate tools on the market. Despite the options, adoption remains surprisingly low. Eric shared that only 20–30% of agents actively use the technology their brokerage or franchise provides.
“70% of your peers in real estate aren’t using tech.” – Eric Elfman, CEO of MoxiWorks
Low adoption might seem like a red flag, but it creates a major edge for agents and teams ready to embrace the right tools and use them consistently.
Brands seeing adoption rates of 60–70% aren’t just handing out logins and hoping for the best. Brokerages are doing more of the heavy lifting to help agents get the most from their tools, from setting up branding and email campaigns to providing hands-on training.
As Eric puts it: “Get in the boat.” Support your agents, lead by example, and make adoption a shared effort.
Focus on the Fundamentals
The last few years have been centered on disruptive tech. The industry is now shifting into a more practical, grounded phase. Agents don’t need magic. They need tools that help grow their sphere and maintain real relationships.
“Nobody uses an agent because they’ve got better email marketing software. They use them because they trust that agent more.” – Eric Elfman, CEO of MoxiWorks
Eric also highlighted the rise of agent teams. In some of MoxiWorks’ most successful brokerages, teams make up just a quarter of agents but drive 40% of total transaction volume. These teams need tools that are flexible, reliable, and scalable. That includes making it easier for agents to move their data from one brokerage to another – without compromising confidentiality.
Invest in the Right Tools
Real estate tech needs to be useful, not just impressive. It should solve the real problems you’re facing right now.
Eric recommends starting small: identify what’s not working in your business today, then find the right tool to fix it. You don’t need to overhaul everything at once. Solve one thing well and go from there.
“A failed tech implementation doesn’t just look bad for the vendor. It looks bad for the brokerage who chose the software.” – Eric Elfman, CEO of MoxiWorks
Eric emphasized the importance of choosing the right partner and focusing on the long game. The software you choose should align with your team’s values, workflow, and growth strategy. When tech is adopted intentionally and supported properly, it’s not just good for your agents. It’s good for your entire business.
Build on the Basics
In this episode of the RealTrending podcast, Eric Elfman reminds us that success in real estate still comes down to the basics of trust, consistency, and smart execution. Tech can enhance those fundamentals, but it can’t replace them altogether.
Want to sharpen your strategy and close more deals in 2025?
Download our free eBook: Find, Win, and Close More Deals.
