Brokerage Technology

Measuring ROI: Evaluating the Value of Brokerage Technology Investments

In our day-to-day lives, we’ve come to realize the value of smart decisions – especially those that make our work easier and more productive. This rings particularly true in the dynamic world of real estate, where technology has become a game-changer. From helping us keep tabs on client communication to virtual property tours, technology has given us tools that not only make work easier but also open doors to new opportunities.

However, these tools come with a price tag, and it’s only fair to ask: “Is the investment really worth it?” Figuring this out can be a bit tricky, but it’s crucial because it helps us ensure that every penny spent on tech is making a positive difference. Let’s walk you through this process, breaking it down into digestible pieces, just like you would explain the process of buying a house to a first-time buyer. By the end, you’ll know exactly how to measure the value of your technology investments, ensuring that they’re contributing positively to your work. So, let’s get started!

Evaluating the Benefits of Your Tech Tools

Calculating ROI is all about understanding what you’re gaining in return for your technology spend. It’s a matter of balancing costs against benefits and quantifying these whenever possible. Of course, not everything will have a clear-cut monetary value, but that doesn’t mean those factors are any less important.

Consider an investment in a customer relationship management (CRM) system. This tool helps you manage client communications and scheduling, potentially saving you several hours each week. While the direct monetary benefits might be challenging to calculate, the time saved is a considerable gain.

Let’s quantify this. Suppose the CRM system saves you five hours a week. Across a year, this time saving adds up to roughly 260 hours. If you value your time at $50 per hour, that’s a whopping $13,000 in savings each year. Therefore, your ROI from the CRM system includes both the time saved and the monetary value of this saved time.

Or, consider the use of virtual tour software. This software can enable you to conduct multiple property showings simultaneously, thereby expanding your potential to close more deals. The upfront cost might seem high, but the potential increase in sales signifies a valuable return on your investment.

For example, if using virtual tour software lets you conduct an extra two tours per day, and even one of those leads to a successful deal every week, that’s four additional sales each month. If your average commission is $3,000 per sale, the additional sales could bring in an extra $12,000 each month, or $144,000 a year. Therefore, despite the initial costs, the increased sales volume demonstrates a significant ROI on your investment in the virtual tour software.

Now, think about investing in a high-quality real estate website that is optimized for mobile use. More than half of all web traffic now comes from mobile devices, meaning that a non-mobile-friendly website can seriously limit your potential client reach. 

For instance, let’s say your existing website gets 1000 visits a month, and you’re able to convert 2% of those visits into inquiries. That gives you 20 potential clients a month. If your new, mobile-optimized website increases traffic by 10%, you’re now looking at 1100 visits a month and 22 potential clients. If each successful transaction with a client nets you an average of $3000 in commission, those extra two potential clients could equate to an additional $6000 per month – or $72,000 a year.

Again, the potential increase in traffic and conversions can provide a significant return on your investment.

Always Benchmark and Determine Your KPIs

Key performance indicators (KPIs) are your guideposts in evaluating the value of your technology investments. Before adopting any new technology, identify the KPIs you’re looking to improve. Always benchmark against these KPIs to track the impact of your investments.

Suppose you’ve incorporated a new email marketing tool. You might choose “open rate” and “conversion rate” as your KPIs. After the tool’s implementation, if you see a significant increase in these metrics, it’s a positive indication of your investment’s value.

For example, if your average open rate increases from 20% to 25% after using the tool, that’s a significant 25% improvement. Suppose you send emails to 2000 potential clients per month. With this increase, 100 more potential clients are reading your emails. If your conversion rate is 2%, that’s an extra two potential clients each month. If each client represents a $3,000 commission, you’re looking at an additional $6,000 per month or $72,000 annually, demonstrating a substantial return on your investment.

Another useful technology for real estate professionals is an AI-driven data analytics tool. These tools can significantly impact your “time on market” KPI, a crucial metric that affects both your turnover rate and holding costs.

Suppose, after implementing the tool, your average time on market decreases from 30 days to 27 days. That three-day difference may not seem like much, but it can have a considerable impact. Let’s say you manage 100 properties per year. If you can turn over each property three days faster, you’re saving 300 days in total. For a property priced at $500,000 with a holding cost of 0.1% per day, that’s a saving of $150,000 in a year, a significant value from your investment.

Let’s introduce a third example – an investment in a high-quality lead generation software. You might want to improve your “leads generated” KPI, which can directly impact your potential clients and sales.

For instance, if you were generating 100 leads per month manually and the software boosts it to 150, that’s a 50% increase. If you can convert 2% of these leads into sales and each sale results in a commission of $3,000, you’re looking at an additional $3,000 per month or $36,000 per year. This illustrates how effectively lead generation software can offer a significant return on your investment by improving the crucial KPI of leads generated.

By carefully selecting and monitoring your KPIs, you can gain valuable insights into the effectiveness of your technology investments and maximize your ROI.

Quantifying the Value

When it comes to evaluating technology investments, it’s important to quantify the value wherever possible. This means assigning a monetary value to the benefits you receive from a particular technology.

For example, let’s consider an online scheduling tool that syncs across all your devices, helping you keep track of your appointments. The primary benefit here is the prevention of missed appointments, which could potentially lead to lost sales. To quantify this, you could look at your average commission per sale. If it’s $5000, and the scheduling tool prevents even one missed sale a year, the tool’s value for that year would be at least $5000.

Similarly, a project management tool for your brokerage could offer several benefits including streamlined processes, increased efficiency, and reduced errors. To quantify this, estimate the monetary cost of errors. If an error could lead to a complication that costs you $500 in time and resources to rectify, and the tool helps you avoid four such errors a year, the tool’s value for that year would be $2000.

Lastly, let’s consider the example of a digital contract signing tool. This technology provides the convenience of signing contracts digitally, speeding up the process, and reducing the time spent on in-person meetings. To quantify the value of this tool, calculate the time saved and convert it into monetary terms.

Suppose the digital contract signing tool saves you two hours per week in commuting and meeting time. That’s over 100 hours a year. If your time is worth $50 an hour, the tool provides a value of $5000 per year. This exercise shows how time saved, although not directly translating into cash, can still have significant monetary value.

In conclusion, to effectively measure the ROI of your technology investments, it’s essential to quantify the benefits these tools provide in monetary terms, whenever possible.

Key Insights

The right technology not only streamlines your operations but also improves customer experiences and ultimately enhances your bottom line. Understanding the return on investment (ROI) of these technology tools is fundamental to maintaining a competitive edge.

    • Weighing costs against benefits is crucial when evaluating technology investments. Consider the value beyond direct monetary benefits, such as time saved using a CRM system or increased sales potential with virtual tour software.

    • Clear KPIs should guide your evaluation process. Benchmarking against these can illustrate the effectiveness of your technology, as seen in the examples of improved email open rates and reduced time on market through AI-driven analytics.

    • Assigning a monetary value to benefits helps quantify the ROI of your technology investments. Direct savings or income can result from seemingly minor improvements, such as avoiding missed sales with an online scheduling tool or reducing errors with a project management tool.

    • Always look for improvements in efficiencies. A digital contract signing tool, for instance, might not increase revenue directly but could save valuable time, indirectly contributing to increased productivity and potential income.

    • Keep an open mind towards new technology. A lead generation software might seem like a hefty investment initially, but the increase in potential clients could greatly outweigh the upfront cost.

Remember, every improvement, no matter how small, can add up to significant returns in the long run.