Building a tech-forward brokerage from the ground up with Stacie Staub

FAQ about this episode.

• How long does it actually take to successfully implement new technology in a brokerage?

  Based on Stacie's experience, meaningful technology adoption takes years, not months. While you might start seeing some benefits within the first few months, reaching the point where systems run smoothly and your team uses them naturally requires ongoing commitment. The first year involves learning curves, adjustments, and working through integration challenges. Real value compounds over years two, three, and beyond as workflows become habitual and your team discovers advanced capabilities. Brokerages that expect immediate transformation typically abandon platforms before realizing their full value.

• Should I choose technology for where my brokerage is now or where I want it to be?

  Stacie strongly advocates for choosing technology based on your future goals rather than current size. Tools that work perfectly for 50 agents often become limitations at 200 or 500 agents. Switching platforms mid-growth disrupts operations and requires retraining your entire team. While enterprise-level systems may feel excessive initially, growing into them is far easier than migrating from systems you've outgrown. Think about where you want to be in five years and select platforms that will support that vision, even if you're not using all capabilities today.

• Does real estate technology always beat mainstream tools?

  Not according to Stacie's experience. Industry-specific solutions aren't automatically superior to best-in-class tools from other sectors. Sometimes a mainstream CRM offers better functionality than real estate-specific alternatives. Sometimes project management tools built for multiple industries provide features that real estate-focused platforms lack. Stacie encourages brokerages to evaluate options broadly rather than limiting themselves to real estate vendors. The question isn't whether a tool was designed for real estate, but whether it solves your specific challenges better than alternatives.

• How important is human support when implementing new technology?

  Critical, according to Stacie. Technology doesn't implement itself, and even intuitive platforms need ongoing support. Successful adoption requires people dedicated to training agents, troubleshooting problems, answering questions, and helping team members discover features they're not using. This human support layer determines whether agents actually embrace new systems or find workarounds to avoid them. When budgeting for new technology, include the cost of people who will support implementation, not just the software licenses. This investment makes the difference between tools that sit unused and tools that transform operations.
  

• How do you balance technology with maintaining personal relationships in real estate?

  Stacie emphasizes that technology should create more capacity for personal connection, not replace it. Automate repetitive tasks, administrative work, and routine communications so your team has more time for the interactions that actually build loyalty and generate referrals. Technology enables efficiency, but relationships still drive the business. The goal is using your technological advantages to deepen connections with clients, not to distance yourself behind automation. Successful brokerages use technology to amplify their capacity for personal service rather than substituting screens for conversations.

• What should I look for in technology vendors beyond the software features?

  Look for partners who invest in your success beyond just selling software. According to Stacie, the quality of training, implementation support, and ongoing partnership matters as much as the platform itself. Vendors who view their role as making a sale and moving on create problems. Vendors who see themselves as long-term partners provide the resources and support that make adoption successful. Ask potential vendors about their training programs, implementation processes, and how they support clients after purchase. The partnership approach makes the difference in realizing value from your technology investments.

• How did West of Main Homes grow to 500 agents without traditional recruiting?

  Stacie and her team focused on creating an environment where agents wanted to stay and naturally referred colleagues. Rather than chasing agent count through aggressive recruiting, they invested in technology, support, and culture that made West of Main Homes an attractive place to build a career. This approach required patience—organic growth takes longer than recruiting pushes—but created sustainable expansion with higher retention. The technology foundation played a key role by enabling efficient operations and giving agents tools that made their work easier.

• What are the biggest mistakes brokerages make with technology adoption?

  Based on Stacie's experience, the biggest mistakes include: expecting immediate transformation instead of planning for a multi-year adoption timeline; choosing tools for current size instead of future goals; abandoning platforms too quickly when challenges arise; implementing technology without adequate human support; and focusing on cost reduction alone rather than how tools enable better service. Successful technology adoption requires patience, forward thinking, commitment through difficult periods, investment in support resources, and focus on improving client experience rather than just cutting expenses.