Here’s the uncomfortable truth: most real estate principals are using technology wrong.

They’re hoping the latest app or platform will solve their lead generation problems. They’re banking on automated systems to build relationships. And they’re creating what real estate mentor Jess Densley calls “a lazy agent mentality.”

But here’s what successful real estate leaders understand – technology should amplify your systems for real estate, not replace them.

During a recent leadership series interview, real estate agent coach Jess Densley highlighted a critical mistake principals make with their tech investments.

“I think there’s a lot of technology programs within the real estate industry that… creates what I call a lazy agent mentality,” Jess explained. “It also creates a lazy business model.”

The problem isn’t technology itself. It’s using tech as a crutch instead of a tool.

When you rely on automated lead generation without building genuine systems for real estate success, you’re setting your business up for inconsistent results. Your agents become dependent on the technology doing the work, rather than developing the skills and systems that create sustainable growth.

So how should you approach technology as any experienced real estate mentor would recommend?

Jess has been working with clients throughout the year on using ChatGPT effectively. But not for what you might think.

“These types of AI platforms can be really great tools to do constant videos,” he shared. “Just be able to get in front of a camera.”

Here’s the strategy that’s working:

The Monthly Video System:

• Identify potential sellers in your database
• Use ChatGPT to create 4-5 bullet points about current market conditions
• Record a monthly video addressing these points
• Send directly to your potential listing portfolio

“If someone’s raising their hand and they’re identifying themselves as a potential seller and you’re not getting in front of the camera once a month… you’re missing a massive opportunity.”

This approach uses AI to streamline content creation while maintaining the authentic, personal connection that builds trust with future clients.

Walk into most real estate offices and you’ll find three to four different software programs running simultaneously. Some automated, some manual, most underutilised.

Jess observes a common pattern: “There’s one program that a lot of businesses use across the country where they give them a lot of data each week that they don’t actually look at.”

Think about that. You’re paying for systems that generate weekly reports, and your team isn’t even reviewing them.

The solution? Assign a technology champion within your team.

This person becomes responsible for:

• Understanding each system’s full capabilities
• Providing real-time stats to the team
• Ensuring maximum utilisation of every platform
• Translating data into actionable insights

Here’s a simple way to audit your current tech stack.

Jess uses what he calls “The iPhone Test”: “If you’ve got an iPhone, how’d you learn how to use it? You just get on and you play around with it to learn its features and benefits.”

Now apply this to your business: “Is there someone inside your business that understands how every software offering operates and how to get the best capability out of that program?”

If you can’t answer yes to every system, you’re handing opportunities to your competition.

The most effective real estate principals understand that technology works best when it supports solid fundamentals. This is where working with a knowledgeable real estate agent coach becomes invaluable.

Your systems should handle:

• Lead capture and nurturing
• Client communication workflows
• Performance tracking and accountability
• Market intelligence and reporting

Technology amplifies these systems for real estate success. It doesn’t replace them.

When you have clear, systematic approaches to business growth, technology becomes a powerful multiplier. Without those foundations, even the best tech becomes expensive digital clutter.

Stop looking for technology solutions to fix business problems. Instead, build robust systems first, then use technology to scale what’s already working.

Your agents will thank you. Your conversion rates will improve. And your business will finally break free from the feast-or-famine cycle that plagues so many real estate teams.

The market has shifted. Client expectations have evolved. But the fundamentals of relationship-building and systematic follow-up remain unchanged.

As any experienced real estate mentor will tell you, technology should make these fundamentals easier to execute, not replace them entirely.

Most real estate agents focus on chasing today’s leads. Great teams and great leaders maximise their technology offerings by ensuring someone on their team understands how to extract maximum value from every system.

Technology isn’t the enemy. Lazy implementation is.