A practical framework to help real estate agency owners and principals choose the right tools, without falling for the hype.
Why many agencies struggle to get their tech right
Technology is a critical investment for modern real estate agencies, but too often, it fails to deliver on expectations.
A promising demo often leads to a platform that’s rarely used. Teams become frustrated. Workflows grow more complex, not simpler. And within six months, it becomes clear the investment hasn’t delivered meaningful results.
These missteps aren’t due to a lack of effort. They’re the result of tech decisions made under pressure, usually driven by sales pitches, a fear of missing out or gut instinct rather than a clear strategic framework.
As the pace of digital transformation accelerates across the property sector, agencies need a more structured, objective way to evaluate and adopt technology that aligns with long-term business goals.
This guide is designed to help you do exactly that.
You’ll discover how to:
- Use the Proptech Decision Matrix to assess solutions across key strategic dimensions
- Identify common red flags that indicate poor fit or limited ROI
- Implement a Tech Investment Plan to ensure smooth adoption and internal alignment
No jargon. No empty promises. Just a clear, proven framework to help you make smarter property technology decisions and avoid costly mistakes.
The first step is adopting a structured approach to evaluation. The Proptech Decision Matrix provides a strategic lens through which to assess potential solutions, before you commit valuable time, budget or operational effort.
Proptech Decision Matrix: A strategic framework for real estate agencies
Purpose: Assist real estate agencies in making informed, strategic decisions when adopting new technologies by evaluating tools across multiple critical dimensions.
Many agencies adopt new technology without a structured evaluation process which leads to mismatched solutions and limited returns. The Proptech Decision Matrix addresses this by providing a comprehensive framework to assess tools across six critical dimensions, enabling more informed and strategic decisions.
Strategic alignment
Objective: Ensure the technology aligns with your agency's long-term goals and market positioning
Considerations:
- Does the tool support your agency's growth strategy?
- Will it enhance your competitive advantage in your target market?
Operational impact
Objective: Assess how the technology affects daily operations and team workflows
Considerations:
- Will it streamline processes or add complexity?
- Is it user-friendly and accessible to all team members?
Financial viability
Objective: Evaluate the cost-effectiveness and return on investment (ROI) of the technology
Considerations:
- What are the upfront and ongoing costs?
- What measurable benefits (increased sales, time savings, etc.) can be expected?
Client experience enhancement
Objective: Determine the technology's potential to improve client interactions and satisfaction
Considerations:
- Will it provide clients with more transparency or convenience?
- Does it enable better communication and service delivery?
Integration capability
Objective: Ensure the technology can seamlessly integrate with existing systems and tools
Considerations:
- Is it compatible with your current real estate CRM, website and other platforms?
- Does it support data synchronization and workflow automation?
Vendor support and reliability
Objective: Assess the vendor's ability to provide ongoing support and maintain the technology
Considerations:
- What support channels are available (phone, email, chat)?
- Does the vendor have a track record of regular updates and improvements?
When considering a new technology, rate each dimension on a scale of 1 to 5:
Total Score: /30
- 26-30: Strong candidate; high alignment with agency needs
- 21-25: Moderate fit; consider potential trade-offs
- 16-20: Low fit; proceed with caution
- 15 or below: Not recommended; misaligned with your agency's objectives
Example: Evaluating a virtual tour platform
Total Score: 23/30
Assessment: A solid option that aligns well with strategic goals and enhances client experience, though integration limitations should be addressed.
By adopting the Proptech Decision Matrix, your agency can systematically and confidently navigate the complex landscape of property technology, ensuring that each investment aligns with your strategic objectives and delivers tangible value.
Pro tip: To maximise this decision matrix, tailor the dimensions and considerations to reflect your agency's unique priorities and challenges. Make sure to engage team members and stakeholders from various departments to gather diverse perspectives during evaluations. Document and maintain records of evaluations for future reference and to inform ongoing technology strategy.
A structured framework gives you clarity, but it’s equally important to be alert to common pitfalls. Before moving forward, ensure you're aware of the warning signs that signal poor fit, hidden complexity or wasted investment.
Red flags to watch out for before you commit
Even with a structured evaluation process, it’s easy to be swayed by polished demos and persuasive pitches. The following red flags often indicate that a tool, regardless of how promising it seems, may underdeliver or create more problems than it solves.
Look out for these common warning signs:
- Feature bloat: Lots of bells and whistles, but no clear business outcome
- No implementation roadmap: If they can’t clearly explain how your team will get up and running, walk away
- No real estate focus: Generic CRMs or sales tools often miss core industry needs
- Poor support: Hard to contact, slow responses or outsourced help desks
- Lack of integrations: If it can’t connect to your CRM, email, calendar or website, expect chaos
Pro tip: Get a clear 90-day success plan. If the provider can’t tell you what progress looks like, you won’t know when it’s failing.
The tech investment planner
Use this step-by-step guide to make better tech decisions, based on your business goals, not just vendor promises.
Step 1: Define your objective
Before exploring tools, get crystal clear on what you actually need to solve. What are you trying to fix or improve?
Prompt:
- What’s the core challenge you’re facing? (examples: too much admin time, poor lead follow-up, low conversion rates)
- What is this costing you in time, money or opportunity?
- Is this a must-fix now or a nice-to-have later?
Example: We're losing 20% of leads due to slow response times. We want to automate follow-ups to improve conversion and save agent time.
Step 2: Set success metrics
Define what “success” looks like so you can measure ROI, making a guess at it. What would success look like 90 days post-implementation?
Prompt:
- What will be different 90 days after implementation?
- What results would justify the cost/time of onboarding?
- Which KPIs will you track?
Example: Reduce average lead response time from 12 hours to under 1 hour. Improve lead-to-appraisal conversion rate by 15%.
Step 3: Evaluate options
Compare tools with a clear head and don’t get lot on the shiny features. List shortlisted tools, apply the decision matrix and check for red flags.
Prompt:
- List 2–3 shortlisted tools.
- Use a decision matrix (score each tool against: features, ease of use, cost, support, integration, scalability).
- What are the potential red flags (e.g. poor reviews, limited integrations, long contracts)?
Step 4: Assign ownership
New tech fails without internal buy-in. Assign champions early. Who will test, onboard and champion the tool internally?
Prompt:
- Who will test and compare options?
- Who’s responsible for onboarding and training?
- Who will advocate and lead adoption internally?
Example: Operations Manager will lead testing. A senior agent will run onboarding and feedback.
Step 5: Create kill criteria
Don’t let underperforming tools linger. Know when to walk away. Build an exit plan if the tool underperforms?
Prompt:
- What are the deal-breakers that would trigger cancellation (e.g. fails to improve KPI, poor user adoption, excessive support tickets)?
- How long will you give the tool to prove itself?
- What’s the exit plan?
Example: If we don’t see a 10% improvement in conversion within 90 days, and staff report usability issues, we’ll cancel before renewal.
This planner can help you avoid sunk cost bias and ensure everyone’s on the same page.
Turn better tech decisions into better business results
Making the right technology choices isn’t just about avoiding mistakes, it’s about enabling smarter growth, stronger operations and a better client experience.
With the right evaluation process in place, your agency can:
- Confidently assess new tools before investing
- Align technology with business objectives and team workflows
- Reduce wasted time, budget and opportunity costs
- Build a tech stack that evolves with your agency—not against it
If you’re currently exploring new platforms or reassessing your current setup, we’re here to help.
Book a free consult and we’ll walk you through your options using the Proptech Decision Matrix, whether you're considering Rex or any other platform.
