Building great digital products isn’t just about using the latest tech; it’s about solving real problems for real people. Without the right research, you risk building software that misses the mark, wastes resources, and fails to deliver real impact.
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Great products don’t happen by chance. They are built on clear insights, smart decisions, and a deep understanding of the people who will use them. That’s where user research comes in.
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However, user research isn’t a one-and-done process. The right approach depends on what you need to validate and where you are in the product development cycle. In many cases, a single project will require a combination of methods, and the same method may be used at multiple stages as the product evolves.
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This article breaks down 6 proven user research methods to create software that aligns with user needs, set clearer priorities, and build software that drives growth for your business.&nbsp; 

<h3 style="line-height: 1.75;">1. User Interviews:&nbsp;</h3>
User interviews are one-on-one conversations designed to explore users' attitudes, behaviors, and experiences. They’re a powerful way to gain deep, qualitative insights into what truly drives your audience—their motivations, pain points, and decision-making processes.
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Imagine you’re developing a new app. User interviews help you understand how people currently solve the problem your product addresses, revealing gaps and opportunities you might not have considered. While interviews can be useful at any stage of development, they’re especially valuable early on when you need to validate assumptions and define user needs.
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The format is flexible: interviews can be structured, following a set list of questions, or unstructured, allowing for more open-ended discussions.&nbsp;No matter the approach, real-time conversations—whether in person, over the phone, or via video call—give you the richest insights into how users think and what they truly need.
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<h3 style="line-height: 1.75;">2. Surveys:</h3>
Surveys are a structured way to gather insights from a large audience, making them ideal for quantitative research. By asking participants a series of targeted questions, you can measure trends, validate assumptions, and collect broad feedback efficiently.
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For example, if you’re considering adding a new feature to your product, surveys can help determine how many users would find it valuable and whether it aligns with their needs.
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Surveys work best when you need statistically significant data to support decision-making. However, they are less effective for deep qualitative insights, as responses are often limited and lack context.
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Because surveys rely on self-reported data, it’s essential to craft clear, unbiased questions. Avoid leading language or phrasing that might influence users' responses to ensure your results accurately reflect their perspective.&nbsp;
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<h3 style="line-height: 1.75;">3. Focus Groups</h3>
Focus groups bring together a small group of users to discuss a product, service, or experience in a guided setting. This method allows participants to share their thoughts, react to each other’s opinions, and reveal insights that may not emerge in one-on-one interviews or surveys.
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For example, if you’re redesigning a website, a focus group can help you understand how users perceive your brand and what they expect from your platform.
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Focus groups are especially useful when you want to explore user needs, expectations, and emotional responses in a collaborative environment. However, be careful when selecting participants. That is crucial to ensure a diverse but representative sample of your target audience. You should also be careful when choosing who will moderate the group. Without proper facilitation, dominant voices can influence the conversation and lead to biased or less authentic insights.
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<h3 style="line-height: 1.75;">4. A/B Testing</h3>
A/B testing compares two versions of a design, feature, or element to determine which performs better based on real user interactions. These variations can be nearly identical except for one key difference—like a button color or headline—or they can be entirely different layouts or workflows.
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For example, if you’re unsure which call-to-action button drives more conversions, A/B testing provides clear, measurable insights by analyzing user engagement with each version. This method is most effective in the refinement stage, when you need data-backed decisions to optimize performance.
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However, for results to be statistically significant, a large enough sample size is essential. If the test results are inconclusive, it may be necessary to tweak variables and run additional tests. While A/B testing is great for fine-tuning specific elements, it doesn’t explain why users behave a certain way. To gain deeper insights, it should be paired with other research methods, such as user interviews or heatmaps. 
<h3 style="line-height: 1.75;">5. Card Sorting</h3>
Card sorting helps uncover how users naturally categorize information, making it a valuable tool for designing intuitive navigation structures in websites and apps. By asking participants to organize items into groups, you gain insight into their thought processes and mental models.
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For example, if you’re building an e-commerce platform, card sorting can reveal how users expect product categories to be structured, helping you create a navigation system that feels familiar and easy to use. There are two main types of card sorting:
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Open Card Sorting – Users create their own categories to discover how they group and label information.
Closed Card Sorting – Users place items into predefined categories to validate whether an existing structure aligns with expectations.
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Card sorting is flexible and works well with both small and large data sets. However, for the best results, it should be combined with interviews or usability testing to confirm that the final structure improves user experience. 
<h3 style="line-height: 1.75;">6. Tree Testing</h3>
Tree testing is a research method used to assess how easily users can find information on a website. It helps identify potential navigation issues before they impact real users by testing the hierarchy and structure of content without any visual design elements.
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For example, if you’ve redesigned your website’s navigation, tree testing can show whether users can successfully locate key pages or if they get lost along the way.
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In a tree test, participants are given a specific task (Example: “Where would you go to find return policies?”) and must navigate through a text-based version of the site’s structure—without menus, search bars, or design cues.
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Tree testing is especially useful for pinpointing weak spots in site architecture before launch. However, since users may take unexpected paths, it’s crucial to have a large enough sample size to distinguish between individual outliers and broader trends.
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<h3 style="line-height: 1.75;">Build Software That Works For Your Users</h3>
User research isn’t just about gathering data; it’s about ensuring that every product decision is backed by real user insights.&nbsp;
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The right research methods help teams build software that’s intuitive, scalable, and aligned with business goals, reducing costly rework and maximizing user adoption. Without structured user research, companies risk missed expectations, disengaged users, and inefficient development cycles. Good user research is what separates successful products from the ones the market chews up and discards.&nbsp;Even with the best research methods at your disposal UX/UI decisions aren't always straightforward, but we can help.&nbsp;
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If you’re ready to create software that truly works for your users, <a href="https://www.modern.tech/contact-us" rel="noopener" target="_blank" style="color: #0577de;">schedule a call today</a> to explore how Modern.tech can help you build a successful product.&nbsp;

6 User Research Methods to Build Intuitive Digital Products

Are you building a digital product? Discover the 6 most important user research method to build intuitive products that solve your users' needs. 

Insights

Fresh off the plane from the 2nd Annual International MLS Forum in Milan, and wow, what an event. This wasn’t just another stiff industry gathering—it was an adrenaline shot straight to the heart of real estate. In a city where old-world charm collides with modern edge, we didn’t just toss around buzzwords like “transparency” or “collaboration.” No, we laid the foundation for a full-blown revolution. The air was electric, thick with innovation, and a hunger to break down the walls that have held global markets back for too long. And honestly, it’s about time.

Paris last year? That was just the warm-up. This year, we went bigger—200+ attendees, representing 51 countries. The energy was off the charts, the stakes higher, and the conversations bolder. And it wasn’t just the usual suspects from Europe and the U.S. anymore. We flung the doors wide open, bringing in fresh perspectives from the Middle East, Africa, and Asia.
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Why the surge? It’s simple. The global real estate world is waking up. Everyone’s watching the PropTech explosion in North America, seeing how it’s reshaping the industry from the ground up. Now, everyone wants in. Everyone wants to bring these cutting-edge tools to their markets—whether you’re a buyer, seller, broker, or agent.
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PropTech’s impact isn’t confined to North America, but let’s not kid ourselves—North America has a century-long head start. Why? Because we’ve got a not-so-secret advantage: a massive, mostly synchronized data set powered by RESO. It’s like having a playground where innovation can run wild. One set of data rules, endless possibilities.
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So, how does a country with no formal MLS or data standard even begin to close the gap? There’s no easy answer. Every market is its own beast, and no single blueprint will work across the board.
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That idea threw some North American attendees for a loop—an MLS that doesn’t follow the U.S. model? But here’s the reality: whether it’s privacy laws, unique business customs, or whatever quirks exist in a specific market, a RESO-powered data set will still spark a revolution, just like the MLS did in North America—for consumers, brokers, and tech innovators alike.
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After two days of stimulating panels and presentations, what really lit a fire under me were the one-on-one conversations with global colleagues. Watching them absorb these high-level ideas from U.S. and Canadian speakers, break them down, and rework them to fit their markets—that’s where the magic happens. These folks aren’t waiting for a cookie-cutter solution; they’re taking the pieces and making it work. It’s this kind of scrappy ingenuity that’s going to turn the global real estate market on its head.
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And as we look forward to the 2025 International MLS Forum in Toronto, Canada, I’m more excited than ever. We’re going to roll up our sleeves, dig deep into unique MLS models from around the world, and—who knows?—maybe we’ll learn a few tricks that North America can bring back home.

Breaking Barriers: The Global MLS Revolution

Joe Schneider, EVP of Consulting at Modern.tech, shares how the 2nd International MLS Forum laid the foundation for a global real estate revolution. 

With unbridled excitement, we pack our bags to join some of the brightest minds in global real estate next week for the 2nd Annual International MLS Forum held in Milan, Italy.
The forum appears to be an unrivaled event in the real estate space this year, bringing together key stakeholders from over 50 countries, all focused on one key issue: bringing the global real estate market onto a single standard data format–the RESO standard.
With double the representation in both attendees and countries, this year’s edition promises to be a groundbreaking moment to solidify the pillars for a truly interconnected global real estate market powered by the RESO standard.
The event will be a catalyst for driving broker-to-broker collaboration, accelerating market velocity, and sparking innovation through PropTech. Most importantly, it will bring about a key advancement: improved market transparency to elevate the consumer experience. As these forces come together, they will pave the way for a new era of global real estate connectivity.
While all of the sessions are of particular importance to tell the story of what a truly interconnected global real estate market looks like, there are a few that I am particularly excited about:
Technology and Innovation Adoption in the Real Estate Industry: Moderated by <a href="https://www.linkedin.com/in/jeremymcrawford/" rel="noopener" target="_blank" style="color: #0577de;">Jeremy Crawford</a> (CEO of FMLS, US)<a href="https://www.linkedin.com/in/jeremymcrawford/" rel="noopener" target="_blank" style="color: #0577de;"></a>, and featuring panelists <a href="https://www.linkedin.com/in/giulio-azzolini/?originalSubdomain=it" rel="noopener" target="_blank" style="color: #0577de;">Giulio Azzolini</a> (AgentRE MLS, Italy), <a href="https://www.linkedin.com/in/andrewcoca/" rel="noopener" target="_blank" style="color: #0577de;">Andrew Coca</a> (CEO, Modern.tech, US), <a href="https://www.linkedin.com/in/dr-mahmoud-alburai-2137267/?originalSubdomain=ae" rel="noopener" target="_blank" style="color: #0577de;">Mahmoud Alburai</a> (Head of Innovation, Dubai Land, UAE), <a href="https://www.linkedin.com/in/john-dimichele-75196b5/?originalSubdomain=ca" rel="noopener" target="_blank" style="color: #0577de;">John DiMichele</a> (CEO, Toronto Real Estate Board, Canada), this panel will dive deep into the how real estate is embracing cutting-edge technologies and harnessing that power to improve all facets of the real estate industry for all stakeholders, today and deep into the future.
Governments, Real Estate Licensing and MLSs: Moderated by yours truly (<a href="https://www.linkedin.com/in/josephschneider1/" rel="noopener" target="_blank" style="color: #0577de;">Joe Schneider</a>, IMLS Host and EVP of Consulting, Modern.tech) and featuring panelists <a href="https://www.linkedin.com/in/jessicahickok/" rel="noopener" target="_blank" style="color: #0577de;">Jessica Hickok</a> (CEO, ARELLO, US), <a href="https://www.linkedin.com/in/albana-shala-bunjaku-746700168/" rel="noopener" target="_blank" style="color: #0577de;">Albana Shala Banjaku</a> (Director of Immovable Property Appraisal Department, Chair of Supervisory Council for Licensing Real Estate Appraisers), Ali Abdulla Al Ali (Director, Dubai Land Department, Dubai), <a href="https://www.linkedin.com/in/moath-maqbol-mrics-mba-88490362/" rel="noopener" target="_blank" style="color: #0577de;">Moath Maqbol</a> (General Manager, Advanced Real Estate Services, Abu Dhabi), this panel will highlight the importance of uniform standards, licensing laws, and real estate education’s impact on a functioning and dynamic real estate market.
Pioneers of MLS: The Innovative Journeys of MLS Founders: Moderated by <a href="https://www.linkedin.com/in/mathewkallumadil/?originalSubdomain=ca" rel="noopener" target="_blank" style="color: #0577de;">Mathew Kallumadil</a> (Vice President, Technology and Innovation) and featuring panelists <a href="https://www.linkedin.com/in/carlosgrass/" rel="noopener" target="_blank" style="color: #0577de;">Carlos Grass</a> (CEO, Stratus Data Systems &amp; Amplify, USA &amp; Czech), <a href="https://www.linkedin.com/in/ahmed-elbatrawy-7539466/" rel="noopener" target="_blank" style="color: #0577de;">Ahmed Elbatrawy</a> (Founder &amp; CEO, ArabMLS, UAE, Egypt), <a href="https://www.linkedin.com/in/sorinudrea/" rel="noopener" target="_blank" style="color: #0577de;">Sorin Udrea</a> (General Manager, Romanian MLS, Romania, and <a href="https://www.linkedin.com/in/vickysampah/" rel="noopener" target="_blank" style="color: #0577de;">Vicky Sampah</a> (Founder and CEO, Ghana Real Estate Professionals Associations, Ghana), this panel will highlight the journeys that these real estate visionaries took to create an MLS system in their countries, shifting the real estate paradigm, bringing rules, standards, and increased transparency in their respective markets around the world.
MLS of the future: Value of Listing Data: Moderated by <a href="https://www.linkedin.com/in/saulkleincfp/" rel="noopener" target="_blank" style="color: #0577de;">Saul Klein</a> (CEO, San Diego MLS, US) and featuring panelists <a href="https://www.linkedin.com/in/victorlund/" rel="noopener" target="_blank" style="color: #0577de;">Victor Lund</a> (CEO, WAV Group, US), <a href="https://www.linkedin.com/in/jwfowler" rel="noopener" target="_blank" style="color: #0577de;">Bill Fowler</a> (President, SourceRE, USA), <a href="https://www.linkedin.com/in/jeff-bosch-5820a314" rel="noopener" target="_blank" style="color: #0577de;">Jeff Bosch</a> (CEO, IRES MLS, USA) and <a href="https://www.linkedin.com/in/scott-little-17a4a5a" rel="noopener" target="_blank" style="color: #0577de;">Scott Little</a> (Executive, CoreLogic, USA) this panel will focus on the value of accurate and clean real estate data, not only to the stakeholders operating in a market but to secondary markets that rely on this data to make informed decisions that dictate key financial and policy decisions around the world.
The excitement is palpable as we prepare for Milan. The 2nd Annual International MLS Forum promises to be more than just a gathering—it’s a pivotal moment in global real estate, where the future of interconnected markets will be shaped.
From tech innovations to governance, our conversations next week will lay the foundation for a standardized, transparent, and efficient global system powered by the RESO standard. With industry pioneers and leaders all in one place, we’re not just attending an event; we’re contributing to a movement that will redefine how real estate operates across borders.
Much more than another conference, this is an opportunity to influence the future. We look forward to engaging with thought leaders, exchanging ideas, and driving initiatives that will lead to greater collaboration, faster transactions, and enhanced transparency for consumers worldwide.
As we dive into critical discussions about technology adoption, governance, and the value of accurate data, we are confident that the path forward will usher in a new era of innovation and opportunity in the real estate world.
Stay tuned–this is only the beginning!

Shaping the Future of Global Real Estate: The 2nd Annual International MLS Forum in Milan

Joe Schneider, EVP of Consulting at Modern.tech, explores the opportunities that the 2nd International MLS Forum at Milan, Italy, will open to shape the future of an interconnected global real estate market. 

As we speed towards the end of a tumultuous and challenging year for real estate, we prepare to transition to an industry-wide revenue model centered on increased consumer transparency and the ability for agents to express their value to those consumers.&nbsp;
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Without having to subject everyone to a mind-numbing recap of the result of the industry lawsuits (you should know this by now), I’ll sum it up: buyers will now be choosing agents based on two factors - what they can afford, and how much value a buyer's agent can add relative to their competitors. This tip-of-the-spear for real estate transactions has been redefined, and as a result, the relationship dynamics in any real estate transaction have also shifted.&nbsp;
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The bottom line: buyer’s agents need to demonstrate value to consumers. This presents an opportunity for PropTech companies uniquely positioned to enhance, display, augment, or otherwise increase the value that the buyer’s agent offers to the consumer.&nbsp;
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Technologies helping Buyers agents in the new normal
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With the PropTech industry's massive growth and scaling over the past decade, there has understandably been a massive amount of verticalization and segmentation in the space. While all verticals solve important needs, not all solve for the opportunities that lie ahead of us with the practice changes.&nbsp;
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Since the initial framework of the settlement agreement was revealed in May, industry incumbents have taken big leaps to help speed up the transition to the new normal. Both Zillow and eXp developed new agreements that agents could use to help usher in the new compliance rules and bring agents closer to their orbits.&nbsp;
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In addition to these practice changes, the agents who will win business in the future will be the ones who go above and beyond and consistently justify their value by providing their clients with a world-class experience that prioritizes transparency, efficiency, and added value.&nbsp;
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Agents who utilize technologies like collaborative home search, advanced, in-depth property and market reports, interactive transaction management platforms, and any other tools that enhance the client experience will create a process that clarifies every step of the home-buying journey.&nbsp;
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These agents will meet and exceed client expectations by offering transparency, efficiency, and personalized insights. By leveraging these technologies, agents can foster trust and confidence, ensuring that clients feel informed and empowered throughout the entire transaction process and differentiate themselves from the agents who have not embraced these technology changes.&nbsp;
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Connecting the Right Technologies to the Right Brokerages&nbsp;
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While agents and brokerages should be rushing to research, source, and ultimately integrate these technologies into their business, the sheer volume of available PropTech solutions can be overwhelming. So, how can your PropTech solution stand out to brokerages when purchasing?
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<li>Demonstrate Immediate ROI:</li>
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Brokerages are looking for technologies that can immediately impact their bottom line. Whether it’s through increased efficiency, better client engagement, or streamlined processes, your PropTech solution must clearly communicate the tangible benefits it brings.
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<li>Offer Scalability and Flexibility:</li>
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Brokerages need solutions that can grow with them and adapt to changing market conditions. Highlight how your technology can scale across different markets, accommodate various team sizes, and integrate with existing systems without causing disruptions.
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<li>Focus on User Experience:</li>
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A user-friendly interface and intuitive design are crucial. Brokerages will prioritize technologies that are easy to adopt, minimize the learning curve, and provide a seamless experience for both agents and clients. Demonstrating how your product enhances user experience can set you apart in a crowded market.
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<li>Highlight Compliance and Security Features:</li>
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With the new compliance rules, brokerages are more cautious than ever about legal implications. Ensure that your PropTech solution addresses these concerns by offering robust compliance features and strong data security protocols, making it easier for brokerages to stay within regulatory boundaries.
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<li>Build Strong Support and Training Programs:</li>
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Even the best technology can fall flat if not properly implemented. Offering comprehensive training and ongoing support will reassure brokerages that they can rely on your solution long-term. Demonstrating your commitment to their success can be a key differentiator.
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<li>Find the Right Distribution Channels:</li>
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Selling to brokerages can be a daunting task, to say the least. Brokers and agents are notoriously busy and rarely stationary enough to catch them at their office. Meet them where they’re at, the MLS. Many progressive MLSs have partnered with great tech companies to promote their products and services as a member benefit. If your product is solving a problem that its members are experiencing, most MLSs will jump at the opportunity to partner with you and solve that problem.&nbsp;
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Leading the Charge with PropTech
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As the real estate industry continues to evolve in the post-settlement world, the role of PropTech in driving success cannot be overstated. Agents and brokerages that strategically adopt and integrate the right technologies will not only adapt to the new normal, but also lead the charge of setting new standards and client expectations for the industry.
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By focusing on the agent’s ability to deliver value, enhancing client experiences, and ensuring compliance, PropTech companies can become indispensable partners in the future of real estate. As we progress, those who can effectively connect their solutions with brokerages' needs will be best positioned to thrive in our new normal.

Navigating the New Normal: PropTech in the Post-settlement World

As we speed towards the end of a tumultuous and challenging year for real estate, we prepare to transition to an industry-wide revenue model centered on increased consumer transparency and the ability for agents to express their value to those consumers. 

The PropTech Innovator Network is a group of C-level PropTech executives who meet monthly to discuss the latest technology trends and receive unique insights from influential MLS &amp; Industry leaders. On July 10th, 2024, the Network welcomed special guest <a href="https://www.linkedin.com/in/davina-lara-515b8a13/" style="color: #0577de;">DaVina Lara</a>. DaVina Lara is the CEO of bridgeMLS and the Bridge Association of REALTORS® in Berkeley, California. DaVina has more than 27 years of experience within the non-profit and real estate technology industry and has taken a very active role in bringing data standards to the industry through her involvement within many RESO workgroups.
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DaVina Lara Conversation Highlights
DaVina is known for her incredible leadership skills and is adored by her co-workers and industry peers alike. To DaVina, effective leadership requires seeing the broader vision and then trusting your team to excel in their areas of expertise. Empowering your team to leverage their strengths is key to achieving collective success. Especially in times of uncertainty or change, like we are experiencing now, it is important to keep and optimistic mentality and empower your team to utilize their gifts and find creative solutions. When it comes to the future of the MLS and the MLSs ability to navigate the settlement changes with their members, DaVina believes that MLSs across the nation are generally equipped to handle the forthcoming changes, though some consolidation is expected. Increased cooperation between MLSs will be crucial to navigate this landscape effectively. In this time of change, DaVina believes that transparency is essential to navigating the settlement changes with members. Although these shifts can cause nervousness, they also present an opportunity for the MLS to support their membership and further showcase the value they bring to the industry.
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Member News &amp; Updates
Ben Quinn: <a href="https://get.roomvo.com/" style="color: #0577de;">Roomvo</a> went live with Real Estate Australia and deepened their partnership Redfin.
<a href="https://www.linkedin.com/in/drewknapp/" style="color: #0577de;">Drew Knapp</a>: <a href="https://agreatertown.com/" style="color: #0577de;">A Greater Town</a> is gaining the interest from mortgage companies in their platform expanding their potential customer base.
<a href="https://www.linkedin.com/in/zgorman00/" style="color: #0577de;">Zach Gorman</a>: <a href="https://www.bhr.fyi/" style="color: #0577de;">RealReports</a> launched an AI Property Document Scanner, which can instantly summarize complex documents, highlight critical details, and allow users to ask specific questions about the content.
<a href="https://www.linkedin.com/in/mikeprice3/" style="color: #0577de;">Mike Price</a>: <a href="https://letsrelevate.com/" style="color: #0577de;">Relevate</a> recently launched their new SSO dashboard product with their first client.&nbsp;
<a href="https://www.linkedin.com/in/joshsturgis/">Josh Sturgis</a>: <a href="https://www.kompmodo.com/" style="color: #0577de;">Kompmodo</a> is pursuing a subscription base of 250 users in Northern Colorado in the MVP version of their tool.
<a href="https://www.linkedin.com/in/subrao-s-525a914/">Subrao Shenoy</a>: <a href="https://www.planetre.com/" style="color: #0577de;">planetRE</a> has released their AI cold calling feature allowing AI to make calls to prospects with adaptive scripts, multiple voice options, and recorded calls and summaries.
<a href="https://www.linkedin.com/in/meggarabrant/" style="color: #0577de;">Meg Garabrant</a>: <a href="https://www.earthadvantage.org/">Earth Advantage</a> partnered with NorthstarMLS to provide green verification data from the Green Building Registry to their 22,600 Subscribers.
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About the PropTech Innovator Network
Each month, Modern.tech highlights an industry executive who will delve into the intricacies of the organized real estate sector in an exclusive gathering of PropTech Executives. This presents an opportunity for PropTech Innovator Network members to expand their network with high-caliber individuals and acquire insights that are truly unique and unavailable elsewhere. Please <a href="https://www.modern.tech/proptech-innovator-network/join" style="color: #0577de;">request an invitation</a> to join us each month.

Leadership and Navigating Change

 On July 10th, 2024, the Network welcomed special guest DaVina Lara. DaVina Lara is the CEO of bridgeMLS and the Bridge Association of REALTORS®.

I’ll admit I wasn’t planning on going to ICNY this year. Having been a regular at this conference for as long as I can remember, I felt like my participation had lost its purpose. My network of MLS executives and young PropTech companies hadn’t seen much value in the agenda in recent years. Add to all that, New York isn’t a cheap trip and by mid-December, I’d planned on spending corporate travel dollars elsewhere in 2024.

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That is, until Katie at Inman reached out and asked me to moderate two MLS-focused panels. One focused on reinvigorating the MLS value proposition and the other on creating and navigating MLS-to-MLS partnerships. When I saw the all-star panelists they’d assembled, along with a full day of timely and relevant MLS topics, I happily accepted the invitation.
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To open the MLS track, Sam DeBord announced that the conference had amassed over 4,000 registrations; clear evidence that the team at Inman had listened to the criticism. With the addition of a robust MLS track of content, Inman had injected some badly needed freshness into the conference. Bravo.
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And that freshness was on display throughout the day on Wednesday.
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Discussion both on stage and in the lobby bars was, predictably, about this massive inflection point we in the MLS space are experiencing. It’s not just the legal issues that are causing the more progressive and forward-thinking MLS to take action, it’s the widening gap in technology value between the big name, traditional service providers and the sea of small newcomers finding profitable and lasting positions at MLSs of all sizes.
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The world is spinning faster than ever.
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The past year has seen a huge influx of new tech. And these aren’t just the standard offerings. Fresh and viable products to bring value to the broker member via the MLS delivery channel, are literally appearing at every conference I attend, it seems. Voice-based search. Artificial Intelligence. Non-MLS datasets. The list of mind-blowing products is only getting longer, and most importantly of all, they’re getting serious traction.
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If my conversations this week are any indication, MLSs are not just aware of the opportunities, but several of the more attentive MLSs are aggressively taking action. I had one MLS exec tell me flatly, “We’re saying yes to almost everything right now. There’s never been a better time to line MLS shelves with the best products for members – because there are so many to choose from.”
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However, not all MLS execs are so eager to act.
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There was one prevailing thought I came away with from my 48 hours of seemingly non-stop conversations with MLS executives: There’s a palpable fight-or-flight instinct that’s kicking in.&nbsp;
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The big idea, change-agent MLS execs who have been waiting for the right opportunity to redesign their organizations are finally now being given the chance. You can see the excitement in their eyes as they finally have the leverage to make big forward movements with staff hires, renegotiating old vendor contracts, building partnerships with next generation companies.
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MLSs are investing, actively shopping for equity in young tech, or spending the time and money to develop their own products. These are the opportunists. These are the MLS execs that have been itching for a path to what’s next.
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Conversely, those MLSs that have traditionally looked to NAR for guidance, are finding themselves on their own with these key decisions. MLSs that haven’t planned (or budgeted) to accommodate initiatives like front end of choice, database independence, and “store front” offerings to an increasingly demanding broker community, are finding themselves in a state of paralysis.
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Some MLS execs just want to keep things the way they are, however, as one MLS exec said from my panel on Wednesday, “hope is not a strategy.” It’s certainly not too late for these MLSs to awaken to the situation at hand, but that window won’t be open for much longer.
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The MLS community is separating into those that are setting themselves up to thrive and those that, unknowingly, are setting themselves up to fade into the background.
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The conclusion to the content and tone at ICNY was one of cautious optimism. Yes, lawsuits are flying in all directions and there will likely be more. There will be expensive settlements. There will be a resulting major adjustment in the way MLSs deliver some core features, and probably more than a few early retirements.
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In the end, however, there will be the MLS. It’s changing and it’s very exciting for those positioning themselves for the future.&nbsp;
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Insider's Perspective: Reinventing MLS

Navigating the MLS Evolution: Embracing Change, Seizing Opportunities, and Adapting for Success!

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As I was walking the halls of the famous Fountainbleu Hotel, in Miami last week it struck me just how perfect a location it was for the 2023 iOi Summit. The hotel offers glimpses of what it once was – a popular playground for East Coast elites and celebrities like the Kennedys, Sinatra, and his Rat Pack buddies. Today, it’s a modern luxury hotel on par with any of the high-end places you’ll find on Miami Beach. There’s no more Rat Pack, but there’s still plenty of historic charm to be found even if the hotel is now a sleek glass and granite space on par with any of the finest spots on Miami Beach. It’s this intersection of the traditional and modern that offered an ideal setting for the crossroads between early-stage proptech and the practitioners who gathered in the ballroom at the Fountainbleu for NAR’s 2023 iOi Summit. It was an honor to be selected as a judge in the Pitch Battle, which offered a literal front-row seat to see eleven of the most impressive companies I’ve encountered this year. That event was the highlight of my experience at iOi Summit, but I wanted to take a minute and write this blog post to point out a few of the more memorable moments and observations, as well. The MLS Environment is shifting I had several meetings with my MLS executive friends on the subject of “what’s next for MLSs,” but even in the side room conversations with vendors and others in the consulting world, it became abundantly clear that MLSs are thinking WAY outside the usual confines of products and services. I’ve started to characterize this movement as a graduation from an MLS into something more closely resembling data services companies. That is, rather than simply being the warehouse for listing data, MLSs are making serious plans to become both proving grounds for the latest technology, but also purveyors of “property data”; an important distinction from the traditional “listing data.” This concept certainly isn’t new, but it’s suddenly a serious and immediate path of growth for those MLS leaders we’re talking to. The landscape for all of us is going to change While I’m not a fan of speculation around pending litigation, there’s more than a little evidence that legal issues surrounding our industry are likely going to come to some resolution soon. The exact nature of this resolution is where the speculation comes in, so I’ll avoid that. Only to say that the role of the MLS and its relationship to both its member broker and governing/regulatory bodies is going to move into uncharted territory. I find this possibility both a bit unsettling but also very exciting. The best of us will be forced to get better, think differently, adapt, and reinvent ourselves. The most attractive tech has something in common If you look at the results of the Pitch Battle, you may have seen what I saw almost immediately. The most impressive companies were offering cool tech, but the underlying aspects were giving the agents time. Putting the best tech in the hands of the best agents is something we should all be focused on. Ultimately, that’s going to be the insulation to weather any market or industry shift. Those that performed best at the Pitch Battle had this in their go-to-market strategies. That is, give the agent more time and you give them more deals. And finally, it’s inspiring to be among the best You don’t need me to tell you that you run faster when you’re in a race versus running alone. It’s interesting to note that the iOi Summit was a room for competitors. Tech companies, VCs, agents and brokers, even competing MLSs. That fact alone was deeply inspiring. We’re all together in this space to build something important and iOi brings all those interested into a single channel to direct energy toward a common set of values, even if it’s just for a few days. It’s truly inspiring to run alongside some of the best minds in the industry. To participate in the passion and dedication on display there makes us all want to be better and do something impactful. Thanks again to my friends at NAR for the opportunity. See you next year.
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Navigating the Changing Tides of Real Estate: Insights from the 2023 iOi Summit

To participate in the passion and dedication on display at the iOi Summit makes us all want to be better and do something impactful. 

When undertaking a new software development initiative, the difference between success and failure boils down to two very simple things: the tools and the people. Too often, software developers make poor tech stack and system choices, while firms mistakenly hire the developers most conveniently available to them. In the following paragraphs, we outline exactly what it takes to optimize these two crucial pillars for your next project.&nbsp;

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Modern Tools and Technologies
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We've seen it happen all too often: software engineers build a platform using what they believe to be the best stack, using reasonable practices and tools. Tragically, in the rapidly evolving digital landscape, a developer busy programming inevitably loses touch with the latest advances in modern software development tools, practices, and frameworks. What was cutting-edge 5 years ago may be antiquated today, and the wrong choice in stack or system may double or triple the level of effort for a project unintentionally. Modern technologies enable faster and more efficient development cycles, enhance security, and ensure products can handle large amounts of data and traffic without experiencing downtime or performance issues. By building your applications over a modern infrastructure, you future-proof your products and ensure they can adapt to emerging trends and technologies yet to come. As our name itself suggests, this is pillar one at Modern.tech.
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Developers With Relevant Expertise
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When hiring a software development firm, the quality and capabilities of its developers are paramount. Developer quality and price are regrettably the end of most companies' evaluation criteria. At Modern.tech, we believe that's just the ante to be in the game. What truly matters most are finding developers who have a meaningful understanding of your product, business, and industry. Without this understanding, it's challenging to think critically or catch things that might be missed. That's why when we take on a project, our entire team commits to mastering the context of your product, company, and industry. Our current industry specializations have been developed through years of working with strategy and technology engagements with players big and small, and we bring this expertise into every new engagement.
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We combine modern tools and technologies with deep industry expertise, and in doing so drive technology initiatives toward success. We understand the importance of keeping up with the ever-changing digital landscape, and that's why our team invests in continuous learning and development to stay on top of the latest trends and technologies. We instill a culture of critical thought and professional mastery among our team, from our developers to our executives. Whether you're looking to enhance your existing digital infrastructure or build something new from scratch, we're here to help you achieve your digital goals.

The Winning Formula: 2 Pillars Driving Software Project Success

When undertaking a new software development initiative, the difference between success and failure boils down to two very simple things.

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