![]() Hey - learning to change your mind is a crucial part of journalism. This wouldn’t be the first time my expectations have been adjusted about a product once prodded enough to actually demo it. It’s easy to assume that reality agent Fredrik Eklund’s involvement was mere window dressing hung up by an app developer to ignite marketing at launch. I admit to not paying a ton of attention to this app upon its launch. The company calls the tactic, “heavy load content in a short-attention format,” and it’s a clever method. This allows the app to more accurately track the journey as the user clicks through to their ultimate preference. It does so by focusing on user hang-time, an attempt to get them to stick around for as long as possible, largely through its Explore screen, which tiles a wide range of market availability with very little user filtering. The app nicely minimizes the amount of input a consumer needs to provide to deliver the best possible property matches. The app provides dynamic agent profile pages, unique home browsing experiences, in-app messaging, property-specific discussions and direct-to-agent lead routing. While gathering leads is certainly the goal, the best ones will come to those agents who leverage the app’s connectivity to each other and who remain active in curating relevant market content. Real is a mobile social application for real estate agents first and their clients second. ![]() Agents should think about their intent when considering joining the Real community, as it’s designed to be a true social app, as opposed to a business tool - which could be its advantage. It’s going to take a lot for any app to usurp Zillow and the other portals in the user screen-time game. Ideal for: Growing agents, small teams, brokerages Top selling points: Real is a mobile agent-to-agent social messaging and consumer search app. ![]() Are you receiving Inman’s Agent Edge? Make sure you’re subscribed for the latest on real estate technology from Inman’s expert Craig Rowe.
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