Mark Weithorn founder and CEO of DPI Showcase Web Sites

There appears to be a discernable gap between sales professionals and programmers in terms of their interests and priorities. Based on my observations, most salespeople are not tech aficionados; instead, they excel in communication and chasing down leads. While collaborating with real estate agents nationwide as the founder and CEO of DPI Showcase Websites, I’ve noticed that the majority of my clients draw great satisfaction from showcasing properties and assisting clients in finding their ideal homes. Programmers, however, typically prioritize feature development over direct client interactions.

A programmer's job is to enhance the functionality of their systems; it’s what they’re paid to do. The more features they add, the more valuable they are. As an example, Facebook initially provided a user-friendly interface that made posting photos and text easy. Then, programmers took over, adding additional features like slideshows for photo uploads, although only a small percentage of users used the option. I’m happy to report, however, that Facebook has made improvements by streamlining the posting process, eliminating many of the less-used features. That brought ease of use back to the platform, and kudos to them for that.

For 19 years and counting, DPI has been creating websites tailored for real estate agents. Six years ago, prompted by technological advancements and the growth in mobile device capabilities, we began redeveloping our software from the ground up. We aimed to introduce new and innovative features, but some of the additions turned out to be unnecessary distractions. For instance, within our built-in CRM program, we included a feature enabling real estate agents to send personalized emails. Although we found it impressive and user-friendly on our end, clients weren’t interested in learning how to make use of it. Consequently, we recently decided to remove that feature.

The previous year, I spoke at the WEB 2.0 conference in Las Vegas, where the audience consisted mostly of programmers. My presentation centered around the (KISS) method, keeping IT systems simple, and I showcased instances of programs and systems that should have been user-friendly but had become needlessly complicated. One such example was GoDaddy, a platform we frequently use to purchase domain names. Despite our pro account status and experience, we found its system challenging to navigate. Its hub feature proved confusing and difficult to exit. It required repeated URL entries to return to a familiar home page with desired functionalities. My remarks were not well received by the programmers present, as it appeared they lacked a strong focus on improving user experience. This serves as a reminder that simply adding features does not necessarily lead to effective product design.

At DPI, we have undergone a transformative shift in our approach to incorporating new features, with a laser focus on optimizing the user experience. The core principle guiding our development process is automation. Each new feature we introduce must offer an automated means of delivering outcomes, ensuring that real estate agents—our clients—can seamlessly integrate them without learning new programs or exerting any manual effort.

For instance, when a home buyer expresses interest in a listing on one of our client’s websites and clicks on “contact agent,” a cascade of automated processes is set in motion. The agent promptly receives notifications via email and text about a new lead. The client is automatically added to the CRM system, commencing daily email updates with tailored listings based on their search criteria. Our system initiates automated weekly newsletter emails, complete with holiday greetings and other communication, all without requiring any action from the real estate agent. This exemplifies how programming should simplify and enhance users’ lives.

In today's business world, email remains an essential and extensively utilized tool, but unfortunately, its simplicity has waned over time. Previously, email usage was straightforward, reminiscent of AOL’s iconic “You’ve Got Mail” era, but the landscape has evolved drastically, becoming more difficult to navigate. Programmers set out to reduce complexity by introducing features like junk and spam folders, assuming the role of determining which emails users should receive. This automated decision-making process dictates which emails find their way into the inbox and which are exiled to the purgatory of the junk folder, never to be seen. This control taken from the user can lead to critical oversights, as illustrated during a Zoom meeting with a real estate agent client of mine. Despite my sending an email, she didn’t receive it, eventually discovering it in the junk folder, along with another two-week-old email from a potential client interested in purchasing a half-million dollar property. Because of the programmer's decision, the missed opportunity resulted in the loss of a lead and a potential sale. The complexity of modern email systems can and does often lead to unfortunate business outcomes, underscoring the need for user-friendly solutions.

Lastly, I have concerns about the insufficiency of tech support provided by some tech companies. Support is not a dirty word. It’s noticeable that as companies expand, the efficacy of technical support diminishes. Despite my reservations regarding certain aspects of GoDaddy’s interface, I continue to use their services due to their fantastic technical support, through which callers are promptly connected with live representatives at no cost. In contrast, other sizable corporate domain providers offer zero support. This is a disservice to people willing to invest in their services. It appears that some in the technology sector tend to overlook the needs of people who use their products.

At DPI, our tech people are dedicated to crafting user-friendly features and programs. Before developing new features, we interview our clients and welcome feedback about their user experience and desired enhancements. Ensuring a seamless and intuitive user experience for real estate agents and their clients is top of mind in our design process. We recognize that users make rapid judgments within the first 10 seconds of interacting with a website; any confusion and they are off to the next site. We stick to the KISS philosophy: Keeping IT Systems Simple. These are words that DPI, as a company, lives by.