Is the game over for traditional ways of learning in…

In a Q&A for iamproperty’s Tech of a Life magazine, Dan Milne, head of customer success at iamproperty, spoke with Edward Short, head of professional and financial services at Attensi, a global specialist in playful learning offering tailor-made training.


The duo explore how new technologies can best be used in the real estate industry as well as how training can be used to encourage peak performance and effective adoption of new technology tools.


We reproduce the entire Q&A below for EAT & LAT readers.


How does gamification combine technology with today’s growing e-learning trends?


Edward commented, “Like many other industries, the real estate industry often has a fragmented workforce, where team members may be based in locations across the country. This makes it difficult to implement new products and services, especially when deployment is on a tight timeline or needs to be done concurrently. This is not a new concept for Attensi – we create fun simulations that help companies around the world develop programs for their global workforce. We create tailor-made solutions that perfectly combine psychology and technology to make learning a success.


If we are playing the goldfish rule, the content must have some basic characteristics in order to win and keep people’s attention. It should be succinct and focused, it should be available on all platforms to be more convenient, it should take into account that we all have different ways of gathering information, and it should support communication tools to attract attention and generate engagement. Content should also be fun and easy to follow, while playing to individuals’ strengths. Companies need to be able to measure its success – it’s not a tick box exercise. So what does this mean in practice? You need to spend time understanding your team members, who they are, how they best take in information, and what motivates them.


How does technology make learning more engaging for people?


Edward clarified that: “Younger generations, like Gen Z and Millennials, are digital natives and are very used to having multiple screens and apps open. This has an interesting influence on people’s expectations of content – ​​they want to be able to pick it up and drop it wherever they want. We’ve talked about what that means for short, quick, and consistent training, but what it also means is that when it comes to learning new products and services, they’ll probably want access to watch around, wanting to experience it for themselves and access it on whatever device they respond to best. People want the whole trip to connect their laptop, tablet, and phone. »


What are the essential elements to create a successful learning platform?


Edward continued: “When I think about how I take in new information, I never get anything right the first time, I have to practice, rehearse, make mistakes, ask questions and test different scenarios. When you learn, you naturally make mistakes, and not everyone responds well to doing so publicly among their peers. What often works best is to create a digital environment where it’s safe to learn and fail because it feels like a video game. It’s fun and competitive, but no one is looking over your shoulder if you take a wrong turn during practice.


“What real estate agents can learn from proven gamified knowledge transfer is that by creating a ‘safe’ physical experience that replicates real-life scenarios, people get more information and are able to put implement new products and services faster – we see all of this from time to time in retail and sales.


Dan commented: “Having the space to make mistakes is important, especially for our industry where agents are currently fishing in a very shallow pond for new opportunities. Agents don’t want to make mistakes in front of customers because they can quickly lose instructions to another agent. Providing agents with the environment to practice is critical, especially for those new to a team. »


How does psychology influence the technology behind gamified online learning?


Edward explained, “Psychology comes into play when we think about how people take in information. Creating common factors for people within an industry and watching how we play with those forces is where we see the magic happen.


“Realtors are known for their competitive nature, and that’s what makes the industry so savvy and fast-paced. My advice to agents is to leverage that strength and tap into that competitive nature. We all like to win, and the elements used in playful knowledge transfer make the whole experience competitive It’s playing on the psychology and proven tactics that ensure we absorb information, especially when it comes to new technologies, products or services.


“For example, scoring information about a product like a video game with levels and accuracy points, or adding leaderboards to product or service sessions brings friendly competition that makes the ‘game’ attractive to people. It forces learners to come back to it over and over again, which goes back to psychology – the more we do something, the more we remember. We need to create situations that mimic real life and also encourage us to repeat something multiple times. »


How does gamification improve the learning experience?


Edward added: “As Dan said, the real estate market is dynamic and agents already face many challenges, including managing compliance and regulatory changes. Agents are time constrained, so the implementation of products and services must align with what’s important, while recognizing that it’s essential to evolve as the market evolves. The real estate industry needs to be continually prepared for the future, so training for this is essential, even if it doesn’t seem useful right now. A big part of winning engagement with real estate agents is making learning hands-on and immersive, as well as fun. If training is a big, time-consuming task, it’s hard for companies and employees to see how it fits into the workday, making it easier to put it at the bottom of the list. until the company realizes how necessary training is. If companies make training a hands-on, ongoing task that team members can return to whenever they have 10 free minutes, it becomes much less of a chore and much more enjoyable.


Find out how disruption can be an opportunity for progress alongside brand new insights into the real estate industry in the latest edition of iamproperty’s Tech of a Life digital magazine.

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