What consumers need, want and expect drives how Mark McLaughlin, CEO of Pacific Union International Inc., leads his firm into the digital future. That’s the message he shared today in a segment on Inman Select Live.

Based in the land of Silicon Valley, McLaughlin’s San Francisco Bay Area-based luxury real estate brokerage firm must walk technology’s cutting edge to stay relevant with consumers and agents, he explained. That means his firm must be digital, mobile-first and flexible, and the firm launched a five-year plan in 2012 to do just that, he said.

“Millennials give you eight seconds,” McLaughlin said.

So when the firm went to revamp its website in 2014, it started with mobile and made sure to implement a series of one-touch actions: one-touch text, one-touch phone call, one-touch listing access, he said.

Almost all of the brokerage’s 675 agents have set up their own version of the mobile site, showing that by serving consumers, the firm’s No. 1 client — agents — buy in, he said.

And to empower agents’ communication with their spheres, the firm adopted an innovative system to master social media. In 2012, it launched what McLaughlin called a journalism wing of the company.

Show Comments Hide Comments
Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Success!
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription
×