Ours was the website.
It was outdated. Not just the look (which had our branding all over the place). Half the links didn't even work like we wanted them to.
Merrill decided to see what Claude could actually do about it. Turns out, a lot. Once we got the hang of the system, it was almost stupidly simple.
Here's what we noticed along the way. Most agents don't actually own their website. It's tied to their broker or their CRM, which means the day you leave, you lose it. So you're stuck choosing: pay a developer thousands to build something that's really yours, or settle for a template that looks like everyone else's.
We don't think that should be the choice.