RSS FeedWhat should technology actually do for a real estate agent? For Coldwell Banker American Homes Chief Technology Officer Chris Manteria, the answer is simple: make the agent's job easier so they can focus on client relationships and selling homes. In a recent interview with Franklin Stoehr of Delta Media Group, Chris shared how technology, open APIs, structured coaching, and a family-first culture have powered the brokerage's growth into New York State's #1 Coldwell Banker franchise supporting over 1,000 agents.
Key Interview Takeaways:
- Invisible Tech Stack: Systems should work seamlessly behind the scenes, consolidating CRM, marketing, and SkySlope transactions into one central hub.
- Human-in-the-Middle AI: Tools like customized Gemini Gems boost productivity for listing descriptions and virtual staging, but human expertise and Fair Housing compliance remain paramount.
- Dedicated Corporate Infrastructure: Agents scale faster when backed by a full team—including a CFO, Regional VP, in-house Professional Coach, and Marketing Directors.
- The Core 4 Framework: Production, Coaching, Wealth Builder, and Culture of Awesomeness define the Coldwell Banker American Homes agent experience.
From Video Production to Chief Technology Officer
Chris Manteria's path to becoming CTO was far from conventional. Coming from a background in video post-production, computer hardware/software sales, and running an ISP in the early days of the web, Chris brought a deep technical foundation when he earned his real estate license during an economic downturn in the early 2000s.
After working as a full-time agent and managing a branch office, Chris transitioned into the CTO role five years ago during a landmark acquisition that expanded the brokerage overnight from 600 to nearly 1,200 agents. That blend of hands-on sales experience and technical expertise shaped his approach to software: technology must serve the agent, not complicate their day.
"The best technology is the one that works without you knowing why it works or how it works. You just know it works. It almost looks like it isn't even there." — Chris Manteria
Building a Stable Base for Brokerage Growth
When Chris joined the leadership team, the company was running basic in-office servers—a common bottleneck for growing brokerages. Recognizing that long-term expansion required stability, leadership moved operations to Google Cloud, AccountTech (Darwin), and DeltaNET, creating an ecosystem connected by open APIs.
This open architecture allowed Coldwell Banker American Homes to automate backend operations and seamlessly onboard both individual recruits and entire office acquisitions, such as the recent addition of Vesian & Walsh in Long Beach. Today, when a new agent joins, data entered once automatically sets up their email, creates their DeltaNET dashboard, configures SkySlope transaction management, and triggers automated onboarding sequences.
To support this growth, owners Tom Gallagher and Mike Litzner built a comprehensive corporate infrastructure so managers and agents aren't left handling administrative burdens alone:
- Executive Leadership: Dedicated CFO, CEO/COO, and Regional VPs focused on operational scale and recruiting.
- In-House Marketing Team: Led by Marketing Director Joey Djemal and Social Media Director Jimmy McKenna to handle branding and digital collateral.
- Full-Time Coaching Director: Industry veteran Deborah Asher leads structured training 2–3 times a week.
One Central Hub: The JET Platform
A central pillar of the brokerage's technology strategy is JET . Built on DeltaNET, JET serves as a single-sign-on intranet where agents access their CRM, client contacts, marketing resources, education, and transaction tools in one place.
Rather than overwhelming agents with dozens of competing software options, the company curates best-in-class platforms for every category.
"I want my agents thinking about selling houses... Our agents are supposed to be out there making money for themselves and the company. It's a partnership. We provide the support; they go out and sell." — Chris Manteria
Practical AI & The "Human in the Middle"
Artificial intelligence is front and center on the JET platform. Coldwell Banker American Homes introduces agents to AI through practical, pre-configured Google Gemini "Gems" designed for daily workflow improvements:
- Virtual Staging Guardrails: Pre-built prompts that ensure proper compliance disclosures on enhanced property imagery.
- Listing Copywriters: Tools to help agents draft compelling property descriptions faster.
- Internal NotebookLM FAQ Gem: An on-demand assistant trained on company procedures to answer late-night agent questions.
However, Chris stresses that AI is an assistant, not a replacement for professional real estate advisors. Because New York features strict Fair Housing regulations, local municipal overlays (such as specific occupancy laws in Long Beach), and nuanced market valuations, human review is mandatory.
"The agents who learn to use AI are going to be the ones with longevity," Chris noted. "But clients remember personal attention, local expertise, and empathy—things AI will never replicate."
Organized Around "The Core 4"
Technology is only one part of the support system at Coldwell Banker American Homes. The company's agent development model is structured around four core pillars:
1. Production
Providing the administrative backing, marketing engines, and automated workflows agents need to grow their transactional volume.
2. Coaching
Combining manager guidance with dedicated sessions from full-time coach Deborah Asher, holding multiple weekly live classes that are recorded for flexible access.
3. Wealth Builder
Encouraging agents to manage commission income wisely, plan for long-term financial security, and invest directly in real estate assets.
4. Culture of Awesomeness
Fostering a welcoming environment supported by managers with decades of tenure. Guided by the motto: Work Hard. Play Hard. Give Back.
Giving Back to New York Communities
A key aspect of the brokerage's culture is its non-profit organization, Heart of American Homes. Rather than sending charitable funds to national corporate accounts, the foundation keeps 100% of donations local—distributing nearly $150,000 annually to community members and causes suggested directly by agents.
Agents can contribute a portion of their commission checks directly from closing payouts, and Coldwell Banker American Homes matches those contributions up to a designated amount.
What Should Agents Look for in a Brokerage?
When asked how he talks to agents considering other brokerages, Chris explained that conversations start by looking past shiny promotional offers or short-term split promises.
Instead, the discussion begins with a straightforward question: "What do you believe you're going to get somewhere else that you're missing today?"
Sustainable career growth comes down to whether a brokerage offers the coaching, infrastructure, and tools to help an agent increase overall production. When production increases, higher income and split tiers naturally follow.
Final Advice: "Keep Learning"
To wrap up the 45-minute discussion, Chris left viewers with a final thought on navigating real estate industry shifts, market changes, and evolving technology:
"Keep learning... Get out of your head that you're not technical. Stop telling yourself what you aren't. Ask yourself, 'What if I learned just a little bit today?' Learning prompt engineering and how to communicate effectively with tools will be key." — Chris Manteria
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Frequently Asked Questions
What technology does Coldwell Banker American Homes provide its real estate agents?
Coldwell Banker American Homes brings agent tools together through its JET platform, providing centralized access to CRM, automated marketing, customized AI tools, SkySlope transaction management, education, and corporate support.
How is Coldwell Banker American Homes helping agents use AI?
Coldwell Banker American Homes provides AI education and pre-built Google Gemini 'Gems' for virtual staging, listing descriptions, and on-demand FAQs. The company emphasizes a 'human-in-the-middle' approach to maintain Fair Housing compliance and human connection.
What are the Core 4 at Coldwell Banker American Homes?
The Core 4 are Production, Coaching, Wealth Builder, and Culture of Awesomeness. Together, they represent the company's focus on helping agents grow sales, develop skills with dedicated in-house coaching, build long-term wealth, and thrive in a supportive culture.
