There’s Always a Lion Over the Hill

By Arianna Marino | March 21, 2025

On March 19, 2025, the PropTech Innovator Network featured Gilbert Gonzalez, CEO of the San Antonio Board of REALTORS® (SABOR). With a background spanning media and law, Gonzalez brings a unique leadership perspective to the industry.

 

Gilbert Gonzalez Conversation Highlights

Gonzalez opened with a clear message: change is inevitable, and those who resist it risk being left behind. He pointed out that real estate has always been facing “a lion over the hill,” referencing decades of industry fear over technological disruption. “There's always been and will always be a threat,” he said. “But we're still here.”

 

Rather than viewing AI, lawsuits, and regulatory shifts as existential threats, Gonzalez sees them as opportunities for MLSs to streamline operations, improve data accessibility, and create stronger value for members.

 

“If you think something’s a threat and you just put up a wall, you should probably go do something else,” he stated.

 

However, Gonzalez stressed that MLSs must evolve beyond a groupthink mentality and begin operating like businesses. The MLS acts as a tool for the Association's members and must be treated as such, explicitly prioritizing the components that drive value and productivity for the agents. 

 

Technology: Solution or Expense?

Gonzalez and his team at SABOR take a pragmatic approach to technology adoption. Rather than chasing trends, they focus on what actually benefits members. He acknowledged the industry's reputation for being slow to change but stressed that innovation must be member-driven and aligned with workflows.

 

“Tech should be seen as a solution, not just a new expense,” he said. “If it doesn’t solve a problem, it’s not worth adopting.” He also highlighted a key issue many MLSs face: low adoption rates for new products. “If I only have 5% of my members using a tool, does it make sense to pay for 100% of them?” Gonzalez asked.

 

For vendors, he offered a reality check: the biggest challenge isn’t just selling a product—it’s ensuring members actually use it. 

 

Fail Forward

Gonzalez believes the real skill MLS leaders need is change management. He emphasized the importance of guiding stakeholders—whether staff, board members, or agents—through industry shifts with confidence.

 

His leadership style balances discipline with flexibility, allowing his team the freedom to innovate while maintaining a structured approach to decision-making.

 

“I’d rather my team try and fail five times than do the same thing for the next ten years,” he said.

 

As for the future? Gonzalez predicts that real estate will remain a human-driven industry, but processes will change. He expects continued pressure on how agents are compensated, and he worries that some policy shifts could make homeownership more expensive for buyers.

 

But ultimately, he remains optimistic. “If we stop thinking about how to ‘survive’ and instead focus on how to adapt and lead, we’ll be in a much stronger position,” he concluded.

 

Member News & Updates

Kurtis Cicalo, CEO at Voiceflip: Recently signed TRREB and SABOR as new partners, and announced Meagan Zeman as the company’s new COO. 

 

Ben Quinn, Senior Manager of Real Estate Operations at Roomvo: Roomvo recently announced a partnership with HAR, as well as a few new international partnerships.

 

About the PropTech Innovator Network

Each month, MLSPropTech.com highlights an industry executive who will dive into the complexities of the organized real estate sector in an exclusive gathering of PropTech Executives. This presents an opportunity for PropTech Innovator Network members to expand their network with high-caliber individuals and acquire insights that are truly unique and unavailable elsewhere. Become a member to join us every month.