What Agencies Think They Automate vs. What They Actually Do
Every agency boss wants to say: “We’ve automated our systems.” It sounds modern, efficient, and scalable. But in practice, most “automation” is just manual work hidden behind outdated systems.
The truth? Many agencies are stuck on third-party ERPs that charge RM10k per update. Principals refuse to pay — so instead of upgrading, they quietly push the gaps back onto admins. What’s marketed as “automation” becomes Excel, WhatsApp, and manual rework.
The Illusion of Automation
Here’s what agencies think they’ve automated:
- Lead management – “Leads are assigned automatically.”
- Commission tracking – “Our ERP calculates everything.”
- Financial reporting – “Reports generate in one click.”
- Billing – “Invoices issue automatically.”
- Performance tracking – “Top performers are calculated by the system.”
Sounds impressive. But here’s the reality.
The Reality: Manual Work in Disguise
1. Lead “Automation” = Excel + WhatsApp
Leads from ads or portals still land in an inbox or WhatsApp group. Admins or principals manually assign them. No rules, no audit trail.
2. Commission “Automation” = Half System, Half Admin
Yes, the ERP calculates the base split. But overrides, clawbacks, and exceptions? Admins key them in manually because upgrading costs RM10k per rule.
3. Financial Report “Automation” = Export + Excel
Admins export raw ERP data into Excel, then spend hours formatting, sorting, and patching it into a “report.” If that’s automation, then Excel is AI.
4. Billing “Automation” = Manual Key-In
Invoices don’t really generate automatically. Admins re-type deal data into billing forms — introducing errors and delays.
5. Monthly Top Performers “Automation” = Copy, Paste, Sort
Instead of a live leaderboard, admins download spreadsheets, manually calculate totals, and sort names every month. Automation? Or just Excel gymnastics?
And this is all because principals won’t pay RM10k per update to actually fix the ERP.
Why the Gap Exists
Agencies confuse digitisation with automation.
- Digitisation = shifting work from paper to a screen (Excel, WhatsApp, PDFs).
- Automation = workflows that trigger themselves, with no admin intervention.
Most third-party ERPs lock automation behind expensive customisation fees — and agencies stop at digitisation because it’s cheaper to throw admin hours at the problem.
What True Automation Should Look Like
- Leads auto-distributed by pre-set rules (territory, rotation, performance).
- Commission splits calculated end-to-end, with overrides and clawbacks included.
- Financial reports live-generated without Excel patchwork.
- Invoices auto-issued once deals are logged, synced with payments.
- Leaderboards updated in real time without admin involvement.
That’s automation. Not “RM10k per update” excuses.
The Cost of Fake Automation
- Time Lost – Admins waste days every month doing system work by hand.
- Revenue Lost – Billing errors, reporting delays, and commission disputes kill trust.
- Morale Lost – RENs see through “automation” when admins are still crunching numbers manually.
Final Word: Don’t Pay for Fake Automation
If your ERP still needs admins to download, key in, and manually calculate — it’s not automation. It’s an expensive address book with extra steps.
The agencies that win aren’t the ones who shout “we’re digital.” They’re the ones who actually automate — removing admin grind, enforcing compliance, and scaling without paying RM10k per update.
👉 That’s why ListingMine ERP was built with no upgrade ransom. Rules, workflows, and reports evolve instantly without hidden fees — because real automation should serve your agency, not drain it.
