If you do not need bifocals to read this article, then it is probably not for you.
Throughout the industry, there are many successful agents who have gotten along fine without integrating technology into their business other than knowing how to work the MLS system. They know real estate. They know people. They know how to negotiate effectively. They find themselves confused and fearful of the changing technologies challenging the way their business has been conducted for decades. Many are working on the third generation of family referrals. Today, some of these top-producing agents are questioning leaving the business as an alternative to having learned "all this new stuff." All the talk about the Internet, e-mail, PDA's and e-marketing has become overwhelming.
I have to take some of the blame for that. In the excitement of new advances, the trend has been for educators and speakers to layout plans for becoming an e-agent and adopting all the new tools into an integrated e-business solution. Perhaps it is time to step back and realize that more than 50 percent of today's agents are older than 55 and already have successful business plans they have worked out for themselves throughout the years. Perhaps the technology strategies for the veteran agent are a little different than the marketing plans for a 30-year-old just entering the industry.
So let me take a moment and offer some e-solutions for the already successful veteran agent who doesn't want to have to "do it all."
Must Have
Windows Skills - In order to work with the new MLS system, a basic knowledge of Windows is imperative.
E-mail - The consumer is changing and demanding e-mail as a form of communication in today's real estate environment. The ability to send and receive e-mail, and to work with attachments is an important must.
Attachments - As people e-mail more and more documents to consumers, the ability to send and receive attachments continues to become a bigger and bigger priority. I put this on the must list. It is ties to file management skills which I included in the Windows skills.
Internet skills - The Web-based MLS system requires some level of ability to browse the Internet.
To access MLS at home an agent must subscribe to an ISP (Internet service provider). Once logged into the MLS service, an agent must be able to navigate using the toolbars in the browser. Basic skills such as using the "Back" button, identifying hyperlinks and opening and closing Windows are a must. Knowing how to print and e-mail from selected properties are a must.
Would Be Nice
Web Site - For as little $50 a year, the HAR agent Web sites are a nice tool, inexpensive and easy to set up. This would give an added e-presence attracting the younger generations but is not imperative.
Organizing E-mail - Learning to organize your e-mails is nice - but if you don't mind searching messages in your inbox to find the one you are looking for, then learning to create folders and categories is not a must - it is a time saving convenience.
Signatures for e-marketing purposes are nice - but not a must. Internet Resources - Being familiar with search engines and how to find real estate related informational services on the Internet enables the agent to become more knowledgeable about facts and issues.
Knowing how to copy and paste links and sending them to clients or other resources is a definite plus. Being able to find your listings on other real estate sites increases your marketing power.
Organizing your favorite sites into categories and being able to find them easily is a time saver.
Optional Domains etc. - Owning your own domain and using a personalized e-mail address creates a powerful marketing image.
Personalizing a Web site to generate more traffic and leads is a yet another step in the e-world. Learning to taking advantage of the millions of visitors on the Internet is another way to grow your business.
Note: These are listed in the optional features because we assume you are comfortable with the amount of business that you have and are not looking to "grow" your business.
Contact Manager - Learning to electronically manage your contacts is a nice convenience and would allow you to utilize more e-marketing solutions. But if the black address book worn with use, has been working for 25 years, and you don't want to give it up, don't worry. You can still e-mail and use your existing black book.
The Plan
Below is a an outline for a marketing plan for the veteran agent. The profile of this agent would be as follows:
A mature agent who has been in the business for many years and is looking to retire within the next seven years. She keeps all of her current and former clients in a black book or Rolodex and is comfortable using that medium to continue working her business. The files folders are thick, usually with lots of notes in the margins and every document sent and received from that customer are in the folder. She can find anything in a minutes notice.
This agent may or may not have a computer at home, but is comfortable running the MLS system. Her main form of communication is via the phone and checks her voice mail several times a day. Most of her business if generated from past customers, family members and friends. She is as busy as she wants to be and not looking to grow her business. But she does want to stay in business a few more years.
Recommended Courses:
Intro to Windows - Learn to open and close programs, manage files, minimize and maximize screens and navigate the Windows desktop. Create documents and find them, copy and paste both text and images into a file.
Internet - Learn to browse the Internet, identify hyperlinks, navigate the toolbar, print selected information. Learn basic terminologies such as domains, ISP and broadband.
E-mail - Learn how to send and receive messages, open and send attachments. Know the difference in Web mail and mail clients such as Outlook or Outlook Express. Learn what e-mail will work best for you.
That's it. Three courses should be able to get you where you need to go. Learning the basics of a computer is like driving your car. You don't have to know how to build a car in order to get somewhere. You just need to know how to drive it and take it to get an oil change now and then. Think of the computer in the same manner. You don't have to know how it works. There are plenty of "computer mechanics" out there for that. You just need to acquire enough skills to obtain the basic information in order for you to do your business. It does not have to be hard.
Take a step back and look at the whole picture. You just need to learn how to e-mail and get around on the Internet. It can be that simple!
