Secrets of E-Success

By Christopher M. Leporini, REALTOR® Magazine

Terri Murphy’s E-Listing and E-Selling Secrets for the Technologically Clueless, 2nd Ed. By Terri Murphy (Real Estate Education Company) 235 pp., $25.45
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Terri Murphy’s E-Listing and E-Selling Secrets
offers solace to technophobes and online neophytes uncertain how to incorporate the Internet into their business strategy. The introductory-level book instructs real estate professionals on how to use the Internet to prospect, build their brand, and provide better customer service.

The book includes step-by-step instructions on basics such as setting up your e-mail, choosing an Internet service provider, and understanding netiquette. It also addresses more advanced concepts, such as selecting content to maximize your Web site’s effectiveness. The book’s “Tech Tips,” concisely reinforce must-have information throughout the book. Additionally, the book includes appendixes containing suggestions for data backup and sample e-newsletters.

Author Terri Murphy, GRI, CRS, has sold real estate for more than 20 years and is a speaker and consultant on real estate and technology issues. She also is the author of Terri Murphy’s Listing and Selling Secrets: How to Become a Million $ Producer.

Tips for Real Estate Professionals

  • Use your domain to brand “Your” Selecting your name as a domain makes it easier for past or potential customers to remember your URL. “For personal branding and marketing reasons, your own name should be your domain name,” Murphy writes. “Your domain name becomes the basis for both your e-mail and Web addresses, and is how people will find you on the Internet.” For instance, Murphy’s Web site is and her e-mail is Don’t forget to include your e-mail and Web site URL on business cards and marketing materials.
  • Encourage regular visits to your Web site with renewable content. Consider what types of information might appeal to your customer base. Content such as links to sites on home improvement, schools, weather, financial information, and demographics can keep customers coming back. This is essential for today’s information-hungry consumer. “Helping direct your clients and customers to the information and services they may need creates a ‘need’ to be part of their real estate transactions,” writes Murphy.
  • Organize e-mails into electronic folders for each transaction. Your e-mail inbox can quickly grow unwieldy without proper management. Separate electronic folders for individual prospects and clients not only cut clutter, but speed retrieving relevant correspondence. You might even mention to prospects at listing presentations that you will maintain an electric folder for all communications and leads relating to their transactions, Murphy suggests.
  • Build long-lasting relationships using permission marketing. Keep a contact database to manage your data-mining efforts. Ask past clients or customers’ permission to send them information as it becomes available. E-newsletters present a great online permission-marketing tool, says Murphy. Creating a listserve can help you to dispense an e-newsletter containing useful information—for instance about a neighborhood school issue, tax referendum, or neighborhood watch—to customers at minimum expense and time.
  • Maintain a password list. It might sound obvious, but forgetting or confusing your passwords for access to your MLS, ISP, lock box access, e-mail, or company directory can create headaches. Murphy recommends keeping a “black book” of all your passwords, remembering that many passwords are case sensitive.

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This post was contributed exclusively for REALTOR® Magazine.

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