By Kelly Quigley, REALTOR® Magazine
Real Estate Technology Guide: Winning With Technology By Saul D. Klein, John W. Reilly, and Mike Barnett (Dearborn Real Estate Education, 2004)
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To succeed in real estate, you must stay a step ahead of the competition. And in today’s market, that means mastering the Internet and other technologies that can boost your productivity. If you don’t consider yourself on the cutting edge, this book by three of real estate’s better-known technology educators will put you on the right track. You’ll get a primer on creating Web sites, using the Internet as a marketing tool, and getting involved in online discussion groups.
The authors stress the importance of good technology training and of following a set technology “plan of action,” which guides your technology investments. Each chapter concludes with review questions and links to online tutorials and articles. “While many real estate professionals resist adopting technology, those who do so immediately set themselves apart from their competition,” the authors write.
Tips From the Book:
- Get a domain name. In real estate sales, your domain name—or Internet address—is as essential as a phone number. When you attempt to register a domain name, first try your last name (www.LastName.com); if that’s taken, try your first and last name; and if that’s not available, insert a dash between your first and last names. Even if you switch companies, your personal name will always identify you. It’s smart to register your domain name now, because it might not be available tomorrow.
- Beware of free Internet services. A number of services today offer free Internet access, but be careful because you usually get what you pay for. You may have limited service or you may have to accept advertising. Every e-mail you send may have a “free service” ad attached, which isn’t very professional. There also are free e-mail services like Hotmail and YahooMail, which have their place and purpose, but not as your primary business e-mail.
- Encourage Web site visitors to return. To drive people to your site and get them to return, you have to provide valuable content that appeals to your target audience. Consider local content that’s hard to find elsewhere, such as the Little League schedule, or information that’s valuable all-year-round, such as local movie listings, weather, or stock quotes. Remember that most people only buy a home once every five to eight years, so make sure your content will appeal to visitors even when they’re not buying or selling.
By Kelly Quigley, REALTOR® Magazine
Become a Mega-Producer Real Estate Agent: Profit From a Licensed Assistant By Robert L. Herd (Thomson South-Western, 2005)
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Running a successful real estate business alone can lead to quick burnout—and throw your personal life out of whack. So when 70-hour workweeks become the norm, it’s time to make a choice: scale back your operations or hire a licensed assistant. This book offers guidance on the second option, with tips on hiring someone who will relieve you of time-consuming paperwork and keep the business running smoothly, even when you’re on vacation. Learn where to recruit, how to interview, what to pay, and how much training to provide. You’ll also get a rundown of the “five deadly sins” to avoid as a boss if you want to keep a top-notch licensed assistant. The book includes a Q&A with high-producing practitioners and assistants, along with a number of sample employment forms that will come in handy when you’re hiring.
Tips From the Book:
- Look for the right characteristics. When interviewing candidates, remember people skills are among the most important skills a licensed assistant needs, as he or she will interact with your clients regularly and act as a substitute for you. The right person also should be good natured, very organized, and a quick learner. But be careful of hiring someone who really wants to be a full-time real estate salesperson, which could lead to quick turnover.
- Never criticize in public. Sincere praise for a job well done is a sure-fire way to motivate your licensed assistant to continue doing an excellent job, and congratulation in front of his or her peers is even better. However, if your assistant does something irritating or offensive, the discussion should be private. Confronting the person in public is the fastest way to lose a good employee, and it simply isn’t the right thing to do.
- Learn to let go. It might be hard to admit someone else can do your job while you’re away. But get over it. If you don’t get time completely away from your business, it has a tendency to devour you—leading to stress and burnout. People with the highest quality lives and most successful businesses also are best at delegating tasks to competent people. A well-trained assistant means you can be away for a two-week vacation but be fully in business 52 weeks a year.
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