The List Issue 2005: Technology

COVER FEATURE: The List Issue 2005 - Technology

An ever-changing skill set
Wireless access: troubleshoot set-up glitches
5 ways to enhance your Web site
5 weeks to better computer skills
Free Web resources
8 essentials for a productive home office

The List Issue 2005:Technology

An ever-changing skill set

Being a real estate success requires excellent people skills; that’ll never change. But today, technology skills also take center stage. Consumers expect quick e-mail responses, a lot of online photos, and a practitioner who knows the ins and outs of Web marketing. Evidence of the industry’s growing reliance on technology is seen in a 2004 NATIONAL ASSOCIATION OF REALTORS® report: REALTORS® typically conduct nearly a quarter of their communication with clients over e-mail. Half of REALTORS® have their own Web page, and nearly all—97 percent—own a personal computer. So, if you haven’t merged technology into your business—or kept up with the latest developments— it’s time to catch up. Here are ways to become more proficient, whether you’re trying to go wireless, setting up a home office, or just beginning the path toward computer competence.

Wireless access: troubleshoot set-up glitches

Problem: Setting up wireless Internet access in my home is supposed to be easy. Why am I having so much trouble getting a connection?
Solution:
Isolate the problem. If there’s a wireless switch or button on the side of your laptop, make sure it’s turned on. Also, confirm that your computer is attempting to connect to your own network and not a neighbor’s. If you still have a problem, it’s likely due to a physical barrier interfering with the signal or a communications problem between the computer and the wireless transmitter. To find out which one is the culprit, right-click on your computer’s network icon, typically found at the lower right corner of your screen, and view the network signal strength. If it’s low, a barrier is likely the problem. If it’s high, your computer probably isn’t communicating with the transmitter.

How to fix a physical barrier problem. Ideally, the computer and transmitter should be as close as possible to the center of the home. Marble, steel, concrete, refrigerators, and microwave ovens can disrupt wireless signals.

How to fix a communications problem. If your computer and transmitter aren’t in sync, they can’t communicate and you won’t be able to tap into the network. To change settings on your transmitter when you don’t have a signal, you’ll have to connect the transmitter to your computer with a network cable. That will allow you to access the transmitter’s configuration utility, which allows you to change its channels, security settings, and network protocols. Refer to the transmitter manual for specifics on your model.

These are the key settings to check:
Wi-Fi standard. The most common Wi-Fi standard is 802.11b, but some devices operate on 802.11a or 802.11g. Check the configuration utility to make sure it’s using the same standard as your computer. If you don’t know what standard your computer uses, consult the manufacturer’s guide.
Security protocol. Find out what type of security protocol, if any, is enabled on your computer and transmitter. WEP (Wired Equivalent Privacy) is the traditional encryption standard; WPA (Wi-Fi Protected Access) is a more recent introduction. Make sure the computer and transmitter are using the same one. Another common security solution is MAC filtering, which requires you to enter a serial code into the transmitter’s configuration utility to access the network. The code can be found on your PC card or antenna or by calling your computer manufacturer’s support line.
Radio channel. Your computer must be on the same radio channel as your transmitter for the two to communicate. Check this on your computer’s network settings and on the transmitter’s configuration utility.

Call an expert if needed. If you followed these steps, and you still can’t get a connection, it’s time to have an expert troubleshoot for you.

Source: Stephen Canale, Ann Arbor, Mich.-based technology consultant and trainer, www.canale.com.

5 ways to enhance your Web site

1. Target a niche. It’s nearly impossible to connect with everyone in your market, so choose a specific audience. Start by identifying something you’re passionate about—like working with first-time buyers or selling waterfront properties—and craft your content around that niche.
2. Center on your audience. Instead of writing all about you, tell customers what’s in it for them. Focus on how your services will make their lives easier. Turn every “I” on your site into a “you.” If you include a bio on your site, keep it brief, and use bullet points to list career highlights; bullets are easier to scan on the Web.
3. Make compelling offers. Put yourself in the shoes of prospective customers to create tools and offers that appeal to your niche. Offer valuable tips and resources people can use as they buy or sell.
4. Speak their language. Mold your writing to your target audience. It makes sense to explain basic real estate terms to first-time homebuyers, but that approach may seem insulting to prospects in a high-end or second-home niche. And remember to edit MLS property descriptions to remove abbreviations the general public likely doesn’t understand.
5. Add online discussion forums. Create a sense of community by allowing your Web site visitors to post comments or questions, which you can answer online. It shows off your expertise in real estate and technology, and it keeps visitors interested. However, this tool works only if you have a well-planned niche and visitors share similar interests.

Sources: Michael J. Russer, a.k.a. Mr. Internet (help@askmrinternet.com), Internet consultant and speaker, Santa Barbara, Calif.; Jon Krabbe, Web strategist, Agent Image Inc., Marina del Ray, Calif., www.agentimage.com.

5 weeks to better computer skills: Study guide

Finally ready to jump on board with the latest computer technologies? Follow these steps and in five weeks you’ll be on your way to achieving computer competence.

Week 1
Take inventory. Ask yourself: What computer hardware and software do I use? How skilled am I on the Internet? Am I comfortable communicating via e-mail?
Once you’ve identified your shortcomings, seek training so that you can use your existing tech tools to their fullest. If you rely on generic software like Microsoft Office, find online training at the software Web site. For real estate industry-specific software, such as Top Producer, check with your local association to see if training is available and schedule the time for it.
Are you taking full advantage of your local MLS’s software or tools? Contact the MLS or your local REALTOR® association to inquire about training. Often, it’s free.

Week 2
Develop a technology plan. Determine what you want to accomplish this year. More listings? More repeat customers? Once you determine your goals, you can find software to help you reach them. You may benefit from money-management software like Quicken that eases accounting and financial planning, or maybe you need to invest in software that helps you track prospects.
Look at your hardware needs, too. Would a handheld device or Tablet PC make you more efficient when you’re away from the office?
If you’re using a free e-mail account, switch to a business-focused program that will let you organize your contacts and project a more professional image.

Week 3
Begin the path toward becoming an e-PRO®. Now you know what tools you need. Gain more knowledge of your options as you start working toward your e-PRO® certification, which can be completed online in four to six weeks.
You’ll learn about hardware and software options that would be a good fit for your needs, and connect with other professionals who can recommend tools or keep you from repeating their mistakes. The courses will also teach you how to use the Web to reach prospects and how to use e-mail for marketing and risk reduction.
Join an online forum such as RealTalk (www.internetcrusade.com) to network with other real estate professionals and keep up to date on national trends.
For more on e-PRO, go to www.epronar.com.

Week 4
Get your own domain name. By registering for a domain name, you get a unique e-mail address that won’t change if you switch your Internet service provider.
By using an e-mail forwarding service, your e-mail address can reflect your own name (John@JohnSmith.com) rather than that of an outside Internet service provider (John@hotmail.com).
You also get an address for your Web site—whether or not you have one yet. A domain that features your name is best, as it will always identify you even if your company changes.
If you don’t have a Web site, now is the time to begin planning for one that caters to your niche. Use skills you learned in e-PRO® training to interview Web site developers and set goals for your site.

Week 5
Incorporate your domain name in marketing. If you have a site, promote it on business cards, billboards, and other marketing materials. Fully incorporate your Web site into your marketing strategy to deliver a consistent message.
Follow up: Don’t let your knowledge get stale. Make sure you really understand how your Web site works, and learn how to add consumer-friendly features like virtual tours. Take advantage of training seminars, and be in the know about the latest productivity tools. Your goal should be to stay ahead of the competition.

Source: Saul Klein, president of San Diego-based InternetCrusade and co-author of Real Estate Technology Guide: Winning With Technology (Dearborn Real Estate Education, 2004).

Free Web resources

The Internet is full of great resources, so many, in fact, that it’s sometimes hard to find exactly what you’re looking for. So we’ve made it easy: Here are six Web sites that’ll broaden your knowledge on a variety of topics, from home inspections to interior decorating. For more sites worth your while, read our semimonthly Web reviews at REALTOR® Magazine Online.

Sperling’s Best Places (www.bestplaces.net). This site bills itself as “the ultimate resource for relocation, recreation, and retirement,” providing neighborhood profiles and rankings of how different locales fare for stress levels, dating, and other quality-of-life issues.

American Society of Home Inspectors (www.ashi.com). Expand your knowledge of what goes on during a home inspection and learn what red flags to look out for. Take a virtual tour of a home to see photos of typical problems found in each area.

HowStuffWorks.com. When you have a question about how something works—from blogs to credit reports—you can find answers here. Learn about the inner workings of home appliances, landscaping tools, Wi-Fi, and other stuff that will help you be more knowledgeable on the job.

FindLaw (www.findlaw.com). Get information on legal issues relating to tenants’ rights, neighbor relations, and construction defects. Also, search for law definitions and read state and federal legislation on real estate matters.

HGTV.com. The online base for Home & Garden Television offers free resources on decorating, remodeling, crafts, and gardening. The best parts of this site are its fun interactive tools and online demos that show you exactly how a project gets done.

REALTOR.com. This site will start customers on their way to finding the perfect home. In addition to searching more than 1 million home listings, consumers can learn about different neighborhoods and figure out which architecture styles they like most. Another tool, “Market Conditions,” provides a snapshot of current conditions in customers’ areas, as reported by local real estate professionals.

Source: REALTOR® Magazine Online

8 essentials for a productive home office: Checklist

Working from home has its perks, but it also has drawbacks—namely, the tendency to get sidetracked with non-work obligations. These are the ingredients for a professional “escape” where you can really get business done.

A room that works. Before you decide where your home office will be, evaluate every room in your home. For each room, ask yourself: Will distractions be kept to a minimum? Is there ample lighting? Is there enough room for all my equipment, files, and supplies? Are there enough electrical outlets? Would it be difficult to run a phone line and Internet access wiring into this space?
Quality furniture. You don’t have to spend a fortune to have a presentable office. When purchasing furniture, look for an ergonomically correct desk and chair. Function matters more than appearance. If space is limited, an armoire with space for your computer equipment is ideal. Measure your space before you buy; you may see a desk or filing cabinet that fits your decor but is too large for the room.
A reliable phone and messaging system. When people call your home office and you’re not there, are they getting a professional response? Consider forwarding your business line to your cell phone when you leave your office so you don’t miss important calls. Use an effective voice mail system, and check your outgoing message after you record it to make sure you’re the only voice and sound on the recording.
A computer and printer. Buy the best you can afford. A slow computer can cost more in lost business than it would to upgrade or replace. Add a backup system—Zip, Jaz, or tape drive—to back up the irreplaceable information stored on your computer. Back up your data daily or weekly, depending on how often you use the computer. A quality printer also is a must. The most potent image some prospects will have of your company is what you send them, so whatever leaves your office needs to be top-notch.
An easy-to-use filing system. Use hanging folders for main, general categories and interior manila folders. The maximum number of documents you want in each interior file folder is about 20 sheets. Periodically go through your files and toss papers that you no longer use. Remember, the easier it is to use your filing system, the more you’ll use it.
An effective planner and organizer. Whether paper-based, computerized, or electronic, you need a planning system so that you can keep track of daily and weekly tasks and store client information. A good system ensures you remember your appointments and lets you retrieve client data quickly.
A place to store stationery and extra supplies. Store such items in a closet, on shelves, or in drawers. Group supplies by type so that you have only one place to look for that type of item. Save money by buying in bulk, but buy only what you have room to store.
Other tech tools you use often. How often do you use a fax machine or copier? If the answer is not often, then don’t bother making a purchase. But if you need to use them many times each day or week, do some research on different models and buy one that fits your budget and your specific needs.

Source: Lisa Kanarek, author of four books on working from home and founder of HomeOfficeLife.com, Dallas

ONLINE EXCLUSIVES

To learn about discounts available to members on technology products and services offered through the REALTOR VIP® Alliance Program, visit REALTOR.org/store.

Visit REALTOR® Magazine Online (REALTOR.org/realtormag) and click Current Links to see the contents of our last two list issues and to find thousands of pages of online exclusive content, all geared to helping you succeed in business and in life.