TECH WATCH
The always-on option
GMAC Embraces Blackberry
Giving associates the option to increase their connectivity could aid customer service.
REPORTED BY MICHAEL ANTONIAK
In one of the broadest endorsements of wireless convergence technology yet seen in the real estate industry, GMAC Home Services has just announced plans to offer Research in Motion’s Blackberry devices to all 20,000 of its sales associates in the U.S. and Canada.
Starting this month, brokers and salespeople for the national franchise will be able to purchase Blackberry devices and support services at special discount rates through the company. The Blackberry line of handheld devices is RIM’s proprietary hardware platform for its “push” wireless technology. Always on and always connected to the Internet, Blackberry devices empower users to send and receive e-mails and short text messages, anywhere, any time. Depending on the device and local supports services, Blackberry owners may also be able to make and receive cell phone calls or retrieve MLS data with the handheld.
“As a franchisor, we believe it is our responsibility to offer our associates the tools that can help boost productivity in real estate. In our business, the simplest solution is often the one that’s most beneficial,” notes Lane Barnett, GMAC’s executive vice president for marketing and communications.
Mark Guibert, RIM vice president for branch management, considers the announcement an indication a growing interest in wireless technology within the real estate industry. “Real estate agents are the epitome of our target market,” he says. “It’s become important for them to go beyond traditional pagers, cell phones, and PDAs and take advantage of newer, wireless handhelds that also support additional capabilities such as e-mail and MLS access.”
GMAC's choice of Blackberry as a wireless solution follows an evaluation of current options in convergence devices. The search was undertaken to identify devices that would allow sales associates to take full advantages of today’s wireless options without overburdening them with multiple pieces of equipment to carry and technology to learn. Barnett says RIM’s reputation and success as a premiere provider of wireless services, the breadth of its service network, and the performance of its devices made it a relatively easy choice.
“We compared the different platforms, and Blackberry emerged as the standout for the specific needs of real estate,” Barnett says. “It has a history as a leader in wireless data, and the devices are already being used around the world.” Other factors that guided the decision included Blackberry’s compatibility with the Web-based version of Top Producer, Top Producer 7i and its support for wireless MLS, where available.
“Right now, we’re aware of three large MLSs—Boston, Tucson, and Sarasota, Fla.—where GMAC associates can use this tool,” reports Barnett. “We believe as interest in the solution grows, more MLSs and their technology vendors will work together to enable agents to use wireless tools such as the Blackberry.”
Barnett believes Blackberry’s ability to meet the information and communication needs of those who spend much of their day out of the office makes it a good fit for real estate professionals. “It’s the only convergence device we looked at that allows real estate sales associates to be fully operational in the field,” he observes. “They’ll no longer need to carry a separate pager or cell phone, and they can have their contact information when they need it, all from one device.” He also predicts the hardware and support services will enable GMAC associates to provide better, more timely service to customers.
Like most real estate organizations, GMAC’s sales associates range from those who chase the leading edge of technology for a competitive advantage to those who resist innovation for fear of being overwhelmed by its complexity. Barnett expects associates already familiar with the Blackberry to quickly adopt it. Others will need to be convinced of its value. To help build awareness, GMAC will incorporate the Blackberry into its existing training programs for new agents.
With its endorsement of Blackberry, GMAC has made it easier for all its sales associates to adopt a tool that promises to improve how they interact with clients and the office. It’s a commitment that makes a compelling case for a broad-based acceptance of the wireless convergence within the real estate industry.
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More Resources:
For advice on choosing wireless devices, click Q&A.
E-Mail, Anytime, Anywhere , Mike Antoniak, February 2002.
Sidekick Offers New All-in-One Mobile Solution , Mike Antoniak, November 2002.
Wireless Solution for E-Mail, Anytime, Anywhere , Mike Antoniak, September 2000.
Previously by Antoniak:
Comdex/Macworld Update
Tech Watch: Tech Strategies for 2003
A Quick Fix for E-Mailing Photos
Improve Your Web Response
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Do you have technology you’d like to learn more about or a new user twist that you’d like to share with your peers? Let me know about it by e-mailing antoniak@dtccom.net, and I’ll do my best to give it the coverage it deserves.
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