New This Month
Print Article Archives
Reprints / Subscriptions
Editorial Calendar
Media Kit
Popular Features
Architecture Guide
Cost vs. Value Report
Good Neighbor Awards
Handouts for Customers
Top 100 Companies
Take a Quiz
30 under 30
Young Professionals
REALTOR® Emeritus
Architecture Guide
Cost vs. Value Report
Good Neighbor Awards
Handouts for Customers
Top 100 Companies
Take a Quiz
30 under 30
Young Professionals
REALTOR® Emeritus |  | Risk management Communication Policies to Minimize Risk | | ||
|  Three Lines of Defense Against Risk Keeping Risks Under Control Controlling Transaction Risks Agency Disclosure Avoiding Antitrust Risks Minimizing Liability from Contracts Fair Housing Risks Controlling Personnel Risks Communications Policies to Minimize Risks Insuring Against Risks More Resources: Controlling Business Risks Code of Ethics: Controlling Business Risks | Policy Tips for Effective Internet Use Technology trainer Matthew Ferrara of Matthew Ferrara Seminars in Boston has developed model Internet policies for heavy hitters, such as NRT, as well as state REALTOR® associations. He shares some insights into effective Internet management for brokers. Realtormag: What’s the most important consideration for a broker in developing a company Internet policy? Ferrara: First, a good Internet policy has to be usable; if it’s too complex, associates will just ignore it. We suggest creating checklists with no more than ten points to help users implement the policies. Checklists also make it easy for your managers to monitor how sales associates implement the policies on their personal websites and within e-mail correspondence. For example, you might want to create a checklist for associates’ websites that addresses the following issues: · Did the associate use the website design template supplied by the company (if applicable)? · Is the company’s logo presented in the right typeface, color, and configuration? · Is “REALTOR®” used in accordance with the policies of the NATIONAL ASSOCIATION OF REALTORS®? · Is there an address block with appropriate company, personal, and licensure information? · Does the site include an e-mail privacy statement approved by the company? · Are the links on the website on the company’s approved list of links and vendor partners? Realtormag: What else should a company consider when drafting an Internet policy? Ferrara: A good Internet policy can help brokers keep control of their data, especially private client information and listing data. An Internet policy should specify · Guidelines for Internet designers and site hosts that associates might work with for their websites. · How online listings and marketing information should be updated and managed, especially listings shared with other sites. · Acceptable formats and words that associates may use when registering their domain names. Some provisions might control how associates name their sites, advertise them, or link them in search engines. · Acceptable formats, recommended signature files, and storage protocols for e-mail. Certainly, a company policy on the use of unsolicited bulk, or SPAM, e-mail activities should be outlined. But other items, such as storing e-mail messages permanently for record-keeping, using a signature file that contains disclosure and license information for the consumer, and even responding promptly to e-mails, might be useful. Sometimes salespeople mistakenly place listings all over place and pay little attention to how the data is being manipulated, shared, and even re-sold. I suggest that the brokerage company develop a list of approved websites where associates can post listings, as well as checklists for making sure the vendor is in compliance with the company guidelines. Associates may even need to add a form to their listing presentation getting permission from the sellers to post information to the Web, in addition to the normal MLS, to any Internet Data Exchange programs in your area, and to REALTOR.COM listing channels. Realtormag: What else should be included? Ferrara: A policy requiring associates to use anti-virus software should be mandatory, for example. Additionally, the company’s policy on using e-mail to market themselves and their properties should be clearly defined. Associates should understand the need to get a customer’s permission before sending them online newsletters and other promotions. They also need to know how to get consumers to opt into mailing lists or e-newsletters and how to make it easy for consumers to opt-out of these lists at any time. Realtormag: Why bother creating an Internet policy? Ferrara: An ounce of prevention is worth a pound of cure, especially in our litigious society. Most violations of a company’s Internet policy are simple mistakes and misunderstandings. But brokers can stop most problems from arising with a little guidance and education. A good Internet policy becomes part of the overall office policy—guiding associates in the most ethical and professional conduct for all aspects of their job. Realtormag: How should brokers start developing their policy? Ferrara: There are many methods. One is to start with a template and edit it in conjunction with their managers, top salespeople, and legal counsel. Never use a template out of the box, as it might not correspond to the local or state laws. Another way to create a policy is to make a checklist of items—privacy policy, copyright protection, advertising procedures, record-keeping requirements--and then do a little brainstorming session with top salespeople, legal counsel, and perhaps a qualified technology person who can speak to the mechanics of how to implement any guidelines the group envisions. Each company’s policy should be guided by its market strategy, ethical standards, business model, and applicable laws. TIP: Train your sales associates in the effective use of e-mail using the Realtormag Sales Meeting Tool Kit. TIP: Help control inappropriate use of the Internet by installing content filtering or monitoring software. These programs allow you to block or monitor Internet usage on computers connected to the company’s network. —Mike Foster, "Reclaim Your Profits," Executive Excellence, Executive Excellence Publishing, May 2001 5 Copyright Caveats > | Keep It Ethical In developing a Web page, as in all other advertising, be sure that the company and its agents present a true picture to the public. (Article 12 ) |