| INTRODUCTION Modern inventions such as DVD, the digital camera and hand held devices continue to have significant impact on the real estate professional. More important, the proliferation of the internet continues to have a profound personal impact on the agent and their customers. The real estate agents longevity and capacity to achieve a higher profit margin depends on their ability to embrace, incorporate and manage technology at home and at work. The importance of the internet to the real estate industry continues to rise. Computer users have drastically increased, and most consumers know what a dot com address is. The focus, challenges and opportunities on-line change almost daily. At a recent seminar, a dot com CEO remarked, "in the Silicon Valley, if you ask me how many employees I have, I'll have to ask you; what time is it?" As we blink an eye, the internet changes, and the effects of it are not only felt in the Silicon Valley, but everywhere. For real estate professionals, the internet offers valuable insight as to the speed at which technology is born and moves, and how it effects our daily lives. We are progressing beyond what were once considered inconceivable advances in technology that dramatically impact our current lifestyle. Throughout history inventions such as the video recorder presented new opportunities. For example, while local and national video rental chains multiplied a hundred fold overnight, altered entertainment and created new jobs, the phenomena did not impact how agents list and sell real estate. The internet, however, impacts everything. Since the internet has changed the way in which we work and play, there is no escaping it or "curing it" as if it were a bad cold. Learn it, use it and profit from internet strategies discussed in this book. "Why Do Realtors Need to Be On-line" was a standard course I taught five years ago. Today, agents have new internet challenges that include driving traffic, generating qualified leads, selling referrals, bringing buyers and sellers together, coordinating a transaction and completing a sale on-line. It seems silly that at one time I had to convince agents to use the internet. The early "how to's" of getting on the internet (i.e. navigation, design, speed, etc.) are now simple, daily tasks that are easily managed by agents who net-surf frequently. Agent's on-line goals have evolved from surfing the web, to developing web pages, to building strategic business alliances. Agent Guru® examines e-business practices and how successful agents, through continuous change, have learned to reinvent themselves. The reinvented agent has a new modifiable business model that includes integrated technology products and services. The reinvented agent invests his or her own money and time building a long-term strategic business plan. The reinvented agent continually evaluates new business opportunities and creative real estate strategies. The agent who is thriving in the boom market of today will inevitably see reverse market conditions and during the course of their careers, will undoubtedly experience market fluctuations. The question is, will they be prepared? History tells us that market conditions change. If you are an agent who, as of yet, has been unwilling to reinvent yourself and incorporate new ideas (specifically the internet) into your long-term business plan, it may be too late; too late, because sound internet business models are being built by the thousands by aggressive, young entrepreneurs with a good idea, tons of venture capital and the determination to get a piece of the action. Tens of millions of dollars are being spent to bring buyer, seller and the ancillary professionals together on-line with giant websites that provide impressive aggregates of data and services, all without the direct involvement of a real estate professional. Several of these national websites charge the agent a referral fee in return for a qualified internet lead. Some sites charge a yearly fee to be a member as well as the referral fee. Other sites simply eliminate the independent, commissioned agent and provide qualified prospects to their own salaried agents. Consumers are becoming more and more comfortable in this non-traditional real estate environment. Consequently, estimated on-line real estate transactions this year with major portal sites are expected to be approximately eighteen percent of the total transactions nationwide. As the internet grows exponentially, numerous sites emerge providing all manor of free services. These services may include the transfer of utility service, mortgage applications, relocation services, insurance information, home repair and maintenance, etc. The list goes on. A "one-stop-shop" site, known as a portal website, presents unlimited possibilities that allows the consumer to buy one or more services at the "click" of a mouse, in addition to providing them with complete real estate service. Not only is the agent competing against other agents and these giant portal websites, many of which are owned and operated by major conglomerates, they are also competing against thousands of "for sale by owners," who can now post their own home for sale on the web without any cost to the homeowner. Many of these "for sale by owner" sites started around 1994, but were unsuccessful because the internet had not yet been adopted by the general public. Those same "FSBO" sites have taken the time to analyze and identify market strategies and have learned from their mistakes. Now, these sites are bigger and better and are successfully competing against the agent. The traditional agent must have superior strategies and services both off and on-line to gain the competitive advantage. During the mid 1980s, anyone with a real estate license could be successful. Consequently, agents did not have a professional image with the general public. With technology, the real estate agent, who was once compared to a used car salesman, has evolved into a true professional. Real estate sales is no longer the "get rich quick" job for the retired, bored, or individual who marches to a different drummer! Today, most real estate professionals are full time and very good at what they do. Technology has helped to eliminate the incompetent "wanna-be" agents. Today's professional agent, who I have identified as the agent guru®, works long hours and earns every penny they make. It is the age of the agent guru®. By definition, the agent guru® of the new millennium is savvy, well educated and experienced, not only in real estate, but technology, customer service and all other consumer needs from financing to home furnishings. The agent guru® must provide an invaluable portal of useful consumer services from his or her own website. The agent guru® must also be linked to various on-line listing databases and registered with all the major on-line websites providing comprehensive services and lead generation. Agent's must be set up to receive faxes from their website, provide real time on-line chats, provide a secured area where buyers and sellers can check the status of their transaction, and ultimately conduct the entire transaction through their web browser! If you are not an agent guru® yet, relax. There is still time to be one! Read this book! Learn about agent portal promotion, affiliate hyperlinking, what makes an agent successful on the internet and much more! WHAT THE CHAPTERS INCLUDE: Chapter 1, Understanding The Website Process This chapter discusses the differences between a static and dynamic website. It outlines and identifies interactive website tools and gives the reader an in- depth look at the relevance and need for website promotion. Chapter 2, Hyperlinking, The Key To Driving Traffic Hyperlinking consists of both internal and external elements that are used to build affiliate partnerships on-line. This chapter gives you a definition and understanding of hyperlinking as well as agent, office, national and other types of ancillary hyperlink information. It also discusses the real estate agents listing link options. Chapter 3, Developing A Successful Site This chapter discusses domain name usage, statistical tracking, architectural setup, marketing, on-line affiliations and maintenance. It provides you with examples of top agent website strategies and their tips for on-line success. Chapter 4, Search Engines Examine the misunderstood and misguided information about search engines. Learn about search registration versus submission, techniques for high visibility, how the top engines work, and the meaning of "guaranteed placement". Chapter 5, Know Your Competition On-Line Just as the agent needs to know off-line who their competition is, they also need to know the on-line competition! As an internet real estate novice, intermediate, or expert net-surfer, it may be difficult to analyze your on-line competitors and their strategies if you do not know what to look for. This chapter examines friend and foe on-line, and what experienced agents are doing to make a difference. Chapter 6, Reinventing The Agent Imagine yourself as the consumer and not as a real estate agent. The consumer has a harder time deciphering real estate lingo than web acronyms. Chapter 6 gives you insight into consumer internet expectations and provides information about on-line contact management, intranets, and new real estate concepts. Chapter 7, Real Estate Trends Hand held devices, WebTV, high speed lines, telecommuting, job sharing and other technological advances, that are already here, will effect an agents future decision making. Gain information about how these advances will continue to impact you and your business. Agent Guru® retails for only $24.95. (plus $3.50 shipping & handling) Just click the order button below for our secure order form. |
