Technology Tools for Real Estate

Let me start out by saying, it can’t be done!

Even if you scoured the Internet 24/7, signed up for every new online tool, purchased every new tech gadget, and ordered every new software update—assuming that it was humanly possible to do all of this—you’d still be behind. The pace of change in technology is so rapid that it’s impossible for most tech experts to keep up, let alone real estate professionals who have other things to think about.

So don’t try to “keep up” with technology. Instead, recognize that for agents and brokers, technology is a means to an end. It exists to help you do business, that is:

To connect with potential clients;
To market yourself or the properties you have listed; and
To facilitate communication before, during, and after a sale.

Figure out which of these things you need to be doing better and then identify the hardware, software, and Internet services that will help you get the job done. Become an expert in the handful of technologies that improve your marketing efforts and enhance your ability to serve your clients. Learn all you can about those technologies and always be on the lookout for new and better tools that do the same thing.

You can’t be an expert on everything, so first and foremost be an expert on your business and what works for you.

Real estate agents and other independent contractors who have to buy their own equipment often ask how long a computer should last, and how often they should expect to have to purchase a new one.

Most experts agree that you’ll probably have to replace your computer every 3-5 years. That being said, there are a number of variables that can shorten or lengthen your computer’s lifespan.

What kind of computer do you have? In general, business-grade computers are built with better components and are designed to be used reliably day in and day out. The typical consumer doesn’t run his or her computer 40+ hours a week non-stop, so consumer-grade computers are built with less reliable parts to help keep the cost down. Thus, a computer designed and built for business will probably offer you better performance over a longer period of time.

How do you take care of your computer? Extremes of heat or humidity can bring your computer to an early demise. Desktop computers should be kept free of dust and dirt, and portable computers should be handled with care. When plugged in, your computer should always be on a surge protector to minimize power surges that can burn out computer components.

How do you use your computer? If you’re only using your computer to check e-mail and log in to your local MLS on the Internet, you’ll probably be able to use it longer. The main thing that causes people to have to replace computers is they want or need to use software the computer can no longer run. But if you’re not upgrading to the latest software and you’re not trying to use the newest computer applications, you can probably continue to get by with an older model. Keep in mind, however, that software companies often force you to upgrade; when it’s time to renew your anti-virus subscription, for example, you might find that you’re required install a new version that is too powerful for your older computer.

Did you buy it with longevity in mind? One way to keep your computer as long as possible is to invest more in it in the beginning. First, as we’ve already mentioned, look for a computer built for business. Then, try to get as much memory (known as RAM) as you can afford. It will most likely be lack of memory that will keep you from running newer software down the road. Invest in a large hard drive so you don’t run out of storage space. Also, when you have a choice, always purchase a computer with the newest operating system rather than an older one that is likely to be phased out soon.

Is it rude to put one person on hold while you take the call of another person? I think so and I try never to do it when I’m on a personal call. In fact, I think it’s great that technology makes it so easy to know that someone else is trying to reach you and equally great that it’s easy to get right back to the caller you missed.

I’ve always been certain about this when it comes to personal calls, but what about business? And in particular, what about for real estate professionals—do the same rules apply? In real estate, your phone is your connection to your clients and to the world. When you’re busy and doing your job well, you can spend a great deal of time on the phone.

Is it rude, for example, to put Client #1 on hold to talk to Client #2 about a completely different matter? Is it rude to put Party #1 on hold while you answer a call from Party #2, who’s involved in the same transaction and may have some information to share that will change what you need to say to Party #1? Or is call waiting just rude, period?

What do you think?

When someone starts following you on Twitter, Twitter sends you an e-mail so that you have the opportunity to follow them back.

Recently, I received a follow notification from a real estate professional who was obviously new to Twitter. Up to that point she had sent out 7 tweets—all of them describing properties for sale. Also up to that point, she was following about 2,300 people.

She was taking what I would call the shotgun approach to using Twitter: blast as many people as possible with your message. Don’t worry if you don’t know these people and they don’t know you. Don’t worry if your messages are repetitive or even boring. It doesn’t even matter if the people you’re following are in other countries and speak a language other than English (as is true for some of her followers) and therefore not likely to be interested in property for sale in your small Midwestern town. At least you can tell your clients that you are using a Twitter to market homes.

True, but irrelevant.

Twitter is a great tool when used well. It’s wonderful, for example, for staying in touch with people, building relationships, keeping abreast of what’s going on in your community or the world, and sharing timely, valuable information. You can use it to meet people you might not ordinarily have met, enlarge your circle of contacts, and maybe even become known as an expert in your field.

But to use Twitter like a billboard, to constantly post useless messages about your own agenda—sadly, that squanders Twitter’s potential.

Need some ideas to help you put Twitter to work? See our recent post.

If you’re thinking of using e-mail marketing, make sure you honor these 7 habits for success:

1. Permission. One of the major reasons to launch an e-mail marketing campaign is to develop your relationship with prospects and clients. You can’t accomplish that without their consent. Also, permission is an essential first step for keeping everything legal.

2. Purpose. Don’t send e-mail just to be sending e-mail. Your campaign needs to have a purpose. Are you trying to find buyers in a tough market? Is your campaign designed to stay in touch with former clients even though they’re not thinking of buying or selling right now? Are you trying to solidify a client base for the future? Be clear about the goals of your campaign because what kind of marketing message you send out depends on what you’re trying to accomplish.

3. Planning. Develop a schedule of what you want to send and when. Don’t bombard people with so many e-mails they grow to hate seeing your name in their inbox. On the other hand, don’t let so much time elapse between mailings that people forget they gave permission to receive your messages.

4. Privacy. Respect the privacy of your contacts and never use their e-mail addresses for anything other than the stated purpose. Make sure whatever contact method you use includes a surefire way to unsubscribe.

5. Pertinence. The information you include in your e-mails has to be useful, timely, and entertaining. Otherwise, it will never get opened and it will never be read: purpose defeated.

6. Professionalism. The best option is to work with an e-mail marketing company that designs your templates and prepares your message content. That way you know everything looks good and works right. If your budget is tight and you’re doing much of it yourself, at least do your research to find the best resources on the Internet.

7. People. Real estate is and always has been a people business. It’s people who buy and sell homes and it’s people who refer you to other people. So make sure your e-mail campaign is people-oriented. Infuse a bit of yourself and your personality and cater your messages to the needs and interests of real people.

For more e-mail marketing tips, see these 10 E-Mail Marketing Mistakes to Avoid.

How Real Estate Agents Can Keep Up with Technology

How Long Should Your Computer Last?

Is Call Waiting Rude?

The 7 Habits of Successful E-Mail Marketing

Tech Tools for Real Estate

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