High Tech? Low Tech? No Tech?

Using Technology to exceed client expectations . . . but how do you know what they want?

Submitted by Wendy Grego, Shelly Hobbs, Elaine Reese & Joni Orders
Tech Users Forum Subcommittee

The Tech Users Forum has presented several presentations this year on technology products and services to enhance our jobs as real estate agents. Topics have ranged from electronic faxing, computer and website security, personal websites and blogging, website integration with MLS, virtual offices, automated feedback, handheld devices and ePro certification. This does not even begin to include all the vendors at Tech Day!

are well composed, easy to read and do not break any rules of courtesy and professionalism. Please don't forget to properly use terms and punctuation. You should examine everything from the email header or banner down to the grammar and formatting of each e-mail message.

With all of these technology resources at our disposal, our group moved on to discuss how we can harness some or all of this technology to meet our client's expectations. Not a small task!

What do they want?
The basic question to first ask is ? how do we know what a client wants? The National Association of REALTORS® (NAR) funds several wonderful surveys and studies and then provides this information to its members. Their "2005 National Association of REALTORS® Profile of Home Buyers and Sellers" addresses many needs/wants as well as characteristics of both buyers and sellers. Agents with a finger on the pulse of business should regularly check the members' only section of the NAR website (realtor.org) to learn what else is available to assist you.

Communication
A common theme is communication -- buyers and sellers want an agent to tell them what is going on. Text and instant messaging can be used to "converse" with clients in a quick and easy format. Some things to consider with IM & text messaging: 

• Know the lingo -- to make things really fast many words and commonly used phrases are abbreviated -- be sure you understand and are understood (watch for typos!) 
• A great resource for all things IM -- visit www.bigblueball.com 
• Most important-- if you are signing up for IM to communicate with someone specific _ be sure you sign up for the same IM service; not all products allow chatting except within that product (See www.bigblueball.com for interoperability chart) 
• When setting up an account -- providers ask many questions and for a lot of personal information, check for what is required and decide if you want to provide or not -- much of what you submit may be viewable by others

Blogging
Another method of communication is blogging -- or keeping a web log (shortened to "blog"). Blog content must be kept up to date-- dedicated bloggers usually update their content daily if not more frequently. This also serves as a self promotion and marketing tool to position oneself as an expert in the field of real estate and the community. Keep content fresh and interesting to keep potential clients returning to the site.

A note of caution when it comes to blogging: This can quickly become a comfortable way to communicate with customers/ clients as it can feel much the same as a conversation. But herein lies the danger as the way we communicate verbally is often quite different than how we communicate in written form. Be ever conscious of the fact that everything you write can be copied, saved, printed, distributed, edited and/or used against you. Be careful not to become too casual in your written communication.

Netiquette e-Mail
Most agents use some form of e-mail to communicate with clients as well as other agents and business partners. But are you using it correctly?

"Netiquette" is the term for etiquette used on the internet. Be sure that your e-mails

Is it email or e-mail or can they be interchanged? Actually, the proper use is "email" with the dash. (If conversing with someone who speaks French or German -- email could be interpreted to be enamel.)

According to the experts, the "e" is always lower case. When using it to begin a sentence the "m" should be capitalized (i.e. e-Mail). Again check online resources for proper use of words and grammar. The most important considerations here are to consider the audience and take the time to proofread.

Education
Education is the key to success. You can educate yourself with internet research, broker sales meetings, professional publications, or professional development seminars and workshops. If there is a topic of interest to you -- there is probably a course out there to take in the classroom or online (and CE is usually available).

Professional development not only teaches us new services and tools, techniques, or laws, it can also teach us how listen to and understand clients. If we truly listen to and observe our clients, we can better understand their needs, fears and motivations. This way we can then use some of our technology tools to meet those needs.

There are also computer based business planning tools that will build a business plan for you. As a scholar once said, "Planning is the foundation upon which all else is built" -- technology does not change that -- it just makes it a little easier!

Just do it!
The most important kind of technology is that which you will use. So attend our presentations and other educational courses and decide how to apply one good technology tip / tool / idea to your business. Most importantly -- implement the tip / tool / idea! You will never know until you try. And if at first you don't succeed -- try, try again!

Review the use of technology and ask "how is that working for you". If it is, can it be enhanced? If not, what else should you try?

Don't be overwhelmed by all the choices or give up without trying something. As the often quoted Nike ad says, "Just do it". Find a technology tip that fits your business plan, identify your intended audience and then start something new. It may be the beginning of a whole new you! Good luck!