Property Management
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The 2001 Technology To-Do List
the buyer feel about the professionalism and value of the person who can provide them with this valuable information? The C List: The last grouping of technologies all have value, but are below the "A" and "B" lists in terms of what they can add to the typical real estate agents income, productivity and time savings. This is not to say that you should avoid these technologies, just that they should not be addressed until you have fully exploited the more important, and productive, technologies above. Desktop Publishing - One of the biggest technology traps that seems to ensnare real estate agents is Desktop Publishing, (DTP) software. Whether you"re considering PageMaker, MS Publisher or another DTP program, you probably shouldn’t, unless you’re a truly advanced technology user. Few agents are competent graphic artists, and fewer still can spare the precious hours needed to become competent in creating effective marketing pieces. Given that Top Producer and PREP both come with comprehensive, and customizable marketing flyers, brochures, postcards and even door-hangers included within their software, there"s little to be gained from pursuing desktop publishing. Mapping & Demographics - One of the great benefits of the computer age is the ability to purchase electronic information. Every day the availability of software for mapping, demographics, school information, and public records increases. While all of these categories lend themselves to providing greater customer service and personal efficiency, they do not represent products that provide the immediate return on investment that most real estate agents are looking for. Additionally, these types of information can often be found on the Internet, and for free. Digital Camcorders – While the promise of affordable, all digital motion photography is coming, it’s not yet a “price productive” technology. If you want to create your own digital multi-media, take a look at the Dazzle Digital Video Creator from Dazzle Multimedia instead. For under $250 you can create computerized video files from your existing camcorder or VHS player and then use these clips for distribution via CD ROM, email or for download from your personal website. Web-Enabled Phones – While the commercials make these new tools seem both practical and nearly indispensable, the fact is that there’s only so much you can read on the small screens that come with these units. Just imagine that you’re trying to read this entire article on a cell phone display and I think you’ll get the point. In addition, the current technology only allows for communicating at about 10K – less than a fourth of the speed that even dial-up Internet users enjoy. While they may have many uses for business people in general, and certainly represent the future, the typical real estate agent doesn’t need to invest in this technology, yet. Your Future As you plan your new year, whether for yourself or your associates, I sincerely hope that you will reflect on the above to-do list in order to determine how effectively you are using technology, and to set realistic goals for implementing newer technologies into the future. On a final note, regardless of where you are on the technology curve, realize that the shift to technology for enhanced productivity and production is an on-going process and that without effective training, results will typically be marginal.Pages: 1 [2]