"Mine Dollars with Customer Database Magic!"
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8/1/03 Interview with Dirk Zeller Real Estate Champions 5 NW Hawthorne Avenue, Ste. 100 Bend , OR 97701 ![]() |

The Challenge of Technology
- The biggest challenge to real estate professionals is staying ahead ofthe rapid changes in technology; the Society provides invaluable service in this regard.
- One of the most significant areas of concern is database management; for agents, their database is the core of their professional practice they need to manage their practice as effectively as a doctor or attorney.
- If an agent chooses to sell his or her business, the product is the agent's contacts; if the database is well organized to benefit from technological systems, it is much more valuable.
- More agents need to utilize their technology better in order to segment their database and maximize opportunities for contact; in recent years, personal contact has tended to be neglected as many agents have come to rely too much on email a valuable tool but a support tool.
- Agents should have personal contact with the top 20% of their clients at least twice a year by physical visits or phone conversations.
- Agents should segment their database into three groups the top 20%, the middle 50% and the bottom 30%; their database software should set up a recurring activity to identify some clients for the agent to call every day.
- Because the goal of agents should be to build a referral-based business, the database should go beyond active clients; cold calling is becoming passé, so prospecting among past clients for referrals is important.
- The company works with agents one-on-one to build a comprehensive business package; service begins with an analysis of their behavioral style and their business practice.
- The individualized blueprint for success establishes a pathway for an agent to intensify business production and activities while at the same timespending more time on his/her personal life.
- Technology is a big component for creating leverage both ongoing listings and leverage are required for real estate success; critical forms of leverage include using other people's knowledge (e.g., coaching) and other people's energy (e.g., delegating, outsourcing and using technology).
- The elements of technology that RE Champions focuses on are developing an effective web site, a marketing program to drive people to the site, a database management system and lead management system the database is the central focus.
- RE Champions helps its clients to become good listing agents because having a group of listings is the greatest way to create leverage; working predominantly as a buyers' agent takes much more time.
- Maintaining a relationship with previous clients and mobilizing them on your behalf is key for building listings.
- ProQuest's call-capture technology can be adapted to broadcast voicemail; an agent can schedule multiple calls and leave a voice message that sounds live for those who are not home; the program hangs up if someone answers and identifies the at-home numbers for the agent to call personally.
- Technology allows agents to remove repetitive, low-pay activities from their routine so that time can be spent on the activities that generate the most income: prospecting, lead follow-up, listing appointments, showing properties to qualified buyers and writing/negotiating contracts.
- The primary visibility technique of most successful agents is an effective web site and gearing all other marketing to drive people to that site.
- A related concept is giving visitors to the site a compelling reason to leave their contact information; the objective of having the site is to generate leads.
- Sending an e-newsletter of value to centers of influence (such as "RealEstate Cyber Tips, which the Society provides free to members for easy personalization) is an effective way to keep in touch; agents should work on building the distribution list and keeping email addresses up-to-date.
- Many agents pay too big a price to create success in selling real estate; the two ways most follow to get to the top are to become a workaholic or to buy the business (negating much of the profit).
- Effective use of technology is the answer to escape from the minutiae of the business and to leverage your own time and other people's knowledge and success.
- Technology allows an individual to be as productive as a traditional team of people; the Web provides a level playing field where independent real estate professionals in all fields can compete with large companies a small operation can have a huge Web presence.
- For staying current with real estate trends, Zeller recommends RealtyTimes and RealTrends (daily newsletter).
- For more general learning, he likes Nightingale Conant.
- To challenge personal thinking, he uses the sites of Jim Rohn and BrianTracey.
- Real estate professionals are really selling the assets of their time and knowledge, just like doctors, dentists and attorneys; to gain professional respect, agents need to be focused on maximizing their time and acquiring greater knowledge.
- Technology in general and the Society's services in particular provide the means for real estate pros to achieve both of those objectives.
(v) 541-383-8833
(f) 541-383-8832
(e) ddz@realestatechampions.com
(w)www.realestatechampions.com
Real Estate Sites and Tools in This Briefing:
Real Estate Champions
ProQuest call-capture technology
Realtytimes.com
Realtrends.com
Nightingale Conant
Jim Rohn's site