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"Web and E-mail Success Strategies"

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Saul Klein Photo
2/1/02 Interview with Saul Klein

7183 Navajo Road, Suite F
San Diego, CA 92119

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The Right Attitude

  1. Technology can be overwhelming, but you don't have to jump into too much at once little things make a difference over time because of their cumulative effect.
  2. Don't be afraid to start with the technology and to work to improve your use of it; begin with something like sending an e-newsletter to a few people and build up to sending to a long list.
Email as a Marketing Tool

  1. Email is an opportunity, not a burden every piece of email is a marketing piece; when you receive email inquiries treat them as no-cost opportunities to market yourself.
  2. In every email message you send, include all the pertinent information to contact you email address, phone number, fax number, web site address; automate this step by using the signature feature on your email software to set up different signatures suitable for different audiences.
  3. A complete signature gives your contacts a handy record of how to get back to you.
The New e-PRO Program

  1. InternetCrusade revamped the e-PRO course for the NAR by building a new technology platform and creating the content for the program.
  2. The new approach emphasizes "community" so that people have an active hand in training one another; the course is always growing from input by graduates and students.
  3. Each module is supported by a group of graduates who interact with the students to answer questions from the perspective of actual practice.
  4. The Society recommends that members take the e-PRO course in addition to the RECS designation program; sign up either at the Internet Crusade website or at; the e-PRO course costs $299.
  5. The course is completely online and may be taken at your own pace and convenience over a six-month period; instruction takes a total of about 30 hours for the four modules; 30 days after your last exam, you receive NAR certification as an e-PRO Internet Specialist.
  6. The course begins with the Internet and moves to email and email software to help even experienced pros maximize the full power of email (e.g., setting up filters and folders, using different addresses and accounts); smart use of email saves extra staff.
  7. One requirement of the course is that a candidate spend 30 days onRealTalk, InternetCrusade's online community of 6,000 RE pros to experience the power of Internet connectivity and to learn from the sharing that takes place.
Technology Investment

  1. Learn to use the full capability of your existing email software; upgrading your software (for $39-$49) is well worth the expense.
  2. Buying hardware, software and training are the down payment on technology; the biggest element of investment is the time necessary todevelop skill in using technology, but the payback is tremendous.
  3. Tapping into other people's experience online is a valuable time-saver.
Protective Techniques

  1. As more people use email, viruses become a greater problem; use virus protection software on your computer Norton and McAfee are inexpensive.
  2. Update the software at least every two weeks‹daily is not too frequent; some viruses are invisible, so keeping your protection current is important; once installed, the software can be set to remind you to update regularly.
  3. Be careful about opening attachments, even from people you know; if it looks at all peculiar and you weren't expecting it, DON'T OPEN IT; query the sender by phone or email.
  4. The downside of being infected by a virus is the loss of time and productivity plus the damage to your business if you spread the virus to clients and prospects.
  5. Active online communities can be a good warning source of new virus dangers.
The Use of Third Level Domain

  1. The top-level domains are .com, .net, .org, .edu, .gov, etc.; second level are the names that come immediately before the .com, etc.
  2. If your domain host understands domain name space, you can use a third-level address to link in another of your web sites; the strategy allows you to replace a lines-long URL with a simple name that is clear to your target audience listings.
  3. For third level domains, choose a name that is intuitive, brands you and defines what people will find
  4. The third level domain replaces the www in a standard URL for example,
How to Boost Your Bottom Line

  1. Post information on your web site that you would otherwise mail so that your contacts can access it at no cost to them or to you.
  2. Post timely information pertinent to individual clients on your site as a service to them.
  3. Get the word out about what is accessible on your site to differentiate yourself from your competition; satisfied clients will help spread the word that you make real estate easy.
Web Resources for Realtors®

  1. NAR's is full of valuable information that many practitioners don't realize; spend time exploring this newly designed site (formerly OneRealtorPlace).
  2. State and local association sites are also good resources for information pertaining to a particular area‹licensing, events, training, etc.; has great tech-oriented information.
Upgrading the Technology Mission

  1. The original goal of NAR and the Society to get as many real estate pros online and communicating as possible has basically been met; now the task is to teach them to communicate online more effectively with other professionals and with consumers.
  2. Practitioners need to be able to use Internet tools themselves, to educate consumers and to provide better service to their clients.
  3. The longer-term goal is to prepare Realtors® and Society members for the online transaction the ultimate destination.
Contact Information for Saul Klein:

(v) 619-283-7302
(f) 619-283-7343

Real Estate Sites & Tools in this Briefing:
Sign-up for e-PRO
Real Estate CyberSpace Society