Allen Hainge's new book, Dominate! Capturing Your Market With Today's Technology, offers 259 tips from the top real estate agents nationwide. If you haven't had time lately to focus on what tech tools you need in your toolkit and how to make the most of what is available, this book can be your primer.
Whether you have been in the field for years or just got your real estate license, you will find something to improve your customer service, attract more listings, and save money as you find out what your peers are doing to make a difference in their marketplace.
Hainge offers basic advice on managing your computer files, such as creating folders and subfolders, but also delves into more sophisticated ideas that agents can utilize to capture their market. For example, building an extranet for your clients, such as the one Rob Levy, of Portland, Oregon, built to keep his clients updated during their home sales.
Levy, one of Hainge's "Cyberstars", wanted to overcome the biggest objection sellers have for not working with an agent - "My last agent never kept in touch with me." Levy created a "Client Update" section on his web site and puts everything to do with the listing on a page for the home seller, from refilling a flyer box to providing feedback from agents showing their homes. Levy says that by providing instant access with details his clients see how hard he works for the commission.
Niel Thomas of Anchorage, Alaska recommends keeping your electronic newsletter short. He says to pretend the reader won't even move the mouse to read beyond one screen of text. He suggests that you keep the focus local and report on trends in assessed valuation, construction trends, market activity, school district enrollment data, and bellwether sales, such as high-end properties and major commercial transactions.
Ray Burke of Tallahassee, Florida depends on "numbers" to get his listings. Using a bar chart or pie chart, printed in color on heavy paper, he emphasizes that his "days on market" number, which is significantly lower than his competitors. That chart wins him listings
Las Vegas broker, George Durkin, created a "Hot Topics" page on his web site, which he finds attracts new clients. He points out problems areas that home buyers should avoid and proposed changes in laws that affect home buyers and sellers. His hot topic area is a "must" for out-of-town buyers who need to know the peculiarities of buying a home in 'Sin City.'
According to Allen's Hainge's thinking, the digital camera is the second most useful tool for real estate agents, right behind the laptop computer, in importance. In addition to the basics of how to choose and use equipment, the book offers many examples from the top agents of how they are using digital cameras to capture listings and promote homes for sale. For example, a number of the Cyberstars use a digital camera for home buyers who are on house hunting trips. When one person cannot attend the showing, a video tour of still photos, done on a program such as VisualTour can help a couple make decision. This technique is critical in a 'hot' market where homes go under agreement quickly.
Hainge strongly recommends that real estate agents also investigate online bill paying to save time and have a complete record of their payments, and cleared checks. He likes the ability to pay bills and keep track of finances while on the road. Many banks now offer this service to their customers for a low monthly fee.
Dominate! Capturing Your Market With Today's Technology is an easy read and lends itself to reading in a piecemeal fashion - important for realtors who have free time in small portions. The last chapter of the book, Your Personal Technology Action Plan, provides a checklist for beginners, intermediate, and advanced to get you started or to help you move up to the next level.
Pat Rioux
