"We have our own Website, and we belong to other sites who are publicizing us," says Rosenthal. "We are on Realty Times and I'm tied into all these partners that bring us traffic. They are linking to us and this gives us better exposure."

According to Rosenthal, the use of the Internet is relatively new and he is proud to say that the Almar team has had a couple of sales. "One lady had a home that was listed and the sale fell apart," explains Rosenthal. "She saw us on Realty Times' link on Realtor.com, and gave us the listing. She was a local resident who went on Realtor.com to look for a specialist.

"The Web is part of our future and every day we get clients who are searching the Web. We ask our clients how they search for a home, and 40 percent of our clients have searched the Web at one time or another, and we also know from tracking where they came from.

"We are getting inquiries from all over the country, and the Web is both for relocation and local clients. Clients are more educated, and in our case we refer them to our Website so they can search the MLS listings," says Rosenthal. "If I get a return, we feel that it is definitely money well invested."

David VanDermyden a Folsom, California REALTOR® does all his business over the Web. Among the first agents to sign up for the newsletter service in December 1998, VanDermyden sends the Update to about 1,800 contacts every month. The responses he has received have helped him better understand and redirect his efforts on the Web to include more information geared for sellers as well as buyers.

"I have never acquired clients in any medium as easily as the Internet," says VanDermyden. "A lot of people ask for information as much as a year or two out, and we have a system that sends them updated information, and the newsletter is a great tool for that."

VanDermyden uses Gold Mine contact management software to tailor the addresses and personalize the email automatically. "Our system captures their email address and creates a new contact file in our system, and then the Gold Mine will send out two automated initial emails which introduces the newsletter, and an email that acknowledges that they visited the site.

He says, "We have received 50 to 75 emails complimenting the April newsletter. I send it to vendors and three have called me and told me they are ready to buy a house. From the May newsletter, we had one client who has been in the database for over a year and they said they are coming to the area.

"Typically a buyer goes to the Web first, but sellers don't. We are trying to change that," says VanDermyden. "Most web sites or content seems to be for buyers, with relocation reports, listings, job sites, etc. People wanting to list have a different attitude how they go about looking for an agent."

"Web shoppers tend to be out of the area, but we are finding that about 30% of our buyers are from the local area. People to the Web to learn about a new area. Local people will drive and look at neighborhoods, or rely on a friend to recommend an agent. There is a definite pattern," explains VanDermyden.

VanDermyden maintains multiple Internet sites on which he also posts the newsletter to attract new business. He says that search engine placement is key, then establishing a dialog is next. "The newsletter engages the prospect in an email conversation, making it easier to establish a relationship."

Dallas REALTOR® Sharon Marsh mails out about 550 newsletters each month. Like VanDermyden, Marsh is using the newsletter as a bonding tool. She has noticed a trend of three types of responses:

"The majority is long-range, where I'll get an email or phone call saying the prospect has enjoyed receiving the newsletter and is now ready to talk about buying and/or selling a home," says Marsh. "The next group is those who respond to receiving the first newsletter by immediately identifying their buying or selling needs."

"Lastly, I've found the newsletter a convenient "no-fuss" way to keep building rapport with relocators. Usually, because it's month's between the time they first contact me and are mailed their relocation package until the time I actually meet them, it's very important that we bond," explains Marsh. "Emailing them the newsletter and following up on any questions they have about any of the articles helps them to become acclimated to the way I do business, to the process of buying a home in North Texas and reinforces their loyalty-level to me as their exclusive buyer's agent."

Marsh says that she has two relocating families coming into Dallas for their first visits. One is a couple moving from Pasadena, California and has been pre-approved in the $350K range. The other is moving from Seattle and has been pre-approved up to $500K. "Both of them first contacted me several months ago and have been receiving the newsletter since," says Marsh.

She says she has devised a method which enables the regular recipients of the newsletter to refer it to their friends for subscription.

At the very least, the newsletter is a convenient and inexpensive means to keep in contact with hundreds of people. At the most, it is a easy way to initiate a real estate transaction.