'Location, location, location' has long been the mantra of the real estate professional, but several traditional brokers in the Dallas-Fort Worth area are learning a new chant: Customer service, customer service, customer service. The introduction in the last few months of several online rokerages have brokers concentrating on that personal touch.

"I'm bullish on customer service," says Virginia Cook, founding partner and chief executive officer of Virginia Cook Realtors. "At the end of the day, consumers will have to trust you, believe you know the real estate industry intimately and have confidence in your experience and in your community and civic activities."

Virginia Cook Realtors opened last year with three offices and a commitment to expansion. The firm is well-aware of the importance of technology in today's real estate industry and has outfitted each office with state-of-the-art equipment.

Principals of other major area brokerages agreed with the emphasis quality service as well as the need to improve their technical knowledge.

"Our agents are really having to update themselves. All they can do is be just as savvy as the consumer," says Diane Ledford, a manager for Prudential Texas Properties. "But the biggest thing is just going back to the basics of customer service."

Traditional brokers also were quick to point out that their fees are negotiable. Agents and consumers need to work together to set a fair and equitable arrangement.

"Offering fee-for-service is not a new concept," says Jim Fite, president of the Century 21 Judge Fite Co., which has offices throughout the Dallas area. "The various companies that are springing up is an old competitor with new names."

zipRealty.com, ehome.com, erealty.com and homebytes.com are among those new faces: four firms in the same market in the last few months. The Dallas-Fort Worth area is the second-largest real estate market in the nation, and within that market are many Internet-savvy consumers.

Shipley Munson of homebytes.com — which offers a $499 package online to sellers that includes an MLS listing — calls the area "cyberliterate." He says his research shows a Dallas resident is 28 percent more likely to access the Internet for real estate listings than the national average. Dallas residents are 20 percent more likely to access the Internet to make a purchase or financial transaction.

"Those are actually big numbers," Mr. Munson says. "This suggested to us that the Dallas-Fort Worth DMA would have higher propensity to 'consume' our product, which is an Internet-based real estate and financial transaction. Therefore, we would have a better shot at being successful in Dallas than in an average U.S. market."

But the rest of the country shouldn't be resting on its laurels. Russell Capper at erealty.com — which is actually an online full-service brokerage offering a 41/2 percent commission rate to sellers and cash back to buyers — says his company is ready for expansion. Already established in Houston, Austin and Dallas, erealty.com soon will be in Washington D.C., Los Angeles, Atlanta and beyond.

But a home sale or purchase is still an emotional experience, local agents believe. "I think a lot of people want to talk to somebody," says Paula Wommack of RE/MAX Associates. "Many people are exploring so that they get a feel for what's out there. But most of them want to talk to someone to put the pieces together for them."

People may be able to hear and see and have more information because of the Internet, but they can't always understand its significance.

"They really need someone that can give them the information on a higher level," says Ms Ledford, who is also a director of the Dallas board of Realtors. "Go forward with the best service and the most professional manner, and we'll always win."