What did the most recent speakers you heard or articles you read suggest that you do about technology? Did they urge you to buy a laptop computer, digital camera, personal digital assistant, virtual tours and your own web site complete with an auto-responder and ghost keywords? Do you need laptop presentations for all your prospects?

With few exceptions, I have yet to hear anyone even hint of an alternative to buying and using as much technology as possible. Effective technology applications require that we change the way we serve buyers and sellers. Much of what we used to do for our clients is irrelevant. To guarantee your success, however, running to catch the technology express is not the only answer.

To ensure your success with buyers and sellers, attack the market and specialize. Decide whether to become known in your market as a Technology Agent. Are you willing to devote the necessary time and money? Do you like playing with new software programs and peripherals? Do you enjoy using computers?

If you answered these questions with a resounding “yes”, then go for it. Become a Technology Agent. Sign up for Allen Hainge’s terrific, free e-mail newsletter and become one of his CyberStars(TM): AFHSeminars.com. Take the Internet Crusade’s online course to earn your e-Pro designation: eProNAR.com . Follow the recommendations of Michael Russer in his effective book, ePowerPro: EPowerWorks.com.

Should your answers to these questions tell you technology is not for you, dare to decide. There are three other options: negotiating, real estate finance or pricing property. Each of these specialties can guarantee your success as the primary way you earn personal referrals. Give prospects a reason to work with you.

Every top producer I have ever met is an expert in at least one of these three areas. For these industry leaders, the issue is not which specialty to master but how to market yourself differently given the impact of the technology revolution. Let your prospects decide to work with you for reasons that matter today. Specialize and succeed.

Mastery of negotiating, real estate finance and pricing property will help you make more money with today’s buyers and sellers, now and for the next three to five years.

In my new column for Agent News, I will help you decide which of these options is best for you and help you with the skills and knowledge to make you an expert at negotiating, real estate finance or pricing property.