It's not too early to start planning your technology acquisitions for 2001. As a Net-savvy mobile field agent, what technologies will help you do your business the most? Plugged-in FireTap Communications acting general manager Gregg Larson pitches in with his suggestions and insights into the five technology must-haves for 2001.

1. High-speed Web access

If you and your broker aren't wired for high-speed access to the Internet, you should be. DSL, cable, and satellite are all options for real estate businesses. "You can't be slower than your customers," says Larson. "Less than five percent of agents have broad-band access to the Web. Yet, their customers are using the Internet to search for homes on fast digital lines from their place of work. That's why they tend to shop for home buying services during office hours. The Internet is broad-band driven. There are many uses for broad-band access - online learning and continuing education which will save agents time driving to a class. Agents are also able to get certifications online, such as when agents go e-PRO. Broad-band is the glue that will connect all the activities that agents do online."

2. Mobile connectivity

Independent studies from lead generation tool service providers such as HomeSeekers and Com-stock show that the agents who respond to an email within two to four hours are the most likely to close sales. "This is now more important than ever," urges Larson. "Consumers are expecting faster response times from agents and they are getting fast responses from agents who have mobile (wireless) connectivity to the Internet. If you are gone all day, responding to an e-mail at night when you get home is too late. You need mobile Internet connectivity such as a laptop with a wireless modem or a hand-held such as the wireless Palm VII or Palm V with the wireless modem built-in."

3. Electronic transaction platform

From offer management such as Homebid.com, to transaction management such as HomesAdvisor's Realty Desktop, to title services/closing platforms such as Bridgespan, there are many companies that offer automated business management services. Brokers and agents can decide which of these services they want to use and which are compatible, or can be integrated into other platforms. Service providers should be aware of features of other platforms so that redundancy can be avoided, since that is the purpose of automating the transaction. The e-REALTOR platform, says Larson, will be the first and only platform to unify all the transaction pieces from marketing to closing.

"The e-REALTOR platform is the whole process, including post-closure. To win a decathlon, you have to be good at ten things. There are people who are doing one or two components really well, but nobody has put the whole thing together. Consumers are going to love e-REALTOR because it compresses the cycle time and reduces the paperwork," suggests Larson.

4. Automated client/business management system

Before you can close a transaction, you have to manage your marketing tools, your clients, and your daily business. Successful agents, says Larson, have an automated system.

"Good agents have a contact manager like Top Producer, which is the most popular marketing and client management software there is. It has been sold and branded with all the top companies under different names. "

You put in your plan for a year. Anytime during the year, you can look at your calendar, and you've got your mailings and follow-ups scheduled. Mailings should be automated. Some people have assistants but they are still using less than perfect automated solutions. You should be able to quickly and easily perform tasks such as tracking your ad dollars."

5. Online marketing plan

The Internet is about communications. It is about finding, contacting, staying in contact and delivering and receiving information from customers, as well as making yourself available when you want them to find you. A Web site is passive, which means that customers have to find you. An online marketing tool such as a electronic newsletter, is pro-active, which means you are going after them. e-Mail your newsletter, but also remember to put your newsletter in your e-mail signature line and on your Web site to use as a friendly lead generation tool. "Would you like to receive this newsletter monthly? If so, click here" is a great way to capture new leads from your Web site and other communications.

"An integrated online marketing plan should include a contact tool such as an electronic newsletter and regular e-mail programs for prospects and clients," says Larson. "A Web site strategy is a marketing strategy, but your Web site is only one component. You need a professional e-mail program, and some are included with a good client/business management system."

Published: September 18, 2000

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Blanche Evans is the award-winning senior editor of Realty Times, the Internet's leading independent real estate news service. She is featured daily on the Realty Times Video Network in the "Realty Viewpoint" segment. Blanche has been named one of the "25 Most Influential People In Real Estate" by REALTOR Magazine, and has been twice recognized as a "notable." In 2005, she was named "Top Reporter Covering the NAR" by Delahaye-Bacon's. Blanche is a renowned author of five real estate books. Her newest, Bubbles, Booms and Busts: Make Money In Any Real Estate Market, McGraw-Hill, was rave-reviewed by The New York Times. She was also selected from hundreds of real estate experts to contribute to Donald Trump's book, Trump: The Best Real Estate Advice I Ever Received: 100 Top Experts Share Their Strategies, Rutledge Hill Press, and is featured on page 68. Order Now Review - Honors In 2006, Blanche was selected among scores of candidates to author two consumer real estate guidebooks for the National Association of Realtors: The NAR Guide to Home Buying, and The NAR Guide to Home Selling, Wiley & Sons. She is currently planning two new books for the NAR and its members.       Known for her keen insight into real estate industry issues and for her ability to make complex subjects easy to understand, Blanche is a sought-after keynote and continuing education speaker. Real estate organizations from MLSs, to brokerages, to franchisors, to associations hire her to provide up-to-the-minute analysis of real estate industry news and advice on how to improve revenues. Her passionate delivery, peppered with stinging wit, is a huge hit with audiences and fans. Don Klein, CEO Greater Nashville Association of Realtors, Blanche Evans, Richard Courtney, president 2007, GRAR "The GNAR membership meeting last week featured Blanche Evans as the keynote speaker. Her comments and insights resonated extremely well with those in attendance and we have had many requests for copies of her PowerPoint Presentation. She was a terrific part of the membership meeting and convention program!" - Don Klein, CEO Greater Nashville Association of Realtors Coverage from WSMV, Nashville - 8-14-2007 That Interview Guy - Get Inside The Head Of Today's Generation 2007 AE Institute Session - To purchase 2006 AE Institute Session - Parts 1 2 3 4 5 6 7 8 9 HouseValues Mastermind call - Parts 1 2 Blanche's fireside chat with Jeremy Conaway, HAR - Click here. To contact Blanche, email her at . For more articles by Blanche, click here.