Coldwell Banker's Olivia Tam Reese takes an unorthodox approach to communicating with her clients. While they may certainly pick up the phone and call her, Tam Reese has given them another option -- "intercomming" her through her virtual office. A simple click of a button, and Tam Reese is summoned with a "knock, knock" via a voice on her computer. While not all of her clients are comfortable with such futuristic technology, Tam Reese, a Realtor in Coldwell Banker's Redwood City, Calif., office, says it's just a matter of time before other agents -- and more consumers -- warm up to the idea of virtual communication.

In addition to her virtual office, Tam Reese has an extremely thorough and user-friendly Web site, packed with color photos, market statistics, even a weather report from the moon. And, refreshingly, Tam Reese explains in detail via her site how Realtors are paid and receive commissions.

Tam Reese recently spoke with AgentNews about the advantages of having a virtual office, and her rationale behind adopting a form of technology of which many agents aren't even aware.

A.N.: How do you view an agent's role in the homebuying process?
O.T.: There's not enough inventory here [in the Bay Area], so agents have to have strategies for getting those listings. You get those listings through your character, personality, and your marketing efforts. I stress what I do on top of what Coldwell Banker does. In particular, I make an effort to be connected with my clients and with the outside world. And I like to give my clients lots of information. Often, when you're searching for properties in a newspaper, you can't find enough information about the properties. I include the properties' addresses, and I make it easy for them to obtain information without an agent. I also list my 800 number. And I include photos -- lots and lots of photos. I like photos. If you look at my Web site, I make an effort to include lots of information there, too -- information about the communities and school districts, for example.

A.N.: Do you think an agent should just be there at the end -- after the information-gathering process -- to show the home, provide guidance, and negotiate on behalf of the client?
O.T.: It's always beneficial to talk to an agent first, but a lot of times, people are skeptical. I'd interview several agents first. Our expertise is important, but so is our level of communication. A lot of times, we're also therapists. It's very stressful for people to buy a home. They need somebody there to hold their hands. They need solid representation. Many people say, 'I want whomever finds me a property.' But they need representation -- someone who will negotiate for them and find them the best terms.

A.N.: Tell us about your virtual office. Do you know of any other agents who are using one?
O.T.: I don't know of any others. With the virtual office, when people click a button, my office appears. The user is asked if they want to check to see if I'm in the office, if they want to leave a message, or if they want to leave a document for me. My clients may also see if I've left them any messages. If a client decides to check to see if I'm there, my intercom says, 'Knock, knock -- let's chat.' It's an actual voice. But it's not like a phone; there's a two-second delay.
And suppose I'm doing a transaction with that client, and I need him or her to sign a document. I can leave it in my outbox. The client receives access to the document through a specific password. They can print the document, sign it, and fax it back to me. Or they can leave something in my inbox.
I also have an electronic closing table -- it's a virtual center. Anytime I communicate with clients by talking or by e-mail, it's date- and time-stamped. It's a secure method of document exchange.

A.N.: Who markets the virtual office you use?
O.T.: It's the Netopia Virtual Office. Anybody can use it; it's not just marketed for Realtors. I got it for a $50 one-time fee.

A.N.: Do your clients who want to communicate with you in this way have to have special software?
O.T.: Any person who "knocks" has to download something first on their computer -- I send it to the clients, and then they download it -- and they must be on the Internet.

A.N.: How have your clients responded to your virtual office? Are they receptive to the idea of communicating this way?
O.T.: I would say they're a little intimidated. Not everyone is jumping up and down. It's going to take time.

A.N.: What was your reasoning behind adding the virtual office to your services?
O.T.: I'm making myself more available to my clients. I want my clients to say, 'Olivia's doing everything she can to make herself available.' They can still pick up the phone or send e-mail, but I'm giving my clients other choices. Having the virtual office frees me to focus on the rest of my business.

A.N.: Do you make reference to the virtual office in your advertising?
O.T.: I advertise my Web site, and that leads consumers to the virtual office through a link.

A.N.: Do you expect to see other agents adopting the virtual office, as well?
O.T.: They probably won't initially, but in the long run, I believe more people will be using this technology.

Published: December 29, 1997

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