You've decided to take the plunge and join the 20th century. You're buying a computer to improve your business, cut the amount of time required to handle your transactions and obtain information, and make your life infinitesimally easier. Before you waltz into your nearest computer store, become seduced by that fancy model in the corner, and exclaim, "I'll take it," real estate technology trainer Matthew Ferrara has a few words of advice for you.

The BIGGEST MISTAKE: BUYING a computer.

The biggest mistake anyone can make when it comes to their new computer is to actually "buy" it. If you consider your computer a mere "purchase" -- like a loaf of bread or a pair of jeans -- then you will fall into the biggest trap of all: trying to save money. So our best advice is NOT to buy a computer. Instead, invest in a computer.

There is a real difference. If you think of your computer as an investment, then you will spend the appropriate amount of money to make the investment pay off. The difference is simple: If you simply shop for the best price, you will definitely save money, but you'll end up with an inferior product. Computers are like any other commodity: Someone must make a profit, so they maintain their margins at every price level. Think of it like this: If you are buying a car, you can buy a cheap model for under $10,000 or you can invest in a moderately priced foreign model for around $20,000.

What's the difference? In three years, your cheap model is ready for the junkyard. It probably had poor warranty service and low-quality interior components and body parts. Even if you had great luck with it -- no service problems -- it has no value at the end of three years because it is falling apart and becoming expensive to maintain. Most of all, it probably doesn't start every morning, so it is not even doing the job you bought it for reliably. Now if you bought the more expensive model -- and even the $20,000 model is not the most expensive model -- your remaining product after three years is much different. It is probably in better shape, operates reliably, and has higher value because it was built with better components. It lasts longer and does its job as well as it did when it was brand new. So you can buy a consumable model, which you have to throw away every so often and scrape up the money to buy another. Or you can invest in a more durable, reliable model, which will last and perform for you over a longer period. Your investing protected your money better then just buying.

Think of it another way: You always get what you pay for. So if you paid less, you got less. Remember, whoever made the computer still had to make a profit; do not think they "generously" put the best products in the cheaper model, just because they liked you.

DO NOT buy a Macintosh.

OK, here we admit a little bias, but in our experience, which is mostly from the real estate business world, Macintosh computers just do not offer as much "stuff" as Personal Computers (PCs) offer. Now all of you hotheaded designers, graphics artists, and word processors can calm down: Our goal is not to disparage the Macintosh. But let's look at the facts:

1. Macintosh computers cost more than comparably priced PCs.
2. Their software is more expensive across the board (just compare the same Microsoft products for the Mac and the PC)
3. Some products -- like certain products for Realtors, or for other industries -- just do not exist for the Mac.
4. Mac service is much more proprietary -- and Mac upgrades are controlled by a single source, Apple, which means they can charge you anything they want, compared to many more competitors and sources for PC products worldwide.
5. Certainly less people worldwide use Macs, so exchanging files and data with other businesses will be harder if you restrict yourself to a Mac.
6. And look at the stock market: Apple has had its share of problems lately, and while many PC manufacturers have had their problems too, there are MANY PC vendor, parts vendors, and service technicians, compared to relatively few Mac sources. So what happens if one day Apple joins the ranks of Singer Sewing Machine? This guide, then, is really designed to help purchasers of a PC. If your heart is set on a Mac, then we wish you best of luck, but give this guide to a friend.

Published: April 17, 1998

Use of this article without permission is a violation of federal copyright laws.