The mastery of technology is a key element in a REALTOR^®'s success, according to two recent surveys conducted separately by REAL Trends Inc, a research and communications company.

In one study conducted in association with the National Association of REALTORS^®, it was found that the use of technology was one of the factors which directly correlated with a real estate sales professional's earnings. "Highly successful agents who are high technology users earn more than successful low technology users by 71 percent," said Laurie Moore-Moore, co-founder of REAL Trends.

A second survey completed with Prudential Real Estate Affiliates, Inc. studied 2,500 women working in leadership positions in the real estate industry in an effort to gather information on their attitudes and perceptions of their careers.

The survey results showed that sixty-eight percent of the broker/owners felt that technology was integral to their success. Fifty percent of the women maintain their own Web site, and most have a complete technology tool set of consisting of a cellular telephone, voice mail, computer, Internet access, fax, e-mail, and a pager. Moore-Moore said the study results point to women's increasing recognition of the importance of technology and their willingness to readily adopt technological tools.

Companies such as Prudential are increasingly adding technological support to tech-inclined agents by expanding Internet sites, extranets and intranets. ERA offers technology courses via satellite television to assist associates. MLS organizations such as MRIS in the Northeast are planning "distance learning" courses to aid agents in certifications and in continuing education, and also offer basic technology software courses such as word processing.

"Technology is a key success element," concludes Moore-Moore.

Published: September 24, 1998

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