The Internet is a fantastic new arena in which to conduct business. It allows us to spread our marketing of properties and ourselves to a larger prospect base. The creation of a web page allows us an inexpensive entry into the world of 24-hour marketing. It is a tool all agents should add to their toolbox. The more tools that we have, that we know how to use properly, the more skilled we are as craftspeople.

We encounter a problem if we try to use a tool for more than its true purpose-- to elevate the tool to ta magical, mystical level. The Internet is not the magic answer to selling real estate.

The Internet will make a good agent better. The good agents have the sales skills and apply the daily disciplines of a champion. But, the Internet will not make a poorly skilled agent successful. Success or failure in selling real estate will never be based on web page or Internet presence. The successful agents will be able to grab more market share because of effective use of the Internet tool.

Real estate agents will always be rewarded based on the level of service they provide to the consumer. Level of service can be defined by three components.

Sales Skills

The most important requirement for a real estate salesperson is the ability to ask questions that lead the client or prospect to the desired result, which is the best result for the client or prospect. In order to become a consultant salesperson, elevate your skills and knowledge beyond the norm for realtors. You want to be a valuable resource to your clients and prospects and make them think of you as a trusted advisor like their doctor, dentist, attorney or accountant.

Earl Nightingale said, "We are all paid in life based on our ability to sell." He did not qualify it by profession. If you look at the most successful doctors, dentists, and attorneys, they have solid sales skills combined with good technical knowledge.

Time Management Skills

Time is our most precious commodity, and none of us know how much of it we have left. I asked a client the other day if he could have ten million dollars or unlimited time, which would he choose. There was a big pause and he said, to my amazement, "Could I have half of each?" Which would you choose? You only have two options-- ten million dollars or unlimited time. Which one would you rather possess?

I would rather have the time. I can always make more money. I cannot make more time. I could take the money today and be gone tomorrow. Time is more valuable because it will always be an unknown, and we only have a finite amount. Are you getting the most out of your time?

Here is a technique for you to get more out of your time. Before you leave today, plan tomorrow. Write down on paper the six most important things you must do tomorrow, then tomorrow start your day by doing #1 until it is complete. Focus solely on #1 and nothing else until it is done. Then move on to #2 until you complete your task list. If you do not finish them all, don’t worry. Repeat the process and start over the next day.

This technique was given for free to a CEO of a major company. The management consultant said, "Use it for 30 days and send me a check for what you think it is worth after 30 days." After 30 days the management consultant received a check for $25,000. Why don’t you try it for 30 days?

Knowledge of our Business

You must understand and know where your business comes from. What are your high pay-off activities in your business? What are the activities that pay you the most money? How can you take your areas of specialization in real estate and drive them deeper? Learn to generate more revenue off what you do best. These are the components of knowledge of your business.

You need to track the inherent ratios in your business, the ratios from contact through the contact process. Tracking will give you a blue print to use to build your business. You cannot change or adjust your business with effective results without knowing where you are today. Stop right now and take stock of where you are today. Then create a system to track your prospecting efforts, leads, appointments for buyers and sellers, contracts, deals in escrow and actual closed transactions. Take the time to understand and know your ratios and your business.

The Internet is a tremendous tool that can benefit all of us. Don’t make it the most important or only tool in your toolbox. Make sure you learn and improve your skill in using the three most important components. They should be like that old favorite wrench that fits well in your hand and is easy to use now.

For more Technology News and Issues, Check out the Agent News Technology Section

Published: April 12, 1999

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Dirk Zeller is a sought out speaker, celebrated author and CEO of Real Estate Champions. His company trains more than 350,000 Agents worldwide each year through live events, online training, self-study programs, and newsletters. The Real Estate community has embraced and praised his six best-selling books; Your First Year in Real Estate, Success as a Real Estate Agent for Dummies®, The Champion Real Estate Agent, The Champion Real Estate Team, Telephone Sales for Dummies®, Successful Time Management for Dummies®, and over 300 articles in print. To learn more regarding this article, please visit www.realestatechampions.com.