Dear Mr. Internet: I know the Net is great for buyers, but how can I use it as a listing tool as well? Frank Zedar CENTURY 21 New Millennium McLean, VA

Dear Frank,

The great thing about Swiss Army knives is that they are a multi-purpose tool. You can use them to accomplish more than one kind of job. Probably one of the best kept secrets of online marketing is that, in addition to finding buyers, you can use your Internet as a powerful way to attract new listings as well --if you know how to do it!

The most effective way I know of generating additional listings almost immediately, is with a strategy I call the Online Mastermind(tm). Creating and successfully utilizing an Online Mastermind(tm) involves a digital camera, a laptop computer, and several simple yet key steps that will not only bring you more listings, but sales as well.

Establish Your Online Mastermind(tm) Group:

Many people are familiar with the mastermind concept so brilliantly described in Napoleon Hill's classic book "Think And Grow Rich". It basically involves a group of people who are dedicated to helping each other overcome challenges or take advantage of opportunities through the collaborative benefit of a group "mind" or intelligence.

An Online Mastermind(tm) is similar to this, however members have the following qualities:

• They must be top producers from your area (ideally from different companies)
• They are Internet savvy (at least where they use e-mail on a regular basis)
• They understand the purpose of the group is to collaborate in assisting each other in obtaining more listings and sales

The explicit arrangement among the members is very simple (yet extremely powerful!): Everyone agrees to e-mail a notice or "Virtual Flyer" (see 2 below) on every new listing they take, the instant they take it and that only the Online Mastermind(tm) members are the ones to get this information before the listing gets to MLS.

It is important to obtain each and every member's explicit agreement on this last part, otherwise the whole thing could quickly collapse.

Craft Your "Killer" Listing Presentation

The key to making your listing presentation unbeatable is to explain to the seller how your Online Mastermind(tm) will give them maximum immediate exposure for their property. It is critical they understand that when they hire you, they are also tapping into the undivided attention of the area's top producers who will have "first crack" at selling the property.

SUGGESTION: to add power and drama to the presentation, display the virtual flyer on your laptop while you are connected to the Net. Now with your finger hovering over the "send" button tell your seller that the moment they say "go", you will hit the key, instantly sending the flyer to all the top producers of your Online Mastermind(tm) thus setting them loose in a marketing frenzy to sell the property.

Clearly, just showing up with a virtual flyer to a listing appointment will set you apart from most of the crowd.  However, Rob Levy, a top producer in Beaverton, OR (http://www.roblevy.com) can testify just how additionally powerful this strategy is.  The very first morning he used the Online Mastermind(tm) system (including Virtual Flyers) built-in to his Websuite.com Web site, he took two listings from his competitors -- in essence, he had no competitors at that point!

The Internet by definition is a collaborative environment.   The Online Mastermind(tm) strategy leverages this ability to collaborate with people online who would otherwise be your competitors --creating whole new ways to enhance your business and theirs!

Article Resources:

* Peg Bryant is a "mythical" real estate professional that Mr. Internet uses to demonstrate various ways to effectively market yourself online. You can visit and explore her site by going to http://www.vrealproperties.com
** Mr. Internet, RUSSER Communications or any of its staff receive no compensation of any kind from 3rd party vendors for mentioning their products or services. Any incentives that would have been earned are given back to you, the real estate professional.

Wouldn't it be great if you could have a real professional Web developer / marketing expert analyze your Web site and make suggestions for improvements? Too expensive you say --not any more! Jim Swann, one of the founders of IRED.com and a true pioneer of doing real estate on the Web will give you an evaluation of your Web site FREE! Just contact Jim at jim@ired.com to request your free evaluation.

Also, if you decide to use Jim for any further consulting, and say you heard about him from "Mr. Internet!", he will give you a 15% discount!** Another great example of how some of the best things in life are free (or at least discounted!)

Also See:

Published: June 30, 1999

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

Editor's Note: This article reflects the opinions of Michael J. Russer only and not necessarily the views of this or any other publication, organization or Website owner.

Michael J. Russer (a.k.a. Mr. Internet®) is an internationally acclaimed speaker, trainer, author, and strategic consultant to the real estate industry and small business. He is also the exclusive Internet columnist for REALTOR® Magazine, the architect of the revolutionary e-ProductivityTM system and leading voice for the use of Virtual Assistants in small business. You can subscribe to his free monthly leading-edge newsletter ePOWER NEWS by going to ePowerNews.com.