Dear Mr. Internet: Is there an official NAR designation like GRI or CRS that can earn to show that I know how to do business online? Judy McCutchin RE/MAX Preston Road North Dallas, TX

Dear Judy:

Not exactly, but there'll soon be something similar-an Internet certification program. The NATIONAL ASSOCIATION OF REALTORS® has taken the initiative to create a comprehensive program designed specifically for REALTORS® who want to advance their online skills. Although many real estate professionals use the Internet in their business, most aren't sure how to use it effectively.

The coming certification sets a rigorous national standard for the requisite skills and appropriate behavior necessary to conduct business profitably and professionally online.

It's Not About Technology

NAR's e-PRO certification is not about the hardware and software that enables and supports the Internet. Instead, the certification focuses on four areas critical to online real estate sales mastery.

1. Skill sets: Students will be schooled in fundamental through advanced uses of E-mail and the Web so that you'll be knowledgeable about and comfortable using E-mail and the Web in marketing your business.

2. Online protocol: You'll learn the art and science of creating relationships online, which can be quite different from doing that in traditional real estate. Some of the interpersonal techniques that serve us well offline, such as quickly establishing control in a new relationship, may actually impede our ability to work effectively with the Internet-empowered consumer.

3. Standards and behavior: The program explores the ethical, legal, and regulatory issues (including Web advertising guidelines) you'll need to understand to do business online at minimum risk to you, your broker, and the consumer.

4. Positioning for the future: The certification also prepares you to evaluate and adapt to emerging, sometimes radical, new ways of doing business online, such as online auctions and fee-for-service programs. Learning how to do business on the Net today will ensure that'll you'll be doing business tomorrow.

It Won't Be Easy - But It Will Be An Adventure!

The e-PRO certification will be offered entirely online through REALTOR® University at One Realtor Place®. You'll hear more about the program this month at the REALTORS® National Convention in Orlando, Fla., and it should be in full swing after March 2000.

Once enrolled, students will be tested in real-world Internet situations. For example, students may receive E-mails designed to test how-and how quickly-they respond to prospective buyer and seller inquiries. Innovative use of the Internet will allow the program to test students' abilities in real world situations, ensuring that the learning is real and not a cram session just to pass the test.

e-PRO ensures your readiness to compete and thrive in an increasingly technology-based real estate market yet attentively serve the human side of every real estate transaction.

Click here to pre-register

More Articles by Michael Russer

Published: November 3, 1999

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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.