Many Realtors know Terri Murphy from her books on marketing strategies, Terri Murphy's E-Listing and E-Selling Secrets for the Technologically Clueless and Terri Murphy's Listing and Selling Secrets: How to Become a Million $ Producer, Real Estate Education Company. Others have seen the fiery brunette in seminars across the country as she teaches hands-on business building techniques.

Murphy is a study in contradictions - a petite attractive woman with a steely business mind, she commands her audience not so much with authority but with empathy. There's no question that when she speaks, she has been there, done that, has the t-shirt, and picked one up for you, too. As a working agent and broker, Murphy understands the mercurial real estate business. Dressed in a tailored Armani suit, she gives a serious impression, but then she zings her audience with a joke that has people doubled-over with laughter.

She brushes off her successes as if these are things anyone can do. When someone gushes over her, recognizing her from her books, she acts embarrassed. "It's a Catholic guilt thing," she laughs. But Murphy has also paid some high prices for her success. She's a gypsy but her roots kept her from trailing along when her long-time significant other was transferred to another state. She also recently ended a long-standing business partnership. Now, Murphy is at a crossroads, but she's far from uncertain. Find out where she's headed here.

B.E.: You are one of the few training personalities who still operates a brokerage. How do you do it?

T.M.: My business has suffered, but I have systems to make it more viable. When I interviewed top brokers recently for Isucceed.com, I found that the team concept is huge. I have 22 years and a huge brand in my town, and I still get a lot of business by default. I do 40-50 transactions a year without being in town and I credit the Internet because I can service people electronically. Now you see teams with husbands, wives, children, and it made sense to take advantage of the concept, so I am in business with my sister, Yvonne Drewanz, and she is going to be taking the business when I get out. We have started recontacting past customers and reautomating the systems so it is more efficient. We are branding the Terri Murphy team.

B.E.: How are you complementing each other?

T.M.: She is a mom with three kids, now in high school and college and she has more ties in the community - what I call direct authentic ties. She is involved with the schools, for example. That brings a value to the team. I am the entrepreneurial side.

B.E.: Let's hear more about the team concept. What did you find out from these brokers?

T.M.: Look start with the service level people want today. They want it here and now. There is no way one person can do all that. You can't be CEO and janitor at the same time. So I'm seeing a trend where companies are empowering agents with departments to handle things the agent used to handle. Once upon a time, the agent put the signs in the yard and handled the ads. Now brokers like John L.Scott have a listing department that takes care of all that. You take the listing and you're done. This works because there is no way I can put a sign in the ground and show property at the same time.

B.E.: How does here-and-now service work on the Internet?

T.M.: Now we are global, not just local. For years we have made ourselves too available, because people want to be able to reach you 24/7. If I have a customer in Malaysia who wants some information, I still need to provide it, even it is 2:00 in the morning, my time. With my Web presence I can give them that 2:00 a.m. service without being there.

B.E.: What kinds of services?

T.M.: If someone wants information about a listing, there is an autoresponder that has information about the property, which I can have on the Web. Buried in that can be a virtual tour. I can add a technology that also gives a floor plan online. This is done when they want it, and there is no way to know when they want it. I couldn’t have done that 10 years ago. In addition I have a service (SOAR) that automatically e-mails clients with information about brand new listings as they come into the MLS so they are programmed with a software that draws the criteria they are looking for and sends it to them.

Then I have a Web site and we ask how would you like to be notified. Anytime you are interested to see what we are doing to market your home, I have a Web site, and there is a link to existing clients, and you can click on that, and there is a template to put in their password. It opens a Web page with a complete update on everything that is going on with their house - feedback, activities, ads, and everything I want to tell them.

This doesn’t mean we don't talk to them, but they can get information on demand. Then I'm free for productive things without prostituting my time. The whole goal is to provide service in the time frame the customers wants and it organizes everything.

B.E.: You use an IVR system. What is that?

T.M.: Interactive Voice Response System. Now, I have a tracking ability for e-mail, my 800 number, and with that I can track and follow up on leads which is great listing tool. Everybody is confused about toolboxes, but your tool box should make your life easier and maximizes your time and capabilities.

B.E.: You are also on the road.

T.M.: It is a challenge. The thing about the road and interviewing has given me such a great perspective - there are few people that are listing and selling and traveling and really getting into the grass roots of people in cities and towns. I get a tremendous clarity of issues, solutions, and innovations. It’s a great place to be in.

B.E.: What are you doing besides seminars?

T.M.: I did voiceover work for iSucceed and got to interview the top people an part of that is on new ways to get education. This will revolutionize the seminar business. The education business a long way to go to catch up to the seminar thing where people get pumped up and buy stuff. But the problem is, they never get to implement it. They get overwhelmed with ideas and don't know the first step. ISucceed created training modules that define a single activity that gives the action steps to create more productivity. You can take one thing and apply it to your business. Make 15 calls a day, you're told in a seminar. But with this, you get the script, and here are your follow-up tools. It's like a university course.

B.E.: And you do coaching, too?

T.M.: My latest thing is coaching. I'm working with the Coaching Institute, I wrote a workbook for them, so people who don't know how to do technology can be clued.

B.E.: You are becoming known as a technology guru - what do you think about the latest developments in the dot-com service providers? Should agents still rush out and buy new technologies?

T.M.: The dot-com thing is going up and down so you have to keep track. The good part is there are solutions that are growing. I met with a company recently which is looking for full solutions. This company is looking at wireless browsers and get your loan from the underwriter, and other efficiencies. It is all in your hand, and it is changing how you do business. As the products and services develop they resonate with being usable. Right now there is a lot of transition, but these products will work. It is clear that the message is you have to be connected. I think the dot-com is at a chrysalis level and we are going to have to keep paying attention. I would tell anyone to invest cautiously until things level out.

B.E.: If an agent isn't technology-savvy, what is the one thing you would tell him or her to start with?

T.M.: To use email effectively. They have to be connected, and there was a window two years ago when you could get away with not using e-mail, but not now. Use a business provider, as opposed to a content provider. Use AT &T instead of AOL.

B.E.: What else would be on your list?

T.M.: They have to have a domain that brands themselves, why do I want to be a sub-level of anyone else? I like being TerriMurphy.com and if there is a merger or buyout, no-one else is going to hurt me. This is global branding. Also, it has to synergize with your marketing materials. You've also got to have a Web site that is a virtual office, and I mean it works for you with built-in communications devices that give service on demand. It's got to nurture prospecting and client follow-up. If it doesn't have that, then you have a Yellow Pages ad on the 'Net.

Editor's Note: Terri Murphy is joining the team of Agent News columnists, so watch for her news and advice starting mid-April.

Published: April 6, 2001

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

Blanche is a renowned author of five real estate books. Her newest, Bubbles, Booms and Busts: Make Money In Any Real Estate Market, McGraw-Hill, was rave-reviewed by The New York Times. She was also selected from hundreds of real estate experts to contribute to Donald Trump's book, Trump: The Best Real Estate Advice I Ever Received: 100 Top Experts Share Their Strategies, Rutledge Hill Press, and is featured on page 68. Order Now Review - Honors In 2006, Blanche was selected among scores of candidates to author two consumer real estate guidebooks for the National Association of Realtors: The NAR Guide to Home Buying, and The NAR Guide to Home Selling, Wiley & Sons. She is currently planning two new books for the NAR and its members.       Known for her keen insight into real estate industry issues and for her ability to make complex subjects easy to understand, Blanche is a sought-after keynote and continuing education speaker. Real estate organizations from MLSs, to brokerages, to franchisors, to associations hire her to provide up-to-the-minute analysis of real estate industry news and advice on how to improve revenues. Her passionate delivery, peppered with stinging wit, is a huge hit with audiences and fans. Don Klein, CEO Greater Nashville Association of Realtors, Blanche Evans, Richard Courtney, president 2007, GRAR "The GNAR membership meeting last week featured Blanche Evans as the keynote speaker. Her comments and insights resonated extremely well with those in attendance and we have had many requests for copies of her PowerPoint Presentation. She was a terrific part of the membership meeting and convention program!" - Don Klein, CEO Greater Nashville Association of Realtors Coverage from WSMV, Nashville - 8-14-2007 That Interview Guy - Get Inside The Head Of Today's Generation 2007 AE Institute Session - To purchase 2006 AE Institute Session - Parts 1 2 3 4 5 6 7 8 9 HouseValues Mastermind call - Parts 1 2 Blanche's fireside chat with Jeremy Conaway, HAR - Click here. For more articles by Blanche, click here.