In police forces, S.W.A.T. team members (Special Weapons and Tactics) are trained for the most challenging situations. This serves two purposes - to eliminate the financial and logistical burden of training officers who are do not wish to or are unable to qualify to be part of a special force, and to have appropriately trained personnel that can be deployed as needed.

Could you use some specialists like this for your Internet business? For many brokers and their agents, the Internet poses a unique challenge including the need for online communication skills, knowledge of Internet etiquette, and software and hardware tools that can serve and capture customers in real time. Some brokers are finding that they need more agents on hand who are specially trained to handle Internet customers.

If you are one of those, you can benefit from having your own S.W.A.T team - (Serious, Willing and Trainable) personnel to work your Internet leads.

That's the idea behind a new, free training program for brokers designed by Internet trainer Michael J. Russer, AKA Mr. Internet. Called ePowerGroups and endorsed by the educational department of Coldwell Banker corporate, and Chip Roach, president of Fox & Roach Realtors, among others, the program involves identifying, training, supporting and leveraging a core group of agents to handle Internet leads.

Russer starts with some qualifiers - the program isn't for all brokers, nor for all of their agents. Getting in and staying in the program is deliberately difficult.

"The reality is that not everyone in your company is going to make it online," he says. "The key is to identify and support the ones who will."

Explains Russer, "Don't bother with the agents who are sitting on the fence, or waiting for the Internet to go away. Look for and recruit the agents who are hungry for change and are willing to be early adapters."

Forming an ePowerGroup is easy, says Russer. Your candidates will go through a screening process, and agree in writing to their commitment to the group and to you. You, in turn, will provide training and support for the group with online materials and lesson plans designed especially for ePowerGroups. Then, like a S.W.A.T. team, you allow your new Internet team to serve your new online leads and customers as well as offer support and leadership to other brokerage associates.

"You'll have better online productivity, lead conversion and the ability to recruit better agents," maintains Russer. "Not to mention reducing your online risks through improper handling of customer responses."

The program doesn't come without cost to the agents, who will sponsor the program by purchasing the ePower Pro curriculum book, but the book is offered at a reduced cost through broker wholesale purchase to ePowerGroups.

What about your other associates? "Only about 10 percent of most agents will be interested," forecasts Russer. "But the ones who are, will be in a better position to convert leads from the Internet. Other agents don't want to bother with Internet customers because they are more challenging to handle. But the Internet-savvy agents will teach by example.

"When the others see them closing more sales from the Internet, they will want to participate, too."

Published: October 24, 2001

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