Don't be put off by the word technology. It means tools that can help you build your business, increase client communication, provide better client service, get you noticed, get you remembered and get you business. It is by far one of the most powerful tools available to the real estate agent today.

But technology also develops and becomes obsolete at a frightening rate, and that can leave agents feeling like they are always behind the learning curve. Worse, using technology has been confusing lately. Some products work well and others not so well.

So what can you do to make sure you ride the technology wave instead of being wiped out?

Here are some tips:

1. Get educated– Everyone likes to learn a different way. Some people like live instruction, others like on-line training, some people like books, video and some people even prefer a private tutor or a coach. Whichever method is your way of learning, choose to do at least one.

2. Be experimental – Adult learners learn from doing, not from hearing and not just from seeing. You have to have practical experience, and in order to do that you get have to get outside of your safety zone and actually experiment with what you are learning. By experimenting, you gain confidence to keep learning and to move on the next, maybe more challenging area.

3. Implementation – Make a plan to start implementing a new item into your business each month. Whether that is creating a new website, buying new tech tools or simply adding an exciting e-marketing program to your real estate business. Make sure that you implement something every month.

4. Analysis – If you implement something new, check it out, analyze it, and make sure that it is actually working. If it is not working, make changes and track your results. You should know, for example, which Web sites are sending you inquiries on your listings, and which marketing tools bring you the most leads.

5. Research – Do your homework and do your research. The latest tech ideas that are out there require some time and effort in order to learn them, in order to apply them, in order to study them. Be realistic; don’t take on too much as you still have to run your business. Set aside time to implement all of the great ideas you learn from the education that you are taking.

6. Be Patient - Some technologies are so new, there really isn't a way to track your success. Look for consumer feedback to see if that new Web site feature works for you, or track your page hits to see if it is informative or compelling enough. Not every marketing tool is going to result in leads landing in your lap, but they may instead help to build your brand so that the accumulative effect of several marketing efforts causes your customer to call you. Always ask whenever you get an inquiry how the consumer found you, even if you got an e-mail from a certain tool.

So where do you start if you want to ride the latest wave? The best place to start is by first exposing yourself to new ideas by reading a great “tech” book. There are so many books out there on the topic of technology for the real estate agent. One of the best books that I have read recently is a book entitled “The Hottest E-Careers in Real Estate” by Blanche Evans. Blanche is the editor of Realty Times, and I strongly and highly recommend that you read this book. She talks about where real estate has been, where it's going and how you can build your Internet niche.

You don't have to fall behind. Make technology your friend and it will make you more money in your business and give you more free time to live your life.

Published: May 2, 2002

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The founding partner of The Lones Group, Denise Lones, brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, branding, new home project planning, product development, and agent/broker training, Denise is nationally recognized as the go-to for all things "real estate.” Denise can be reached at 369.527.8904 or at www.thelonesgroup.com.