As agents and brokers in our real estate industry today we are besieged by the need to bring our technology skills into the new millennium. We have contact managers, talking sign ads, Websites, virtual assistants, PDA’s that synchronize to our laptops and cell phones, personal computers, e-mail programs, instant messaging, wireless technologies, cell phones that can track us down, auto-response systems, and so much more! Sounds great, doesn’t it? But can these tools make our lives in real estate more, productive, fruitful and profitable? It depends upon you and what level of industry knowledge and skills you possess!

We shouldn't view the use of technology as a magic show and a panacea for success! A canned presentation may look great, but if the client asks you a question that is not covered in the subject matter, and you stumble over the answer, it will not shed a good light on your abilities.

So don't put the cart before the horse. Before you buy all that real estate technology and marketing gear, it is wiser to understand the business you are in! I am a firm believer that productivity tools, hardware and other technology tools can benefit clients, agents and brokers if we already have a working knowledge of our own industry.

Technology doesn’t make the agent, but rather enhances and brings a better utility to our existing skills. The key is that we need to have real abilities and practical experience first before we overload them with the latest technologies, software, and gadgets. The very nature of our careers holds us accountable for our knowledge. So are presentations, canned marketing materials, and tech gadgets a substitute for the working knowledge we need to succeed?

I believe the more important items you should be familiar with are: local markets, finance and mortgage products, the ability to start a deal and close it, contract law, agency, license law, and a comprehension and adherence to the National Association of REALTOR® Code of Ethics to begin with.

Success and longevity in our industry is based upon acquiring knowledge, and implementing solutions to better serve the needs of our clients.

In our industry, we are also compensated for our service by commissions. Acceptable service may allow us to close a deal, but exceptional service will generate a lot more business! Why? Because a satisfied customer is the greatest form of marketing we can have. We are only as good as our clients say we are. This is the stark reality in our real estate careers that make the difference between dreaming we will be successful and actually achieving it! The fundamentals of survival in our industry are comprised of knowing and understanding what the real needs of our clients are, and creating a dialogue that will overcome their needs and fears, and successfully bringing the transaction to a close. One thing is for sure…initially, they are not purchased in a software bundle.

If we have all the latest technologies, but do not have the skills to close a deal, or overcome objections or contract obstacles… then what is the point? If we can generate leads from the internet, but we cannot qualify a buyer to see if they can really afford to buy… then our lives as a real estate agent is just a waste of time, and we become a free taxi service! If we list any home, at any price, in any condition, at any commission rate we can hardly call ourselves a professional! It would be foolish taking listings that will never sell? Unrealistic buyers or sellers are better left for the competition! In fact, it is wise to do so. It is worthy to note that less bad business… may also translate into less stress, and more productivity! We may have more energy to work real deals.

Busy work is not synonymous with closing deals.

Published: June 12, 2003

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Jim Crawford, ABR, e-PRO 500 is currently licensed as a Broker Associate with RE/MAX Greater Atlanta in Atlanta Georgia, and as Broker Associate with Distinctive Realty Inc. in McLean Virginia. Jim and his wife Ellen work as a husband and wife team in the northern Atlanta suburbs. As the team's rainmaker, Jim is a self-taught webmaster and designer, and he relies exclusively on the Internet for marketing. He is considered an expert on marketing, nationwide relocation, cutting edge technology, Search Engine Optimization (SEO) for real estate, and Internet marketing. Jim's seminars, online contributions, and technology ideas assist real estate agents to maximize their business results, and raise the industry's professional service level skills. His common sense marketing ideas have been published and quoted regularly in trade publications. He has also consulted and advised NAR offices regarding Internet issues, and Internet ethics for Realtors. In between sales, Jim is a popular speaker at national and regional real estate seminars, and retreats. He is also an online real estate coach, with a self-tutorial coaching site for real estate professionals. Jim was a featured speaker at the November 2004 National Association of REALTORS® convention in Orlando, and has spoken at the several REALTORS® conventions both in the United States and Canada. Visit his website at RealEstateTechCoach.com, or e-mail him at .