The Tech-Savvy Real Estate Agent By Galen Gruman Realtor Publisher: Peachpit Press Pub Date: March 22, 2006 Print ISBN-10: 0-321-41366-0 Print ISBN-13: 978-0-321-41366-6 Pages: 256 Table of Contents | Index Sure, you know how to use the MLS database, but do you know how to effectively establish a Web presence or do customer outreach via email or the Web? There are all kinds of ways you can use technology to market your practice and service your clients, but if you're like most realtors you've probably only scratched the surface In this easy-tounderstand guide, author Galen Gruman draws on his more than 20 years of experience as a tech-industry author and journalist to show you how to become a better real estate agent by learning and effectively using current computer technology and tools in your business You'll learn what technology to use as well as what technology not to use,so that you're certain to spend your tech dollars effectively In major sections on marketing, communications, and transaction management, Galen covers everything from the elements of a good Web site to evaluating devices and services, working in multiple locations, creating transaction libraries, using digital photography, converting documents to electronic forms, and more This book also includes a CD-ROM for both Windows and Mac with templates, product and technology links, tryout and free software tools, and even quizzes for use in classroom and training environments The Tech-Savvy Real Estate Agent By Galen Gruman Realtor Publisher: Peachpit Press Pub Date: March 22, 2006 Print ISBN-10: 0-321-41366-0 Print ISBN-13: 978-0-321-41366-6 Pages: 256 Table of Contents | Index Copyright Acknowledgments Introduction Technical Opportunities in Real Estate Part 1: Creating the Right Work Environment Chapter 1 The Right Office Tools Choosing the Right Hardware Choosing the Right Software Making Your Home Office Safe and Comfortable Getting Effective Technical Support Chapter 2 The Right Connections Choosing the Right Phones Choosing the Right Internet Connections Working in Multiple Locations Chapter 3 Working with Electronic Media Working with Digital Photography Working with Electronic Documents Working with Print Layout Tools Working with Web Creation Tools Part 2: Marketing Yourself More Effectively Chapter 4 Effective Web Sites Setting Up a Web Presence Elements of a Good Site Chapter 5 Online Marketing Techniques Leading People to Your Site Outreach via E-Mail Chapter 6 High-Tech Marketing Collaterals A Range of High-Tech Options Working with Virtual Tours Working with Disc Tours Working with Property Web Sites Working with Seller Presentations Working with Other Options Chapter 7 Managing Marketing Campaigns Where Technology Can Help Building Contact Lists Delivering Campaign Materials Evaluating Campaigns' Effectiveness Part 3: Facilitating Your Communications Chapter 8 Managing Your Contacts Using Contact Managers and Databases Using Communications Services Chapter 9 Communicating Better with Clients Where Technology Applies Using E-Mail to Stay Close Providing Personal Client Web Pages Using PDF Files to Deliver Information Using MLS and Broker Client-Notification Options Part 4: Marketing Transactions Effectively Chapter 10 Managing Your Tasks and Transactions Using Tools to Manage Tasks Using Transaction Software Creating Digital Transaction Libraries Part 5: Tying It All Together Appendix A Digital Workflow for Marketing Plan the Campaign Create and Distribute the Materials Evaluate Your Campaign Appendix B Digital Workflow for Serving Buyers Educate the Buyer Communicate Better Manage the Transaction Appendix C Digital Workflow for Serving Sellers Educate the Seller Communicate Better Manage the Transaction Appendix D Defining Terms Appendix E The CD Folder contents How to Use the CD Web Page Contents Index Copyright The Tech-Savvy Real Estate Agent Galen Gruman Peachpit Press 1249 Eighth Street Berkeley, CA 94710 510/524-2178 510/524-2221 (fax) 800/283-9444 Find us on the Web at: www.peachpit.com To report errors, please send a note to errata@peachpit.com Peachpit Press is a division of Pearson Education Copyright © 2006 by Galen Gruman Project Manager: Suzie Nasol Editor: Carol Person Production Editor: Becky Winter Copyeditor: Anne Marie Walker Compositor: Diana Van Winkle, Van Winkle Design Indexer: Rebecca Plunkett Cover Design: Aren Howell Interior Design: Diana Van Winkle, Van Winkle Design Notice of Rights All rights reserved No part of this book may be reproduced or transmitted in any form by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher For information on getting permission for reprints and excerpts, contact permissions@peachpit.com Notice of Liability The information in this book is distributed on an "As Is" basis, without warranty While every precaution has been taken in the preparation of the book, neither the author nor Peachpit Press shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the instructions contained in this book or by the computer software and hardware products described in it Trademarks Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks Where those designations appear in this book, and Peachpit was aware of a trademark claim, the designations appear as requested by the owner of the trademark All other product names and services identified throughout this book are used in editorial fashion only and for the benefit of such companies with no intention of infringement of the trademark No such use, or the use of any trade name, is intended to convey endorsement or other affiliation with this book Image Credits All photos and illustrations are copyrighted by Galen Gruman, except for the following, which are copyrighted by their owners and used with permission: Part dividers: www.iStockphoto.com and www.gettyimages.com Page 7 photo courtesy of Belkin Components Pages 28 and 29 illustrations by Arne Hurty reprinted from the December 1994 issue of Macworld Pages 120 (top) and 128 photos in the screen images by Sylvia Chevrier 9 8 7 6 5 4 3 2 1 Printed and bound in the United States of America Dedication To Carol Person: For years, we managed a great organization together and enjoyed a deep friendship, then found our business paths diverge It's been a real pleasure to partner again on this project, and to discover that we both are now in the real estate business Acknowledgments Marjorie Baer, Peachpit's executive editor, came up with the basic concept for this book, then gave me the wonderful opportunity to explore it and make it real Several people and organizationsSylvia Chevrier, Andres Enriquez, Arne Hurty, Belkin Components, Eurekaware, Mac Publishing, Prudential California Realty, and 3DVistawere kind enough to provide permissions to include their soft ware or images in this book Introduction Technical Opportunities in Real Estate Technical Opportunities in Real Estate As many surveys show, more and more buyers are turning to the Internet to research their home purchasesabout two thirds, according to recent surveys by the National Association of Realtors (NAR) And sellers are also increasingly using the Internet to gauge the potential selling price of their properties This fact shouldn't surprise anyone, given how common online shopping has become In the last decade, Americans have become comfortable using computer and Internet technology at home, work, and school, with shopping and product research among the most common activities In fact, many clients now expect their providersincluding their real estate agents and brokersto use the Internet to provide information This is particularly true of younger buyers and sellers, who use technology routinely in their lives: e-mail, the Web, digital cameras, cellphones, iPods, and so forth They expect the people who serve them to work at the same technology level Some members of the real estate industry have quickly adopted these new technologies For example, in California, about 90 percent of agents have high-speed Internet access at home, according to a recent California Association of Realtors survey NAR's surveys show that most agents now access the Multiple Listing Service (MLS) over the Internet, rather than connect through special computer setups at the office or rely on the old paper books stored at the office Most Realtors associations have made active listings available to the public via their own Web sites, through their brokers' and agents' Web sites, and through aggregation sites such as www.Realtor.com Thanks to this technology adoption, tens of thousands of people can now explore current listings to better understand the market Savvy agents and brokers encourage this, since better-educated customers usually don't waste your time looking at places that don't fit their basic budgets or criteria Index [SYMBOL] [A] [B] [C] [D] [E] [F] [G] [H] [I] [J] [K] [L] [M] [N] [O] [P] [Q] [R] [S] [T] [U] [V] [W] [Z] "Safer Computing" (Tessler) Sage Act 2nd 3rd sales trend page saving wireless connection profiles scanning ScanSoft PaperPort schedule management software 2nd SD (Secure Digital) search engines adding details to index defined how they work inserting keywords to Web site 2nd preventing listing of client pages by updating Secure Digital (SD) security Internet connection password protection for Web pages protecting information on personal Web pages self-employment and retirement seller presentations seller service toolkit sellers communicating with educating giving digital transaction libraries managing transactions with seller service toolkit seller's Web pages servers defined managing PDFs on Web service set identifier (SSID) sign-up page slide show virtual tours about 2nd Apple iPhoto 2nd Google Picasa 2nd panoramic-image software for Photoshop 2nd PowerPoint 2nd pros and cons of using iLife for SLR cameras smartphones software accounting and tax 2nd bulk e-mail and campaign management CD creation checklist of needed contact management 2nd 3rd database defined e-mail and web client fax financial information FTP programs 2nd image editing Microsoft Backup utility needed for electronic documents office productivity on companion CD 2nd page layout panoramic-image virtual tours PDF creation print layout tools real estate forms schedule management 2nd system utilities technology aiding marketing campaigns toolkit for marketing transaction types needed Web creation tools 2nd 3rd spam defined spam filters 2nd spam mail and faxes spiders spyware SSID (service set identifier) stamps for PDFs styles cascading style sheets InDesign Publisher resources on companion CD Word Supra key 2nd synchronizing contact information system utilities Index [SYMBOL] [A] [B] [C] [D] [E] [F] [G] [H] [I] [J] [K] [L] [M] [N] [O] [P] [Q] [R] [S] [T] [U] [V] [W] [Z] tags 2nd talking houses 2nd 3rd task management taxes quarterly software for 2nd tax-deferred retirement accounts technical support technology [See also technology.] 3G 2nd advantages of in real estate aiding marketing campaigns contact management IEEE 802.11 2nd improving communications with Web technology for printed material WPS-PSK telephones [See also handheld devices.] adding multiple phone lines 2nd call forwarding and virtual phone numbers choosing equipment consolidating use of 2nd discouraging unsolicited sales calls managing multiple lines publicizing selected numbers selecting cell phones tips for selecting toll-free numbers for using autodialing and stored numbers VoIP 2nd 3rd templates defined on companion CD 2nd Tessler, Dr Franklin text [See also electronic documents.] editing PDF 2nd highlighting PDF importing to electronic documents marking up PDF styles for 2nd Text Frame Properties dialog box (Publisher) text frames throughput speeds of Internet connections thumbnails TIFF files 2nd title companies 2nd toll-free numbers tools [See also software.] print layout task management 2nd used with electronic documents Web creation transaction management about creating digital transaction libraries electronic calendars for electronic transaction forms financial information in workflow with buyers in workflow with sellers managing task lists out-of-area transactions Relay Transaction System for tools for managing tasks 2nd using transaction software transactions transferring contact lists Apple Mail FileMaker Microsoft Access Microsoft Entourage Microsoft Outlook Microsoft Outlook Express Palm Desktop Sage Act Treo Trojan horse Index [SYMBOL] [A] [B] [C] [D] [E] [F] [G] [H] [I] [J] [K] [L] [M] [N] [O] [P] [Q] [R] [S] [T] [U] [V] [W] [Z] UDF (Universal Disk Format) unethical image editing unified messaging systems 2nd unsolicited calls and e-mail updating search engines upgrading existing computers uploading URLs (Universal Resource Locators) about 2nd providing unique client page Index [SYMBOL] [A] [B] [C] [D] [E] [F] [G] [H] [I] [J] [K] [L] [M] [N] [O] [P] [Q] [R] [S] [T] [U] [V] [W] [Z] video tours virtual office Web site (VOW) 2nd 3rd 4th Virtual PC software virtual phone number virtual tours [See also disc tours.] about creating slide show pros and cons of using iLife for viruses voice-activated dialing voicemail services VoIP (Voice over Internet Protocol) 2nd 3rd VOW (virtual office Web site) 2nd 3rd 4th Index [SYMBOL] [A] [B] [C] [D] [E] [F] [G] [H] [I] [J] [K] [L] [M] [N] [O] [P] [Q] [R] [S] [T] [U] [V] [W] [Z] WANs (wide area networks) WAV format Web advertising about paying by click for 2nd tracking results of web client software Web crawlers Web creation tools 2nd Web hosts about 2nd redirecting domains selecting Web pages [See also personal Web pages.] buyer's designing developing for each listing 2nd password protection for providing personal saving PowerPoint slide show as sections of seller's Web photo gallery Web sites [See also search engines.] about addresses for advertising on blogs classified ad sites community forums content for 2nd developing displaying local market expertise distributing documents via e-mail service for elements of good FAQs on fonts for free information on getting domain and Web host helping search engines find links to other listing everywhere loading Web pages on mortgage calculator on needs for setting up offering listings on participating in local promoting reinforcing business goals with resources for agents setting up and maintaining software for creating and editing types of pages on using brokerage Web-based production services WEP (Wired Equivalency Protocol) Wi-Fi [See also wireless Internet connections.] defined Wi-Fi Protected Access (WPA) wide area networks (WANs) Windows Mobile [See handheld devices.] Windows XP [See Microsoft Windows XP.] Winforms 2nd 3rd Wired Equivalency Protocol (WEP) wireless Internet connections 3G technology 2nd about 2nd activating security for interference from cordless phones saving profi les for Wi-Fi connections 2nd Wi-Fi hot spots 2nd wired vs Wireless Network Connections dialog box (Windows XP) Word [See Microsoft Word.] word processors managing task lists in software for Word workflow marketing with buyers with sellers working multiple locations out of area WPA (Wi-Fi Protected Access) WPS-PSK technology Index [SYMBOL] [A] [B] [C] [D] [E] [F] [G] [H] [I] [J] [K] [L] [M] [N] [O] [P] [Q] [R] [S] [T] [U] [V] [W] [Z] ZangoTaxCalcQ 2nd Zipforms 2nd .. .The Tech- Savvy Real Estate Agent By Galen Gruman Realtor Publisher: Peachpit Press Pub Date: March 22, 2006 Print ISBN- 10: 0-321-41366-0 Print ISBN- 13: 978-0-321-41366-6... cameras, cellphones, iPods, and so forth They expect the people who serve them to work at the same technology level Some members of the real estate industry have quickly adopted these new technologies For example, in California, about 90... business, with sections that show you how various technologies can improve your business and how you can actually use them The first section covers the technologies themselves, while the rest of the book focuses on how to use the technologies in the