by Rich Schiffer, REALTOR, e-PRO 

(This article is part of a training series presented for real estate professionals, whether new to the industry or experienced, to help them discover, understand, and benefit from the tools that are available on-line.  For access to the full series, join the ActiveRain Technology Toolkit Training group.  If you have not yet joined the ActiveRain Real Estate Network, you may do so here.).

There are many tools that a real estate agent can use for Internet marketing, and most of them can be done with little to no cost. No matter what your marketing budget is, these tools can be used to increase the return on your marketing dollars.

Here is a list of 6 Categories of general Technology Tools that you should be making use of, which I will elaborate on, in detailed posts in the coming days.  Many of these issues were discussed in a recent report by The Strategic Issues Work Group of the National Association of Realtors®' Association Executives Committee.  They were charged with identifying emerging trends that will likely impact our industry in the years ahead.  The Online Trends and Consumer Trends they identified are the very topics this Technology Toolkit Training Series is designed to address

1. Blogs (sometimes called Web-Logs)
   These are essentially articles that are published on the Internet. When a consumer searches for information on a particular topic, relevant articles that match the search terms rank very highly on the search results.  Real estate agents can tap into this by producing articles rich with local content.
   

2. Social Networks
   These "online communities" have created a degree of consumer-to-consumer and consumer-to-service provider communication heretofore impossible.  These networks can be great sources of potential business. Many networks allow on-line discussions, and development of special interest "communities" or "groups" within the network, so users can further self-categorize themselves.  This eliminates the need for costly market demographic studies, and allows the savvy service provider to create and effectively target their "niche" consumer.

3. On-line Classified ads
   Many specialty sites allow posting free classified ads. Because of the decrease in distribution of newspapers, and increased reliance on the Internet as an information source, this becomes very important.

4. CRM (Client Relationship Management)
   Because the "Google shift" brings the consumer to us potentially much earlier in their decision-making process than before, there is now a longer "incubation time" during which you need a systematic method for following up with leads, to develop the relationship with them potentially before you ever meet them in person. Email "drip campaigns" that automatically send periodic information to your leads can be instrumental in improving your Lead to Client conversion rates, as well as your repeat  and referral business.

5. Video Tours
   According to Realtor.com, the button that is used by searchers most often is the one that limits the search results to show only listings with "featured tours." Today's consumers want multi-media. Without it, your "product" might never be seen by them.

6. Website(s)
   Agent branded websites (and non-branded sites) are increasingly important, as consumers want a personal touch, even if it is only on-line at first. There are many services that can build, host and maintain a quality website,  Some can be costly, while others will easily fit the buget of a new licensee, who might not have a strong client base or marketing budget to start with.

Each of the above categories of Technology Tools will be detailed in future posts within the Technology Toolkit Training group.  For access to the full series, and the detailed tips and strategies, please join that group.

Closing Thoughts

Internet marketing is a tool (collection of tools, actually) that can be used to enhance your business. It is not a magic pill, however.

To be fully successful, Internet marketing must be integrated into your marketing plan, right along with the traditional tools. You still need work your business, and get yourself in front of people, face to face.

The "first impression" that you make on a consumer might not actually be made in person, but the personal touch is still needed to solidify a relationship, build trust, and ultimately close the transaction.

A well-designed Internet marketing program may create a steady stream of leads, but you still need the skills to follow up with them to win them as clients.

Hone your skills, choose the right tools to get the job done, and remember:

"Technology will not replace agents. Agents with technology will replace agents without."