From high seas to navigating the Net

Saul Klein, a pioneer in online real estate and self-proclaimed "Internet Evangelist," will discuss new strategies for multiple listing services at the Real Estate Connect conference in New York City, which runs from Jan. 13-15, 2010.

Klein is CEO of both InternetCrusade in Southern California and Point2 Technologies in Saskatoon, Canada, and he splits time between both companies (and locations). He has maintained his real estate broker's license for more than 32 years, and in 1993 served as president of the San Diego Association of Realtors.

He responded to a set of questions posed by Inman News:

What do you see happening in the real estate market in 2010?

There will be a slow recovery, beginning in the fourth quarter, with certain areas recovering sooner than others based on demographics and local economic conditions.

What advice do you have to help real estate agents and brokers get through this market?

Generate the income you need to survive. During the 1980s recession I developed my property management business when sales were lagging. I also developed an international division at my company.

Determine what is selling and working in your market. List, but list smart. Do not take overpriced listings. Maximize all aspects of marketing. Take advantage of any free marketing you can. Create a comprehensive overall marketing plan and a marketing plan for each listing.

This is how you earn your keep, separating you from your competition. Anyone can list a property -- it takes marketing skills and marketing plans to sell a property in this market. Syndicate your listings to as many Web sites as possible for maximum exposure, and let your sellers know that you are doing this.

Remember that "distribution trumps destination" and that a listing is a marketing asset that will bring you leads if you give it enough exposure. That is how for-sale signs work, that is how classified ads work, and that is how the Internet works. There is a buyer for everything somewhere in the world. Your job is to find them and drive to transaction and closing.

Contact with people creates opportunity, so be in touch with as many people as you can in person and on the Web. Develop your strategy for marketing properties to Gen X and Gen Y consumers. Retool, take classes, learn how to use the technology you own, and  become an e-PRO.

Create a business plan (be as specific as possible), a marketing plan (with both an Internet component and a conventional component ... be found), and a technology plan that integrates the technology required to achieve the goals and objectives of your business plan. Become a more effective manager of your time.

Time is the one thing most people will tell you that they do not have enough of. Develop a specific Web site plan and a social media plan.

What made you get into real estate?

When I was a young naval officer on active duty in San Diego in 1974, I was introduced to residential real estate by a sailor who was preparing to get out of the Navy and was selling homes.

I went out and looked at homes as a prospective buyer and I loved the concept of working with people, driving around with them, and helping them acquire the most important asset of their life. My father and mother always purchased a home when my dad was transferred from one part of the country to another, and they always made a profit.

I liked the idea of being rewarded in proportion to my efforts and the ability to control my calendar. Prior to my separation from the Navy at the completion of my obligation, I obtained a real estate sales license and began selling homes part time on the weekends. ...CONTINUED

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