Real estate companies and agents have spent hundreds of millions of dollars on Web sites no one visits, according to the authors of “Real Estate Technology Guide,” a new book that outlines how to make the best use of present technology and plan for what’s next.

The book’s overall message is that a little technology understanding can go a long way in maximizing return on investment on such things as Web sites, e-mail marketing and office hardware. The book provides readers with more than 50 links to online resource materials designed to keep content current.

The limiting factor of new technologies for real estate practitioners often is learning to use them and put them to work in the best way possible for the business, authors Saul Klein, John Reilly and Mike Barnett wrote.

Klein is president of InternetCrusade, a technology provider and online community for the real estate industry. Klein is a licensed real estate agent, industry speaker and consultant and has authored several real estate courses. Reilly, InternetCrusade’s VP of publishing, is a licensed attorney, author of 10 real estate books and real estate educator. Barnett, InternetCrusade’s VP of technology, oversees the day-to-day operations of the company and leads development of all new technologies

Topics in the book include Internet hosting, how to renew a domain name, how to build a powerful e-mail marketing strategy and how to handle e-mail security and potential virus threats.

The book also includes checklists, an appendix of technology tips and a glossary. Some tips featured in the book include minimizing reliance on search engines for Web site traffic, how to build an e-mail address book, including a privacy policy on Web sites and how to develop out-of-state referral networks.

One chapter outlines a personal technology plan of action, which includes analyzing technology needs before purchase and establishing a budget. Another chapter offers up suggestions for an Internet marketing strategy, which should be integrated into an agent’s or company’s overall marketing plan.

“Real Estate Technology Guide” is published by Dearborn Real Estate Education. Copies can be purchased online.

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