The real estate industry is embracing technology, using new tools to deliver on tried-and-true ideas more efficiently, according to a new report from the Real Estate CyberSpace Society.

The report, “Real Estate Tech Tools for the Twenty-first Century,” includes three briefings from Rick DeLuca, Sandy Teller and Bruce Fealk that spell out successful ways for real estate professionals to apply the latest in technology without losing old-fashioned business values.

In the lead briefing, national real estate speaker and coach Rick DeLuca said, “People actually are embracing (technology) now versus just accepting the inevitable three or four years ago.” He explains how real estate professionals are catching on to technology as a means to deliver tried-and-true ideas more efficiently with different tools including the one tool he considers most indispensable.

DeLuca differentiates Web sites that make money from those that do not, and he gives suggestions for using technology to save time. He coaches listeners on the key technology mistakes to avoid and offers ways to overcome tech trepidation. DeLuca offers practical tips as well as specific online resources to implement them.

In the second briefing, Sandy Teller, head of the Web design company Sizzling Studios, focuses on specialty Web sites that work. “From my perspective, a successful Web site is one that makes money for its owner,” Teller said.

Teller outlines the elements of a successful site and goes into detail on the equally important aspect of marketing a Web site effectively. On a cautionary note, she warns about avoiding accusations of spamming.

Teller explains what search engine optimization is, distinguishing between two key types of positioning pay-per-click and organic. She offers tips to maximize the benefit of both types and identifies some risks to beware in working with search engine placement companies.

As favorite places on the Web, Teller reveals resources she uses for Web site marketing that are also available to listeners for free or at low cost.

In the wrap-up briefing, Bruce Fealk, president of Customer Grabbers, tells how to use the most recent additions to the technology arsenal – tools that generate interest because of their “wow” factor. “All of these tools are meant to put the high-touch aspect back into high-tech tools like the Internet,” Fealk emphasizes.

Fealk focuses comments on BlueStream technology and streaming video, giving examples of how these tools can be applied by agents to make their Web sites more impressive and more personal. He makes recommendations of related hardware and online resources for listeners to use.

Fealk believes that a range of multimedia marketing strategies, including video conferencing, will soon be commonplace in the real estate industry. He advises agents who want to stay ahead of the curve about what they should be doing in the next three to six months. 

The Real Estate CyberSpace Society has more than 9,000 members in 29 countries. The group provides products and services to members, as well as a networking connection.

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Send tips or a Letter to the Editor to jessica@inman.com or call (510) 658-9252, ext. 133.

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