All hands on tech

Forget bells and whistles—here’s how to use basic technology in everyday business.

by Ward Lowe and Marty Kramer   Technology can dazzle you with exciting features and impressive specifications. What you really need to know, though, is how to use it to make your life easier, your business more efficient. Here are some suggested ways to tap into the capabilities of your machines, gadgets, and services.

Fill in the e-mail blanks

How often do you receive vague e-mails generated by your Web site that say things like, "Send me the information" or, "I’m interested in this house," without any further explanation? Certainly you follow up with these potential clients to clarify their requests, but there’s a quick way to eliminate the confusion and avoid that extra step.

A simple addition to the Web page’s HTML code that automatically puts your address on the e-mail can also fill in the subject field. For example, if on one page your site reads: "Click here for free tips for buyers," with the Click here coded mailto: you@youraddress.com, change the code to read mailto:you@youraddress.com?Subject=Free tips for buyers. That way every e-mail generated from that page will arrive with "Free tips for buyers" as its subject. Not only will you know why a customer contacted you, you’ll also know where they saw your offer.

Reply ahead of time

Save time when answering e-mail inquiries by setting up templates or drafts of your responses ahead of time. Compose a general note thanking customers for contacting you that includes links to helpful real estate Web sites, blank space to customize it with the information they requested, and any other information you normally include in your e-mails. Create different ones for buyers, sellers, and general inquiries.

Using your e-mail software, make templates for future use or use your word-processing program to save these drafts as documents. Copy and paste the text of these documents into the body of an e-mail message for quick replies.

Send them visual reminders of houses they like

While you’re showing a client several listings, take pictures with your digital camera of the ones that catch his attention. As soon as the appointment ends, e-mail him the pictures to keep them fresh in his mind.

Receive e-mail messages on your phone

The longer you take to reply to an e-mail inquiry, the closer the sender gets to becoming a missed opportunity. But to respond quickly, you first must know you received an e-mail from a prospect. How do you do that when you’re away from your computer? Use your phone.

Most wireless phones and companies give you the ability to receive e-mail messages on your handset. Check with your provider for pricing and other details. Some plans include incoming messages at no additional cost, while others charge a per-message or monthly fee. In most cases, your e-mail address includes your phone number and the carrier’s domain name. For example, 2105551234@mobile.mycingular.net. Many carriers impose a limit on message length, so let senders know to put their name and contact information first. Even better, you (or a programmer) can create a short contact form on your Web site that asks for this information and automatically e-mails both your regular e-mail account and your wireless phone. Many systems enable you to send a text reply, or if you have the sender’s phone number, you can call the person immediately.

Get ready to beam

Have your electronic business card and photos of all your listings ready to beam from your handheld computer. It won’t be daily that you encounter someone interested or able to receive information this way, but when you do, you’re sure to impress.

Focus sellers on their own house

Show up to a listing a few minutes early, take digital photos of the house, and insert the images into your laptop PowerPoint listing presentation.

After you get a listing, ask the sellers to take pictures of the features they enjoyed most about their home. You might get insights from visuals that differ from verbal explanations, and that could help you focus your marketing on features that will entice the next buyer.

Send your open house home with prospects

When you host an open house, have digital photos ready. Collect e-mail addresses on the sign-in sheet and, at the end of the day, e-mail a few pictures of the house to everyone who requested them. Or you can post photos ahead of time on a page of your Web site and simply e-mail the URL.

You can also collect e-mail addresses for anyone who would like to receive your electronic newsletter. Be sure to let them know how they will benefit from receiving it.

Create a show for open-house visitors

At an open house, show a self-running slide show or multimedia presentation on your laptop. You can highlight features of the house and neighborhood. Also, have presentations of other listings ready for prospects searching for a home that’s bigger, smaller, more or less expensive, or otherwise different from the open house.

Illustration © PictureQuest.

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