Just in time for Christmas, there are three new books out that focus on using the Internet for making money in real estate, one written by a well-known consultant, another by a well-known editor, and the third written by a couple of marketing experts.
The books are:
Although working in the same general field, and although overlapping in some areas, the three books actually are different enough that they could sit side-by-side in the same office library and the reader would pull different ideas from each.
Murphy's book truly is aimed at the novice license holder who would like to find wealth in a real estate career. She takes the reader through the first critical steps to enter the e-world, urging that they find a "tech coach" to help them select the right hardware and software - just enough to get them going without a lot of unnecessary bells and whistles.
"Don't be caught with a carload of expensive tech tools you don't know how to use and that seem to be aging as you take them off the shelf," she writes. "Buy what you can use, master it, and move on to the next. There is no reason to spend money on technology toys and tools unless you plan to learn how to use them."
In some ways Evans' book is less about the Internet than it is an analysis of current industry practice, with the e-commerce thrown into the mix. She examines buyer brokerage, changes in agency relationships and the new online agencies. There is discussion of fee-for-service models and discounters, all in the context of how the Internet may be used to enhance service or attract new business.
Warns Evans, "Although it is still possible for top agents to operate without using the Internet, those days are coming to an end. MLS books are obsolete, and all information is being managed on the Internet. In only a few short years, all agents will be Internet-trained to enable them to access an internationally linked database of listings; to use broker-managed information, lender platforms, and affinity networks; to manage personal listings and files; and to communicate with consumers and other service providers related to the real estate transaction."
The Cox/Koelzer book takes more of a text book approach to Internet training, asking brokers and agents to first examine how they market themselves in the "real" world and then demonstrating that moving some of those techniques to the Internet is not that difficult a step.
It provides specific examples and many Internet addresses for additional examples and information. Tools are provided for extending learning beyond the course and there are references in each chapter to Web sites with related or more in-depth information.
The Murphy and Evans books are available from Real Estate Education Company, may be found at local bookstores or by calling 1 800 621-9621 x 3650; or online at www.REcampus.com.
The Cox/Koelzer book is from Prentice Hall and may be ordered from Amazon.com, by Clicking Here.