Module 1 - Understanding the Miracle of the Internet

Section 1 - Identify the skills required for success in the New Real Estate Industry

Objectives:

• Identify the skills required for success in the New Real Estate Industry
• List the key characteristics of the new real estate professional
• Recognize the fundamental demands and expectations of the Connected Consumer
• List the key components of the technology investment and what will be required to compete in the New Real
• Estate Industry and best serve the real estate consumer
• Actively participate in Listserv discussions

Outline:

• Surviving the Challenge: Making the Technology Investment
• Preparing for the New Real Estate Industry
• The e-PRO is the New Real Estate Professional
• Steps to Becoming an e-PRO
• The e-PRO and Technology
• The e-PRO and Networking
• Consumer Use of the Internet
• Real Estate Portals
• The e-Transaction
• Consumer Demands and Expectations in the 21st Century
• Making the Technology Investment
• Joining Online Communities and Using Listservs

Section 2 - Computer Fundamentals and Connecting to the Internet

Objectives:

• Demonstrate familiarity with the Windows Operating System
• Evaluate Internet Service Providers (ISP) based on certain features and limitations
• Demonstrate the ability to locate, evaluate and select an appropriate ISP for Internet access
• Be able to differentiate between the services of a direct access ISP and America Online (AOL)
• Locate various options for high-speed Internet access in their area
• Actively participate in an international real estate Listserv community
• Actively participate in the Module Listserv

Outline:

• Computer Fundamentals and Connecting to the Internet
• Windows Familiarity
• Connectivity Choices
• Accessing the Internet through Cable
• Cable Access in your area
• What is DSL?
• DSL in your area
• What About Dedicated Service (T1/T3/Fractional)?
• What About Free Internet Services?
• I Am Using AOL (America Online)…Should I change?
• What to Look for in Any ISP
• Shopping Online

Section 3 - History and Structure of the Internet (Domains and DNS)

Objectives:

• Describe the purpose and creation of what is today referred to as the Internet
• Define the complex nature of the Domain Name System -- Top Level Domains, Second Level Domains, and Third Level Domains
• Recognize the importance of owning and controlling Second Level Domains
• Conduct a search for and describe the steps to purchase domains online
• Complete research on who owns existing domains
• Appreciate the importance of branding and the integration of Internet marketing into all the candidate's conventional marketing and existing branding strategies.

Outline:

• History and Structure of the Internet (Domains and DNS)
• The Creation of the Internet
• World Wide Web
• Domains and the Domain Name System
• Domain Name Conventions
• What is a Domain Name?
• Why is it Important to Register a Domain Name I am Interested in Now?
• Didn’t I Receive My Domain Name When I Signed Up for e-mail With My ISP?
• What Does “Controlling My Domain Name” Mean?
• What is e-mail and Web Forwarding (Pointing)?
• Tips on Choosing a Domain Name.
• Domain Name System (DNS)
• Domain Registration
• Domains in Communication and Marketing
• Pointer Domains
• Domain Renewal FAQ
• Domain Transfer FAQ

Section 4 - Internet Hosting

Objectives:

• Recognize the three types of Internet hosting and how they apply to the communication and marketing efforts of real estate professionals.
• Understand the importance of the most overlooked type of Internet hosting -- Domain Hosting -- and know the value and control a good Domain host can bring to their marketing efforts.
• Describe products and functionality offered by e-mail hosting services: Listservs, Auto-responders, POP accounts, e-mail forwarding and unlimited addressing.

Outline:

• Internet Hosting
• Hosting
• Domain Hosting
• Third Level Domains
• Masking and Third Level Domains
• E-mail Hosting
• Auto-Responders
• Listservs
• Web Hosting
• Hosting Facilities

Module 2 - E-mail Communication and Marketing

Section 1 - Electronic Mail (E-mail) – A New Way to Communicate

Objectives:

• Describe the basic technologies that will allow for more effective use of e-mail
• Identify the impact e-mail has on today's personal and business communications
• Utilize e-mail as a valuable and effective business and marketing tool
• Define the importance of responsiveness to e-mail and the impact that delayed responses will have on the business of a real estate professional
• List the benefits of incorporating e-mail into your Internet marketing plan
• Manage e-mail more effectively. Use the various tools and techniques to maximize the effectiveness of their e-mail

Outline:

• Electronic Mail (E-mail) – A New Way to Communicate
• What Is E-mail?
• E-mail as a Communication Tool
• How E-mail Works
• SMTP
• E-Mail as the Ultimate Business Tool
• Using E-mail Effectively Requires Practice
• Fundamentals of Effective E-Mail-based Marketing
• Every Piece of E-Mail is a Marketing Piece
• Internet Newsletter Marketing
• Effective E-Mail Management

Section 2 - Becoming an E-Mail Powerhouse

Objectives:

• Construct a new message, reply, reply to all, and forward
• Use the basic features of e-mail software
• Describe the basics of Internet e-mail services: SMTP, POP and Web-based Mail (I-mail)
• Communicate effectively within the confines of the e-mail medium

Outline:

• Becoming an E-Mail Powerhouse
• Setting up your E-mail Software (Mail Manager)
• Setting up Your e-mail Accounts (POP and SMTP)
• Your E-Mail Address Book
• Filling Your E-mail Address Book
• Addressing E-mail
• Creating a New E-Mail Message
• Importance of Promptness When Replying to E-mail
• The Art of E-mail
• E-mail is a “Flat Medium”
• Know Your Audience
• More E-mail Tips

Section 3 - More E-mail

Objectives:

• Attach all types of files to e-mail messages in the most efficient manner
• Open most attachments
• Describe proper virus protocol after infecting others
• Utilize their e-mail management software
• Construct a group message
• Design and program their automated e-mail signature
• Recognize the function and importance of a permanent e-mail address
• Create and use multiple signatures for different purposes

Outline:

• More E-mail
• Attaching Files
• Opening File Attachments
• Attachment File Types
• Changing File Associations
• The Basics of E-mail Management
• Managing your E-mail
• Build Distribution Lists or Groups for Every Transaction
• Filtering Incoming E-mail
• E-Mail Signatures – E-Mail Branding
• The Permanent E-Mail Address
• How Do I Obtain a Permanent E-mail Address?
• Unlimited E-mail Addresses
• Internet-Accessed E-mail
• E-Mail Security

Section 4 - Fundamentals of E-mail Marketing…Bringing It All Together

Objectives:

• Implement the Ten Fundamental Elements of an E-mail Marketing Strategy
• Describe the benefits of consistency and frequency in e-mail marketing
• Identify ways e-mail newsletters can be effective for new, repeat and referral business
• Utilize auto-responders and make them an integral part of their e-mail marketing plan
• Use e-mail as a method to push clients, customers and contacts to web sites
• Describe the value of Listserv participation as a knowledge-enhancement tool, as well as a powerful referral resource

Outline:

• Fundamentals of E-mail Marketing…Bringing It All Together
• Building Your E-mail Database
• Making the Most of E-mail Embedded Links – Driving People to Your Web Site
• Hyperlinks
• Mass Mailings
• Auto-Responder – Twenty-First Century Version of Fax on Demand
• Listservs, E-mail Discussion Groups
• How do Listservs work?
• Benefits of Listservs
• Ten Fundamental Elements of an E-mail Marketing Strategy

Module3 - The World Wide Web (WWW) - Marketing, Publishing, Service and Support

Section 1 - Web sites, History and Current and Future Uses

Objectives:

• Define the origins and structure of the web
• Have a broader perspective on the use of the web in marketing and servicing of clients
• List the potential purposes of the web as it pertains to the Candidate's business
• Identify milestones in the development of the web and describe the impact on the real estate industry.

Outline:

• Web sites, History and Current and Future Uses
• History of the WWW
• Importance of a Web Strategy
• Web Sites in the Real Estate Industry
• Web Sites in the Real Estate Industry (Continued)
• Recognizing the Potential Uses of the Web
• Specific Web Site Uses
• Future of web sites

Section 2 - Personal Web Site Options

Objectives:

• Identify the factors to consider when creating a web site
• Define national aggregator options
• Define their own web site expectations
• Describe the importance of establishing web site objectives before spending money on a web site
• Recognize the differences among the most popular web editing software programs
• Identify the best way to find a competent web designer and Webmaster
• Recognize the web site as a key component of their online presence

Outline:

• Personal Web Site Options
• Your Web Site is YOU to the Visitor
• Planning Your Web Site
• Setting your Web Site Expectations
• Setting Objectives for a Web Site
• The Web is Information
• Template Sites with Limited Control Over Content
• Mass Customization Solutions
• Build Your Own Web Site
• Custom Web Site (designer)

Section 3 - Web Site Content and Design

Objectives:

• Evaluate appropriate content for their audience
• Describe Broker Reciprocity/IDD/IDX choices
• List ways to find and gather content for their site
• Differentiate between linking and framing
• Define the concept and importance of web-based editing tools

Outline:

• Web Site Content and Design
• Content
• Current Inventory of Property for Sale as Content
• Using Frequently Asked Questions as Content
• Real Estate Content
• Linked Versus Framed Content
• Linked Versus Framed Content (Continued)
• Getting Return Visitors to Your Web Site
• Web Site Tips
• Search Engines and Behind-the-Scenes Content – Meta Tags
• Local Web Hosting Versus National Web Hosting – Customer Service is the Key
• Web-Based Editing and Templates
• Additional Notes on Site Design and Content

Section 4 - Developing the Web Side of Your Internet Marketing Strategy

Objectives:

• Identify the unique factors of the web side of an Internet marketing strategy
• Explore their current Internet presence, if any
• Have the means to review their current offline (non-Internet) marketing strategy
• Evaluate options to integrate Internet marketing into their existing marketing strategy
• Identify the key components of an Internet Marketing Presentation portion of their pre-listing package
• Demonstrate the ability to print web sites from the WWW

Outline:

• Developing the Web Side of Your Internet Marketing Strategy
• Eight Suggestions for Developing the Web Side of Your Internet Marketing Strategy
• Suggestion 1: Acquire Your Own Domain
• Suggestion 2: Make the Most of Your Current Internet Presence
• Suggestion 3: Review Your Current Offline Marketing Strategy
• Suggestion 4: Integrate Your Current Marketing Efforts With Your Internet Efforts
• Suggestion 5: Create Copies of Your Internet Marketing Presentation for Your Pre-Listing Package and Listing Presentation
• Suggestion 6: Use Third Level Domains
• Suggestion 7: Creating a Buyer Internet Resource Presentation
• Suggestion 8: Reciprocal Links
• Capturing and Printing Web-Based Information

Module 4 - Putting the Internet and Technology to Work for You

Section 1 - Virtual Communities and the New “Global” Economy

Objectives:

• Connect with others of like interest for a common purpose on the Internet.
• Become a large and vocal group of consumers (along with other real estate professionals), advocating and obtaining improvements to the products and services they purchase.
• Add value to their services through the experiences and knowledge passed on by the other participants in the online communities.
• Practice correct etiquette when participating in online communities, mindful that cooperative participation is critical to the value and success of the entire community.

Outline:

• Virtual Communities and the New “Global” Economy
• The Power of Community
• Increasing Value of Virtual Communities
• Communities as User Groups
• Being a Good Community Citizen
• Community Do’s and Don’t’s

Section 2 - Prospecting on the Internet

Objectives:

• Understand the concepts and value derived from the different types of Internet prospecting
• Distinguish Internet and conventional prospecting methods
• Use the Internet as a new way to prospect for results
• Describe the value of relationship building online

Outline:

• Prospecting on the Internet
• Internet Prospecting
• Prospecting with Technology
• Handling Internet Leads
• Relationship Prospecting Online
• Finding Online Communities

Section 3 - Tools of the Trade

Objectives:

Be familiar with the latest technology tools of the trade and where to go to find more information - the following technologies are discussed in this section:

• Digital Cameras
• Personal Digital Assistant (PDA/Handheld)
• Virtual Tours (Immersible Photography)
• Personal Productivity Software
• Electronic Lockbox
• Internet-based MLS
• NAR Online NRDS Database

Outline:

• Tools of the Trade
• Technology Tools for the New Real Estate Professional
• Reducing paperwork with digital document management
• Digital Camera
• Digital Cameras in Real Estate
• What are Some of the Practical, Business Applications of a Digital Camera?
• Personal Digital Assistant - PDA
• What Can I Do With a PDA?
• Which Handheld is the Best?
• Virtual Tours
• Stitching Software: You Take the Pictures and Use the Software to Create the Tour
• Combination Hardware/Software Bundles and/or Full Service (They Do It For You)
• Personal Productivity Software - Contact Managers and Personal Information Managers
• Which Productivity Software is Best for the e-PRO?
• Electronic Lock box
• Internet-based MLS
• The RETS Working Group
• MLS and the e-PRO
• NAR online

Section 4 - Tying It All Together

Objectives:

• Have the methodology necessary to create a Personal Technology Plan of Action

Outline:

• Tying It All Together
• Putting Together a Technology Plan of Action
• Determining Your Objectives
• Developing Your Goals Statement
• Determining Your Solutions
• Solutions - Hardware
• Solutions - Software
• Solutions - Services
• Solutions - Knowledge and Skills
• Establish a Technology Budget
• Internet Planning Priorities