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Internet Strategies by Saul Klein

RISMEDIA, August 4, 2008-Most Realtors have access to cost-effective technology that they can use to build their business. Often, however, the technology is applied ineffectively, and outside of the context of a plan. Take websites, for example, which, for the most part, are “billboards on the middle of nowhere” and a waste of money for most agents today. Agents often complain that not enough business comes from their website. They “hope” for the magic SEO (search engine optimization) formula, and many agents resort to expensive website design and SEO services.

The reality is, the problem lies not in the technology, but in the lack of an effective, comprehensive marketing plan. Donald Trump once stated that if you cannot pinpoint your target market, your business will fail.

Michael Bondi, ABR, ePRO, ( is part of the Executive Realty Services team in Las Vegas. Less than two years ago, his business started to slow down and in Bondi’s words, many agents resorted to working in casinos or restaurants to earn a living.

For Bondi, it was time to take the Internet more seriously. Some 18 months earlier, his broker, Enrique Moreno, had provided him and his colleagues with Point2 Agent websites. That weekend, Bondi went to work on his site.

The first order of business was to add all of the brokerage’s listings to the site and syndicate/publish them on as many third-party consumer search sites as possible. He also began to HandshakeTM with peers in his marketplace, accelerating exposure for his listings. While he was happy with his template site, Bondi dug deeper. He used some basic html to customize his site, and also launched a Point2 blog and started to write about topics of interest to prospective buyers and sellers.

A critical catalyst to Bondi’s success today was his decision to differentiate himself from his competitors. As Seth Godin says, “Be different or charge less.”

Bondi’s interest in helping residents to avoid foreclosures turned into his passion. He began to focus on that segment of the market. Before long, he became, along with his partner, Joannie Williams (without whom he tells us he is unable to handle all the business he receives today), an expert in handling this type of situational sale.

Use the tools available to you and market to your target audience. The Internet-effectively utilized-can resuscitate your career.

Saul Klein is CEO of Point2 Technologies Inc.

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