Using E-Mail to Obtain & Serve Consumers

Using E-Mail to Obtain & Serve Consumers Created and Instructed by Craig Grant of EasyRealtySites – Provider #0004486

Course Objective ObjectiveTo gain a better understanding of how to properly use & utilize e-mail in your business & daily life.

What’s On Deck

Chapter 1Benefits of E-mail Objective To gain an understanding of the importance and benefits of using e-mail in your personal and business transactions.

E-Mail A system for transferring electronic messages from one computer to another, usually via an Internet connection.

E-Mail E-mail is the most important Internet feature to real estate agents as it allows instant communication with your contacts and an automatic logging of all messages thus a digital diary of all communications. Remember, the ability to log information and agreements in order to avoid misunderstandings is a requirement of Article 9 of the Code of Ethics and Standards of Practice℠ of the National Association of Realtors™.

Some benefits of E-mail include: • Ease • Immediate • Pervasive • Pictures/Attachments • Environmentally friendly • Versatile

Some cautions of E-mail include: • Permanent Record • Distribution • Tone

Chapter 2What Do You Need? ObjectiveTo gain a better understanding of what hardware & software products you need to be able to function properly to fit your technical needs

Equipment - Computer Portability is KingBeing able to access the MLS, customer information, leads, files & more while on the move allows you to be more efficient & provide optimal customer service • Options these days include Laptops, Tablet PC’s/Netbooks, Web-Enabled Cell Phones, etc. • You can utilize Wi-Fi, Bluetooth & Air Cards for the Internet Connection • The main negatives are: • They are typically proprietary or sealed, so enhancing the product with more memory, RAM, etc. is typically harder & more expensive to do. • They tend to be a bit more expensive (especially if you need a higher end unit) & have shorter life-spans. • May not be able to operate everywhere (poor service or networks)

Kinds of Portable Computers • Notebooks: Biggest & most powerful portable, due to strong processors often produce a good deal of heat & thus are uncomfortable to use in a lap. • All purpose laptops – can be used for personal or business usage, slightly smaller than a lap or notebook • Ultra portables: Under 5lbs., offer more networking options, longer battery life and faster processors • Tablets: Slate-shaped mobile computer equipped with a touch-screen or graphics tablet/screen hybrid to operate the computer with a stylus or digital pen, or a fingertip, instead of a keyboard or mouse. • Netbooks: Similar to ultraportable, are typically very small and intended for personal usage like Internet and basic office functionality. Minimal expansion ability.

Equipment - Computer Desktop Computers • Goes beyond the capabilities of a portable computer as they typically have better processors (RAM) so are able to do more functions at the same time • Better fit for an agent who does more high end functions like graphic design, programming &/or likes to multi-task functions while on the computer. • Can be easily integrated into networks to do additional functions • Tend to be a bit less expensive & have better life-spans • The main negatives are: • Not portable, tied to one location

Computer Buying Checklist • When developing requirements select the most important features necessary for your needs. • Consider compatibility with an existing piece of equipment, describe the equipment, connectors, interfaces, brand and model of the existing equipment. • Consider support, maintenance &/or potential labor costs, including if you need assistance with initial installation or on-going on-site assistance. • Assess all upgradable components/options and determine if they are necessary and how much value they will add.

Internet Service Providers (ISP) ISP – Internet Service Provider is the company you pay to have access to the Internet. Options include dial up, broadband (cable, DSL or satellite), WiFi or Air Card • The speed of your upload & download connection will depend on the bandwidth allocation provided to you by your ISP. • ISPs have a wide range of prices & packages to choose from, choose the package with the bandwidth allotment that meets your online needs & usage.

Internet Service Providers (ISP) • You should ask around and find out what are best ISP options in your market as the options and performance typically differ from place to place much like cell phone reception. • Keep in mind when selecting an ISP that this is for business, not social, so a strong consistent connection is important.

Name advantages & disadvantages of using a portable & desktop computers, which one do you use and why? Group Discussion

Chapter 3Setting Up Your E-Mail Account ObjectiveTo gain a better understanding of the basics of e-mail so you can determine how you want to set up your e-mail presence

Types of E-Mail Accounts Alias – Does not store any e-mails, any incoming e-mails are forwarded to another account. (ex. craig@web.com forwards to craigg@att.net) POP3 – Can send & receive e-mails using POP server protocol & e-mail data is transferred from one server to another, so if you check e-mail from one location it doesn’t update other locations. IMAP – Can send & receive e-mails using IMAP server protocol & due to information being pulled from the server (nothing is transferred), it automatically updates all locations simultaneously. Recommended for on the go users.

Picking an E-mail Address Your contact info to the world! The domain of your website or your e-mail address has no impact on where you are going to show up on a search engine, so pick it based on marketing and what is easy to spell and remember. • Some recommendations: • Get an e-mail address that ties into the domain so they work together & it looks more professional • Set up multiple spellings (example the name Terry, Terri, etc.) 19

E-mail Packages • Microsoft’s Outlook & Outlook Express are still the most popularly used e-mail systems. Outlook Express is a basic version that is bundled with most versions of the Windows Operating System where as the full version is a paid upgrade. • Other stand-alone e-mail programs such as Lotus Notes & Eudora are also available. In addition, most Personal Information Managers (PIM) include an e-mail feature. They typically offer spell check and address book capability.

E-mail Packages • Most e-mail programs try to replicate services traditionally found in Microsoft Outlook including: calendar, contacts, documents, and tasks. • Current e-mail programs have the ability to send attachments, photographs, virtual reality displays, video or audio home pages, signatures and other embellishments. E-Mail:InboxOutboxSentArchiveFoldersDrafts/Auto Responses

E-mail Packages • Free e-mail accounts should be avoided for use as your business e-mail address. Professionalism requires each agent to have his/her own domain name. Free e-mail accounts imply that the agent cannot afford an e-mail host. However, free accounts can be great for use when an e-mail address is requested for information, services, or for internet purchases. • An exception to this rule is that now some of the free accounts such as Google’s Gmail or Mozilla’s Thunderbird support external MX-Record control so that you can still use your domain derived e-mail address but still get all the advantages that the free vendors bring to the table.

Spam Filters and Cookie Removers • The majority of e-mail is junk, also called Spam. E-mail packages often contain a filtering program but it may be insufficient. An add-on program to intercept and erase these messages may be necessary. Spam blockers compare incoming messages with a list of known spammers. Unwelcome messages are removed immediately. • Cookies are hidden files placed on the computer by the website visited. They must be periodically removed. Experts recommend running the cookie removal for every three hours spent on the internet. At the very least this should be done weekly.

Chapter 4E-mail Features ObjectiveTo gain a better understanding of different tools available to maximize your e-mail experience

Typical Features of E-Mail Programs E-Mail In Box Out Box Sent Archive Folders Drafts or Auto Responses Also, most e-mail programs now are trying to replicate all the services traditionally found in Microsoft Outlook including: - Calendar - Contacts - Documents - Tasks

Tips on How to Optimize Using E-mail Typically just click on column headers or pull down tab Sorts Instantly re-organize e-mails to quickly find what you are looking for (ex. By sender name to see all e-mails sent by each person)

Tips on How to Optimize Using E-mail Flags or CategoriesFlags (check the flag icon for any e-mail) or Category Colors (click category column) – to group e-mails for quick reference & visual enhancement.

Tips on How to Optimize Using E-mail Reminders or Follow Up From inside the body of an e-mail or from the tab in the window you can click on the Follow Up option and specify a date & time you want to be notified to follow up with a contact By using this feature you can make any e-mail be tied into the Calendar program

Tips on How to Optimize Using E-mail Folders You can create folders & organize/move related e-mail files into it for quick access. To add e-mails to a folder you can just drag & drop, highlight & copy or set up a rule/filter.

Tips on How to Optimize Using E-mail Filters or Rules You can define what automatically happens if any e-mails in your account match the parameters you set.

Tips on How to Optimize Using E-mail Filters or Rules ex. I have set a rule that says any e-mail received from automated@easyrealtysites.comgets the label “Customer Sign Ups” which also puts it into a folder called “Customer Sign Ups”

Tips on How to Optimize Using E-mail Archive Your e-mail system will periodically ask you permission to moves older e-mails to a history file to minimize the amount of data in the e-mail program & make it run faster.Note: Archive data is still searchable even though it may not be viewable in your e-mail program at that time.

Tips on How to Optimize Using E-mail Drafts or Auto Responses While creating an e-mail you can click on the Save or Auto Response icon to save it as a draft so you can easily access it at a later date. I recommend using this feature to create stock responses for typical e-mails you have to handle, that way you can just copy (or slightly tweak) one of these e-mails versus writing each e-mail as it comes in…can be a huge time saver.

Tips on How to Optimize Using E-mail Adding Attachments or Files Typically its as easy as clicking on the attachment (paperclip) icon or using a Browse Upload Field & then browse, find & upload the desired file(s). • To imbed an image into an e-mail, you can simply add the image if the program supports it, or you can post it to a web server & then copy that web hosted image into the e-mail. • If you are having problems sending a large file to a recipient, a better option is to post that file to a web server & then provide the link to that file in your e-mail, then the user downloads the file from the server & the file is never e-mailed!

Tips on How to Optimize Using E-mail While offline programs like Microsoft’s Outlook are still the standard, consider using a web based e-mail provider like AOL, Gmail, Yahoo, MSN, Hotmail, Road Runner, etc because they typically: • Are Free • Provide more file storage space • Have the most advanced SPAM & Virus filtering tools • Use cloud computing to give portable access to files & programs • Often integrate programs like Instant Messaging (IM) & Video Chat • Are open source which means they have labs with tons of apps & tweaks you can use to make the experience better

Advanced E-mail Features Mail Merge If you have a spreadsheet or a data base of contacts, you can use Mail Merge tools like the ones built into Microsoft Word to auto generate letters, envelopes and even e-mails with the merge to e-mail options.

List 5 Features of E-mail You Might Want to Try to Help Your Business. Group Activity

Chapter 5 Basics of Writing Proper E-Mail Etiquette ObjectiveTo gain a better understanding proper etiquette so you can better communicate with your contacts using e-mail

When You Check E-mail All forms of communication should be treated the same, with prompt & professional response

Using the Header Fields • Be descriptive in the subject line. • Only put one recipient in the To: line and additional contacts in the CC (Carbon Copy) field • If you wish to have a contact private so that it can’t be seen by the other recipients, use the BCC (Blind Carbon Copy Field) • Don’t send an e-mail to more than 10 recipients from the same ISP or you can be blacklisted & flagged as a SPAMMER

Writing E-mails (the body) • Have a friendly opening & closing to each e-mail & always invite the recipient to contact you again. • Keep your e-mails short & digestible • Try to be organized in your thought process, use bullets & numbers when applicable

Other E-mail Tips • If possible embed a graphic rather than attaching it to a message (Some programs like Outlook allow you to add an image, others may require you to upload that file to a server & pull it in from there) • When possible, place URLs on a single line • Make sure your computer’s date & time is correct so that the time stamps on e-mails are right

Before Hitting Send • Make sure the content is pertinent to each recipient • Use correct punctuation, grammar & Spell Check • Always read things over twice (if possible out loud) before sending & look for any negative tone

Avoid E-mail Disagreements • Be careful of your tone, avoid confrontation • Use Drama (all capital letters, large font sizes, over using color or bolds) IT IS SEEN AS AGGRESSION!!! • Use overly aggressive verbs, can be intimidating or can make you look desperate • Respond to an e-mail while emotional • Partake in an argument over e-mail especially when multiple recipients are involved

When Replying to E-Mails Include the original message for quick reference • If you are only providing feedback on a few small items, copy the question and provide your answer in versus copying the entire e-mail. for example:>do you agree with the proposal to hire Ms. Ross to handle our services?Yes. Please make the necessary arrangements. • If e-mail conversation is going back & forth with comments or changes, you can use multiple >> or color fonts to identify sequence • Be careful of the Reply To All button, only do so if you intend for everyone to read your response & never do so when your comments are directed at one recipient

E-mail Don’ts • Use background (stationary) colors or images, make it easy to read. • Use emoticons (ex. ) in business e-mails • Criticize others e-mail etiquette & grammar • If sending to a person on dial up, file attachments should be <1MB, if broadband <5MB • Forward Chain E-Mails • Send e-mails (especially business solicitations) if you don’t have a relationship with that recipient or they may deem it SPAM

E-Mail Etiquette 101 Remember, e-mail is permanent, so always be careful what you say to an individual or group and realize that e-mails are legal documents that are admissible in the court of law.

Group Discussion Discuss some traits of writing good e-mails & what items to avoid & how it has affected your business

Chapter 6Improving Customer Service Objective To understand how to best utilize the Internet to build and improve your customer service, attainment and retention. Presented by

The Less Chance You Have of Securing the Business The Longer You Wait = E-Communication A: Your Response Time! Q: What is the #1 Factor That Determines Your Online Success? 1 hour = 84% 12 hours = 41% 24 hours = 11% Presented by 50

Using E-Mail to Obtain & Serve Consumers