Professionalism in marketing for luxury real estate agents now includes being web-savvy and tech-savvy. It is one of those brutal facts that you must face if you are to be successful in the Web 2.0 era. Get with it! Or, get someone on your team who is with it, someone who has the passion to stay on the leading edge. But, do not get carried away by technology. Find the right balance for you and your target market.


"They say a year in the Internet business is like a dog year. It is equivalent to seven years in a regular person's life. In other words, it's evolving fast and faster."
— Vinton Cerf, one of the "founding fathers of the Internet", co-created TCP/IP protocols

The internet age is the closest example of perpetual motion. Every day we are bombarded with the latest and greatest technology. How do you stay up with all of it? When presented with a new invention to add to your already groaning table of tech tools and web enhancers, use common sense. Ask yourself, how often will I use this? Will this be easy for my clients? Do I really like it? Is it easy to use, or do I have to spend time on a tutorial? Will this save time or become aggravating in the long run? Research shows that sites that talk to you as you click on them are annoying to the viewer. The initial novelty wears off after 5 seconds. They do not want to come back to the site, to hear it again.

Most new idea sounds good at first glance. Take the time to research before you buy. We recommend Walter Mossberg’s column in the Wall Street Journal, every Thursday. He reviews the latest and greatest, and he is not paid by anyone to promote their goods. He reviews items, uses them, and sends them back to the source. He and his Wall Street Journal colleague, Kara Swisher co-edit All Things Digital which includes all his columns, her blog, video interviews and other posts. The site has an archive for all types of technological advances and is a wonderful resource.

This is part of an ongoing series about Luxury Real Estate Marketing. Get Fluent. Get Affluent! Subscribe to The Language of Luxury by Email or RSS Feed. Comments? Please use form in left column