1 What real estate agents can learn from Obama's Win

As you brainstorm ways to use the Internet to enhance your real estate business, think about President Barack Obama. In 2008, then-Senator Obama pledged that his presidential bid would be the first cyber campaign. That is to say that he would utilize computer and on-line technology in an unprecedented way. The result was spectacular. Not only did a young, nearly unknown first-time senator win the election, but he brought presidential campaigns into the 21st Century. It was obvious his 2012 campaign would expand on his previous success. The president's creativity should inspire you to consider applying Internet technology - social media, email, video, etc. - to your own real estate business needs.

Initially, the most obvious difference in Obama's 2008 campaign was its extensive use of email to build a communication network with supporters and potential supporters. The campaign used all media to attract voters to its website and, therefore, its email list. TV commercials, Web ads, You Tube videos and personal pleas lured people to the candidate's website, but they could not enter the site unless they gave up their email addresses. In addition, online fundraisers not only collected money, but also email addresses. Even traditional "retail politics" played a role as campaign staffers circulated at rallies collecting, you guessed it, email addresses.

As the presidential email list grew, so did its value. The list was used to solicit more donations, make important announcements, offer contests and get out the vote come election day. Plus, once the 2008 election was over, the list allowed the campaign to stay in touch with the electorate while building a foundation for the next election.

Such lists are versatile and powerful. In real estate, a list of potential home buyers and sellers is worth gold, and such a list could be built easily. Email addresses should always be collected on websites, at open houses, and during telephone calls. And these addresses will continue to be useful, even after a prospect purchases a home. Home owners are great for referrals, and post-sale feedback is always valuable.

In addition to the email list, you should immerse yourself in social media. Once just the realm of young people, sites like Facebook and Twitter now reach a wide selection of potential customers. Plus, these demographic-based networks make it much easier to reach your best prospects. It is target marketing times 100. Just as the Obama campaign focused in on the voters most likely to not only agree with the president, but also to take action and actually vote, you can use a professional Facebook page or Twitter account to zone in on people you can help, or at least people who can help you.

You also should consider creating your own software. In fact, it could be said that this was one of the most effective strategies of the Obama campaign. For 2012, the campaign created a technology field office staffed by skilled Silicon Valley supporters with advanced coding and program-design talents to literally build web-based programs customized to the campaign's specific needs. Among the custom programs built were a one-click text message fundraising protocol and a unique volunteer organizing interface. These days, with affordable coders available to hire online, a program customized to your unique needs could be most helpful.

Still, even if you would rather not build your own program, the online possibilities are endless. Not only can you find many web apps to help you with the basics - like online faxing, website building, and electronic signature software - there are a wide variety of online resources geared specifically to real estate. Sites offer all-in-one real estate marketing assistance, data mining and even automated "for sale" commercial makers.

Even video, which was difficult to use not so long ago, is easily available now. Most computers not only record video, but also feature easy-to-use video editing software. Now anyone can make a video and post it online.

President Obama was smart enough to use every tool available to him to make his campaigns successful. You should do the same. Creative use of online technology will not only expand your customer base, but also give you an edge against your competitors who are missing the boat. Well, missing the boat for now.