Here are nine key areas where you can use software to provide a clear competitive advantage:

1. Photo retouching. Use it to clean up the exterior appearance of listing photos. Eliminate unnecessary cars, green up the lawn; patch the driveway, etc. Slip some 'after' pictures into your listing slide show, and be prepared to handle the seller's surprise. Encourage them to make their home 'picture perfect'.
2. Localized demographic software: This pinpoints demographics such as schools, prices, neighborhood facts. You can also place this information into your printed brochure, or feature it online.
3. Virtual home tours. Your listings come alive on the web with tours that feature 360-degree panoramas.
4. Financial programs can create a revised amortization schedule for recent buyers. This gives you the ability to discuss pre-payment options and ask for a buyer (or seller) referral.
5. United Parcel Service [UPS] on-line document exchange. Clients out of state or country can receive documents at incredible speed. You email to them, then send to client.
6. Contact manager. What to do, who are my clients, electronic filing cabinet and lots of other features keep you organized and efficient. You may already have a contact manager program – but do you have the latest version?
7. Turn your just sold cards into lead generators. Here's a service that can really build a buyer relationship. Let your buyer's friends and current neighbors know about their move by taking a digital photo of them in front of their new home. Then print it up on a postcard or flier and include a map and your photo. Send this as a courtesy to their list of friends and neighbors. Then, call 7 days later to ask people if they got the card and know how to find the buyers in their new home. While you have them on the phone, ask if they have any real estate questions. You also can make personalized return address labels featuring the buyers name and new address. Send them a page of these labels with their new address.
8. Personalization of every form, document, and marketing tool. Your software can allow you to put your logo, name and slogan on photo labels, rubber stamps, foil stickers. These all enhance your personal touch.
9. Use of direct response advertising and 'special offers' to increase response and profits also is an effective way to build business. More about this in my next column.

Give me a call or email for specific software recommendations. I'll tell what other top performers are using to increase business. In my next column I'll be back with 9 more tips from the 99. Stay tuned for success!

Dave Beson is one of real estate's leading speakers and writers, and is the head of Dave Beson Seminars. If you would like to order the full tape series or find out about his productivity products and speaking opportunities you can contact him at: