CONFIDENTIAL
REALTORS INFORMATION NETWORK
Training and Publishing- 12/24/95
Executive Summary
Discussion
Billy Chee, 1993 President of the National Association of REALTORS® summed it up in two
comments.
"Don't expect REALTORS® to go to the technology, you have got to bring the technology to the
REALTOR ."
Any online system to be used by REALTORS® must have instant applicability. They must know
how to use it and it must be easy for the REALTOR® to fit into what they are already doing.
Billy has also stated on numerous occasions that the level of REALTOR® computer literacy is low.
During the alpha and beta testing of the RIN software, we learned that even those who are fairly
proficient computer users will have some problems in adapting to and dealing with this online
service at this point in its development. One of the worse things RIN could do would be to deliver
the software and let the consumer determine it is "under powered" or "too cumbersome" when in fact
it is not; but because they have not figured out the easy way to perform a function, they abandon the
software. All of us who are users know what I am talking about. Our experience at the pilot locations
also shows us that:
1. Not everyone who signs up actually bothers to login after the first login.
2. Those that do, quickly lose interest and their online time rapidly decreases.
3. Less training equates to less participation online (statistics available from BAH)
The conclusion is obvious: software delivery and training must be headed down parallel runways.
The successful weaning of REALTORS® from their current sources of information and products
and moving them to accessing information and products in an online environment (and the RIN
online environment) will require much more than the sale of software. An "online mentality" and
awareness must be developed. This will require training in the use and business applications of the
software (Training Plan) and then an ongoing link or "conversation" with the user (REALTOR®) in
an open dialogue and "conversation" in those areas that affect their businesses and their lives
(Publishing Plan). This "conversation" (RealTalk) will "keep them engaged" with RIN. It is said
repeatedly that REALTORS® are "people people" and that real estate is a "people business". It is
important to note that the only product on the RIN network that is an interactive, people oriented
product (other than email, which is more service than a product) is RealTalk. Properly resourced and
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managed, this will become the number one attraction on RIN and the driver of all the other product
offerings. Under this Training and Publishing Plan, RIN offerings will be so rich in content and
value that the REALTOR® would never consider moving their business to the competition. The
"conversation" (RealTalk) will also (credibly) point the user to other products and services available
to them through RIN.One thing research has shown us is that with REALTORS®, there is a desire to
learn "what to do next".
Training Plan
Training in technology and use of the RND is essential to the success of RIN. The customers
(REALTORS® ) must be taught the basics of technology and use of the RND, followed by the more
advanced learning required for the use and access to the GeoData product. Courses must go beyond
the "how to install and use email" to "how do I use this in my business" (to help me make more
money and/or help me become more productive). The current level of computer literacy of RIN's
customer base is elementary to non-existent. Training must also include the motivational aspects
required to change the culture of the user from one that depends on the telephone as the primary
communication device to one where the computer competes with and hopefully becomes the primary
communication device in the business of the customer. A prestige must be developed in those who
are trained. This will be accomplished through the RIN Certified REALTOR® (RCR) Program.
Properly resourced, training has the potential to become a significant revenue stream for RIN. If
done properly, training becomes a marketing vehicle for RIN and for RealTalk.
Training will draw an audience and there are many companies that currently fund trainings in the real
estate industry. These companies would be (are) interested in funding RIN training programs.
Industry related companies such as lenders and title companies as well as technology companies,
both hardware and software companies, and communications companies, that currently spend
marketing dollars to be in front of a REALTOR® audience.An example of a powerful strategic
alliance in RIN's educational program would be RIN, NAR, Microsoft, MCI (AT&T), and IBM
(Compaq, Gateway, Motorola, etc). This Strategic Alliance will provide the sponsorship and dollars
to pay for what RIN must do anyway, train and be involved with the REALTOR® as they learn. As
sponsors of our programs, these strategic partners are in front of their potential clients, in an
interactive, learning environment. It must be recognized that education is the "programming" around
which advertising can be sold. This is a critical aspect of this Training and Publishing Plan and
the potential source of major marketing dollars for RIN.
Training Program will be divided into the following initial areas:
I. Rollout Training - of initial users in current rollout areas
II. Certified Trainer Series - to produce a faculty of RIN Certified Trainers (RCT)
III. REALTOR Technology Skills Enhancement Series - for coveted RCR Designation
IV. Curriculum Development - REALTOR Technology Empowerment Series
V. Additional Programs and Revenue Sources - Computer Based Training (CBT), Video,
Direct TV, Live presentations
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The first aspect of the training program to be implemented will be in concert with the rollout at the
stated rollout locations. It is here where we will refine our marketing efforts for mass distribution in
the second quarter of 1996. Instructors have been trained (completion of the training will take place
in Honolulu) and are strategically located geographically.
The first "Team" of instructors are also Moderators on RealTalk. We must make RIN "personal" and
using Moderators as trainers gives the REALTOR® user base a chance to start in the "conversation
process" with a human being, in person; a conversation that will then be moved online. This gives us
a dual benefit from the Rollout Training. It is beneficial to have Moderators in front of as many
REALTORS® as possible as often as possible, to build that following. Trainers must be skilled in
building followings. Our Moderators have been chosen because they have these skills and because
they have loyal existing followings.
The training plan also calls for the development of a Certified Trainer Series and a REALTOR®
Certification program. These are revenue generators and our initial conversations with NAR staff
indicate an interest in the project. NAR's involvement in the certification process is beneficial to
RIN in a number of ways. First, experience and distribution, and secondly, it keeps NAR in the loop
and involved with the ongoing success of RIN. It will help us build allies within the NAR staff, a
staff that is presently less than 100% supportive of the RIN efforts, and can be..
In summary, the initial training venue serves as a marketing and sale venue and the potential of
providing a revenue stream as well. Multiple purposes are accomplished, conserving resources and
creating a cost effective method of software distribution. Secondly, the funding can come from
outside sources and even provide excess revenue for this RIN profit center. Lastly, a coordinated,
well thought out and consistent training message will keep the user coming back for more, because
they will truly understand the value of RIN and the content it brings to them. Rich content does not
happen all by itself. It is a process that requires specialized skills and administration. This is covered
under the Publishing Plan.
Publishing Plan
Publishing and managing discussions and information (content) in an online environment is a
developing art form. Most online experts will tell you that the keys to the success of an information
network is the logical flow and maintenance of the timely and pertinent content and additionally (of
equal or even greater importance some argue), something known as "community". Community is the
key to accomplishing the cultural shift necessary to move a body of people from "off-line" to online.
In today's world of "information overload" and unlimited Internet choices, the REALTORS®
Information Network (RIN) has a unique opportunity to electronically publish the information and
ideas REALTORS® need to maintain the competitive edge in business and in their lives.
Key to the success of the publishing plan is the National Electronic Publisher. This is not a clerical
publishing position but a hands-on executive position. The Publisher (with the aid of a publishing
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staff) continually works to insure continuity of all modules on the RIN Network Desktop. This can
only be accomplished by adherence to an overall Network Publishing Plan. "Text without context
is pretext". To look at each RIN product module separately is to view them out of the context and
may not give an accurate picture. While this plan focuses primarily on RealTalk, it does bring into
consideration necessary links to the other product modules. The six essential ingredients in the
Publishing Plan are:
I. The Publisher
II. RealTalk
Publishing Responsibilities
Moderators
Revenue
Marketing
III. RINTalk
IV. Educational and "publishable" products
V. Related RIN Modules
VI. Links to the Training Plan
Publisher
It is proposed that the role of Publisher be filled by a separate corporate entity, the Real Estate
Electronic Publishing Company (a current corporate structure has been set up for this possibility. It
may be prudent, however, to have corporate attorneys review the benefits of incorporation in states
such as Delaware and Nevada). This will further remove RIN from many of the yet to be determined
liabilities of online publishing (copyright infringement, defamation, anti trust). RIN will have the
option of becoming a stockholder in this entity, now or at some point in the future. Another option
would be to hire a Publishing Team either as independent contractors or as employees. These issues
need to be further discussed. The Publisher is tasked with knowing about all the content, on the
private network side as well as the Internet side of RIN.
RealTalk
When it comes to online services, content is king. At the heart of this plan to provide top quality
content to RIN's business and communication network are the National Electronic Publishers, a
team of whom are arguably considered the most highly qualified individuals serving in this capacity
on any online service in the world. RIN's Electronic Publishing Team of Saul Klein, John Reilly,
and Jack Harper have over 70 years experience in the fields of real estate, communication, law, and
technology (see resumes in Supporting Documents Section). Together they lead a group of nationally
known real estate personalities and subject area experts, who serve as Moderators, or discussion
group leaders. In order to insure that content is current, accurate, and responsive to the immediate
needs of the user, procedures have been set up to evaluate existing discussion corners, create new
ones, and stimulate increased participation. The current structure of RealTalk is as follows:
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16 "Corners" (technically these are known as banners)
26 "Discussion areas" (books)
160 "Discussions (threads)"
Each area is monitored by an appropriate subject area expert, and the overall content is reviewed
numerous times daily by the publishing staff. Moderators and publishers serving the dual roles of
Moderator/Trainer, will give RealTalk the marketing boost it needs to take off during the rollout
period. Even Colin Powell and Hillary Clinton have to do a book tour to get people to buy their
books. Not only do we need to motivate them to buy, we must motivate them to read (substitute
"use", get online, participate). This requires interaction.
In addition to the on going discussions, action plans have been drafted to create and implement a
series of online seminars using expert panelists on hot topics and forums on "hot products". A rich
feature of these seminars is the ability to tap the wealth of knowledge of the audience, many of
whom add a fresh perspective to the expert's discussions. Also planned are online interviews and
seminars with top industry personalities, including authors of leading edge books (e.g., John
Tuccillo). In some cases, technology vendors will pay a fee to be interviewed online and have the
ability to explain the advantages of their products in direct dialogue with the consumer. Further
content is made available by maintaining a software library for downloading helpful shareware and
freeware.
Recognizing that content is only valuable if it is easy to find and use, RealTalk will develop online
features to facilitate the task of filtering down the information relevant to individual users; for
example, use of the ticker tape screen; a splash screen for highlights; a "personal alert" system. The
most important user tool will be an efficient Search function, to identify by key words those topics
appearing throughout the RealTalk discussions,Library, and even RINmall. As a supplement to the
RIN Training program, RealTalk will encourage online discussion of user problems, issues and
shortcuts -- demonstrating how to use RealTalk to solve a problem and obtain free advice.
Sources of Revenue:
1. Online time charge - Publishers (and Moderators) will perform internal marketing
activities to promote usage of E-Mail, Library, GeoData, RIN Mall, Info, Look-Up,
and News through our direct contact with the user in RealTalk. A user who questions
"How can I get my prospecting on track" will be advised to go to the RIN Mall and
take a look at the Top Producer Product to increase their productivity and get them
on track (or the XYZ product to help them reach their goals). When a user asks for
advice on "how to build a killer listing or buyer presentation", the Publisher will
explain the process of creating powerful GeoData based packages.
2. Software and Hardware (product) Forums. Imagine the value to a company
like Top Producer in being able to host a Top Producer seminar in RealTalk for a
week or two. Participation in the seminar would be promoted through Email, Ticker,
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and potentially the Splash Screen. The vendor companies would be willing to pay
a handsome fee for the opportunity to discuss their latest products to such a targeted
and large audience.
Publishers will continue to identify opportunities for value and revenue. The goal
is to enhance the users experience and provide additional revenue for RIN whenever
possible. Such opportunities include a series of RIN sponsored publications,
such as training manuals and technology newsletters.
3. Seminars. We anticipate hosting several monthly seminars in RealTalk. These
seminars will be a more formalized version of the regular RealTalk discussions,
with the added value of featuring a "celebrity" or "expert" guest speaker. Many of these
people hold live seminars and are recognized speakers within the industry. The REALTOR® will
usually pay a fee to attend these live seminars, where they do no more than sit and listen to the
speaker talk about a topic. In the online seminar, the user will still pay, yet we anticipate that the
fee will be lower, due to amortization over a larger audience than can be accommodated in a live
forum. Additionally, the user will be able to interact directly with the guest, through posted
messages. This will add the value of making the seminar more directly geared toward each specific
user's needs. The seminar dialogue then becomes a content resource for the Library or
perhaps
future publishing efforts (e.g. edited version available for a fee on RINTalk). All Seminars will be
free in 1996.
4. Publishing: Sale of actual content to MSN/AOL/Compuserve, or "sell" our
publishers and moderators time to other services (to participate and enliven their
programs, or perhaps, re-write their programs).
5. Web Site Sponsorship - Because the RINTalk web pages ( separate from the rest
of RIN's web page) are visited by both consumers and REALTORS® , there is an
ever-increasing value in offering page sponsorship to many types of companies. Title
Companies, Lenders, Home Warranty, Attorneys and more .
RINTalk
The major business objective of RINTalk is to take advantage of the WorldWide Web to
disseminate information about RIN to the widest audience in the least expensive manner. It is the
link to the vast number of consumers on the Internet. RINTalk showcases to the online world the
exciting events happening on RealTalk (and other modules of RIN's closed business network) -- for
example, the expert roundtable seminars, interviews with key figures, and fast-breaking hot topics.
Such highlighting of "mini-discussions" will illustrate why a real estate licensee should subscribe to
RIN (after first becoming a REALTOR®) and why the consumer should prefer to deal with a
RIN-assisted REALTOR®. RINTalk becomes a useful tool in marketing RIN to those already on
line and who are likely more impressed with electronic marketing than with standard print brochures.
RINTalk can promote the RIN Presentation Team who will be conducting key seminars and
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presentations across the country--with information on profiles, schedules, and interactive requests for
appearances.
Educational Products
The acceptance of computers and online communications have paved the way for a variety of
educational offerings including online seminars for a fee to narrowcasted groups, downloadable
computer based instruction programs with or without state mandatory continuing education credit,
books/booklets, software, power presentation programs, etc.
While RealTalk will regularly have free online seminars, there is a market for narrowcasted
seminars, especially on specialized topics -- for example, dealing in commercial properties in Russia.
Typical live seminars require substantial commitments of travel time and money for participants
--faculty and students alike. People are recognizing the value in being able to listen to high-profile
experts, and pose questions to them and engage in dialogue, all from the comfort and convenience of
one's computer desktop. The seminar business has been big business --- online seminars will take
this to the next level and we are on the ground floor of this new business. Many states are updating
their education regulations to permit computer based instruction as an acceptable alternative delivery
system to live classroom hours. There are obvious benefits to students and school administrators.
Courses can be for CE credit , for specialty designation, and for pure information purposes. As our
Moderators expand their national reputation, opportunities will arise for them to develop computer
based instruction programs under our direction and development expertise(requires a Course
Administrator/Acquisitions Editor). In some cases, computer based instruction can be combined with
live classroom presentations. The marketing of these courses will be thru RealTalk, RIN Mall and
RINTalk, as well as to our ever expanding data base of prior students. RealTalk will be able to
develop its own products such as Year-End highlights .
The Publishers will create new ways for authors of real estate information to publish their material
as electronic booklets and downloadable software. Traditionally, talented authors have had to decide
between giving their copyright to a national publisher in return for a very low royalty (below 10% of
gross revenue after discounts to trade stores) or going the self-publishing route in which they had to
contend with inventory, marketing and fulfillment issues. With electronic publishing, overhead costs
are severely reduced (no printing, binding, postage, returned books, etc), thus increasing percentages
of profit for both author and publisher.
Related RIN Modules
The Publishing function extends to other RIN modules, especially Library, LookUp and, to some
extent, RIN Mall. There is a need to have a common "look and feel" to all items in the Library. Even
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though there is a need to publish state-specific information on a state-by-state basis -- there must be a
structure against which the user will be able to perform efficient searches. The searches will fail if
applied against multiple formats of data and text. Publishing is
required here, to the level of a
publishing-capable programmer. Although RIN will be able to draw upon many NAR sources for
library content, the Publishers can add significant value to this content area, feeding information to
the library from all standard and some non-standard sources; creating strategic relationships with
outside sources of information; Legal Reviews, Real Estate Educators and Authors, Motivational
Providers and so on. Under these relationships, these source providers will receive visibility to the
RIN user base, while RIN then provides this as value added content to its users.
Conclusion
RIN has an opportunity to take advantage of what Bill Gates refers to in his book, The Road Ahead,
as a "positive feedback loop". The forces that are in play and those that can be brought to bear will
create a synergistic marketing plan that will insure the success of the RIN launch, the Training Plan,
RealTalk, and RIN in general.
Business Plan Document
Vision:
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To create a profitable education and seminar company, Real Estate Education and Training Institute
(REETI), which will bring REALTORS® swiftly into the age of information and keep them involved
in new technologies and methods of communication (to insure their professional survival) by:
I. Creating an army of trained RIN users that not only understand the benefits of technology
in general and RIN in particular; but utilize the tools of technology available to them
consistently in their business, and recommend it to others.
II. Becoming the primary source of information, educational courses and materials dealing
with technology and its application to the real estate industry.
Company Overview:
Proposed:
The forming of the Real Estate Education and Training Institute (REETI) will be owned by RIN,
NAR, a yet to be selected Strategic Technology Partner, and the Real Estate Electronic Publishing
Company (REEP). Percentages of ownership have yet to be determined.
Background and Purpose:
The successful and profitable weaning of REALTORS® from their current sources of information
and products to accessing information and products in an online environment (and the RIN online
environment) will require much more than the sale of software (RIN Network Desktop: RND). An
"online mentality" and awareness must be developed. This will require training in the use and
business applications of the software (Training Plan) and then an ongoing link or "conversation"
with the user (REALTOR®) in an open dialogue and "conversation" in those areas that affect their
businesses and their lives (Publishing Plan). This "conversation" (RealTalk) will "keep them
engaged" with RIN. It is said repeatedly that REALTORS® are "people people" and that real estate
is a "people business". It is important to note that the only product on the RIN network that is an
interactive, people oriented product is RealTalk. Properly resourced and managed, this will become
the number one attraction on RIN and the driver of all the other product offerings. Under this
Training and Publishing Plan, RIN offerings will be so rich in content and value that the REALTOR
would never consider moving their business to the competition. The "conversation" will also
(credibly) point the user to other products and services available to them through RIN. . The purpose
of this Training and Publishing Plan is to define the objectives, the resources required, and chart
the path to successful implementation and profitability. Training and Publishing will each be
addressed separately and also tied together in the Executive Summary. Each part of the plan may be
viewed as a separate plan but there is a synergy in implementing all aspects of the Training and
Publishing Plan as outlined here. From this Plan an operating plan can be quickly drafted. Many of
the required steps have already occured and some materials have been prepared in anticipation of this
plan.
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Personnel Resources and Skill Sets:
Saul Klein (complete contract and resume in Supporting Documents section)
Practice side - Extensive background in the practice side as a broker/manager/owner (large
residential sales office management as well as small broker owner, property management
company, real estate syndication, commercial and small business owner). Considerable
knowledge and experience in buyer representation.
Academic side - credential college level real estate instructor (courses taught include real
estate principles, real estate practice, real estate finance, real estate law, real estate appraisal,
tax aspects of real estate, ethics, agency and more). Course author and frequent expert
witness and litigation consultant.
Industry side - Numerous directorships and committee chairmanships; 1993 president, San
Diego Association of REALTORS®, State director and regional chairman. Various NAR
forum memberships and frequent NAR forum speaker. Industry consultant (association
leadership conference and strategic planning facilitator).
Training side - recognized national trainer and public speaker in consumer as well as
industry issues.
Technological side - highly proficient computer user. Frequent internet real estate bulletin
board participant and contributor. In depth understanding of online world. Extreme
knowledge of RND use and application.
Personal side - well known and well thought of in all areas of the real estate industry. An
"industry influencer".
John Reilly (complete resume in the Supporting Documents section)
Practice side - real estate attorney for 25 years in the business of advising real estate
practitioners in all aspects of the real estate profession, working with broker/owners , agents,
developers, consumers, lenders and settlement companies.
Academic side - strong suit; author of ten recognized real estate books (the Language of
Real Estate having sold over 100,000 copies); taught in law school, college, proprietary
pre-license school, association (local, state, national Realtor). Past President of the Real
Estate Educators Association; Distinguished Real Estate Instructor (DREI designation).
National test consultant (AMP exam), and former resource advisor on Agency to the national
Association of Real Estate License Law Officials (ARELLO) and to NAR's Agency Task
Force.
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Industry side - long time member of the Hawaii Association of Realtor's Standard Forms
Committee (past Chairman); past Director of the Honolulu Board of Realtors; frequent
broker forum speaker and guest lecturer on real estate law issues. Past Consultant to the
Hawaii Real Estate Commission on Agency and on the issue of Educational Standards.
Frequent lecturer to the Hawaii Bar Association's Real Property Section.
Training side - recognized national trainer and public speaker on Agency issues and on
education concerns. Owner of Hawaii's top real estate continuing education school, the first
to obtain approval for interactive computer based instruction courses.
Technological side - proficient computer user, spending considerable time on the Internet
participating in numerous real estate discussion groups, bulletin boards and online
services including Lexus Counsel Connect (using the same desktop design as RIN). Solid
knowledge of RND use and application.
Personal side - widely known and highly regarded in all areas of the real estate industry,
especially in the legal and real estate education community. One of the nation's top real
estate educators.
Moderators - (contract included in Supporting Documents section)
The expert Moderators play a key role, not only in creating the content and shaping the
discussions that add the value to the RIN closed network, but also in the training and
marketing of all the products and services available through RIN. They are RIN ambassadors
with their own following. In addition to participating online, most of the Moderators
will find ways through their publications, seminars, and businesses to bring the word of RIN
to Realtor and non-Realtor licensees. Many will become RIN Trainers and have an
opportunity to deal face-to-face with future online participants, helping to build an online
community. Of course, the Publishers are always searching for top caliber Moderator
prospects.
Access to pool of talented people - With the over 70 years combined exposure and
experience in the real estate industry, Saul Klein, and John Reilly have a wealth of yet
untapped human resources they can call upon as RIN continues to evolve.
The RIN Moderators and Presentation Team are continually speaking in front of tens of
thousands of REALTORS across the country. Here's a teaching technique that adds spark to
the classroom and effectively markets RIN in a soft sell:
"The teacher asks the class to pose a question they would like to ask one of our expert
Moderators; the teacher then goes online and posts a comment to the Forum and explains
to the class that if they would like to receive a copy of the response, then leave their business
card with their email address; the teacher can then demonstrate the ease in creating a
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distribution list for this class; when the online discussion and responses are complete in a few
days, the teacher can then post a copy to the new mail list of students, along with
subscription information about RIN."
Publishing Plan
Discussion and Objectives:
Publishing and managing discussions and information (content) in an online environment is a
developing art form. Most online experts will tell you that the keys to the success of an information
network is the logical flow and maintenance of the timely and pertinent content and additionally (of
equal or even greater importance some argue), something known as "community". Community is the
key to accomplishing the cultural shift necessary to move a body of people from "off-line" to online.
In today's world of "information overload" and unlimited Internet choices, the Realtors Information
Network (RIN) has a unique opportunity to electronically publish the information and ideas
REALTORS® need to maintain the competitive edge in business and in their lives. This Publishing
Plan will explain how the publishers will develop, present and maintain high quality content in the
discussion forums, resource libraries, and online educational offerings(separate from the live
training programs) of RIN. In addition, it will explain how REALTalk acts as a focal point of
communication with our primary customer, the REALTOR® subscriber.
The primary value of, and the initial impetus for the RIN development is the providing of material
information that will enable the REALTOR® to offer valuable services to the consumer, allowing
the REALTOR® to maintain a position that is central and essential to the real estate transaction.
Key to this objective, will be the ability to gather and distribute that information in a timely and
convenient, user friendly manner and in a format that is both professional and meaningful to the
client.
This is one of the primary functions of the RIN Publisher. The RIN Network Desktop has been
designed to be, and will become a valuable storehouse of information that is fast becoming critical to
the successful practice of real estate. Within this repository, data and information is stored and
accessed in a variety of locations and with a variety of paths. Due to both the nature of this
information and the size of the information files, it is difficult to provide "single path access" that
will enable the user to quickly gather that which is needed and assemble it into a deliverable report to
the client. One of the major functions of the RIN Publisher will be to provide direct and indirect
links to the data that will help the REALTOR® perform this activity. Initially, we will provide
text-based descriptions and instructions that help the user understand "where to look" for the
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information. As time allows, we will provide a "cross reference" ability so users need only look in
one location and find pointers to the other information that might have relevance to their immediate
need.
As the RND evolves, we anticipate feature additions that will allow us to continually build
hyperlinks from one location in RIN to other locations that hold relevant information. These links
will be probably located within RealTalk. As an example, assume that the user needs information on
putting together a transaction in a given city, and of a given type. . . and that the user desires to build
a Distribution List for communicating status to all participants to that transaction. We would create a
topic and threads that would contain instructional messages on how to use GeoData to gather the
required information about the property and area, including direct hyperlink statements that would
take the user directly into the GeoData module. We would also have messages describing the
creation of a distribution list, including hyperlinks directly into the appropriate area. These are
simplistic examples, but one can begin to imagine how these tools can be of tremendous value to the
user.
As is indicated by the above, the duties and responsibilities of the Publisher go beyond RealTalk.
The Publisher continually works to insure continuity and use of all modules on the RIN Network
Desktop. This can only be accomplished by adherence to an overall Network Publishing Plan. "Text
without context is pretext". To look at each RIN product module separately is to view them out of
the context and may not give an accurate picture. While this plan focuses primarily on RealTalk, it
does bring into consideration necessary links to the other product modules. The six essential
ingredients in the Publishing Plan are:
I. The Publisher
II. RealTalk
Publishing Responsibilities
Moderators
Revenues
Marketing
III. RINTALK
IV. Educational and "publishable" products
V. Related RIN Modules
VI. Links to the Training Plan
Each will be discussed separately, but in practice they all work together to enliven and enrich the
conversations between the REALTOR® and RIN; Vendors and RIN; Vendors and REALTORS®.
Some of the educational products will generate revenue; RealTalk, will not only have direct revenue
but will have a tremendous effect on increased sales of the RIN Network Desktop (RND) and overall
REALTOR® participation and use of all the products and services offered through/on RIN.
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Implementation of Publishing Plan
I. The Publisher
Necessary to the success of the plan are the skills and experiences brought to RIN by the Publishing
Team, led by Saul Klein as the RIN Publisher, and John Reilly and Jack Harper as Associate
Publishers. Their credentials and expertise are available in the Supporting Documents section
(resumes) and bring a credibility to the effort that is unmatched in the real estate industry today. They
also bring the intangibles of personality, so essential to the establishing of community online.
It is proposed that the role of Publisher be filled by a separate corporate entity, the Real Estate
Electronic Publishing Company (a current corporate structure has been set up for this possibility. It
may be prudent, however, to have corporate attornies review the benefits of incorporation in states
such as Delaware and Nevada). This will further remove RIN from many of the yet to be determined
liabilities of online publishing (copyright infringement, defamation, anti trust). It will also serve as a
"political buffer" from the politics of organized real estate. RIN will have the option of becoming a
stockholder in this entity, now or at some point in the future. Another option would be to hire the
Publishing Team either as independent contractors or as employees. These issues need to be further
discussed. The Publisher is tasked with knowing about all the content, on the private network side
as well as the Internet side of RIN.
II. RealTalk
When it comes to online services, content is king. At the heart of this plan to provide top quality
content to RIN's business and communication network are the National Electronic Publishers, a
team of whom are arguably considered the most highly qualified individuals serving in this capacity
on any online service in the world. RIN's Electronic Publishing Team of Saul Klein, John Reilly, and
Jack Harper have over 70 years experience in the fields of real estate, communication, law, and
technology (see resumes in Supporting Documents Section). Together they lead a group of nationally
known real estate personalities and subject area experts, who serve as Moderators, or discussion
group leaders. In order to insure that content is current, accurate, and responsive to the immediate
needs of the user, procedures have been set up to evaluate existing discussion corners, create new
ones, and stimulate increased participation. The current structure of RealTalk is as follows:
16 "Corners" (technically these are known as banners)
26 "Discussion areas" (technically known as books)
160 "Discussions (threads)"
14
What makes RealTalk different from most bulletin boards is that each area is monitored by an
appropriate subject area expert, and the overall content is reviewed numerous times daily by the
publishing staff.
In addition to the on-going discussions, action plans have been drafted to create and implement a
series of online seminars using expert panelists on hot topics and forums on "hot products".
A rich feature of these seminars is the ability to tap the wealth of knowledge of the audience, many
of whom add a fresh perspective to the expert's discussions. Rarely is there time in live presentations
to respond to audience questions and entertain comments. Because the online seminars are open for a
two week period, there is ample time for all to participate. Many authors/panelists are excited about
the opportunity to obtain immediate feedback from the audience -- in some cases this direct contact
with the end user motivates the experts to redirect their thinking about key issues. Transcripts from
these seminars will be archived in the library for later review or downloading.
These online seminars can vary between open posting and narrow-cast postings. This presents an
opportunity to charge a fee for participation, which fee can partly be used to attract some of the more
visible "for hire" industry celebrities.
Also planned are online interviews with top industry personalities, including authors of leading edge
books (e.g., John Tuccillo). In some cases, technology vendors will pay a fee to be interviewed
online and have the ability to explain the advantages of their products in direct dialogue with the
consumer. Further content is made available by maintaining a software library for downloading
helpful shareware and freeware, with the Publishers making certain the files are tested and scanned
for virus prior to being made available in this forum. There is a RealTalk library to archive files and
articles by Moderators and other contributors (including downloadable pass-alongs, like checklists
and forms that users can give to clients and prospects).
Recognizing that content is only valuable if it is easy to find and use, RealTalk will develop online
features to facilitate the task of filtering down the information relevant to individual users; for
example, use of the ticker tape screen; a splash screen for highlights; a "personal alert" system. The
most important user tool will be an efficient Search function, to identify by key words those topics
appearing throughout the RealTalk discussions, library, and even RINmall. As a supplement to the
RIN Training program, RealTalk will encourage online discussion of user problems, issues and
shortcuts -- demonstrating how to use RealTalk to solve a problem and obtain free advice.
Publishing Responsibilities
Considerable time and effort will be expended in the original and ongoing design of the
RealTalk module, so that the topics stay fresh and relevant to the real estate practitioner's
daily needs, creating a feeling of "up-to-the-minute" conversations. Good design requires a
common-sense flow to the menu banners, topics, subtopics and subsequent discussion
threads.
Once the initial design has been set, constant and frequent monitoring of the activity within
15
the topics and threads will be conducted with these objectives in mind:
A. Track activity high points to be able to predict the direction of discussions, providing new
distinct topical areas for discussions of high activity.
B. Evaluate low-activity threads and topics to assess their value. If the value is good, yet the
input needs a motivating boost, the publishers will direct the Moderator to begin a carefully
orchestrated series of postings, designed to elicit response from the subscribers.
C. Manage the length of the discussion threads and keep threads to a size and content that
remains fresh and interesting. This will result in purging many of the appends and reposting
them to appropriate archive slots for future access, inserting in the newly cleaned thread a
pointer to those archives.
D. Continually seek and create new topic ideas -- this involves direct solicitation of input
from Moderators and subscribers, frequency tracking , and analysis leading to a decision to
add a new discussion slot on the menu.
E. Monitor each thread on at least a daily basis to insure that improper postings are deleted
before problems arise. Improper postings include personal advertising, excessively
inflammatory messages, foul language and the like. Improperly placed messages will also
be deleted and reposted to the correct thread.
Publishers will regularly schedule limited-term online interviews and seminars. These
seminars don't just happen. They must be carefully planned, with key panelists selected. In
some cases, an outside expert will need to be trained in posting on the RIN system and
provision made for temporary use of a RND Desktop. Revenue generating seminars will
require special attention, especially where state continuing education credit is sought.
As noted earlier, Publishers have created an area within RealTalk where subscribers can find
certain software and documents helpful in their practice. In some cases, important
documents will need to be scanned and turned into text files for easy access. Publishers must
constantly solicit new material and monitor the information to keep it fresh and relevant.
Because of the direct contact with the entire user base, the Publishers will be called upon to
explain certain features of RIN and their usage, and point users in the direction of Customer Support
if questions concern a support issue. Publishers act as an Information
Conduit for these
purposes, gathering and passing the information between the correct
departments,
and
providing noise-level feedback. We all have a stake in responding promptly to customer concerns.
Many of the Moderators and Publishers are in constant touch with the Internet for real estate
specific purposes, continually scanning for new and valuable information that would assist
the REALTOR in performing more efficient services. Through the RealTalk Internet Forum,
moderated by RINTALK's Webmaster, we will feed a steady stream of URLs, FTP addresses
16
and real estate related newsgroups that will be of value to the subscribers of RIN.
To accomplish the above, the publishing staff will be trained in the programming
requirements to build new discussion banner slots, as well as create effective search tools.
With the overwhelming amounts of information available in electronic form, it is essential
that every bit of information be entered into the RIN system in a format and style consistent
with the specifications of RIN's search tools. Without a doubt, the search feature will be the
key to an efficient system, one that stands RIN apart from the competition. We must be able
to create a Personal Preference Profile for each subscriber. The ideal is to turn on the
computer, click on Personal Alert and see a list of new postings in areas of special concern
to that particular subscriber. Such an added-value feature cannot be accomplished unless
there is order and consistency to the monitored postings.
Moderators
At present there are over 20 Moderators. Rather than provide direct compensation, the
Plan envisions creating opportunities for Moderators to make additional income based on the
exposure they receive as part of the RIN Moderator team (also known as the RINner
Circle).
Some examples of this indirect income are free home page on RINTALK; free RIN Desktop and
usage; discount on sale of personal products thru RINmall; sales commission on sale of RND;
teaching income as RIN Trainer; development of CBT courses, books for sale; and yet to be created
revenue ideas.
Moderators agree to abide by a set of operating guidelines. Detailed procedures and
policies for the recruitment, training, supervision, and compensation of Moderators will be
established in a Moderator Manual. Part of the Moderator's responsibility is to provide periodic
updates for the RINTALK home page on the Internet, and to seek out cross-links forRINTALKand
NAR home pages with other pages. As noted, the Moderator's job is to
spread the RIN message
to as wide an audience as possible. In addition, Moderators are
trained to use the resources of
RealTalk to market NAR, RIN, Real Property Ads, and the other modules on RIN. Their principal
responsibility is to keep the threads alive with fresh conversations among a variety of participants,
acting more as a facilitator than as an author of information.
Moderator Benefits and Compensation:
Free Access to RND
Free Home Page on RINTalk
Special RIN Mall Section with Moderator products
Seminar potential as a RCT
Exposure to the RIN audience
Potential revenue sharing based on success of their "Corner" (after adaquate
data is available, 1997)
17
Revenue
There are two types of revenue to consider; direct and indirect.
A. Direct 1. Online time charge - Publishers (and Moderators) will perform internal marketing
activities to promote usage of E-Mail, Library, GeoData, RIN Mall, Info, Look-Up,
and News through our direct contact with the user in RealTalk. A user who questions
"How can I get my prospecting on track" will be advised to go to the RIN Mall and
take a look at the Top Producer Product to increase their productivity and get them
on track (or the XYZ product to help them reach their goals). When a user asks for
advice on "how to build a killer listing or buyer presentation", the Publisher will
explain the process of creating powerful GeoData based packages. Users looking for
contract language or the latest rulings on agency or disclosure will be directed to the
appropriate section of the Library where they will find the answers.
Users who are not frequent RealTalk participants will hear from the Publisher (in an
informative and valuable way) on a regular basis. Publishers will track all usage on
a user/slot basis, and will send "teaser" snippets of discussions to the non-users in an
effort to attract them through value-demonstration. Complete user profiles are
imperative to this sort of effort and our request for what we would like to see in the
profiles have been submitted to BAH (through Jennifer Condro).
2. Software and Hardware (product) Forums. It will be necessary to solicit
sponsorship and advertising for the online seminars from the many vendors who
currently sell products to the real estate industry. Imagine the value to a company like Top
Producer in being able to host a Top Producer seminar in RealTalk for a week
or
two.
Participation in the seminar would be promoted through Email, Ticker,
and potentially the
Splash Screen. The vendor companies would be willing to pay a handsome fee for the opportunity to
discuss their latest products to such a targeted and large audience.
The relative merit to the vendors will be assessed by tracking sales volume of
their products through the RIN Mall during the seminar time period. Example:
Software Corner moderator hosts a two week forum on Top Producer, Super CMA,
where sponsor participates in Q&A with subscribers. Vendors will be able to spend
a few weeks discussing their products and plans directly to their prospect base in a
conversational format, thus obtaining feedback for the vendor as well. This is at a fee to the
vendor. REEP will design the forum, market the concept effectively through our existing industry
contact base, and manage the internal promotion and implementation. Publishers will continue to
identify opportunities for value and revenue. The goal is to enhance the users experience and provide
18
additional revenue for RIN whenever possible. Such opportunities include a series of RIN sponsored
publications, such as training manuals and technology newsletters.
3. Seminars. We anticipate hosting several monthly seminars in RealTalk. These
seminars will be a more formalized version of the regular RealTalk discussions,
with the added value of featuring a "celebrity" or "expert" guest speaker. Many of these
people hold live seminars and are recognized speakers within the industry. The REALTOR will
usually pay a fee to attend these live seminars, where they do no more than sit and listen to the
speaker talk about a topic. In the online seminar, the user will still pay, yet we anticipate that the
fee will be lower, due to amortization over a larger audience than can be accommodated in a live
forum. Additionally, the user will be able to interact directly with the guest, through posted
messages. This will add the value of making the seminar more directly geared toward each specific
user's needs. The seminar dialogue then becomes a content resource for the Library or perhaps future
publishing efforts (e.g. edited version available for a fee on RINTalk). All Seminars will be free in
1996.
4. Publishing: Sale of actual content to MSN/AOL/Compuserve, or "sell" our
publishers and moderators time to other services (to participate and enliven their
programs, or perhaps, re-write their programs.
5. Web Site Sponsorship - Since the RINTALK web pages ( separate from the rest
of RIN's web page)are visited by both consumers and REALTORS®, there is an
ever-increasing value in offering page sponsorship to many types of companies. Title
Companies, Lenders, Home Warranty, Attorneys and more will be very willing to pay a fee
for either an advertising splash in these pages or a direct link from our pages to their pages. Critical
mass of listings and interest in RIN and NAR will generate massive volumes of "hits" to our pages,
the fee for this advertising can create a fairly lucrative income, more than offsetting the cost for
these pages.
Marketing
RIN has an opportunity to take advantage of what Bill Gates refers to in his book, The
Road Ahead, as a "positive feedback loop". The forces that are in play and those that
can
be brought to bare will create a synergistic marketing plan that will insure the success
oftheRIN
launch, the Training Plan, RealTalk, and RIN in general Marketing will be accomplished through:
A. The Training Program - The first group of RIN trainers will be moderators. They will,
at the Rollout Trainings, have an opportunity to "rub flesh" with the user, to personalize
RIN and draw new users to RealTalk where they will be able to speak online with someone
they met and were impressed with at a RIN presentation they attended. The following series
of courses will also be taught by the expanding base of moderators, always inviting the
REALTOR® to join us in "conversation" on RealTalk. These trainers can demonstrate all
19
the online features designed specifically for use in the REALTORS'® practice, thus
distingushing RIN from other commercial online services.
B. Online
1. On RIN - ticker, splash Page, selected email and online promotional events.
2. On other online services - using member search tools to identify and communicate
with all those people with "real estate" and other well chosen search words in their
user profiles.
3. WWW pages that pertain to real estate will be included in an email campaign as
well as specifically targeting currently well populated real estate "bulletin boards"
on the internet.
4. Cross linking to other sites that promote RIN (AOL and REEA currently point to
RINTALK).
5. On RINTALK with a "state of the art" web page designed to capture "net surfers"
and provide them with a reason to come back. As the content of this page gets better
and better, more visits, and revenue stream from sponsors. Content will be
provided by Publishers and Moderator Team.
6. Snail Mail campaign - from association mailing lists, base choice of mailing on
profiles of members contained in NAR member and/or convention data base.
7. Utilizing the resources of organized real estate, getting key association volunteers
and as much staff as possible to start using RIN as a way to communicate with the
membership (NAR Staff, State and Local Executive Officers and Board Presidents).
Affiliated groups such as Women's Council (speak at all their events in 1996).
8. Through our Moderators and their followings. Through our army of new RIN
Certified Trainers
C. Sponsors and Partners - Utilizing different marketing pieces and events of our partners
and sponsors to promote the discussions on RealTalk.
III. RINTALK
The major business objective of RINTALK is to take advantage of the WorldWide Web to
disseminate information about RIN to the widest audience in the least expensive manner. It is the
20
link to the vast number of consumers on the Internet. We will integrate into RINTALK the written
material found in RIN brochures and flyers, and we will direct efforts to register RINTALK with
many search engines; establish cross-links with popular real estate and related web sites; and spread
the word to real estate newsgroups and mail lists, as well as encourage Moderators to reference
RINTALK in their publications and presentations.
RINTALK showcases to the online world the exciting events happening on RealTalk(and other
modules of RIN's closed business network) -- for example, the expert roundtable seminars,
interviews with key figures, and fast-breaking hot topics. Such highlighting of "mini-discussions"
will illustrate why a real estate licensee should subscribe to RIN (after first becoming a Realtor) and
why the consumer should prefer to deal with a RIN-assisted Realtor. RINTALK becomes a useful
tool in marketing RIN to those already on line and who are likely more impressed with electronic
marketing than with standard print brochures. RINTALK can promote the RIN Presentation Team
who will be conducting key seminars and presentations across the country--with information on
profiles, schedules, and interactive requests for appearances.
For RINTALK to be effective, it requires a full-time Webmaster whose job it is to make RINTALK
as entertaining and informative as possible, so that viewers will drop in to visit on a regular basis.
Moderators will be asked to contribute portions of their hot tips, frequently asked questions, and
articles. The Webmaster will also develop an active Related Web Sites section using hypertext links
to valuable information in a simple point and click format. There is an email system to alert viewers
when updates are made. Planned is a hypertext glossary to explain key words found in the text.
RINTALK keeps us in touch with the marketplace. Already in place is a simple point and click
email comment system so consumers can instantly send questions and comments to particular
Moderators who can then decide which material is worth bringing to the attention of Realtors in
RealTalk discussions. Online polls and surveys can gather statistical data on key issues such as buyer
brokerage or real estate agent satisfaction levels.
IV. Educational Products
The acceptance of computers and online communications has paved the way for a variety of
educational offerings including online seminars for a fee to narrowcasted groups, downloadable
computer based instruction programs with or without state mandatory continuing education credit,
books/booklets, software, power presentation programs, etc. Authors for many of these offerings are
found within our own Moderators who can use the discussion forums to talk about the issues and
promote the material in RINTALK as well.
While RealTalk will regularly have free online seminars, there is a market for narrowcasted
seminars, especially on specialized topics -- for example, dealing in commercial properties in Russia.
Typical live seminars require substantial commitments of travel time and money for participants
--faculty and students alike. People are recognizing the value in being able to listen to high-profile
experts, and pose questions to them and engage in dialogue, all from the comfort and convenience of
21
one's computer desktop. The seminar business has been big business --- online seminars will take
this to the next level and we are on the ground floor of this new business.
Many states are updating their education regulations to permit computer based instruction as an
acceptable alternative delivery system to live classroom hours. There are obvious benefits to students
and school administrators. Courses can be for CE credit , for specialty designation, and for pure
information purposes. As our Moderators expand their national reputation, opportunities will arise
for them to develop computer based instruction programs under our direction and development
expertise(requires a Course Administrator/Acquisitions Editor). In some cases, computer based
instruction can be combined with live classroom presentations. The marketing of these courses will
be thru RealTalk, RIN Mall and RINTALK, as well as to our ever expanding data base of prior
students. RealTalk will be able to develop its own products such as Year-End highlights of key
discussions.
The Publishers will create new ways for authors of real estate information to publish their material as
electronic booklets and downloadable software. Traditionally, talented authors have had to decide
between giving their copyright to a national publisher in return for a very low royalty (below 10% of
gross revenue after discounts to trade stores) or going the self-publishing route in which they had to
contend with inventory, marketing and fulfillment issues. With electronic publishing, overhead costs
are severely reduced (no printing, binding, postage, returned books, etc), thus increasing percentages
of profit for both author and publisher. Purchasers can complete the sale online and have the book in
their computer within minutes of deciding to purchase. Electronic marketing can be managed
inexpensively using RINTALK and email broadcast to the growing database of RIN clients.
REEP is on the leading edge of introducing living textbooks for the real estate industry. With the
extensive use of hypertext, a single text can address the needs of novice and expert alike. Using tax
exchange as an example (Moderator Mike Garcia is one of the top international tax exchange
experts), the text could hypertext key concepts, words, or statute citations --- the novice would click
on a word or a lengthy statute cite and receive a full explanation, whereas experienced exchangers
would keep reading until they found hyperlink material worthy of a quick reference. The books
become longer or shorter depending on the background of the individual reader. In essence, each
book is customized to the reader.
V. Related RIN Modules
The Publishing function should extend to other RIN modules, especially Library, LookUp and, to
some extent, RIN Mall. There is a need to have a common "look and feel" to all items in the Library
Even though there is a need to publish state-specific information on a state-by-state basis there must be a structure against which the user will be able to perform efficient searches.
The searches will fail if applied against multiple formats of data and text. Publishing is
required here, to the level of a publishing-capable programmer.
22
Although RIN will be able to draw upon many NAR sources for library content, the
publishers can add significant value to this content area, feeding information to the library
from all standard and some non-standard sources; creating strategic relationships with
outside sources of information; Legal Reviews, Real Estate Educators and Authors,
Motivational Providers and so on. Under these relationships, these source providers will
receive visibility to the RIN user base, while RIN then provides this as value added content
to its users.
Lookup - an often overlooked tool
What a great feature if one could look up community members based not only on location,
name, or company, but also based on designations, and specialization. Imagine the value of
a tool that would enable you to immediately search for a CRS in Pittsburgh, PA who
specializes in multi-family properties and is willing to pay a 30% referral fee. This is added
value. Users could build distribution lists based on searchable criteria (all GRI members, for
example) and use these lists in a referral promotion campaign.
Taking this one step further, we could make this list available, on request, to the general
public through RINTALK. The search will present a list of members meeting the criteria and
allow the consumer to send an email message requesting information from one or all of the
matching members. Here's a real reason for a REALTOR to decide to subscribe to RIN -- a
tangible benefit that will put money back in the REALTOR's pocket.
23
Supporting Documents
Resume of Saul Klein
Resume of John Reilly
Terms and Conditions for Use of RealTalk
Moderator's Agreement and Guidelines
SAUL D. KLEIN
6151 Fairmount Avenue, Suite 201
San Diego, CA 92120
(619)283-7300
24
PERSONAL:
Date of Birth: March 3, 1949
Place of Birth: Honolulu, Hawaii
EXPERIENCE:
October 1979
to present
National Speaker
April 1986
to present
President of Saul D. Klein and Associates, Inc.
Courses and seminars offered in real estate, personal finance, taxation,
leadership and management, time management and personal
productivity. Over 10,000 "platform hours" of public speaking
experience.
A one-stop financial services organization. Products and services include
tax preparation, tax planning, financial planning, securities sales, insurance
sales and general business consulting.
February 1985
to present
Director of D. F. Anthony Group
October 1979
to Feb. 1985
President of People International & Real Estate 2
October 1979
to 1983
Investment Counselor and Real Estate Broker
October 1979
to June 1990
Instructor for Anthony Schools of San Diego &
Grossmont College
A real estate service and education company. Experienced in
acquisition, sale, and property management of residential, residential
income, and commercial properties. Public and private seminars.
Litigation consulting and expert witness services.
Involved in all aspects of real estate: property management, sales of
single-family residential, condominiums, multi-family , business
opportunities, and raw land. Property management experience includes
residential management supervision in California, Arizona, New Mexico,
Texas and Nevada.
Involved in troubleshooting and consulting for over 100 real estate limited
partnerships. Participated as a general partner in approximately 20 successful
limited, general, and tenants-in- common partnerships.
Courses taught include Real Estate Practices, Real Estate Principals, Tax
Aspects of Real Estate, Agency, Ethics, Real Estate Office Aministration,
25
Syndication and Economics. Subject areas include forms of ownership, encumbrances,
land and legal descriptions, contracts, real estate law, real estate finance, tax aspects
and appraisal.
March 1977 Sales Manager of "The Condominium Center"
to Oct. 1979 Managed a staff of up to 25 sales agents. Responsible for all aspects of operation.
Developed policy manual and training manual which included training in
common interest subdivisions.
June 1972 Naval Officer - Surface Warfare
to March 1977
USS Mount Vernon (LSD 39) - Aug. 1972 to Mar. 1975
Repair Officer
Combat Information Center Officer
USS Elliott (DD 967) - Mar. 1975 to Mar. 1977
Navigator/ Personnel Officer
COMMUNITY
INVOLVEMENT:
President, San Diego Association of REALTORS® 1993
President, Adams Avenue Business Improvement District-1987
Secretary Adams Avenue Business Improvement District -1986
Treasurer Adams Avenue Business Association-1985
Member of the Mid-City Revitalization Task Force and Finance
Committee 1982-1989
San Diego County Sunset Review Committee Taxation Task
Force - 1994
Life Member - Disabled American Veterans
EDUCATION:
Herbert Hoover High School - San Diego, 1967
United States Naval Academy - Annapolis, 1972 BS
California Teaching Credential:
Real Estate, Taxes, Math, History, English, Government
Graduate REALTORS® Institute - GRI
College for Financial Planning - CFP
LICENSES:
California Real Estate Broker
General Securities License - Series 7, 24, & 63
Life and Disability Insurance
Certified Tax Preparer
ORGANIZED REAL ESTATE ACTIVITIES
26
San Diego Association of REALTORS® Activities:
Professional Advancement Committee - 1979
Professional Standards Committee - 1988/89
Director - 1989/90
By-Laws Committee Chair - 1990
Strategic Planning Committee Vice Chair - 1990
Vice President - 1991
Executive Committee - 1991/92/93/94
Strategic Planning Chair - 1991
President-Elect - 1992
Executive Committee - 1992
IMPAC President - 1992
BORPAC President - 1992
President - 1993
President SDCCAR - 1993
Escondido Merger Task Force - 1993
SANDICOR Shareholder Representative (MLS) - 1993
Membership Committee Vice Chair - 1994/95
MLS Task Force - 1994
Nominating Committee Chair - 1994
Salary Review Committee Chair - 1994
Strategic Planning Committee - 1994
Executive Officer Review Committee Committee Chair - 1994
Employee's Retirement Plan Review Task Force Chair - 1994
Orientation Speaker - 1992/93/94/95
Real Estate Trustees - 1995/96/97
Professional Standards Committee - 1995
California Association of REALTORS® Activities:
Director - 1991/92/93/94/95/96
Taxation Committee - 1991/92
Commercial Investment Forum - 1991
Board President, Leadership Forum - 1993
Assistant Regional Chair - 1994
Nominating Committee - 1994
Regional Chair, Region 24 -1995
27
Taxation Committee - 1996
National Association of REALTORS® Activities:
Legislative Forum - 1994
Real Estate Finance Committee - 1994
Risk Management Forum - 1995
Membership Development and Promotion Forum - 1995
Fair Housing Forum - 1995
Public Policy Forum - 1996
California Association of Buyer's Agents
Director -1993/94/95
REALTORS INFORMATION NETWORK - National Electronic
Publisher/REALTOR® Consultant
Author of Real Estate Courses
Ethics, Professional Conduct, and the Real Estate Professional - Approved by
the California Department of Real Estate for 3 hours of "Continuing
Education Credit"
Agency-- Questions of Choice: Practicing Real Estate in California - Approved
by the California Department of Real Estate for 3 hours of "Continuing
Education Credit"
How to List Buyers - Approved by the California Department of Real Estate
for 6 hours of "Continuing Education Credit"
Financial Planning for the Real Estate Professional - Approved by the
California Department of Real Estate for 3 hours of "Continuing Education
Credit"
Tax Aspects of Real Estate for the Real Estate Professional - Approved by the
California Department of Real Estate for 3 hours of "Continuing Education
Credit"
28
Faculty Member
California Association of REALTORS®
San Diego Association of REALTORS®
Advisory Board
The Robert Bruss California Real Estate Law Newsletter - 1993/94/95
America Online - Real Estate Section
Consultant
REALTORS Information Network
National Electronic Publisher - REALTORS Information Network
PROGRAM SPONSORS AND ENDORSERS
CITY OF CORONADO
SANDAG (combined governments of San Diego County)
SAN DIEGO GAS AND ELECTRIC COMPANY
BANK OF AMERICA - Hawaii
CHASE MANHATTAN BANK
HOME SAVINGS OF AMERICA
GREAT WESTERN SAVINGS AND LOAN
WELLS FARGO BANK
PR MORTGAGE
AMERICAN MORTGAGE EXPRESS
NATIONAL HOME MORTGAGE CORPORATION
COMMONWEALTH MORTGAGE
MC MILLIN REALTY
WESTSTAR ESCROW
COASTAL COUNTY ESCROW
GATEWAY TITLE COMPANY
FIRST AMERICAN TITLE COMPANY
STEWART TITLE COMPANY
CHICAGO TITLE COMPANY
FIDELITY TITLE
MC MILLIN COMMUNITY NEW HOME SALES
BREHEM COMMUNITIES
PARDEE CONSTRUCTION
PRINTING INDUSTRIES ASSOCIATION OF SAN DIEGO
NATIONAL ASSOCIATION OF REALTORS®
HAWAII ASSOCIATION OF REALTORS®
CALIFORNIA ASSOCIATION OF REALTORS®
HONOLULU ASSOCIATION OF REALTORS®
29
MAUI BOARD OF REALTORS®
ALBUQUERQUE BOARD OF REALTORS®
SAN DIEGO ASSOCIATION OF REALTORS®
SAN JOSE REAL ESTATE BOARD
INLAND EMPIRE WEST ASSOCIATION OF REALTORS®
POMONA VALLEY BOARD OF REALTORS®
WOMEN'S COUNCIL OF REALTORS®
ASSOCIATION EXECUTIVES INSTITUTE
CALIFORNIA ASSOCIATION OF BUYER'S AGENTS
UNION TRIBUNE PUBLISHING COMPANY
HONOLULU STAR BULLETIN
HONOLULU ADVERTISER
SAN JOSE MERCURY NEWS
BUILDING INDUSTRY ASSOCIATION
MORTGAGE BROKER' S ASSOCIATION
KEMPER FINANCIAL SERVICES
DELAWARE GROUP
OPPENHEIMER FINANCIAL SERVICES
INTUIT
COMPUSERVE
Saul has been quoted in the Wall Street Journal, Business Journal, Good Housekeeping, San Diego Union,
Frontline, New York Times, Scientific Research, San Diego Executive, California Real Estate, Michigan
REALTOR®, as well as numerous radio and television media.
Introduction
Listening to Saul Klein, 1993 President of the San Diego Association of
REALTORS®, you begin to understand why experts throughout the real estate
industry line up to hear what he has to say.
He is a nationally recognized speaker who, over the last 15 years, has spent more than
10,000 hours in front of real estate professionals, consumers, association staffs and
volunteers, most recently as the REALTOR® Consultant to the REALTORS
Information Network.
"In all areas of our lives we are witnessing and experiencing a great social, economic,
and technological revolution. The real estate industry, like all industries, will be
forever changed and restructured in the next 5 years. Is your association, and more
importantly, are your members ready to participate in the opportunities that will be
created? Or will they be casualties of the revolution?"
How is your Association preparing for:
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







Board of Choice
Possible mergers and/or consolidations
Declining membership
Information system technologies and regional multiple listing services
Changing roles of staff and volunteers
Future leadership
Public Access to MLS
Challenges to Ethics and Agency
Change will continue at an accelerating pace as we race into the future. The way we
conducted our individual businesses and ran our associations 10 years ago is not the
way we run them today, and the way we run them today will not be the way we run
them in the future. The time to prepare for the change is NOW.
Saul's presentations are tailored to your specific needs. Bring a member's perspective,
staff's concern, and consumer's awareness to your next Annual Meeting or trade show,
strategic planning session, or leadership program. You won't be disappointed.
JOHN REILLY
BACKGROUND INFORMATION
Born and raised in Ossining, New York
53 years old
Married, three children
State of Hawaii resident since 1970
Business address: Pitluck Kido Sato & Stone
701 Bishop Street, Ground Floor
Honolulu, HI 96813
Tel: 808-523-5030
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Fax: 808545-4015
E-mail: jreill04@realtor.com
EDUCATIONAL BACKGROUND
Ossining High School, Ossining, New York
High School Diploma 1959
Hamilton College, Clinton, New York
B.A. 1963
Fordham Law School, New York City, New York
J.D. 1966
REAL ESTATE RELATED COURSES
Real Property I - Fordham Law School
Real Property II - Fordham Law School
Mortgages - Fordham Law School
Tax Aspects of Real Estate Transactions University of California, Berkeley, California
REAL ESTATE RELATED EXPERIENCE
1966-1971
Judge Advocate's General's Corps, U.S. Army, Captain, Legal
Assistance Officer, Real Estate Officer at Oakland Army Base.
1971-1973
General Counsel for two Hawaii based real estate developers; Hadley
Properties, developer of the AMFAC Center; and General Hawaiian
Corporation.
1973-February 1975
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Vice-President, Stapleton/Reilly Associates, Inc.
Real estate development consulting and real estate education.
July, 1976 to July, 1977
Educational Consultant to Hawaii Real Estate Commission.
March 1975 to present
Attorney specializing in real estate law; author; and real estate
educator.
July 1984 to present
Agency consultant to Hawaii Real Estate Commission and National
Association of Real Estate License Law Officials.
National consultant on real estate testing to American College
Testing (ACT) and Applied Measurement Professionals (AMP).
Consultant to Hawaii State Housing Finance & Development
Corporation to write consumer leasehold disclosure information
booklets.
Consultant to Coronet Films to develop video on agency disclosure.
TEACHING EXPERIENCE
Adjunct Professor, University of Hawaii Law School,
Real Property Transactions.
Since 1973, licensed real estate instructor for
salesperson and broker courses. Have taught over 15,000
students.
Organized and coordinated courses for private continuing education programs
comprised of advanced courses in real estate law, finance,
investments and sales.
Lecturer for various Hawaii Association of Realtors education programs.
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Instructor, University of Hawaii Small Business Management Program,
"Advanced Real Estate Contract Law."
Lectured to Hawaii Association of Legal Secretaries on real estate practice.
Lectured on Agency, on Agreements of Sale, and on Leasehold Disclosure
numerous real estate brokerage companies.
Instructor in GRI program for Hawaii Association of Realtors, "Real
Contract
Law."
to
Estate
Lecturer to Hawaii Institute for Continuing Legal Education.
BOOKS WRITTEN ON REAL ESTATE
The Language of Real Estate in Hawaii, published October 1975.
Principles and Practices of Hawaiian Real Estate, co-author with Paige B.
Vitousek, Trade Publishing, Honolulu, Hawaii, 12th Edition, 1991.
The Language of Real Estate, 4th Edition, 1993 Real Estate Education
Company, Chicago.
Hawaii Conveyance Manual, co-author for Hawaii Institute for Continuing
Legal Education, 1983.
Questions and Answers to Pass the Real Estate Exam, Real Estate
Education Company, 1983, 4th Edition, 1993.
Agency Relationships in Real Estate, Real Estate Education Company, 2nd
Edition, 1994.
Agency Relationships in California, Real Estate Education Company, 1987.
Agency Disclosure: The Complete Office Policy Guide, REVEI, 1988.
Consensual Dual Agency, co-author, 1993.
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Texas Real Estate Agency, Real Estate Education Company, coauthor,
1994.
Who Represents Who?, REVEI, 1988
Hawaii Commercial Real Estate Manual, contributing author, HICLE, 1988.
PROFESSIONAL AFFILIATIONS
Member of the Federal Bar and the Bars of Hawaii, NewYork and
California
Member of the Real Property, Probate and Trust Law Section of the
American Bar Association. Past Chairman of Sub-Committee on Dual
Agency/Buyer Brokerage
Licensed real estate broker in California and Hawaii
Member of Hawaii Association of Realtors and their Forms Committee and
Governmental Affairs Committee
Director of Real Estate Educators Association (REEA) and Past President
(1990).
Director of the Aloha Chapter of REEA.
Holder of DREI designation, Designated Real Estate Instructor (REEA).
Awarded the National Real Estate Educator of the Year by REEA. Nominated
for NAR National Real Estate Educator of the Year by the Hawaii Association
of Realtors for 1989 & 1990.
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MODERATOR AGREEMENT
THIS MODERATOR AGREEMENT (the "Agreement") is hereby entered into
between REAL ESTATE ELECTRONIC PUBLISHING COMPANY ("Publisher")
and JOHN REILLY ("Moderator"), effective as of the date last below written (the
"Commencement Date"), under the following terms and conditions:
1. General Scope of Agreement.
Publisher provides a variety of online electronic publishing services, including
publishing the RealTalk module of the REALTOR Information Network Desktop. In
connection with the overall responsibility to design and maintain the topical
discussions under RealTalk, Publisher is contracting with a number of area experts to
moderate the discussions of certain topics within the RealTalk menu. The Moderator
agrees to perform certain functions set forth in the Job Description and to comply with
the Moderator Guidelines as set forth in the attached Schedule A, incorporated herein
by reference. In turn, the Publisher agrees to provide certain Contract Benefits as set
forth in the next paragraph.
2. Contract Benefits.
Provided that Moderator is not in default in performance of the functions required in
the Job Description, Publisher agrees to extend to Moderator the following benefits:
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a. free installation and unlimited monthly access to the RIN Desktop for all
RealTalk activities
b. free listing of personal products on the RIN Mall
c. free listing on RINtalk home page(which as a premier jump from thje NAR/RIN
home page at www.realtor.com), including a jump to personal Moderator home page
with bio, picture, personal promotion, plus a link to any personal page of Moderator
on the Internet.
d. 50% discount on RIN Certified Training programs, which open up opportunities
to teach RIN certified courses for a fee.
e. national exposure through RIN promotion of RealTalk Moderators online and in
national marketing efforts.
f. participate in the cross-marketing efforts of other Moderators, and network to
develop related business opportunities that evolve out of the new online technology.
3. Job Description.
Moderators are a combination of editor, writer, and traffic cop all rolled into one. They
are responsible for checking into the Network regularly, preferably daily in order to
encourage others to participate, to reference other resources on the topic, and find ways
to obtain key resources for posting in the Library. Moderators need to start new
threads and post comments frequently, but at least one per week, and to use personal
email to thank, encourage and question others.
Moderators are responsible for preparing a Highlights of the Month summary for
submission to RINtalk. On a particularly hot topic, the Moderator should, with the help
of Publisher, organize an online seminar, involving panelists who are experts on the
topic. The Moderator helps to plan, promote, conduct, and summarize the seminar. The
Moderator also serves on the RealTalk Advisory Committee and is expected to provide
suggestions for expansion and improvement of RealTalk.
The Job Description is basically this: the Moderator must insure that their discussion
Forum is consistently populated with rich ideas and information, and that there is
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interactivity with the membership and response to their stated needs for information.
4. Term of Agreement.
With respect to the obligations and the services provided by both parties, the terms of
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earlier, shall continue in full force and effect for a period of one (1) year from the
Commencement Date. The term shall then be renewed for successive one-year periods
unless either party notifies the other party in writing at least thirty (30) days prior to the
expiration of the then current Term that the Agreement shall not be renewed.
5. Exclusivity.
Moderator understands that Publisher will spend considerable time and effort
developing a national online community exposure for Moderator in return for exclusive
services. Moderator agrees not to enter into conflicting Moderator arrangements with
other online service providers during the period this Agreement is in force and effect.
Breach of this agreement is grounds for termination by Publisher.
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Moderator represents and warrants that its own original content and the content of
anything transmitted over the RIN Network by Publisher on Moderator's behalf shall
not infringe or misappropriate any copyright, trademark, patent, or the trade secrets of
any third persons, or otherwise violate this Agreement or any applicable law. If
notified of any claim to the contrary, Publisher may, at its sole discretion, remove or
request the removal of the subject material. Moderator shall defend, indemnify and
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attorney fees) arising from such claim.
Moderator shall not post any information that, in Publisher's sole judgment, may be in
bad taste or in violation of law, may constitute libel or slander, may be inconsistent
with Publisher's public image, or may fail to meet community standards regarding
obscenity or indecency.
7. Ownership of Material.
Publisher has the sole and exclusive right of ownership of the RealTalk discussions
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and any other work created in whole or in part by Moderator in connection with
services rendered under this Agreement.
8. Assignment.
Moderator may not assign or transfer this personal services Agreement or any rights,
interests, or obligations hereunder without Publisher's prior written consent, and any
attempt to the contrary shall be void. This Agreement and Publisher's rights, interests,
and obligations hereunder (a) may be assigned or transferred by Publisher without
Moderator's consent, and (b) shall inure to the benefit of any entity that succeeds to
Publisher's business and assumes Publisher's obligations hereunder.
9. Entire Agreement.
This Agreement constitutes the entire agreement with respect to the subject matter
hereof and supercedes all prior and contemporaneous agreements, understandings,
negotiations, and discussions, whether oral or written among the parties hereto.
10. Independent Contractor Status.
Each party and its people are independent contractors in relation to the other party with
respect to all matters arising under this Agreement. Nothing herein shall be seemed to
establish a partnership, joint venture, association or employment relationship between
the parties.
11. Governing Law.
This Agreement shall be governed by and construed and enforced in accordance with
the laws of the State of California, without regard to its conflicts of laws rules.
12. Arbitration.
The parties shall submit any dispute arising out of or relating to this Agreement to
arbitration. The award of the arbitrators shall be binding upon the parties and
enforceable in any court of competent jurisdiction. Any such arbitration shall take
place in San Diego, Cailifornia.
13. Moderator's Forum.
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The Forum over which Moderator has responsibility under this Agreement is the
DUAL AGENCY FORUM IN THE AGENCY CORNER.
IN WITNESS WHEREOF, for adequate consideration and intending to be legally
bound, the parties have caused this Agreement to be executed on the dates set forth
below by their duly authorized representatives.
MODERATOR ___________________________________
Date:__________________
REAL ESTATE ELECTRONIC PUBLISHING COMPANY(Publisher)
by:___________________________________
Its
Date__________________________________
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SCHEDULE A
MODERATOR GUIDELINES
(1/10/96)
The role of Moderator is so new in the online community that there is little information
available concerning responsibilities and guidelines. Therefore, we will evolve our
own set of guidelines as
we populate the RealTalk discussions on RIN. The initial guidelines for Moderators to
follow are
THE ROLE OF THE RIN REALTALK MODERATOR
1. The discussion Moderator should check in every day to maintain a continuing
presence in the message chain of their Forum. This is done with a combination of three
kinds of communication; the Moderator
(1) calls attention to the specific topic under discussion if wanders off-topic;
(2) promptly provides help when it is asked or implied in an appended
message; and
(3) gives positive suggestions and encouragement to keep the thread moving
forward and on-topic.
2. The skillful Moderator will state his or her personal views "as part of the
discussion" but not as the final arbiter of truth in a matter. Often, the Moderator's
personal view/response/append is a significant stimulator to further discussion or to
open up a new facet of a topic that has started to fizzle. The Moderator must not
"impose" personal views in the matter being discussed. This is an important Moderator
trait in maintaining the movement of the thread. If the Moderator"pontificates" on each
and every appended comment, the topic will soon die. The RIN Moderator acts as a
resource, not an oracle.
3. The Moderator must maintain personal views, but in a provocative way. It is
possible to restart important threads and direct conversation, but not if you are afraid to
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venture an opinion. Any Moderator who fails to inject good, provocatively-phrased
opinions and questions could see the Forum wilt and die. Lurkers turn into contributors
when you push a button (albeit gently) that they feel strongly about.
4. The Moderator keeps appended comments in the proper place -- even if they
originally get posted into the wrong area. Comments and appends in the wrong thread
will cause the thread to become disjointed, and the original topic will quickly become
lost forever. The Moderator should notify the poster as to why and where the message
is being moved (Publisher makes the actual move). Often the novice user posts an
email message to the Moderator that should have been posted to the thread. The
Moderator should first ask the poster if it is ok to make the comment public. This task
of redirecting postings requires both patience and sensitivity toward the users.
5. Moderators need to look out for flames and inappropriate language. There in
nothing wrong with very sharp differences of opinion provided they don't fly off into a
flaming rage. Moderators will have to impose some discipline upon posters now and
then. Some posters will flame, some will post with a six-pack of Miller Lite beside
their keyboard, some are just plain obnoxious people. Some posters will be the salt of
the earth and a joy to a Moderator's heart! The best rule to follow is the #1
management axiom: "Praise in public; Censure in private." There is almost an
irresistible urge to really "blast" someone in front of everyone on the Forum. Resist
the impulse. Such action will inevitably create a group of defenders of the miscreant as
well as encouragers of the Moderator. The result is a totally failed Forum -- and a
Moderator whose effectiveness will be tarnished for months or years after the incident.
On the other hand, the awarding of "attaboys" in a Forum can create a solid
community of sharers and also serve as an example for new participants and lurkers to
use in their initial foray into the discussion. It underlines "acceptable and responsible"
net activity.
6. Try to post frequently in an effort to keep several threads currently active, and to
begin new threads on a regular basis, and to reactivate older threads. View each thread
as a hybrid of both an ongoing discussion and a continuing accumulation of pointers to
other resources. Aim for a diverse mix of topics, because you can never be sure what
will attract the REALTOR's interest.
7. Just as the secret of success in real estate is location, location, location -- the secret
of success as a Moderator is timely, timely, timely. Because electronic communication
has an immediacy to it, people who post messages expect a rapid turn-around response.
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Don't let them down.
8. Regularly use private e-mail to thank, encourage, and/or question users further
about their posts. The personal touch produces results.
9. Make an effort to seek out users who, based on their posts elsewhere, may be
interested in participating in Forum discussions. Constantly strive to generate a hard
core group of regulars who will stop by the Forum frequently because they know there
is always plenty of activity and information there which is interesting, practical, and
entertaining. Point out the beauty of RealTalk: open conversations in a
non-competitive environment.
10. Try to make the Forum as interactive as possible, perhaps focusing on problem
solving. Look for "great ideas," ones that will produce cost-cutting results such as
shortcuts to reading and composing messages offline.
11. Self-Promotion--do not use the Forums to toot your horn and solicit business.
This is why we give Moderators a free home page on RINTalk. The idea is to impress
users with your great content; they will then wish to contact you directly by e-mail or
indirectly thru the home page if they want to buy your products or make deals. Subtle
promo is fine; blatant promotion is counterproductive and can give a bad name to the
RINner Circle. The best promo is solid content which will make users pick your Forum
as a Favorite.
12. Keep your auto signature to three lines. Anything more than that looks too
cluttered. RIN is a private business network; users will be able to look up your address
and numbers in the Network Director. Your bio will appear in the RealTalk
Introduction section.
13. Only publishers can remove inappropriate comments/replies; let one of the
Publishers know if you want a thread relocated or moved.
14. Take pride in your postings; use the built-in spell checker if necessary.
15. If you have articles to post, submit them to the RealTalk Resource Library (contact
RIN Publisher); then you can point to that reference in your Forum discussion. We
will be attempting to build up valuable Resource Library, and your contributions will
be much appreciated.
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16. Once again, check in at least once a day to monitor your Forum. You may wish to
click the Favorite button so your Forum moves to the top of your menu.
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