No other tech tool has been more widely adopted by real estate professionals than the digital cameras. While the recent NAR survey of its members showed a paltry percentage had adopted wireless email devices, the digital camera ranked near ubiquitous with agents. And while some sales professionals still only see the camera as route to bankruptcy (ie., printing flyers and postcards) the fact remains that today’s digital cameras make it possible to market properties better, faster and cheaper than ever before.

Digital cameras vary in size, price and features. The best way to get the model that’s right for you is to consider what you will use it for. If you are mainly taking photos of rooms and houses, you don’t necessarily need the most feature-laden model; on the other hand, the cheapest models may lack necessary items like flash or zoom that make it easier to make quality marketing materials. Keep these tips in mind:

• Higher resolution cameras are not always better; higher resolution models make photos that have very large file sizes. Oftentimes, these larger files are useless to everyday users who cannot email them or post them onto a web site. In addition, higher resolution images may not make any difference if you have an “average” resolution color printer.
• Look for cameras that can “switch” from high resolution to low resolution using a menu in the camera; you don’t want to waste time using photo editing software later, just to reduce the photo size so it can be emailed or posted onto a web site.
• Look for cameras that take photos in the JPG format. This is the most useful – print, email, web site, presentation – format and does not require any conversion by the user or the recipient (who may get it in an email attachment).
• Consider that many features like zoom and flash do not need to be “extravagant.” If you mostly take pictures of houses and inside rooms, then basic performance may be more than enough for most marketing needs.

PDAs come in a variety of models and sizes. If you want to get the most out of your investment, consider why you are buying the PDA in the first place. If it’s just a fancy way to keep track of task lists and appointments, then look for the cheapest models you can find. However, if you want to use your PDA as a portable marketing tool showing listings, maps, finance options, video clips as well as checking email or accessing the internet, look at the high-end models that feature the latest options.

Keep these tips in mind to get the most out of your PDA investment:

• Only consider color screen models. They are easiest to use and make a big difference in your PDA’s ability to be used as a marketing tool.
• Look for a lots of of base memory as well as the ability to add larger memory expansion sticks later. It's common to purchase 512 MB - 1GB memory sticks with your new PDA.
• Look for models with many features, such as a voice recorder, digital camera and internet connectivity. Some PDAs include digital cameras, but that may not be necessary if you have a digital camera already. You can save the cost on this feature and apply your budget to more memory.
• WiFi and Bluetooth technology are important features that can connect your PDA to your cell phone to check email and access the internet.
• Combination devices – those with cell phones and PDAs in one unit – may have shorter battery life so check into the extended batteries.
• There are two operating systems to choose from in PDAs; The Palm OS and Microsoft Pocket PC. Make a list of any special software programs you may use on your PDA and check to see if they "require" one or the other operating system. The Palm OS may be required for certain MLS systems, whereas the Pocket PC may be easier for MS Outloook and heavy interent users because it includes Microsoft Internet Explorer.

Laser printers are the “workhorse” of your business. They should be fast, inexpensive to operate and feature useful options such as two-sided (duplex) printing. To select a good laser printer, remember these tips:

• Look for models with fast print speeds: at least 15 pages per minute or greater for B & W models, 8 PPM color laser
• Look for models with lots of memory or add more when you purchase: more memory frees up your computer faster while the printer processes large print jobs
• Look for models with built-in networking, so they can be located anywhere in your office and still be available to everyone on the network
• Newer models include Wireless networking - either WiFi or Bluetooth; WiFi networking means you can locate the printer anywhere in your office if you have a wireless router; Bluetooth means you can print from your laptop or PDA directly to the printer even if you don't have a network!
• Check the cost of ink cartridges before you decide on a laser printer model; cheaper models are sometimes a “bait and switch” to more expensive supplies you will need to purchase every month!

Color printers are excellent ways to produce high quality in-house marketing materials. Keep in mind some of these important tips when selecting a color printer:

• Check out the INK CARTRIDGE prices before selecting a model; often cheaper printers have higher-cost supplies later which you cannot avoid!
• Make sure your printer uses the USB 2.0 cable standard, for faster printouts and performance
• Color printers with built in memory or expandable memory slots make it easier to send a print job to the printer and free-up your computer for other tasks while it prints
• Color printers can be very slow - especially cheaper models - so a few more dollars spent on a faster model up front can save time (which is money!) every day
• The "higher resolution" settings of some color printers can be misleading; oftentimes these high-res qualities can only be seen with expensive, specialty paper or extra-cost ink. In general, 1200 dpi printing is more than enough for everyday marketing pieces.

In order for your laptop to improve your productivity, remember that it has to be with you at all times. So, the weight of the laptop is more important than any other feature, including speed or storage capacity. If you can’t carry it around all day, every day, then your laptop will not be a big help to your business. Keep these tips in mind:

• Watch the screen size! Larger 15-inch screens mean heavier, 7-pound or more laptops! Look for something in a 14-inch size to keep your laptop around 5 pounds.
• Laptops last two years on average; plan to spend $100 for every month you wish to keep it, or about $2000 on average for today’s business class models.
• Look for two year warranties, with on-site service. Also ask if your vendor offers a “loaner” program if your laptop needs serious repairs over an extended period of time.
• Laptops will take a beating on the road, so try to stick to vendors with a reputation for quality, rugged performance. Fortune 100 computer vendors design more sturdy models and have greater experience designing laptops with higher reliability than models designed for home users or occasional travelers.

When purchasing desktop computers, there are a few important ideas to keep in mind. First, look for desktop computers with small profiles, so they take up less space on your desk or on the floor nearby, as well as a flat-screen monitor which is more affordable than ever. Second, try to purchase enough power to last about 2 years – the average lifespan of a desktop – rather than “upgrading” it later; it’s often less expensive to get more features at the beginning than adding them later. Here are some other tips:

• Plan to spend about $25-50 for each month you wish to keep the computer; so a two-year investment should cost $600-$1200 for business class equipment.
• Look for “on-site” warranties for about 2 years duration. You won’t need a longer warranty if you plan to replace your desktop regularly, so don’t purchase longer warranty periods; instead, spend the extra money on the “on-site” repair version, rather than carry-in or ship-back service.
• Stick to vendors you know and trust; Fortune 100 computer-specific companies build better equipment and offer better service than “no-name” or general electronics companies.
• Order online: You can configure the machine you want, have it built specially for you and avoid sales taxes in many instances.