John M Peckham III is the chairperson of the Peckham Boston Advisory Co., a Boston-based commercial investment real estate brokerage firm, past chairman of Strategic Planning for the National Association of Realtors and past president of the Massachusetts Association of Realtors. But he may be best known as executive director of the Real Estate Cyberspace Society, a virtual organization dedicated to advancing the use of technology in real estate. In the second of a two-part interview, Peckham talks about the ways technology is affecting the industry. How should commercial brokers make the most of technology?

Peckham: The Internet has transformed how agents work with listings and potential buyers. Better information can be disseminated quicker, cheaper and to more recipients than ever before. Listserves (aka listservers) are lists maintained by others that group or collect contacts interested in a certain type of property. An e-mail message can be tailored to a list so a single message can be disseminated to several thousand recipients who are all interested in its content.

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