Lori Burger, senior vice president of Eugene Burger ManagementCorporation in Rohnert Park, CA, is leading the panel. In aninformal discussion with other IREM members, Burger describestechnology related issues as one of her firm's top challenges. Theproblem is not lack of products, but too many options, sheexplained.


"There are so many very worthy products on the market. We areoften solicited with fantastic products which would ultimatelystreamline how we do things and improve our bottom line, but if wetry to engage each one, all we would be doing is perpetualimplementation," she said.


Sandra Acton, president of the Orange County, CA IREM chapterand director of real estate development for the Cal Poly PomonaFoundation, agreed. "This is always the million dollar issue forus. Do we forge ahead into another level of technology or stickwith what we have? Technology has become a blessing as well as acurse. I find myself spending lots of time on an electronic deviceand spending less time face to face with the clients I serve. It'shard to find the balance some times." Nonetheless, IREM members areenthusiastic about many innovations, especially abouttelecommunications. They say Blackberry phones; Skype--the freeinternet-based voice and video calling system; and iPhones havegenerated dramatic change in the industry.


Anthony Pusateri, a senior vice president at RealPage Inc. inCarrollton, TX said the iPhone "makes it almost antiquated to use aDesk top PC or any other form of telephone. The security and addedfunctionality added to this second-generation iPhone has opened thedoor for its use in business and exploded the possibilities of itsuse. Many applications are now at your fingertips. With the abilityto use Wi-Fi to connect to the web, it has opened up its use forapartment marketing and rental applications. A person can use thephone just as he would in his office to take calls, offer rentalavailability and rental rates, send brochures to prospects and todemonstrate simulations and property and model tours."

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