According to Annette Hamilton, executive producer of ZDNet AnchorDesk, the number of U.S. businesses with an online presence is continuing to grow. She gathered information from Computer Intelligence, which indicates the number of small businesses using the Web approximately doubled in 1997.

More than 37 percent of businesses now conduct online commerce. Another 1 million are expected to come online this year, which means an astounding 50 percent of U.S. small businesses will have a Web presence.

Hamilton says that business-to-business e-commerce has emerged as the red-hot e-commerce opportunity. And it is where companies will see the best return on their Web investments for at least the next two years. Consider the following:

1. Business-to-business e-commerce is doubling every three months, according to Price Waterhouse, due to a variety of factors, including increases in Internet access, improved user confidence, and improved Web payment systems.

2. Cyberdialogue says 30 percent of companies with Web sites purchase business products and services online, and 80 percent of companies online use the Web to research products or services.

3. This spells a booming opportunity for Realtors, especially those savvy enough to put some real spit and polish on their Web sites. But don't make the mistakes familiar to 97 percent of companies researched by Shelley Taylor. Too many provide inadequate services, poor navigation, or fail to provide contact information, according to the research, but in scanning dozens of Realtor sites, Agent News came up with several cardinal sins.
   • Target the right audience. Many Realtors believe that simply putting their names, pictures, and a few awards are enough for a Web site, but your Web site may be used to attract new customers, who may be relocating corporations or individuals. The information you put on your "individuals" page should be different that what you put on your "corporate relos" page because you are offering different services. That is one reason why Web sites aren't just one page long -- you can use that capability to real advantage. When you farm, e-mail the URL of the correct page for the correct market.
   • Contact information includes more than e-mail. You would be amazed at how many Realtor sites we found that failed to list the address and phone number of the Realtor's company. And e-mail presented other problems. Not everyone who wants to e-mail you wants to buy or sell a house, so requiring customers to fill in extensive fields before they can contact you will turn them off and away from your site. Web users want to get information anonymously before they make up their minds.
   • Poor navigability. All buttons that lead to other pages on the site should be clearly defined on the front page. Period.
   • Content. Anyone who comes to a Realtor site is looking for information. Why not use the opportunity to establish a reputation by giving the best overview of your market, homes, and services of any of your competitors? Put in links to schools, the MLS, community services, and as many other relevant things that you can think of.
   • Put your listings on the Web. Scan your feature sheet, take digital photos, write concise clear informative editorial, and show those homes to advantage. Homes on the MLS are marketed to other Realtors -- you are trying to reach consumers, so edit your home presentation accordingly.

As Hamilton cautions, the stakes are rising every day. As more of your competitors create a Web presence, the more sophisticated the Realtor Web site will become. Currently businesses spend between 100,000 to $1 million on Web-site development. If you targeting their relocation or referral business, you had better be ready with a good-looking, informative site.

Published: April 9, 1998

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