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Internet Growth Creating New Realty Market

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Peter G. Miller
OurBroker®

Is e-commerce a shooting star, something that is glowing today but destined to slow down in the near future?

Peter Fader, an associate professor of marketing at the Wharton School, and Bruce G. S. Hardie, an assistant professor of marketing at the London Business School seem to think so. In a report entitled "Repeat Buying in Cyberspace," they argue that the sale of books, CD's, and similar consumer items via the Internet bears a striking resemblance to supermarket sale patterns for cereal and ketchup.

"Whether you're dealing with a web site or breakfast cereal," says Prof. Fader, "the dynamics are very similar: People shop, many buy again, but most eventually buy at a slower rate than they did during that honeymoon period."

Are the good professors on to something? You bet.

But when it comes to real estate online, the other side of the story is this: We've seen enormous growth to date but even more growth is likely in the near future. Such growth means more and more realty business will be done online, especially as consumers become increasingly comfortable with the Internet and see its advantages.

Consider some of today's major real estate sites.

  • Microsoft's HomeAdvisor had more than 1.7 million unique users in September, according to Ian Morris, the group product manager for MSN HomeAdvisor. "We've been well over the million mark for several months according to our data, and the biggest indicator is the traffic and leads we're sending to our broker partners."

  • HomeSeekers says it has approximately 800,000 listings on its site, including 30,000 just obtained from a new agreement with the Toronto Real Estate Board.

  • HomeStore.com, the corporate parent of Realtor.com and other sites, reports that it raised $149.7 million in its recent IPO. HomeStore sites, says the company, are receiving an average of 2.2 million unique visitors each month.

  • CyberHomes, a part of Moore Data Management Services, says it's getting 600,000 visitors per month.

    These are big numbers, and yet the great irony of the Internet is that it's not a mature medium. It's not everywhere like television, it doesn't reach everyone like the mail or radio. Much of its growth will emerge in the coming decade.

    A new Census Bureau report shows that in 1997, the latest available year, we had 195.7 million people age 18 and older. Of this population, 43.2 million (22.1 percent) had Internet access -- 152.5 million (77.9 percent) did not.

    No doubt today's Internet user base is bigger than in 1997, but the point remains that we have a nation with 273 million people and many if not a majority are not yet online. That means there's more growth ahead, including growth for real estate.

    The Internet is now changing the realty marketplace. As both computing and online access become faster, cheaper, and more universal, real estate marketing and services will evolve even further.

    There is, of course, a limit to growth. It will happen that most of the population will be online within the coming decade, at least in the U.S. At the same time, the wonder is not that we've seen so much growth to date, but rather that there's so much more to go.

    The Common-Sense Mortgage

    The latest edition of The Common-Sense Mortgage is now available in bookstores online and off. In print for nearly 15 years and widely recognized as the standard consumer guide to real estate financing, previous editions have been described as "virtually in a class by itself" (The Philadephia Inquirer) and as "one of the best available guidebooks to the realty financing jungle," (The Los Angeles Times).

    Whether financing or re-financing, whether you're a borrower, broker, or loan officer, this money saving, easy-to-read and well-organized guide is a necessity for anyone in the real estate marketplace. For additional information, press here.

    Question Of The Week

    Q: We're selling our home and a buyer wants us to take back a loan because he has bad credit. Is there a way to sell the property and not go into the lending business?

    A: The idea of selling a home is not merely to sell it to anyone under any conditions. You properly raise the issue of credit, a key matter for lenders, and you have little interest in being a lender, a fair concern.

    In addition, you need to consider that if you take back financing, the buyer's lack of credit may degrade your note, making it difficult to sell at face value. In effect, you will likely wind up selling the note at discount, which effectively means the home is also being sold at discount.

    Since you don't want to be a lender, the options are clear: have the buyer get a loan from somewhere else or find another purchaser.

    Weekly Resource

    With the election process heating up, it's good to know who's doing what in Washington. The Center For Responsive Politics maintains OpenSecrets.org, a site which includes searchable databases listing lobbyists and political donors.

  • Published: November 2, 1999

    Use of this article without permission is a violation of federal copyright laws.





    Editor's Note: This article reflects the opinions of Peter G. Miller only and not necessarily the views of this or any other publication, organization or Website owner.

    Peter G. Miller, also known as OurBroker®, is the author of six real estate books -- including The Common-Sense Mortgage -- and is the original creator and host of America Online's Real Estate Center.

    Peter's weekly columns appear in more than 100 newspapers nationwide, he is also published in a variety of other media outlets and he is a frequent speaker at national events and conventions.

    Peter welcomes your questions, comments, and news releases via e-mail at .



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