One of the biggest adjustments that agents have to make in doing business online is in the communication styles available on the Internet. Email is casual, quick and efficient, but only when agents and consumers rely on it as a primary means of communication. Is email becoming the preferred way to communicate for the real estate transaction?

According to the latest Gomez.com / RealtyTimes poll, email wins over the telephone, fax, or in person communication as the preferred means of sharing property information by online consumers.

The poll question and results were as follows - When I work with a REALTOR®, my preferred means of sharing property information is:

Total Responses: 209
Possible Answers Percentage

phone 24.9 %
fax 5.3 %
email 33.0 %
web site 10.0 %
in-person 26.8 %

The communication shift demonstrates that there is a new breed of online real estate buyer," says Nick Karris, real estate research analyst for Gomez.com. "Typically these are younger, smarter, "do it yourself" buyers.

"They like to buy from people they identify with and whom they can trust," Karris explains. "There is a risk of a generation gap with older Realtors who don't use email or the web to communicate."

"On the flip side, Realtors who employ the Internet and email are at an advantage," says Blanche Evans, Realty Times editor. "These Realtors can bypass age or any other kind of hurdle simply because they are able to use the Internet to communicate and convey property information. They will then be hired on their merits, not because they are the right age or have the right look."

Online home buyers leverage the internet to learn current market sales and compare potential brokers. Other Gomez research has shown that the online buyer wants ease of use, time savings, and relevant content.

"The broker must get involved as transaction consultant instead of salesperson," advises Karris. "It takes time to build a relationship."

Still, many brokers fear the Internet and email because they have the impression that it isn't people-oriented enough. Some prefer face-to-face contact with their customers, thinking they are providing less service if they take time shortcuts such as using email to send a message. Yet, the poll indicates that online consumers feel otherwise.

"It's interesting that only one in four poll participants feel that they require live contact," observes Evans. "I think that is surely a reflection of the wide range of information that can be so conveniently conveyed via email, from text to graphics to URLs. Email is the perfect vehicle for sending property information as well as for other communication."

Conclusion?

Brokers can use email to send news, information, or customized property alerts. Privacy and agent disclosure statement are or should be e-commerce standards of operation agree Karris and Evans.

The best web sites will allow savvy users to:

1. Fill out search profile with specific property, neighborhood requirements
2. Receive email alerts with property listings when properties become available (pictures, neighborhood information so clients don't waste time driving to properties they are not interested in)
3. Take a virtual tour of the property
4. Access any current information on the property (e.g. see virtual tour providing current appraisals, inspection reports at www.coldwellbanker.com)
5. Direct prospective buyer to relevant site "edu-content" to educate and facilitate necessary steps in buying process (e.g. find an a good local attorney, inspector)
6. Schedule viewing w/ broker directly via email

Editor's note: According to Gomez.com analysts, this poll is statistically correct with 200 respondents, resulting in less than a margin of error of +/- 6%.

Published: January 5, 2000

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