Customers who come in via traditional advertising typically work with an agent for three to four months and look at 23 properties before buying. Those who contact agents through the Web work with agents for about one month, and look at only 7-8 properties before buying. Our Web site puts control and information in the hands of the consumer, says Alfred Renna, Vice President of Internet Marketing. With the Web we ve made enormous amounts of information available to consumers without them needing to talk to anyone. This includes 650 exclusive listings New York City has no MLS with full home descriptions, color images, floor plans, information about the neighborhood, and more.
Customers can even find agents by language spoken, a real benefit in cosmopolitan New York.
This immediately sets the agent up to be defensive and the buyer not as trusting. The Web s communication capabilities are a strong incentive for many customers. He hits the Web site during the day and communicates via e-mail because that s how he does business. He values us when we respond to him that way since there s not a lot of time wasted on phone calls. Still, it s early in the Internet game.