Surf's up for area real estate firms

Nov. 30, SBJ sent out a brief survey to every real estate agent or company could find that listed an e-mail address, Web site, or both in their print advertisements, to find out how effective Internet communications are for the industry.

Surveys were e-mailed to approximately 18 individuals representing 13 different companies. The respondents were asked to return them by 5 p.m. the following day. Completed surveys were received from six individuals, a respectable return rate, especially considering the 24-hour turnaround time.

While our survey was not scientific, it did show that the Internet is becoming an important and even vital resource for some real estate professionals.

by Clarissa A. French

SBJ Staff

While some local real estate professionals are just getting their first taste of Internet communications via e-mail, others are pushing the envelope with innovative, comprehensive web pages. Following are comments from local professionals who are utilizing the Internet in their businesses.

E-mail. Murney Associates, Realtors, which advertises its e-mail address reports that it receives approximately 10 e-mails per week, at

realestate@murney.com.

Nel Cox, GRI, ARC, relocation director for the firm, responded to the SBJ questionnaire, noting that the firm considers its e-mail "moderately effective" in generating new business and it "plays a minor role" in the company's communication strategy.

While Murney Associates does not have a Web site, it is working on one to be located at

www.murney.com.

The company has had e-mail and promoted its address to the public for 14 months, Cox stated.

Susan Hug, CIPS, CRS, GRI, ABR, of Carol Jones, Realtors, in Branson West, has had e-mail for three years at

hugandco@aol.com

advertising it for the last two years.

Hug said she receives 10 to 20 e-mails per week, which has created new business in "a small percentage so far." She is "just starting to do e-commerce and learn about sending 'bulk' e-mail to qualified customers," and said she has received positive feedback regarding her use of e-mail.

Hug also has a Web presence at

realtor.com

mo.living.net

and caroljones.com.

Regarding the Internet as a business tool, Hug said it is "starting to be more and more important; savings in costs and time are immense, especially globally."

Web sites. Among individuals who advertise their Web site addresses, Brett Goforth, of RE/MAX House of Brokers, said his site, at

www.goforth-homes.com,

is playing a "very small" role in his marketing/communication strategy, "but I want to make it a larger impact."

Goforth has had a Web site for about a year, and has advertised its address for about six to eight months. While he said his site has received a number of hits, it has not been very effective in generating new business "so far," and he has not made any sales as a result of his Web presence.

He said he has received little feedback on his site, and overall, he ranked the Internet "not good" as a business tool.

CJR Commercial Group, via Office Manager Jennifer Laney, reports it has had a Web page, and promoted its address, for three years. Advertising the site's location has brought "minimal" results, and Laney ranked the site, located at

www.cjrcommercial.com

as "somewhat" effective in generating new business.

CJR has made four sales/rentals as a direct result of its presence, and the site plays a small part in the company's communication/marketing strategy.

Feedback from site visitors has been "appreciative as it is growing." Ranking the Internet as a business tool, Laney stated it is "not (the) main focus for (the) office." Rob Murray III, vice president of R.B. Murray Company, said the response to his company's Web site, at

www.rbmurray.com,

has been "excellent," and he rates it "very effective" in generating new business.

Established in May, the site address has been advertised for the last three to four months. In terms of results, "We have certainly increased our client base because of our Web site," he said.

"Our Web site is an integral part of our marketing strategy," he added.

"The site is integrated with Loopnet, a web portal and commercial real estate," by integrating the two sites, we have received thousands of hits."

Feedback from site visitors has been "excellent," and Murray gives the Internet high marks as a business tool. "It is effective today and will be as important as a telephone in the future," he said.

E-mail and Web site. Among companies that advertise both e-mail and Web site addresses, Larry Daniel, of Billy Long Keller Williams Realty, gave an enthusiastic thumbs up to both Internet methods.

Daniel has had and promoted a business e-mail address for the last four or five years. He said, "The response has been great. During the winter we get about 10 to 15 inquiries a week. It usually averages about seven in the summer."

In terms of generating new business, he said, "Potential clients really appreciate the quick responses and the availability of all kinds of information via e-mail that we provide." Daniel's e-mail address is

realest8@cland.net or

daniel@kw.com

As part of Daniel's communication strategy, "E-mail is used to reply to inquiries on properties, the area, employment and the other topics chosen by the person sending us inquiries. We find that people that use the Internet prefer it to telephone, fax and other forms of communications particularly those that are days away by mail."

Feedback on his use of e-mail has been positive. "We have received compliments on how quickly we respond, and the depth of information we are able to provide."

On the Web site end, Daniel said he's had a Web page and promoted its address,

www.kw.com/daniel,

for about four years. "By promoting it and making sure the search engines were aware of it, it has become a significant percentage of our business."

He added, "We have successfully completed several real estate transactions by using the Internet every year since we started. This year it will be about 30 percent of our business," Daniel said.

Asked about the role of the Web site in his communication/marketing strategy, Daniel said "We find it to be a better investment than any of the other mediums we use."

Feedback about the site has been positive. "Almost everyone has indicated they appreciated our quickness of loading and the amount of links and information that we present on our Web site," Daniel said.

Ranking the Internet as a business tool, Daniel said, "On a scale of 1 to 10, about a 15. Very effective."

PHOTO CAPTION:

Rob Murray III says he is delighted with the response to his company's Web site. See more on the site on page 25.[[In-content Ad]]