By LISA SCONTRAS
Custom Publishing Group

Internet shopping — the unique ability of e-commerce users to search the marketplace for virtually anything that can be described in a few keywords — is revolutionizing the real estate industry. Using the Web to help unite homebuyers and sellers is not unlike an online dating service — hopeful buyers can list their likes and dislikes to screen a large pool of available properties for that “perfect match.”

“The worldwide marketplace is literally at the fingertips of anyone who has access to a computer and can log onto the Internet,” says Marshall Mower, partner at Prudential Locations LLC. “The appeal, I think, is that volumes of information are available to people 24 hours a day. You can grab your beverage of choice, get cozy in your sweats, relax and search for properties at your leisure in the comfort and privacy of your own home.”

Mower says the same forward-looking technology that is transforming the way the world shops is also transforming the way the real estate industry operates.

“The Internet has made searching for that perfect home easier,” he says. “And our new Prudential Web site — PrudentialLocations.com — is an excellent, user-friendly example of real estate matchmaking in action.”

Mower explains that the Web has attracted customers in numbers almost unheard of a decade ago. Since the Web world went virtual, surveys show that homebuyer use of the Internet for some part of the house hunt has grown to 80 percent — making the “typical buyer” an Internet buyer.

“Typically, we’ve found that these buyers e-mail or call us with a list of properties they are most interested in seeing or properties they might just have questions about,” says Mower. “Overall, less time is wasted visiting properties that don’t meet their needs. They’ve done more research upfront, so generally they’re more informed and they’re ready to go.”

A Mainland survey compared the habits of the “Internet shopper” versus the “non-Internet shopper” and found that those who previewed property online first, spent less time driving around in a car and actually visited fewer — nearly half as many — homes before finding one to buy.

“We’re finding, in general, a more informed buyer or seller because they’ve done their homework — they understand the process of buying a home,” says Prudential agent Toan Doran. “Internet buyers spend approximately two weeks looking for the home they ultimately purchase, compared with seven weeks for the traditional buyer.”

Because an enormous amount of time was traditionally spent on the telephone by Realtors describing a property’s attributes and layout, Web sites like the new one at Prudential — which gives buyers many different search options — allow buyers a more efficient way to preview properties and select the listings that may best suit all of their needs.

“This means there are fewer disappointments resulting in less wasted trips showing property that could be eliminated for one reason or another,” says Doran.

Both Mower and Doran, who specialize in working with leads from the Web site, say that while the Internet has become an important research tool for home buyers, it has enhanced the role of the real estate professional. Buyers still rely on their Realtor’s advice in interpreting the information they’ve gathered and need guidance throughout the remainder of the home-buying process.

Bill Chee, president at Prudential Locations, says that the intent with broadening the search capabilities in the company’s new Web site is to take client education to a new level.

“We want to help our clients to get what they want as easily and efficiently as possible,” says Chee. “Getting information about properties and neighborhoods into the hands of the consumers, and educating them will make them happier about their choices and ultimately more successful in the end.”

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