There is a quiet revolution going on in the way online consumers interact with real estate Web sites. The implications are huge for one simple reason: The easier you make the online experience for the consumer, the more likely they will use you for their transaction. Here are the key things you need to know about the future of Website usability that will help you, well… “scrub” the competition.

This Is Not Your Dad’s Web Page

In the short time the Web has been around (since 1993) it has gone through several transformations from a usability standpoint.  In the good old early days, Web pages were strictly “static” chunks of information.  Changes to the content had to be done manually.  In addition to that being an expensive process, it also made for a rather boring browsing experience.

Then around the mid-1990’s Web developers figured out a way to make Web page content “dynamic” by linking it to one or more databases.  This suddenly made the Web an exciting and continually fresh place to visit.  For example, consumers could now see the most current information about any property that was stored in a database somewhere.  Change the content of the database or the search criteria, and the next time the consumer views that page —bingo! They see the updated information.

While this level of interactivity was a vast improvement over static Web pages, it is hardly the pinnacle of usability from the consumer’s standpoint.  That’s because under this model of interaction, the user must “post” their request for data (i.e. hit a “Submit” button somewhere on the page) in order for the page to be updated by the database.  This requirement prevents visitors from working with the database in “real time” as they would with a standalone application on their computer.  It’s like sending signals back and forth using Morse Code instead of having a free-flowing conversation over the phone.

Then sometime around 2005, Google ushered in the third transformation of Web usability by incorporating “AJAX” into some of their online services, most notably Google Maps, Gmail and Google Suggest.  AJAX stands for “Asynchronous JavaScript and XML” (now there’s a mouthful!) and it represents a fundamental shift of what’s possible on the Web.  While you don’t have to know or even remember what this acronym means, you most certainly should know how it is going to transform the expectations prospects will have for your Website.

Powerful Applications in a Web Browser

AJAX is the first widely used technology that allows any Web browser to act much more like a standalone computer program which normally includes a much richer, easier and more intuitive user interactive experience. For example, prior to Google Maps, all other Web-based mapping applications required the user to submit their changes to the map by clicking a button and then forcing them to wait for the map page to refresh.  Google Maps raised the bar for online mapping considerably by allowing a user to simply “drag” the map any which way to see the section they want or instantly zoom-in / zoom-out.  This highly intuitive approach to mapping was made possible because of AJAX.  

Now here is something to consider.  Any real estate mapping tool that does not incorporate the ease of use that AJAX provides will be looked upon as “clunky” and out of date by prospective online consumers.  And this is just the beginning, because the use of AJAX to vastly improve the online consumer experience is only limited by the imagination of the developers that strive to build Web applications with it.  Here are some other current examples of enhanced user Web experience as a result of AJAX:

·         Amazon Diamond Search – this rather unique Web application allows you to search for diamonds based upon your specific criteria.  As you change your search parameters it will return the current number of available gems that meet your criteria in real time (i.e. you don’t have to post or submit anything).

·         Linda Craft Team Featured Homes – this Website uses AJAX to change the “Featured” home it displays every time the visitor’s mouse curses over the “Feature Homes” tab.

·         Submission-Free Forms – currently, when a visitor completes a form on your site, the database it is tied to will not update until the user hits the “Submit” button.  This means that if a user quits the page before hitting “Submit” all the data they entered is lost and you never will know if they even attempted to complete your form.  An AJAX enabled form however will immediately update the database with each keystroke of data being entered!  This kind of capability is very useful for extensive multi-part online forms.  However, it also suggests some interesting ways to capture visitor information and to see at which point users decide to quit filling out your forms.

As powerful as AJAX is for enhancing the online user experience, it is limited to working only through a Web browser.  Over the next couple of years you will start seeing more of what is referred to as “Rich Internet Applications” (RIAs) that take the online usability to a whole new level…

The Future of Online User Experience

RIAs are essentially standalone programs specifically designed to always be connected to the Internet (as long as your computer is) to perform some specific task or function.  Perhaps the simplest version of these are called “Widgets”.  Think of these as little mini standalone programs that run automatically on your desktop.  Yahoo (the search engine company) has a “Widget Center” that, as of this writing, contains over 4,000 Widgets, most of which are free.  There are several that have been written specifically for real estate —you can view them here.

As cool as Widgets are, they are just the seeds of far greater things to come.  Adobe Software company recently announced their new Rich Internet Application development platform called “Apollo”.  This and other systems like it will make it relatively easy for software developers to create very sophisticated online applications that will make today’s Web applications look pale by comparison.

For example, about two years ago I had a RIA designed that would allow real estate consumers to search for available properties in a very unique and user-friendly way.  And, this “device” could be branded by the agent giving it away to prospects and clients.  While it has yet to be built, you can view a self-running PowerPoint show that will give you an idea of how a well-designed real estate Rich Internet Application can look and function.  Just RIGHT-CLICK HERE to download and play it.

The Future Is Now —And It’s Looking Clean…

Using AJAX on your site will do a lot more than just make it look slick and operate more smoothly.  It enables you to powerfully differentiate your online services in a way that will make your competitor sites look like Old Maids using steel wool on stubborn stains —they get the job done but it’s not pretty to look at.  Now is good time to ask your Web designer / developer how they intend to clean up your site with AJAX.  After all, no one wants to be considered an “Old Maid”, especially when it comes to doing business online.

NOTE: Mr. Internet®, RUSSER Communications, its staff and officers receive no compensation whatsoever from any third party vendors and make no recommendations as to the suitability of the products or services mentioned in this article. Always thoroughly investigate any product or service before trying or purchasing.

Mr. Internet® is the alter ego of Michael J. Russer, an internationally recognized Internet speaker, trainer, author, and strategic consultant to the real estate industry. He is dedicated to helping real estate professionals leverage their people skills into profit on the Internet. You will see his column on REALTOR® Magazine Online every month and in the magazine quarterly. Send your Internet questions to help@askmrinternet.com or you can visit his Website at http://www.russer.com

This article is reprinted in its entirety from the June 2007 issue of REALTOR® Magazine by permission of the NATIONAL ASSOCIATION OF REALTORS®. Copyright 2007. All Rights Reserved other than mentioned above. Mr. Internet® is a registered trademark and IEC™ and Ask Mr. Internet! ™ are trademarks of RUSSER Communications.