The beginning of commercial exploitation of the Internet had in our country at the beginning of the 90's. It was unknown and sometimes marginal area of activity, where full swing plied hackers and all sorts of unscrupulous dealers. However Runet rapidly civilized. Very soon, all self-respecting company got its own web-pages, which, however, then served only for representational purposes - as a business card. And now, according to Natalia Kurashova, head of marketing and PR company Renaissance Realty, `a large portion of the target audience is the first impression of the company is on its site`. But as the growing fashion for the Internet, came and understanding that the World Wide Web is, above all, the largest referral system, publish the information in a remarkably effective! Since then, real estate companies have started to upload to their sites database objects, making corporate web pages in a sales tool. Now the value of the global web is fully aware of all the specialists of the market. `Internet - is the most affordable advertising platform, so it is possible to use it's best - says Olga Pobedinskaya, director of marketing real estate agent` 002 `. - 37% of our customers will find information about us there. I think the share came `from` in the future, only better. Frequently visiting the website - this is the last thing that precedes the customer calls. Before that, people could hear the commercial on the radio, see a billboard on the highway, the module in the newspaper - always referred to the site address. And if, having come to him, he found there all that interested, he will call. That is why the site - it is a very important tool in selling real estate '.

Now on the internet company pays much attention. Companies are developing their sites, try to monitor the timeliness of-date and placed stateynyh materials. Among the most promoted Philip Tretyakov, head of the project `Dometra.Ru`, calls the sites of the companies' Miel Real Estate `,` Incom Real Estate `, Paul` s Yard. Attendance last, according to experts, over the last year has grown by 5 times. Filling and updating the site in the real estate company engaged in a separate specialist, and even a whole team. `With respect to our site, then its colors and all graphic elements are sustained in the corporate style and are fully consistent with the image of the company, - tells Natalia Kurashova. - We tried to make it as informative, clear, detailed description of the facilities and quality photos. It's quite a handy navigation system. Information on it is regularly updated `.

However, in some cases, the Internet can provide a disservice. After all, from a professional company information on the sale of an object can be copied and used at the discretion of anyone. Chairman of the Board of Directors of Investment Group Sesegar Irina Zharova-Wright complains that many agencies one-day and `wild` brokers used materials from her company, distributed to clients on your home printer printed materials. It affects the image of the object.

Internet globalism

In 2001-2003, the effectiveness of corporate websites with large databases of objects turned the business on the idea of organizing an even more ambitious, independent Internet projects with a maximum capacity of the proposals and a wide range of participants. Began to appear and portals that specialize in certain segments - urban, suburban, commercial real estate. Such projects are already justified. Real estate agencies willing to place information in their databases. `We consider the popular internet portals, on real estate, as the advertising sites, - said Natalia Kurashova. - The main purpose of such portals - it is timely coverage of events in the market, in addition, they provide vast database of real estate. As a rule, they have a big attendance, which is very attractive to advertisers. Generally, the ratio of costs and benefits of Internet advertising rates are optimal. We are aware of the benefits of such advertising, and therefore in the near future we plan to increase its presence on the Internet `.

Finally, it appeared, and global projects, claiming to be the greatest market coverage, - `RBC - Property` and `Rambler - Property`. This system created by large holdings, representing a database primarily with banner advertising and object. Many recognize that such portals - good advertising platform. `In contrast to the outdoor advertising and advertising on television, information on the Internet receives the target consumer, which is specifically for this goes to the network, - commented Philippe Tretyakov. - Annual growth of this audience is 20-25%, it covers all age segments and increases them uniformly `. `Now the Internet is one of the most promising advertising platforms, and not to use it in promoting both the company and its facilities, it would be certainly unwise, - confirms Natalia Kurashova. - The more so with each passing year the number of Internet users increases, more people are aware of the ease of search properties through the Network `.

Today the Internet are great, but not limitless. Apartment or cottage - this is not a book or CD, which can be ordered from the online store and get a courier. Amounts of transactions is such that they do not pay the web, and the certificate of ownership will not come by e-mail. Virtual space can only provide a certain amount of information to anyone who is interested in it. Competitors global network also never rest. `Newspaper` Hand in Hand 'and `Real Estate Directory and prices` There are more efficient in terms of advertising of specific properties, - says Philip Tretyakov. - They have a higher degree of confidence, which has not yet earned the Internet. The network held a number of brands such as arendator.ru, cottage.ru, while there are many `garbage 'sites, and this, unfortunately, affects the overall credibility of the buyer to this source of advertising.` The more that the base sites on the Internet incomplete and often poorly updated. In this ever convinced those who, wishing to buy real estate, wander through the network. They now and then stumbles upon the announcement of the implementation of the apartments or houses, sold a few years ago, or on outdated prices.

Dreams of the future

However, the Internet eventually get rid of this shortcoming. In the future awaits us multilistingovaya system already exists in the West. It represents a framework of proposals involving the participation of almost all the companies of the market, where most fully represented properties of several countries. The main advantage of this system - updatable in real time. `If you will create a formal shared database, the project will enter a larger number of agencies, therefore, enhance the impact of search suggestions for the client, - says Irina Zharova-Wright. - In America and Europe are already using such products. This year, the U.S. launched two sites - Zillow and Redfin, allowing to see objects in three dimensions, to obtain information about the history of transactions with these objects, automate, document and classify. As online technology processing requests may occur within 24 hours, online brokers are able to store data on request and provide updated information for several years. Alert customers is through e-mail and sms. Working with this type of brokerage does not require additional cost and allows the client at the initial stage to avoid contact with the facilitator '. But it is also true that the high automation of the process leads to a decrease in commissions of realtors.

Some market participants believe that not all Internet technologies applicable at selling luxury housing. After all, buyers of homes valued in the millions of dollars will not leave at their name, phone numbers and addresses, which is easy to calculate, `where the money is`. A conscious sense of self-preservation, warning them from being able to disseminate such information. And realtors are not interested 'squander' about many of the elite facilities, preferring to keep it closed. `If it is assumed that an exclusive project can read and learn everything through the Internet portal, the marketing ploy in the form of expensive brochures and personal letters to a buyer here will not work '- reasons Irina Zharova Wright. The process of selling luxury real estate is complicated and lengthy and based on the principle, presented by more Raikin - `a storekeeper, through завскладом, through the Director of the shop`. Apparently, the sale of objects of a class de luxe and in the short term will be held on the same schemes.