Clicking For Condos

Like many agents, Bosl figured out that a Web site could be a powerful ally if viewed as a marketing tool. That's why "the name is 'ArlingtonCondo,' rather than 'RickSellsCondos.' It's easier to remember," he said.

Some in the real-estate industry say that masking the name of the realtor who runs the site deceives the consumer. Bosl laughs off the argument, saying it is easy to figure out he is behind the site because his name and credentials are plastered on every Web page.

Real-estate professionals warn that some Webmasters do indeed hide their identities because they know consumers will be reluctant to deal with a realtor or lender.

There are sites run by realtors that require users to register before they can research properties.

Laurel Howell, the director of internet sales and marketing for multi-family housing developer KSI, said, "What they will do is give a brief overview. But, if you click for more information, you are asked to fill out an online form with your contact information before you can view all details."

She said, "You can find out who is maintaining the portal by viewing the 'small print' either at the top or the bottom of the site."

Another negative: Web sites sometimes have outdated condo listings.

According to several realtors, the National realtor Association's realtor.com, one of the most in-depth, recommended sites for studying how to buy a home, doesn't always show updated listings.

Most of the time, the 'net is more helpful than harmful, past regional National Association of realtors Vice President Dale Mattison said.

"Twenty years ago, an around-the-Beltway tour would take weeks. Now, from the comfort of a desktop, a person can visit an entire region in a half an hour to an hour," said Mattison, an associate broker at Long and Foster.

Nationally, 87 percent of realtors belong to firms that have a Web site, while 45 percent of sales agents have a business Web site, according to NAR. The popularity of these do-it-yourself sites has led some to contemplate whether online condo shopping is next.

Already, out-of-state residents can secure apartments in the Washington area with the click of a mouse. Online tools that display up-to-date unit availability and pricing have boosted the popularity of renting site unseen over the past three to four years.

Despite the ease of point-and-click purchasing, realtors are not auctioning off condos on their sites yet.

"It's very easy to buy a pair of jeans or a pair of shoes online, but when you are talking about something that you are going to put your bed in and lay your head on the pillow, it's a much more personal [investment]. I don't think the Internet will ever take away the need to have real estate professionals," Mattison said.

Comfort is one part of the process that buyers cannot attain from a computer.

realtor Jim McGowan, who has his own site and is listed on a broker directory called HomesDatabase.com, says, individual investors may be willing to do real-estate transactions online, but most Washingtonians aren't going to buy a condo or a house without seeing it first.

Argene Carswell, 49, a client of McGowan's, said realtor personality was just as important as Web site performance when she was looking for help in buying her first home in January of 2005.

The organizational development consultant was intent on finding the perfect neighborhood. While looking online for Virginia realtors, Carswell came across McGowan's site. She began sharing her idea of the perfect home with him: a spacious, two-bedroom condominium, with an underground garage, front-desk security and a great view.

By making a phone call, the Web-shy shopper didn't have to worry about sending personal data into cyberspace. After that, most of Carswell's interaction with McGowan took place over the telephone and on the road.

But she did use the Web for one part of the process. Both McGowan's sites download the latest property data from the multiple listing service every 24 hours. Each morning, Carswell checked his personal site to see what was available within her set parameters.

Two months later, she grabbed a $325,000 two-bedroom at Skyline House in Falls Church, with a view overlooking trees, the Northern Virginia skyline and Reagan National Airport. Carswell moved in that April.

The Web gave her confidence going into the buying process, but she couldn't have gotten through it without McGowan.

"The Internet can be a powerful tool. For me, it worked hand in hand with the realtor ... It's the synergy. I couldn't imagine how difficult it was before the Web was available," Carswell said.

This article first ran in Express on May 26, 2006.