Recently, an internet search-engine executive, newly transplanted to Canada, described this country as the "webiest in the world" based on many measurements of online usage. Canadians reportedly stand number one, with an average usage of 41 hours online each month compared to an average of 30 hours a month for US users.

The question is, "If Canadians are using the net more, are they getting more out of the net?"

ComScore, Inc., a leader in measuring the digital world, indicates the total Canadian internet audience was 23,814,000 unique visitors in February 2008 with real estate sites pulling in a total of 7,265,000 unique visitors.

Studies from many sources reveal that Canadians go online to read news, search out sports info, game or conduct banking operations. They are also busy researching purchases by reading consumer reviews and seeking feedback on product and service weaknesses. Does being the online-est country mean that consumers are making better choices and more confident decisions? Have online opportunities dramatically improved consumer purchasing behaviour?

Take a few minutes to take stock of your approach when buying real estate or hiring a listing broker. How much further are you going than visits to sites that are often elaborate versions of brochures and sales literature? What more do you do than visit a site and click around for a sense of the listed property or the brokerage? Yes, it is face-to-property and face-to-face activity that can be the best decision-making territory, but how better prepared are you after your online activity?

If you are not consciously working to improve results online so you can improve results offline, then you may be unconsciously repeating poor buying habits or unconsciously relying on emotional reactions rather than acquired knowledge. Not everything online is correct or complete, however,cleverly the content is presented. Online marketing is the new hot frontier with expenditures in the multi-millions to drive sales online and off. Is their an equivalent push toward building consumer knowledge and making professional content more accessible?

Consider your online real estate searches, research activity, and buying or selling results from these points of view:

Beyond Brochureware to Knowledge Sites
Many real estate sites are online brochures with marketing messages and self-stated accolades which echo or parallel those found in print and other media. How many times do you find locally-relevant real estate statistics or case studies that would stimulate new or expanded applications for real estate? How much insight into solving financial and lifestyle shortcomings through real estate is available to you online?

Are the depth and variety of real estate credentials for sales persons and brokers presented for evaluation? Is there a combination of quick-read content that answers FAQs and in-depth explanations of real estate essentials like agency relationships, the difference between an offer and a contract, and other topics that most consumers do not know they do not know about?

From Virtual Visuals to 360 Degree Reality
Increasingly, developers of new home and condominium projects offer virtual tours to enhance the buying experience for consumers. Colourful area maps and dynamic floor plans can be useful aides in projecting one's lifestyle into an impersonal space to appreciate its potential suitability as "home."

How many times does the online offering include elements of the non-decor and non-lifestyle aspects of a purchase, including documentation, contracts and technical specifications? Outlines of condominium bylaws would help buyers understand what living under a condominium corporation would entail.

Statistics on real estate appreciation rates for previous projects by the same developer and other track record measurements would help in identifying value beyond marketing slogans. Case studies detailing how specific consumer needs were addressed by purchasing a unit and how post-move-in problems were solved to consumer satisfaction would provide relevant insight into design sophistication and consumer service resourcefulness. Manufacturer specifications and maintenance track records would help consumers understand where value lies and what future costs may arise.

From the Abstract to the Contract
An agreement of purchase and sale, a lease or any other real estate contract does not say what you thought it said. It says what it says through the written word. Small print is not that size because that content is not important, but because it is so essential to an agreement that it is repeated in every agreement, so professionals minimize the size to make room for the stuff that is unique to a particular contract.

Real estate lawyers, real estate brokers, mortgage brokers and related salespeople and consultants know so much more about real estate than the average consumer that they can sometimes forget how much you do not know about the legalities involved. When time is at a premium for face-to-face meetings, property discussions take precedence over legal background. So why isn't more, in fact all, of the relevant legal and construction information available online through sites and blogs that sell professional services?

Again and again we hear that no one wants to read when they are on the internet. Short statements, bulleted lists and skimable content are touted as the best approach. Hence, sites strong on sales pitches and marketing patter but short on shared professional knowledge dominate. If you would appreciate more knowledge sharing, let brokers know how to improve their sites. Share your interests with salespeople and encourage them to explain these complexities thoroughly online, so face-to-face meetings become discussions of how the relevant concepts apply to an individual situation.

When it comes to real estate, virtual and otherwise, details matter. Learn the easy way by reading online and dialoging online with consumers and professionals whose experiences should save you time and money. This beats learning the hard way by making real-time mistakes offline.

Published: April 22, 2008

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Strategist and Futurist is The Catalyst -- intent on "Helping The Best Get Better." An internationally-recognized "new retirement" authority, PJ's research, writing and speaking programs focus on decisions Baby Boomers face to achieve a successful future. Author of 6 books, PJ knows that, since home is headquarters for the "new retirement," professionals and consumers need relevant knowledge and insights, along with solid decision-making skills, to protect and enhance this private oasis. As The Catalyst, PJ provides strategic communication, client appreciation and advanced education services to the financial, tourism, lifestyle and service sectors -- and the clients they serve. A frequently quoted financial and business commentator, PJ is a thought-provoking strategic speaker who offers practical, real-life suggestions on leaving "the box" behind and embracing Forward Thinking -- a talent she regularly demonstrates in this column. For more, visit TheCatalyst.com.