Most respondents agreed that their websites are used to market both their own company and real estate listings (71.4%) (Figure 4). Only a small number of firms would only provide company information on the website and direct the users through hyperlinks to third party websites for real estate listings. This signified the maximum utilisation of websites by firms to increase their online appearance and attracting prospective customers. Firms set up and manage websites for their business activities by using internal resources (42.9%) or external sources (33.3%) (Figure 5). Only few companies adopt mixed methods in managing and operating their websites. Figure 1: Gross sale in the last fiscal year 17 (81%) Firms with ya Yes Laman web own websites firma agensi 4 (19% ) tidak No 0.0 20.0 40.0 60.0 80.0 100.0 Figure 2: Firms with own websites 19 (90.5%) ya Yes Laman Firms No, just use using tiada, hanya web 2 (9.5% ) own website third laman web Pihak ke 0 party sndiri sahaja website 3 No tidak 0 50 100 Figure 3: Firms using third party websites E-Commerce in the Malaysian Real Estate Agency Industry 3 (14.3% ) Jenama Firm’s brand Agensi Firm’s brand and 3 (14.3% ) Jenama Agensi & third party links 15 (71.4% ) Pautan Pihak ke-3 Jenama Firm’sbrand Firma and & 0.0 50.0 100.0 property listings Penyenaraian Figure 4: Website utilisation in firm activities 9 (42.9%) dalaman In-house 5 (23.8%) sebahagian Partially 7 (33.3%) outsource sumber luar Fully sumber luar 0.0 20.0 40.0 60.0 outsource Figure 5: Website development and operational methods Management or maintenance of websites require information updates to the website. The frequency of information updates by firms is shown in Figure 6. Daily (47.6%) and weekly (42.9%) information updates indicate the firm’s activeness in utilising and maximising the potential of websites to capture the attention of their target market. Updates of information were mainly performed for property listings. The following analysis explored the firms’ motives on website usage for their business operation. Figure 7 below illustrates the firms motive in utilising the Internet. Based on the figure, all respondents depict similar motives in utilising the Internet, which is, to attract prospective buyers. Advances in technology permitted dissemination of information and communication of property listings, company brand and advices across geographic areas allowing a wider capture of the prospective buyers whether local or international. Although Internet usage was deemed cost effective, very few agreed with this notion (19%). On sale generation perspective, majority firms (75.1%) agreed that websites facilitate the firms to generate more sales. Only few firms (9.5%) claimed no sales generation from websites. This indicated the effectiveness and International Journal of Real Estate Studies, Volume 11, Number 5, 2017 Page 37
efficiency of websites in attracting the buyers and thus generating sales for the company.
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- Winter '16
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- International Journal of Real Estate Studies