Modelling User Perception of Online Visualisation in Real Estate Marketplaces

Abstract

Increased internet penetration rate has made internet marketing an integral part of real estate industry. This may result in an inefficient process for the buyers and sellers due to the need for physical inspection. The aim of this study is to present key factors influencing the users’ decision to use a web-based technology for real estate purposes. This is an ongoing study including two phases: developing a framework based on a case study, and conducting a survey to measure customer perception on incorporating online visualization techniques. The paper presents the result of the first phase evaluating real estate marketing platforms as case studies in Pakistan and Australia. While the initial results show that physical inspections are still required before deciding on property transaction, it was found that the number of inspections can be reduced by incorporating a 3D model of the property to the listing platform. In addition, it was observed that clarity of search results and provision of a 3D model are some of the key factors influencing the user preference to use the website again. This reinforces the idea that advanced visualization techniques can improve the current reliability issues faced by customers and may also streamline the transactions. This study will be extended by conducting the designed survey in two target countries one a developed country and the other one a developing country to compare the most popular features to international customers.