Incorporating customer interface-marketing design elements to leverage strategic positioning in the on-line real estate industry

Marketing is a key initiative that has received little attention in the creation of additional value for the online real estate business. This paper develops a structured approach to translate key aspects of Internet-related marketing as an enabling technology on business strategies, and business model development, and indicates a preferred approach of strategic progression for each model. This is a key component in allowing the real estate industry in major metropolitan areas in Australia to reinvent itself, and to allow individual players in the industry to distinguish themselves through strategy. The strategic positioning matrix is used to provide a mechanism for the development of an on-line competitive position within the services industry. This matrix allows the most appropriate on-line ebusiness model to be selected. The real estate entity may then determine the mix, and number, of 8C's (customer interface marketing design features) on which it must focus. The selected 8C's, developed astutely, provide a mechanism for the new (or established) on-line real estate entity to enhance its strategic and competitive position.