1. Branding. … Branding is the promotion of a company’s image in the marketplace. As owners and service providers focus on market share and multiple service lines, they will increasingly view the Internet as a logical platform to build their brands. … Watch Colliers International, Cushman & Wakefield, Equity Office, Grubb & Ellis, Insignia and Marcus & Millichap.

2. E-mail. … With predictions that e-mail access will jump from 50 to 150 million within two years, companies will place more emphasis on electronic communications, both to save money and gain mindshare. … Look for firms to develop e-newsletters, forums and online chat capabilities for customer service. … Watch DealMakers, eSPACE Weekly (Canada), IREIzine, Real-E (Metro DC) and RealtyBytes.

3. Listing Services. … In the last two years, electronic listing services have placed tens of thousands of listings online. … If traditional service providers do not develop their own listing capabilities, part of their marketing power will erode. … Watch LoopNet and RIG nationally, as well as regional listing services.

4. Market Data. … Internet services will add mapping and community information to property listings. … Comparable sales and current demographics will be available for a modest fee. … Real estate professionals and the public will have equal access to online property information.

5. Corporate Real Estate. … As Internet usage spreads, corporate real estate directors will require extranet connectivity. … They will want to receive planning and transaction information via a secure Web site. … Leading service providers will invest in new technology to differentiate themselves. … Watch Equis, NAI (New America International) and Staubach.

6. Financial Services. … Because of the close connection between real estate finance and the public debt markets, financial service firms are logically positioned to build strong web sites, connecting real estate professionals with public and proprietary information.

7. Consumerization. … Traditionally, real estate information providers have sold their products by yearly subscription to professionals. … The Internet now allows these companies to sell increments of that information directly to consumers at low prices. … Watch COMPS, Landauer and the Lodging Research Network.

8. Hybrid Marketing Services. … New services will develop as mediators between traditional service providers and Internet technologies. … They will develop Web sites, pool resources and form alliances with service providers. … Watch PIX, RealBid and RealPage.

9. New Media. … Print publications and online news services will strengthen the quality of their products for commercial real estate professionals. … Watch BizSites (Plants Sites & Parks), Inman News, National Real Estate Investor and Office Buildings Magazine.

10. Relationships. …. As information becomes truly ubiquitous, personal relationships will be even more critical. … Senior management will look for ways to use the Internet to strengthen client ties. … To quote Marc Andreeson, "At the end of the day, the Net has everything to do with communications and nothing to do with computers."

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