The Impact of Internet Savvy and Innovativeness on Real State Agents’ Internet Utilization and Sales Performance

Current literature and thought suggest that the Internet may be both helpful and harmful to independent sales professionals such as real estate agents. This study develops a conceptual model and (a) examines the impact of two individual variables, Internet savvy and Innovativeness, on real estate agents’ utilization of Internet resources for selling activities, and (b) evaluates real estate agents’ perceptions of the effect of such Internet utilization on their sales performance. Results suggest that the two anteceding variables positively influence real estate agents’ Internet utilization. Further, results also point to enhanced performance by those real estate agents who utilize the Internet to a greater extent in their jobs. Implications for real estate agents and real estate agencies are provided.