By now you’ve likely pieced together the five basic online banking functions. Full implementation may be months away, but you’ll be there before you know it. Now is the time to think about how to take the content of your Web to the next level.

Unlike the basic functions above, which are applicable to most financial institutions, there are no common prescriptions for expanding your Web presence. It depends on your overall retail banking strategies, internal resources, and where you think you’ll get the most bang for your buck in your chosen markets. But one area we think deserves serious consideration for a major initiative is mortgage lending.

Last month we provided an overview of the burgeoning online real estate market. There appears to be a virtual feeding frenzy erupting as new players challenge the establishment for a share of the massive volume of fees flowing to real estate intermediaries: brokers, agents, multiple listing services, legal advisers, and financial institutions. No matter what your strategic goals—even if you don’t originate first mortgages—you should pay attention to this new cybermarket. It may be a preview of changes coming to other markets.

This second installment of Mortgage Banking Meets the Web provides you with ideas on how to leverage your online presence to gain incremental share in the mortgage and home equity markets. Unlike delivering account data to PC users, this is a genuine opportunity to profit from your Web efforts.