Thursday, May 03, 2007

The Problem with Real Estate Listings

Last week I published part 2 in a series of articles on Realtown titles "Why 95% of Realtors are leaving big money on the table." Part 2 discusses the poor quality of listing data and the effect that it has on online conversion. It perplexes me why more real estate professionals don't market listings properly online, why they don't publish multiple high quality photos. I confront those that use old school reasoning that you should publish a little content and get the prospect to contact you for more info. It no longer hold. the conversion rates for IDX registration forms are decreasing. Online consumers have too many information sources to spend time on sites that don't provide the content they are looking for.

In my mind, the only way to increase the quality of real estate marketing is to talk about what the numbers suggest. The discussion needs to happen at the top and filter down, even though we've heard leaders like Allan Dalton, Alex Perriello and others talking about this for some time. It seems to me that MLS executives play a big part in this because they provide the software, the policies and education to local members. In the next while, you'll see Point2 reaching out to MLSs.


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