Top Down Design: Unique Content for Agent/Broker Websites
This is the 5th article in a series about Real Estate Websites for Brokers/Agents.
What is the extra value that you can bring to the table? This is a difficult challenge -what can you add that hasn’t been done yet?
I consider Zillow to be the “Standard”. Zillow offers GreatSchools Data, Statistical Analysis, Mortgage Calculators, Walk Scores, and their own Branded Content. These are the table stakes. They also display listing content that is not permissible for display by my local MLS rules & regulations. Though, I am sure there is an agreement in place to do this.
Tough to compete… which is why the unique content phase of development is always on-going.
Aside from table stakes data, my extras include:
- Warren Group Sales Data. This is in addition to my IDX data as my local MLS Rules & Regulations are restrictive on sales.
- Mass Transit Information (provides closest distance to Public transportation)
- Some Detailed Statistical Analysis (Still in development)
What are your extras? Extras don’t have to be data, but can be presentation. A frequent commenter here, Bryn, offers an excellent visual representation of properties with large scale photos: see this example from oahure.
Next Article Content Marking. Drew recently posted this on the subject: Is Content Marketing Sustainable? I have contracted some help with this effort which I will chronicle.
Drew Meyers
Posted at 09:54h, 18 Februaryhyper local neighborhood news/content curation? hoa reviews/overview? what else could someone offer?
what type of $$ do you have to pay WarrenGroup for sales data?
Bryn Kaufman
Posted at 11:34h, 18 FebruaryI offer local neighborhood content by posting an interview from a long time resident.
My feeling is no one knows the neighborhood better than someone who has resided there for a number of years.
It is time consuming, and I can’t cover every neighborhood, but the interviews are very helpful to buyers who are not familiar with the neighborhood.
Mark Hankel
Posted at 19:41h, 18 FebruaryI have a similar strategy that is currently in place. I am also using statitistics. There have been some “bubbles” in our housing market over time. However, some neighborhoods don’t see the fluctuations. All interesting data especially from an investment perspective. I wish I had this when I purchased my home!
Mark Hankel
Posted at 19:37h, 18 FebruaryI pay per record (sale) so it depends on volume. I also excluded Western Mass and the Cape which is out of our coverage area. So Boston & North-of was about ~$6K for 2013
Bryn Kaufman
Posted at 11:28h, 18 FebruaryThanks Mark for the link and mention.
I agree, Zillow is the standard, and in my area they come out on top, or close to it, for a ton of different searches.
Luckily, for my area, they have some issues. Their Zestimate is normally not accurate, and they are slow to post updated listings.
Not sure how long they take to add listings, but I see listings on my website that were listed yesterday, that are already indexed on Google, and are still saying not for sale on Zillow.
I also see properties in escrow, that are still looking for backup offers, are not listed for sale on Zillow.
Another advantage local websites have is they can get more specific with their property details. Zillow’s database is very general because they have so many listings, but local websites can be more specific.
For example, in my area I consider the neighborhood a home is in, the view, the frontage, the condition, and the year remodeled to be important information about a home. Zillow as far as I can see does not show any of this information.
I agree with your presentation comment too. I offer 6 different presentation screen formats that the users can instantly choose from. The results are the same, but each screen layout offers different pros and cons.