Erik Florida

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I certainly know the battle businesses fight with using, or not using open source. Unfortunately, a lot of people in the business world view open source as inherently inferior. The simple concept that free software could be as high-quality or robust as expensive software just seems so unbelievable, they refuse to accept it. There are many applications where businesses pay lots of money for software when they could be equally, or even more so, satisfied with an open source technology. Facebook runs one of the largest and most visited websites in the world. They use Linux, Apache, MySQL, and PHP. That is all open source software. I would also like to mention the cross-over that exists with platforms such as WordPress and the other online content management systems (CMS) that you mention. While the platform is open source, you can develop proprietary code to customize your website. Hiring a good web developer to create an original design with specialized search or other custom features does not mean any other brokerage could copy that. The WordPress code itself is open source, but when you write PHP scripts to create custom features, those are not inherently available for anyone to copy. Your brokerage could hire a developer to take your local MLS feed and create a custom search and results form, unlike any other broker in the area. This still gives your visitors a unique experience, but only requires the programming time of the developer to build on existing, free platforms. Just because a company has developed their own custom real estate CMS, does not mean that it is necessarily any better than what a good web developer could produce with open source systems. For another example, consider that your brokerage was developing a mobile application. Android is an open source operating system, while Apple's iOS is not. However, this has no barring on the ability to create a custom, unique, and proprietary application. In fact, with Android, because it is totally open, you actually have more options with applications, because there is better access to the operating system. I just encourage business owners, in real estate or otherwise, to either do their own homework on software options, or hire someone who has varied experiences with software to help them.

Bernice, this was a great summary of some of the benefits of each option. As a web designer myself, I really feel that the advantages of integrating your blog within your own domain and website has the most benefits, I understand that for some, a separate blogging platform can seem to be an easy answer. There is not much debate over the potential benefits of developing a blog, but there are many options around how you get there. I wrote a post on my own blog in response to your article, Blogs versus Websites (http://www.erikflorida.com/2010/07/blogs-versus-websites-2/). I think that a lot of people do not know how or where to get a custom configuration, or how reasonable the price can be. Having to hire someone to create a website is a barrier for many reasons for people, whether it is to update there static site, or create a blog for them. The reality is that a complete web design with custom WordPress design costs at least $1,000. However, there are easier, cheaper solutions, that you can still get the benefits of using a developer who can take a lot of the mystery out of the process for you. I think that including your blog on your own domain is essential. You can register a domain for a year, create static pages for a home page, contact, about, etc. and integrate a blog, all with a premium WordPress theme, for as little as $200-$300. Hiring a developer familiar with the available tools and features of WordPress and the web means getting a more complete package that will benefit your website in many ways, even if it is not a completely customized, original design. Most of all, I would just encourage anyone who is considering their own website creation or design to do their research. Talk to others who already have blogs and websites. Also, talk to designers and developers. They should be open to at least email some information and ideas to help you understand the process, options, and benefits.

Really fantastic ideas on branding. I think every brokerage owner/manager should listen to this. I feel very strongly about the brokerage's purpose in branding and creating a culture and identity for the entire business. The agents being an extension of this brand, not individual sources. Over the years, brokerages have seem to have taken a back seat on this, to the point that many agents and consumers do not even think the agent's specific brokerage even matters. If I was a broker, that would scare me. This greatly lowers the value proposition that they have to offer, and leads to the exactly what you've mentioned here, with it being all about agent's commission rates. It is similar to getting into a retail business where you compete purely on price. If your store offers nothing but the lowest prices, if you have no other value proposition, than you build no loyalty, and as soon as someone else can offer a better price, you lose. A brokerage has the position to create a brand of loyalty and authority, which has a much stronger, lasting value, which is much harder for the competition to circumvent. Thanks for all the great ideas, and for covering such an important topic!