Why map-based search is dead
From Future of Real Estate Marketing
By Inman News, Thursday, November 4, 2010.
Flickr image courtesy of holisticmonkey.By SETH SIEGLER
Editor's note: Seth Siegler is the co-founder of Simplistate, a real estate brokerage; owner and founder of real estate tech company Robot Workshop; and a blogger.
The year was 2005. Kanye West was singing about a gold digger and Google had just released its first maps API (application programming interface) and the real estate world was abuzz. The word "mashup" was everywhere. Everyone started building map-based IDX (Internet Data Exchange) searches.
They started out as an optional way of searching and eventually became the norm. Maps of all sizes anchored the search pages of real estate websites worldwide. Little markers of all shapes and sizes covered those maps, representing potential dream homes.
Fast-forward five years ...
Map-based searches are pretty much the norm.
But I believe that they are holding us back in terms of usefulness to shoppers and lead capture. I'm pronouncing map-based searches to be officially among the walking dead. Here's why ...
Problem No. 1 -- Only so many markers can be placed on a map
As a general rule of thumb, Google maps become unstable after 100 markers are placed. Bing is about the same. Even if Google and Bing were to increase their ability to handle more markers, the main problem would remain; only so many pushpins can fit on a map! Users run into problems trying to select the listing they want on the map and end up accidentally selecting others.
So, if you're limited to displaying 100 or less markers on a map, you're left with three options:
1. Make a marker represent an arbitrary number of listings, which can be confusing and misleading.
2. Only map some of the listings. This is also confusing and misleading.
3. Limit the number of results to 100 and ask users to either narrow their search or zoom in further until results are 100 or fewer. This sounds decent in theory but, in reality, is confusing and frustrating to users.
This problem is severely exacerbated by an overpopulated listing inventory. This makes search queries resulting in less than 100 listings few and far between.
Analytical users want the ability to see ALL matching listings. No matter how many there are. One hundred just won’t do.
Problem No. 2 -- If the user doesn't know the area, results on a map mean nothing.
Besides looking for a specific type of frontage, viewing results on a map tells shoppers who are new to your area absolutely nothing. It doesn't say anything about streetscapes, neighborhood quality, architecture style or anything else they need to know.
Of course, details are available when users click through from the main map interface to some sort of listing detail page, but that is backwards from what users really need. They need that info before they view the listing on a map.
Crux of it
The main problem is that a home's location on a map is something that users don't care about until they find out other more important info about the home. If the home isn't right for the buyer, they don't care about its position on a confusing and crowded map.
What’s next?
In a way, I believe that we've come full-circle. Before map APIs, search results were presented in list form. I believe we're heading that way again, but the main focus will be on the search criteria and input methods.
We've seen what Coldwell Banker has done with its BlueScape search. That's a cool step in the right direction but too abstract for prime time.
Lifestyle search was a hot buzz term last year, but nobody has really run with that concept yet. (I do, however, believe there is a big future in lifestyle search.)
Ultimately, I think that we'll need to get to a point where people can answer questions and listings will be suggested to them (sort of like what real estate agents used to do before IDX searches ...).
What do you think the search interfaces of the future should look like?
Seth Siegler is the co-founder of Simplistate, an eco-friendly, virtual real estate brokerage. He is also the owner and founder of Robot Workshop -- a real estate technology solutions company specializing in IDX and PPC based lead generation. You can find his real estate industry blog at www.sethsiegler.com. He will be speaking at Real Estate Connect NYC 2011 in January.
Future of Real Estate Marketing is a part of Inman News.
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Submitted by Thomas Cruse on November 4, 2010 - 3:14pm.
DataQuick has tackled this problem in our PropertyFinder 2G product in a unique way. Rather than display all the properties, you draw a ring or polygon around the area you want. Then, on a subsequent screen, we present the list of properties.
www.dqpropertyfinder.com
Submitted by Greg Robertson on November 4, 2010 - 10:09pm.
I agree totally. Some use a hybrid approach and put a map above and a list view of the properties below the but it still seems backwards to me.
That having been said, Redfin has tackled the issue quite well, which they have outlined on their blog:
http://blog.redfin.com/blog/2010/10/cluster_buck_rogers.html
Greg Robertson
W&R Studios
http://wr-studios.com
check out:
http://Dwellicious.com
and the new...
http://CloudCMA.com
Submitted by Gabriel Gross on November 5, 2010 - 6:24am.
OMG, what a silly article.
Submitted by Keith Byrd on November 5, 2010 - 11:08am.
Not all map searches are created the same. There are some, like Real Bird, that provide ways to make it easier for the consumer to search. Most agents don't know how to take advantage of what's provided to them but that's their problem, not a problem with the technology.
Keith Byrd
http://www.SloCountyHomes.com
Submitted by Barrett Powell on November 5, 2010 - 2:16pm.
Well, yeah, no, sorta...
Mapping is still going to be a big part of property search no matter how you slice it. The problem is many poorly implemented IDX Map searches rely on the Google Map results display to give their app the "Wow" factor because the rest of the app is so poorly thought out.
So here is where things are really going if you want to know...Google, or Bing, but definitely Google. Why? Because there is a wealth of data waiting to be mined that is of significant importance to a home buyer. And that data is already in Google and getting in Bing.
We just need to be patient while Gabe (BlueBird) and other Google based search developers continue to refine their interfaces and result displays.
Yes, Pins are so yesterday. But rich data overlay with property location and surrounding points of interest are way in and getting better.
Barrett Powell, Broker/Tech Consultant
Southern Advantage Team
WBP Software & Consulting
288 East Street, PO Box 1427
Pittsboro, North Carolina 27312
http://www.ChathamCountyLand.com
http://BarrettPowell.com
wbarrettpowell@gmail.com
Google Voice 919-533-9730
Submitted by James Stewart on November 5, 2010 - 3:06pm.
Just another vendor trying to discredit his competition. Poor form Inman. I'm surprised you are onboard for this.
Many IDX vendors seem to just throw it on to say they have a map search. Only a small few have implemented it well.
BTW if you are trying to view and evaluate 2000 properties at once you haven't narrowed your search down enough. Would you scroll through 500 properties on a page? You wouldn't on a map either.
James Stewart
Submitted by Rob Aubrey on November 7, 2010 - 5:51am.
I agree that map search wow factor has been outlived by the functionality.
List results seem to make more sense.
You can sort by multiple factors and sometimes multiple sort items at a time.
Instead of clicking through each listing on a map to see the data, a brief report in a list makes much more sense.
Submitted by Ken Lampton on November 7, 2010 - 6:37am.
Map search works best when the buyer sets narrow limits on their search parameters. They don't seem to understand this.
Any time you see 99 pushpins on the map, you haven't properly defined your parameters. Or else you need to zoom in on the map.
I have MLSFinder and MapTracks from Wolfnet on my site. The price is too high, and it is becoming a bit dated, but I'm pretty satisfied overall.
-------------------
Ken Lampton
RE/MAX About Dallas
www.m-street-dallas.com
Submitted by J Philip Faranda on November 7, 2010 - 7:17am.
Here's a thought: Let's declare "declaring things dead" dead.
I'm a little tired of people declaring things "dead" on Inman. If I want to read the obituaries I'll find them elsewhere.
Disco is dead. Buggy whips are dead. Wearing white pants after Labor Day is dead. But since literally hundreds of thousands of people are using maps for their searches, the too cool for school trend predictions are getting a little old. Maps based technology is getting better, and I've got buyers looking at back yards on Google Earth before they come and look.
Enough already.
Broker-owner, J. Philip Real Estate
Vice President, Empire Access MLS (NY)
www.jphilip.com
www.WestchesterRealEstateBlog.NET
Submitted by marlene goldstein on November 7, 2010 - 7:59am.
I checked out the Blue Scape search that Coldwell Banker is using, and although a little confusing at this point, I think that this is a terrific way for a consumer to start a search. It will give them the tools they need to get clearer and clearer about what their likes and dislikes are.
Great going,I look forward to the next generation.
marlene goldstein
Berkshire Country Homes
berkshirecountryhomesrealestate.com
marlene@berkshirecountryhomesrealestate.com
Submitted by John Perkins on November 7, 2010 - 9:13am.
There really is a simple solution, which we use at SpatialMatch (http://www.spatialmatch.com)
Put the data in layers, use a pinpoint dot (not icons) and surround it with a colored distance radius circle. This way a consumer can look at one layer for restaurants, for example, and then another layer for schools.
They don't have to pile all these icons on top of each other.
The map is such an important tool, because you can throw all the data you want at a home buyer, but if they can't visualize what it means to them in relation to the neighborhood they are considering, it's too much.
One look and in a few seconds they can grasp all the information they need.
It's like looking at a painting, you know instantly whether you like it or not.
Submitted by Ruthmarie Hicks on November 7, 2010 - 11:10am.
This really depends on what stage of the search as you are in. When a buyer first starts searching, they are usually filtering a thousand options.
In the early stages - a general map is probably the best. Buyers need to get their bearings. Where are they in relation to their place of work, major highways, entertainment, shopping etc. Broad brushstrokes until the field is narrowed.
Then, once down to a neighborhood - detailed mapping is essential. But I think - again - they want to know whats AROUND their area of choice and then they see what is available within in their geographic.
People really want a WOW factor as well. I used to include the walk score tile in relevant areas, but found it unreliable. I wish I could include it reliably on all my pages. People love it, but I keep chasing my tail putting the tile back up every month. I have too many pages for that to work.
Submitted by michael Espiritu on November 7, 2010 - 2:59pm.
Redfin has excellent mapping and a lot of my clients define an area they want so map search is essential.
Redfin also has a one -page scroll-down so you dont have to view multiple pages. My clients love the site!
Also, CRMLS (California Regional Multiple Listing Service) offers a map search w/ radius, polygon, etc. type specific search ability.
To say that map-based searches are dead is ludicrous!
Michael Espiritu
Broker
Elite Realty Group
SoCal