Editor's note: Mapping has quickly become an essential part of real estate Web sites as map-based searching offers a more streamlined, interactive way of looking for homes. Brokers and agents are still sorting out how to incorporate maps into their Web sites and turn them into a lead-generating tool. In this three-part series, we go beyond the buzz to uncover what mapping can do for real estate business. (See Part 2 and Part 3.) When Ian Pilling was searching for a home with his wife three years ago, the couple would drop off their toddlers with the grandparents on Sunday and hit the road, racing to see all the properties on their list within a three-hour time window. Pilling says he would have been able to get a lot more out of those three hours if today's mapping technology had been available. "You can only devote a portion of the weekend to your house search," said MapQuest's Business Solutions marketing manager. "Mapping technology can help you quickly find houses with your c...
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