OpinionIndustry News

Real estate info: The dogs like the dog food

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Over the past month, there has been a great deal of discussion in the real estate industry regarding Zillow. The debate seems to center on the perceived inaccuracies of its home valuation functionality. This thinking reflects a rather narrow tactical perspective. Zillow.com has rocketed into the fifth ranked spot in the ComScore Media Metrix rankings of real estate sites with 2.77 million unique site visitors. It's time for a blinding glimpse of the obvious: the dogs like the dog food. Consumers want what Zillow offers. Smart real estate brokers and franchise operators have already accepted this and are now moving to provide similar content and tools, including automated home valuations, sales comparables and property data. They know that attracting consumers to their sites means an opportunity to build brand awareness and establish relationships that can turn visitors into clients. Brokers seeking to provide this type of content will need to answer several interrelated questions: Wha...