OpinionIndustry News

The Golden Rule of content

Guest perspective: Valuable information calls for security measures

In May of 2006, the National Association of Realtors changed the concept of listing "data" to listing "content" to encompass one of the many changes to our real estate world because our listings now include virtual tours, audio, graphics, photos, images and video.  I recently saw an e-mail that included two streaming videos -- one with a real estate professional talking to the e-mail recipient and at the same time pointing to the video to the right saying "in essence" click here to see a virtual tour of the property. I think this is a great marketing tool and feel it really shows how the real estate industry is integrating all this technology into its business. I am a fan of most of these technology changes. But while I think they are important to the industry's evolution, the use and integration of this technology into our businesses may be fraught with pitfalls for unwary brokers and agents. As a real estate information professional for more than 20 years, I know the value of ...