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WASHINGTON, D.C. — The Houston Association of Realtors plays an active role in marketing members’ property listings. The association sends property information from its multiple listing service into an association-operated public Web site that also features a home-valuation tool and agent profiles.

The association aggressively advertises the search site on billboards, though it took more than property listings and advertising to build a strong online presence, explained Bob Hale, president and CEO for the Realtor association.