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Real estate tech panel: Consumers want ‘cool stuff’

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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. "You've got to give the consumer lots of cool stuff or they're not going to come back," said Hale, who was a panelist in a Realtor technology presentation Thursday at the National Association of Realtors' annual legislative meetings in the nation's capital. The panel, titled, "Appreciate Your Assets," also featured representatives for real estate marketing sites, and, real estate brokerage companies Long & Foste...