VOWs empower industry, consumers

Perspective: A primer on virtual office Web sites

As a result of a settlement between the U.S. Department of Justice and the National Association of Realtors, brokers now have a powerful new marketing tool at their fingertips.

Brokers who are members of a multiple listing service can now provide more comprehensive information to their customers than any non-MLS-member Web site can feature. They can now offer a data feed of all MLS listing information to their clients via a Virtual Office Web site (VOW).

Consumers are hungry for more and more real estate information. They are not only looking for active data, but any information that will help them get a better gauge on the local real estate market and neighborhoods they are interested in. They are looking for as much accurate, comprehensive and current information as available.