As real estate professionals begin to explore the world of the blogosphere, many will find that their presence online has been preceded by savvy 'webpreneuers' who understand the rugged terrain of Search Engine Positioning in a way that most Newbies to this virtual world do not.

Take for instance, an interesting experience that I had recently.  I was doing a training session for an agent and demonstrating the benefits which accrue to clients who utlize an agent who is involved in Social Networking.

We initiated a google search for our company listing by address.  It had been placed on real estate shows and exported to a number of different channels including Trulia.  We noted that Trulia was in the #1 position on the Google index.

Initially I was not concerned.  We upload our listings on Trulia, so I thought that in a fashion similar to oodle and other sites to which our listing were exported, there would be a link back to our site or the real estate show. This type of WIN WIN cross promotion ensures that clients are given the best information about the home from the Broker, who benefits from the FREE Listing AND provides Valuable data for Trulia and hence its' advertisers.

There were 4 entries on a search for the address of the listing so, we clicked on each of them. But, what was most disconcerting was that the Trulia link did NOT link back to our website from Google.  Instead, it took me to a page with some general information about the area including a street map and advertising.  There was NO EVIDENCE of the listing information or indication that this listing had been provided courtesy of a real estate broker. 

When, I stumbled upon this post, I understood WHY this is the case.  The discussion regarding 'NO FOLLOW TAGS' is highly enlightening. You may also want to read Trulia's explanation for their policy and decide for yourself if this ultimately assists or undermines real estate brokers.

As a blogger, listings which I post online do rank in the top search engine positions.  This is no small thing for a home owner who is hiring me to market their home to the largest possible audience.  With over 85% of potential buyers searching online first...this is very valuable online real estate. The entity which controls the information flow will in time become the defacto national MLS.  Today, in many markets, a home owner whose agent does not know how to position their home listing online will find that either it is non-existent for all practical purposes OR being used to sell advertising.

Home owners hire Realtors to not only position their homes online but to represent them.  When, our listing index on a major search engine is repurposed to suit advertisers AND stripped of the ability to link directly to the Broker who provides the information and knows the most about the property, I can't help but wonder who is really being served.  Is this truly in the best interest of the public and does this sort of 'misdirection' truly benefit the home purchasing experience for the consumer? 

I'm curious...Brokers & Agents, have you observed this?  Do you understand its potential implications for your business?

Related Links:

Inman News has a very intelligent discussion about various angles of this important issue.

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