Who is the best incomplete national search site?

The recent TechCrunch post regarding listing accuracy of  online real estate sites generated some interesting chatter, some which were quite salient and spot on:  namely that substantial lack of coverage by the national sites such as Trulia and Zillow. I don’t believe this was shocking news to anyone and certainly no denying the fact.

Missing from the discussion, however, is the observation that all of these sites MAY play an entirely useful role in the search for a home.  Indeed, there is nothing wrong with a consumer starting her search at Zillow, et al. and eventually winding up with a local agent who ultimately helps her fulfill the dream of finding a home.  The point that the attacks on these sites fail to address is that in the end, all paths lead to Rome:  the Realtor and local Broker.  These are the people who ultimately provide the search, the experience and the local, nuanced knowledge to get the job done.  I know that, you know that, and millions of people who acquire the services of these professionals know that.

These various so-called national sites are just opening acts for the main event. And they always will be.

So, what should Realtors and Brokers do? 

• Don’t fret if you aren’t the first site consumer’s visit. Remember, people surf the web. They visit lots of sites. Just make sure yours clearly promotes the fact that you have ALL THE LISTINGS in your market.
• Make sure that your listings can be found easily on your site. Make Home Search the most prominent element on the homepage.
• Let users now how often your listings are updated. If its twice a day from MLS – promote it.
• Post many pictures. Not 6 or 8. Items on eBay often have more pics.
• Create blogs around your listings. Feed it with insight only you know about the home and the neighborhood. While the other sites pull MLS data, they can’t take that core intelligence you have locked away in your brain. Use what you know to differentiate and make your site more valuable.

Remember, these national site and fun to use but they do not specialize in hyper local anything. You do. Harp on that. Promote around that. Build a web presence that promotes you and your brand and a search experience that provides the largest number of listings in your local area.  Not to mention great, prompt customer service.

Let Zillow, Trulia and the others argue for who is the best incomplete national site.