There is only one real difference that matters: The attitude and approach of the site owner toward search engine optimization.
I have done dozens and dozens of free website ranking analysis on agent sites. Their lack of rankings almost always comes down to the decisions that the agents have made up to that point.
The only exception is when they have hired an incompetent SEO advisor, which I have seen, many times. But, had they known what to ask of that advisor in the first place, they'd likely have avoided that mistake.
I am not here to be combative. I am here to put this forward as food for thought that has real business implications.
Site owners that set out to accomplish good rankings, learn what that takes, and make the necessary investments of time and money in getting there, generally get it done.
Standing on the sidelines, and hoping that it will happen, does not work.
Self-education is the fulcrum point here. If you take just a little time to understand basic SEO concepts, and realize that it is, by and large, easy to understand, then you can make informed decisions about your own SEO strategy, and/or hire vendors who you can work with as a team, you will save money and get better results.
Here's a multi-page document that was specifically written for real estate professionals, using real estate examples:
Search Engine Optimization Basics For Real Estate-Related Websites
http://www.domaindrivers.com/seobasics-realestate-main.htm
Metro markets across this country are still very much WIDE OPEN to get good rankings.
Why the "Lead Generator" sites dominate YOUR local search results!
I am not sure how long that situation will last, but the vast majority of agents seem to be doing nothing. It is wide open opportunity for those who do.
Good search rankings, are ultimately, the site owner's responsibility. Those who assume that responsibility and take it seriously, generally do well.
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