Real Estate Guidelines

To List or Not To List

Real Estate categories are often targets for inappropriate submissions. Many agents will attempt to have their site listed multiple times, particularly in each city where they operate. As described below, the convention is to list agent/agency sites only once in the Directory.

Many agents/agencies will submit the same site with multiple URLs in an attempt to optimize site traffic (i.e. exact mirrors). Or, they will create multiple sites with essentially the same content, which may differ only in the addition of generic content that can be found on numerous other real estate sites (i.e. virtual mirrors). In both cases, editors should only list the primary site for any agent/agency, and only then if the content is sufficiently unique to satisfy the criteria for listing according to ODP Guidelines. Remember, no site is guaranteed a listing in the Open Directory.

It is not always obvious whether a real estate site has enough unique and potentially useful content to justify a listing. Some sites contain no unique content other than an agent's name and/or contact information; such a site does not qualify for listing in the directory. Other sites are harder to assess. A few questions to ask when reviewing real estate sites are:

1. Is there any information about the agent on the site? 
   This could mean the agent's specialities, professional history, biography, and affiliations that may be of interest to individuals with similar backgrounds and interests looking for real estate services in a specific locale.

2. Does the agent offer information specific to the services offered?
   e.g. This would include areas of specialty such as commercial properties, HUD homes, waterfront property, vacant land, or horse farms. It could also include client specialties such as military families or seniors.

3. Does the site offer individual information on current and/or past listings?
   If the agent is identified as a "buyer's" agent, it is not reasonable to expect to find listings. Instead, things to look for would be the agent's record of past successes or testimonials from previous customers.

4. Does the site provide information on the community, its schools, or other topics? Check to make sure this information is not found on other sites in the category. (i.e. not template information that is identical on two or more sites in the category)

If the site is listable you will answer yes to at least two of the above questions, or you will find exceptional content in at least one of these areas. Indications that a site probably should not be listed because it lacks unique content include:

1. No listings of properties for sale or sold.

2. An "About" page that is a "catch all" template with no personal information.

3. Website pulls all information from external links.

4. There is not enough information on the web site to use to write a description.

Deeplinks:  Generally speaking, deeplinks into real estate sites should not be listed. However, in some very rare instances an agent or agency site may have a page that offers unrelated, useful content (i.e. their church, Boy Scout troop, or a page devoted to a favorite artist) that does not link back to the main page. In these cases and if there is no other site with the same content, it is okay to deeplink the site but this should be the exception to the rule.

Placement of Agent and Agency Sites

Titles

When adding a real estate agency, the title to use is the company's name.

• Prudential Frank Smith Real Estate

• The Jane Doe Agency