These are not necessarily meant to replace sophisticated websites with deep back end integration, mapping and advanced search features as there are several very good companies building those products as well.

A site like EWM creates a partnership between agent and consumer. It taps into the voodoo of a group blog.

And it says something significant to the consumer. Its says, we're alive, we have something to say, we're vibrant, we're young, we're medium, we're seasoned and we get it.

Why are these things so much in the minority? It's time to move off the old an into the new.

1.0 is beast under one domain where the agents are collectively riding the SEO for success: see http://blog.ewm.com

2.0 is the conglomeration of agent blogsites, resyndicating back to the company site for greater exposure and unity. See: http://www.BuzzAboutRedding.com

Both versions have an internal private blog for the agents to blog amongst themselves, and for the office to hold court and make announcements and offer training (on blogging!).

We love the flexibility of WP MU and have really stretched it, yet still see so much opportunity for growth.

I think that mentality is born of the (well-founded?) belief that their broker *is* their vendor. In an effort to prevent 'vendor lock-in', they perceive value in using a 3rd party platform (so one can switch brokers with the least pain).

That, and most broker provided solutions a) in fact, suck b) or, are simply the same vendor solutions re-skinned with a % kick-back to the broker as an incentive to sell it to the agent. Thinking agents see through just as they do the 'benefits' of using the brokers affiliate title company (what, better tasting donuts?). If you act like a "vendor", you'll be treated like one.

If brokers want to create a true partnership with their agents, they need to *act* like partners and bring value to the table (much more than they have). One clear way to do so is to leverage one of their key assets: the network effect of their group.

By using a multi-author platform, offices can create an environment where agents can participate in the company blog without having to become a full-time writer. This can address one of the great challenges of blogging – creating enough timely content to be relevant and gain critical mass. Grouping together reinforces the both the agent and the company brand. It does however require a "float all boats higher" mentality that is sorely lacking in many companies.

Not doing so leaves the door open for non-brokers to fill this same need and results in another lost opportunity for brokers to enhance the value of their brokerage.

On the pure mechanics side, the beauty of building a solution on top of open-source (WordPressMU in our case), is that there is no vendor lock-in. One-click on 'export' and your content (and equally important your site structure, meaning permalinks – important for maintaining PageRank/SEO) can be ported to another vendor or theme.

Thanks for the mention and the great article Marc. You are sparking a conversation I hope many brokers will participate in.