7. Right Information -- As experts in the field, it's helpful to both your users and your ranking to provide quality information about the market. Whether you simply aggregate useful market summary news stories for your users in pdf format or podcast, blog or vlog about the local market--make market information prominent and accessible. Your users are looking at a big purchase. Arm them with current, relevant information that can help them make a decision. In this particular instance, users are more likely to trust a recent newspaper article than their realtor. Realtors are known for relentless market optimism about both buying and selling--so make sure your website provides balanced information that's truthful. Evergreen odes to the enduring strength of a particular market (unless it's the author's home town of Carbondale) are not as helpful as pertinent recent information that takes a position on likely trends in the next quarter or two.

8. Right Transactions -- Though budgets and software constraints may not allow it yet, it is likely that transacational paperwork for real estate will move to the web as digital signatures become more and more accepted. Begin to research software and intranet offerings from tech firms, title companies, financial houses, etc. Perhaps your site allows users to execute buyers and sellers agreements online, apply for financing from a local, reputable mortgage broker, or even go through the transactional paperwork and download as a pdf. I would post some links here, but by the time you Google it the market leaders may have changed. There isn't anyone clearly out front in this area yet.