Today, featured on GeekEstateBlog.com, Marc Grayson touched on a portion of what he likes to call "attention-to-detail", in "How Music Dated the Real Estate Listing". This post mentioned an exemplary online listing (video tour, virtual, etc) but music in the virtual tour was Christmas / Holiday music (we're in July), instantly dating this wonderful listing.

Presentation is paramount. Every Agent knows that no buyer wants to see incorrect information or misspelled items on print or advertising materials. It's just blatant oversight and a little effort to see an item through can easily avoid these situations.

Unfortunately, this "attention-to-detail" goes out the window (along with the kitchen sink) when it comes to online advertisements, email, websites... and the list goes on. So here are a few gotchas that every person (including me!) should watch out for when it comes to an online presence.

1. Spelling - You'd think this would be a no-brainer, but I have been just as guilty as the next person. In emails, online ads, etc, it's usually just a click of the spell checker. Don't skimp - use the spell checkers included.

2. Font - By far the most easily overlooked item. Many times when using HTML in emails or those fantastic email or website toolkits, there's a default font that none of us use. Take care when cutting and pasting in these instances as the default font, or even the font from the application the text was cut from may be transferred to someplace you don't want it. To avoid this, take a brief moment and re-load and re-read your online documents.

3. Links - Another easy item to miss, especially when you have a document using a lot of them. Again, re-load, re-read, and click on everything. Pay careful attention to links you want to open in a new window, and those you want to use the existing one.

4. Images - You'd be amazed how different WYSIWYG and email editors handle pictures and the spacing around them. The answer? Test, test, test, and just for good measure, test again. Nothing drives me more crazy than when I send something out "to the masses" and catch an error after the fact.

5. Content - This is a biggie - make sure your content says what you want it to say. Be sure quoted articles are cited properly and you aren't using false information. Aside from the tremendous legal liability, if you are telling folks one thing, and a reader calls you on it, other readers will take note.

Bottom-line, re-load, re-read, and test. Remember, online, face-time is limited - what you present your readers and clients is how they will evaluate you.

There is a paradigm shift in Online Classifieds.  For the remainder of 2008 and 2009, online classifieds will be doing more with your listings' interior and exterior descriptions.  The narratives are keyword-rich with meaty phrases such as "Remodeled Kitchen", "Oversized Cabinets" "Large Lot". 

For online classifieds that implement natural language as a part of search (a text box for users to type in keywords or phrases) will extend the online search experience from just drop boxes and checkboxes that solicit fixed values like: number of bedrooms, number of baths, sq footage, etc.

Above is an example of natural language search implemented at Roost.com.  Interestingly enough, Roost provides consumers an easy to use search specific to a city and state.  Within search results, users can refine and reduce a result set (maybe a 1000 listings for example) to a small set (maybe 30-50 listings) based on keywords they enter such as "Pool", "Hardwood Floors" and "Open Floor Plan".

I've gone into greater detail at GeekEstateBlog on the importance of being mindful of your listings interior and exterior descriptions.   Syndication partners of your MLS or agent website are and will be doing more with these descriptions to enhance their respective consumer search experiences.