On-Line Residential launches VOW software

Listing information provider On-Line Residential has joined the VOW fray, this week introducing its new software product for brokerages to adopt virtual office Web site, or VOW, capabilities. A VOW allows consumers the chance to view all industry listings in the Real Estate Board of New York database on one Web site, a strategy now being adopted by many of the city’s leading real estate firms, including Halstead Property, Prudential Douglas Elliman and A.C. Lawrence. OLR’s version of the VOW is particularly aimed at smaller brokerages who want to give their customers comprehensive search experience while maintaining their loyalty. “Essentially, it’s a Web site within a Web site but the VOW will maintain the brand image of the firm by incorporating the firm’s logo, banners and footers, color scheme and font choices,” said Jonathan Greenspan, OLR’s president and founder. “We felt that it was very important for the consumer to feel that he/she was still working on the same Web site and not being sent somewhere else.” REBNY approved the software last week, and more than 40 firms — ranging from one-person agencies to some of the city’s largest firms — have already committed to adopting the new product, Greenspan said. TRD