Innovative broker Spotlight: Century 21 Laffey

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I get to see many Real Estate websites in my travels. Obviously there are a huge range of features, options, tools that any real estate website can have. So, I think it is good to highlight some brokers that you may not be familiar with, but are doing great new things in the Online Space.

My first pick is, website for Century 21 Laffey Associates in Long Island, NY. Laffey happens to be a top 10 Century 21 franchise office.

The Laffey team is different. Lead by Emmett Laffey and his amazing staff, they are aggressive and have shifted almost entirely to marketing online. Emmett was among the first brokers in the Long Island/NYC market to shift enormous budgets off of ineffective print media to online placements and partnerships.

Century 21 Laffey Associates is very bullish on Open Houses. They hold over 100-200 on any given weekend. Laffey recognized that consumers do so much online, that open house traffic has decreased over the years. Therefore Laffey changed his homepage from Thursday-Sunday into a Featured Open house list. Immediately upon arriving to the consumer is greeted with over 100+ listings that are hosting real and virtual open houses. Here consumers can see every upcoming open house that Laffey is hosting, along with virtual tours, multiple photos and more.

Laffey takes this one step further by organizing "online open house showings" and compiling it in a report for their sellers. Obviously the seller can now see the full-effect of being a Laffey client, not only do they get the real open house, but they get sometimes 100’s of additional virtual open house visits. They coupled this effort on their own site, with an Online Billboard, with live listing widget on Trulia.

The widget showcases their listings with a call to action for open houses. From Thursday-Sunday, Laffey owns 100% share of the Online Billboard in their key markets, promoting their live open houses. The Laffey team constantly works on optimizing their site. They realize that the web is constantly evolving and that to stay on top, they cannot afford to stop innovating and taking risks. is a website and broker to watch.



P.S. - If you know of any brokerage websites doing innovative things that should be highlighted, let me know!

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Posted by

Pierre Calzadilla

Sr. Manager - Trulia Rentals

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