Buyers decide on which community they want to live in long before they choose a REALTOR. And since potential buyers drove through the neighborhood, they found their neighborhood web site every time they visited the community.
And when they visited the site, they found a true community site, not a real estate site. They were much more trusting of it. And because they were the only Realtors on the site, they had the implied endorsement of the entire community.
It also allowed them to showcase their knowledge and expertise of the neighborhood. And buyers want this from a REALTOR. They want an expert with intimate knowledge of the neighborhood where they want to move. The same is true for sellers.
