Do You Believe Speed Beats Perfection for Real Estate Marketing?

MATTHEW SHADBOLT: I think ultimately I do believe that speed beats perfection because coming from the online perspective, the ability to iterate, adjust, and change things that are not perfect and essentially make them perfect over time is essentially how it's always worked. And it's a key part of working with anything online, I think, is the ability to refine the product over however long a period of time. One of the examples of speed over perfection is we were one of the first brokerages to offer weather forecasts for open house information. And the idea behind adding that kind of information to open houses is it allows people to plan. OK, I know what the weather is going to be like for Sunday when I plan to look at this particular property. And we were one of the first to do that. And we're able to create a lot more attention on the site and a lot more engagement. And even though the weather forecasts were only essentially daily, and then they subsequently over time become refined to be hourly, that initial implementation of adding forecasts to open house information allowed us to market open houses in a new way.