A new application from Google has taken the idea of online mapping to a whole
new level, promising to change the way people look at listings and neighborhood
attributes. Google Earth, which can be downloaded for free, seamlessly combines
high-resolution photographs (from space and/or aircraft) with maps of nearly
every square inch of the United States. In addition to photos of mapped areas,
you can see elevation data, terrain, 3D topographical features, water bodies,
shopping centers, buildings, airports, services and more.
Come Fly with Me!
Perhaps one of the most innovative features of Google Earth is “fly-by”,
which allows users to hover over an area and travel a path in “Gondola” fashion.
Fly into the Grand Canyon, soar above Mount St. Helens, or glide into downtown
Manhattan. It’s as much fun as it is practical. Users can even rotate and change
their viewing angle. For homebuyers, they see everything about a community from
neighborhoods to parks to schools to malls to gas stations to recreation and
more – all on their computer. In essence, Google Earth gives them a set of
“virtual eyes” that allow them to see the world in a way that even orbiting
astronauts can’t do with a high-powered telescope.
Peel Back the Layers
Perhaps the best way to think of Google Earth is as a rich mapping interface
that lets users customize the information they see for any particular area. For
most metropolitan areas, Google Earth can plot out the location of schools,
school district boundaries, churches, restaurants, parks, and other places with
helpful text markers. Google Earth comes pre-installed with more than 40 layers
you can view on screen.
Work it Into Your Real Estate Marketing Plan
So how can you harness this technology in your business? Google Earth uses a
special text document called a “KML” file. When double clicked, the file
pre-loads locations and all information related to those locations.
Chicago-based Prudential Preferred Properties didn’t take long to figure out how
this works and incorporate it into their listing search capability. The
company programmed Google Earth so the KML file of all listings are
automatically updated every three hours, keeping the listing data fresh.
With customization, you can provide the following tools for your Web site
visitors:
- Map open house tours. Includes a short description of the home, the
times it will be open to the public, and a link to a PDF flyer.
- Provide neighborhood tours. The tours could include numbered icons
that, when clicked, provide a short description about the location and a link
to a virtual tour of that particular spot.
- Show recreational amenities. Create a tour that shows local golf
courses, bike trails, parks, and lakes, and includes a short description of
each one.
A Few Caveats
Now that you’re all excited, let me bring you back down to earth about some
of Google Earth’s current limitations.
- Not every computer can handle it. Google Earth requires horsepower.
Computers sold today should have no problem, but low-end systems with older
graphics cards may not be compatible. Also, Google Earth is PC-based only.
- To take advantage of Google Earth in your online marketing plan, you would
want to integrate it with your database of listings. You may need a programmer
to create a KML file that your visitors can click to launch the program with
all the locations pre-installed. However, it won’t be long before third
parties start offering this service.
- Sometimes the address of a property does not map correctly in Google
Earth. This means that if your MLS listings do not store confirmed latitude
and longitude coordinates, your clients could experience mapping errors.
- The maps may not be current. By definition, the mapping data will be at
various stages of being obsolete. Some sample mapping searches we conducted
did not show the most current mapping images of some properties. Google is not
forthcoming as to how often it updates the mapping information, which can be a
massive undertaking.
- Detail may not be there. As stated earlier, Google Earth is a good
solution for metropolitan areas where you can obtain clear views from 500
feet. However, in outlining areas where there is not much population you may
only achieve clarity from above 5,000 feet.
The Future of Mapping
While Google Earth may not be a practical mapping solution for everyone, it
is the future of mapping. It’s not hard to imagine seeing weather, traffic, and
other features added someday.
Bottom line: Google Earth is fun to use, and gives user a new perspective of
the earth. For the real estate industry, it gives homebuyers a new way to scout
out prospective communities and REALTORS® a way to provide “virtual”
neighborhood tours in cyberspace fashion.
Reprinted from REALTOR® Magazine with permission of the NATIONAL
ASSOCIATION OF REALTORS®. Copyright 2006. All rights reserved.”
Published: 8/14/2006
