Front page of this weeks DM News says C21 Revamps Web Strategy.

Pretty much a yawner until I read the following quote from Kevin Pollack, senior director of e-commerce marketing at Century 21

As real estate moves online, content is ultimately a commodity (that) is appearing across multiple sites.So it's about how you present those listings to consumers that matters.

Re-"spinning" the content is so Web 2.0. That is what Trulia has done. But even they have realized that unique content is what makes for a rich experience. They call it Voices. And the only way to get unique content is...drum roll please.........User generated content or owner generated unique content.

Chances are slim that C 21 will get anyone much interested in just commenting on their site. However, perhaps a Trulia clone of "Voices" may work since they have so many agents. However, one issue most franchisorss suffer from is agent/broker resistance as many do not want to build up the Franchisor website as opposed to their own.

Thus, the agents and franchisees of C21 are less than enthused at out an already fat home base.

This is the opportunity of web 2.0 as I see it. The franchisor cannot create unique content. Content publishing is something that every agent and every broker has as a unique advantage in the marketplace. In fact, it is the only thing left. It is a royal pain. Which is why most will refuse to spend the time creating content. Leaving an opportunity for those that figure out a way to create.

Web 2.0 and your unique content: It is what seperates you from your competitors. It is your voice. It is what the new media allows you to do.