In what is being described as an "unprecedented move", Century 21 Kevin B. Brown & Associates today announced that their website was re-launched to include links to all of their competitors' websites.

Kevin B. Brown himself explained that doing this provides his firm with an advantage by creating knowledged consumers. "Traditionally, it has been an unnecessarily difficult task for the buyer to gain an educated view of our local marketplace," Brown notes. "The website is a one-stop-shop for buyers looking to make a well-informed decision in a real estate market in which data is obscure and is neither standardized nor aggregated."

While I imagine Brown has a point that it's in his firm's best interest to educate his clients, what he's done is only symbolic at best. As a website publisher, with over eight years experience in this line of work, I can tell you that providing links to competitor websites does little to help your clients or your competitors. The fact is that all Internet users, who are looking to buy or sell a home, has already visited Brown's competitors' websites.

That is, anyone who taken the time visit his website, has already taken the time to visit several other websites and online MLS databases, and is therefore well armed in detecting an agent trying pulling the wool over their eyes. At best, Brown is simply acknowledging this by informing his own agents that there are no secrets to hide from their clients.