This week we’re covering Mapping Faux Pas #2: Bad Geocoding. We all know, Real Estate is all about three things: location, location, location, and nothing is more important to location than a precise geocode. Geocoding has always been a critical aspect of Real Estate web maps but now, with the rise of aerial imagery map layers it is more critical the ever to get a proper geocode location.

Before the wide spread use of aerial imagery a street level geocode was good enough (sometimes…well, we never really liked it but it was enough for some!). Previously, maps were used to give you an idea of the general area and a street level geocode was adequate as there was little additional context as to where the true location should be. That all changed as soon as aerial imagery was added to the mix. Having aerial images offered far greater context and consumers started to ask “well, which house is it?”. With aerial maps they have the ability to actually see the houses, what they look like, what the neighbor’s houses look like, what’s in the backyards and the general health of the neighborhood. Suddenly, consumers have a burning desire to know whether the house for sale is the charming Cape Cod with the big backyard, or the run-down fixer that backs to a busy road.

Street Level Geocode	Parcel Level Geocode

Naturally, the consumer has come to love aerial maps and with that love, is demanding proper geocoding to pinpoint the properties of interest to them. Providing this parcel level accuracy is key to keeping consumers on your site. It’s difficult enough to keep them engaged, so don’t give them a reason to leave with poor geocoding.

Parcel or Rooftop geocoding is now the standard for property web sites and you must rise to that level to play in this competitive market.

A few tips

• Invest in products that deliver accurate geocodes
• Use multiple sources/services if necessary to get that all-critical property location
• If you have an agent workforce entering listings have them place the geocode in the best location
• If you can’t get a rooftop or parcel level geocode present the road map to the end user first

Keep this Faux Pas in mind because although the idea is simple enough we find that many sites have not given this critical piece of information enough attention.