The aggregators have fueled an appetite in the online consumer for more. Consumers aren't happy going to an agent's site and seeing only a few personal or company listings. They want the whole enchilada - the MLS consumer database for their community. So your marketing has to revert to plan B - getting found by consumers who are looking for agents via search engines. That's not going to work as well because first-step buyers want to see homes, not look at agents, and the closing rate of agents online is the same as offline.
Buyers overwhelmingly hire the first agent they meet.
Online, that is the listing agent on the listing they want more information about. If an agent is dependent on having a buyer find them on the Internet, that is akin to finding a needle in a haystack which brings the story back to its incredible Catch-22. Without listings, agent Web sites are next to worthless. The Web sites don't work unless they result in leads, and where do the leads come in - from listings. If agents were empowered with listings, their own and others, perhaps framed on their Web page or site by their favorite listing service partner, they could turn the same static Web site into a dynamic marketing tool.