Opinion based marketing

I think most web-savvy estate agents (and hopefully all of the readers of this blog!) are coming to understand the importance of social media in estate agency. And I'm not talking about Facebook or Twitter, but the real essence of social media - opinions.

Opinion based marketing, the word of mouth of old, is becoming a big deal on the internet. Review websites are cropping up all over the place and sooner or later they're going to have an impact on how much business you do online - potentially even your search rankings.

The latest site to come to my attention is Referenceline, "where reputations count". How does your company do? And, what's more, what are you going to do about it?