Having a Web 2.0 business page needs to be more than just "a technology that gets added on" to a real estate agents existing online presence (Kiron, 2012, p. 2).With Web 2.0, technology is no longer in the "set it and forget it" days of Web 1.0 static sites that were uploaded with content once and had(and encouraged) little to no engagement by its social-less design (except for when a random person actually completed the comment box on those old-fashioned, precursor websites).Social media scientist and consultant, Anthony Bradley elaborated in an interview with Kiron (2012) that:

One of the things that absolutely is not true is that it can happen on its own. As in, you put the environment out there, the technology, and the grass roots will just take over and create all this wonderfulness spontaneously with little effort, little cost. That is absolutely not true. (p. 2)

Accordingly, many have salvaged the antiquated mindset of "set it and forget it" and attempted to apply it to social media sites although those days are long gone. However, as Web 2.0 sites grow in popularity, more agents are at least aware of the need for dynamic, interactive sites, whether or not they actually do engage consistently with would-be property buyers and sellers.

Interestingly, the California Association of REALTORS® found that seventy percent of buyers and a remarkable seventy-five percent of sellers found their real estate agent online due in part to Web 2.0-specific characteristics like "agent is timely with response" and "agent seems 100% accessible because of use of technology like smartphone or tablet" (Properties Online, Inc., 2014). And with the ability to automate online responses that can be sent instantaneous to an inquiry, potential clients can increasingly experience just-in-time and just-for-me styled service.