When Fort Worth, Texas-based broker Greg Fischer decided to build a new website this year for his firm, he chose to leave search out of it.

The search technology available for his site was not good enough, cost too much and didn’t offer enough return on investment, Fischer said. Plus, his value as an agent had to do with relationships, not search, he said.

“Why would I dilute my brand in delivering subpar search?” Fischer said. “If I had Trulia’s search platform, I’d reconsider.”

His new site has pages featuring local neighborhoods and businesses with photos and a section highlighting the firm’s listings, but no search capability.