The way site selectors search has evolved, and communities have more opportunity than ever to participate early in the process. In this episode, Susan and Charles examine how discovery in corporate location strategy is increasingly shaped by structured visibility. Drawing on lessons from Rich Barton's experiences building Expedia and Zillow, they explore how aggregation reorganizes search by giving buyers the ability to filter, narrow, and save options before formal RFIs, calls, or site visits occur.
The way site selectors search has evolved, and communities have more opportunity than ever to participate early in the process.
In this episode, Susan and Charles examine how discovery in corporate location strategy is increasingly shaped by structured visibility. Drawing on lessons from Rich Barton's experiences building Expedia and Zillow, they explore how aggregation reorganizes search by giving buyers the ability to filter, narrow, and save options before formal RFIs, calls, or site visits occur.
Today’s projects often begin with digital screening. Site selectors filter by workforce, transportation access, acreage, and utility providers. Structured data supports early confidence, and aggregated platforms ensure properties can be searched and saved as favorites before direct engagement begins.
This episode explores:
• How buyer behavior in site selection mirrors the evolution of Expedia for travel and Zillow for residential real estate
• Why digital screening happens before formal outreach
• What site selectors look for when early-stage searching
• How LocationOne.com supports searching, filtering, and favorites
• What property analytics and activity trends reveal about engagement
• How aggregation strengthens local storytelling rather than replacing it
As aggregation continues to shape early discovery, communities that align with how buyers search today are expanding their reach, increasing meaningful consideration, and positioning themselves for stronger opportunities in the years ahead.