We did it!

After what can only be described as an eventful and interesting year and a half, our website has finally gone live.

In the end, we have decided to launch vertical by vertical, country by country. The goal is to offer a depth and degree of local knowledge that tends to be absent in some of our competitors. We understand that classifieds are extremely local. Not even national in many cases. Extremely local.

A user in Berlin could often care less about the housing market in Munich (unless the move is inter-regional).

Similarly, most home buyers in Barcelona could care less about the various neighborhoods in Madrid. That information does little to inform her search for a property in a few select neighborhoods in Barcelona, and even within Barcelona, if she’s only searching for properties in Gracia and the Eixample Esquerre, she could probably care less about the real estate market in Sants and Sarria (two other districts within Barcelona).

Our goal is to understand what motivates and concerns the user in each key region. Otherwise, it will be very difficult to provide a truly satisfying user experience. There’s a limit to how individualised you can make the search experience, but the goal is to make it feel extremely personalised, and the first step in the context of a real estate search engine is to make it feel extremely local.

So that’s why we have started with two real estate sites: one in Germany (www.nuroa.de) and one in Spain (www.nuroa.es). They’re password protected for a couple of weeks — we’re still correcting a few major bugs like the fact that the search engine confuses Barcelona city with Barcelona province — but we will give the password to anyone who wants it, and we wholeheartedly welcome your feedback. (Please send me an email to gary @ migoa.com, and I’ll get you the passwords.)

Our goal is to launch in the UK and France within the near future, but only to the extent that we can launch something that demonstrates an understanding of how the local markets work. And only to the extent that we can dedicate sufficient resources so that the websites don’t just become cut-and-paste versions in French and in English.

We are the only vertical search engine in the world to include what we are calling “intuitive search”, which essentially means that we integrate web 2.0 aspects (i.e., we integrate relevant real estate blogs, newspaper articles, videos, photos, etc.) into our search results without detracting too much from the central focus of the page — the real estate listings. So if you do a search for “piso Barcelona”, you will get the search results AND in another column you might see relevant articles from the APIs in Barcelona telling you why now is the time to buy, or a study from BBVA about the evolution of prices in Barcelona, plus pics that other users have taken in and of Barcelona, etc.

We think that intuitive search is the wave of the future. The “big” search engines are already experimenting in this area with Ask3D and Google’s universal search. We think that they understand the future of search pretty well, so we adapted some of their insights to our particular verticals.

And such an approach makes sense. We understand that finding the right apartment is often only the first of many steps in the property purchasing process. And it is only one of the many considerations that will determine if, when and how you will purchase your dream home. So our results page tries to figure out what these other relevant considerations might be and provides you the collective insight of other members of our real estate community.

Our refined search features are also pretty cool and are supplemented by the ability to search by tags. And it all works pretty dynamically. So you have many options to narrow down the millions of possible search results into the few really relevant results that meet your criteria. That’s the key comparative advantage of a “vertical” search engine relative to a “horizontal” one like Google — the results should be more precise and relevant with regard to the vertical in question.

Our “official” launches will take place during the month of October at various conferences. We will launch the German site at DemoGermany (the German/European equivalent of the successful US conference). And if all goes according to plan, we will launch the international site at the Future of Web Apps (FOWA) conference in London next week. We’re currently ironing out the details right now with Ryan, but it looks like they’ll give us a few minutes in front of the general audience to make a brief pitch. Both are cool events that will be attended by influential bloggers and press, so it makes sense for us to use them to launch.

And on top of that, both conferences should be cool.

I sincerely believe that the final product reflects the hard work and analyses that went into it. A lot of influential investors and people from the sector have already congratulated us on the interface. And our tech is probably among the best of the current vertical search players. That’s our goal, in any case.

One commentator on Juan Luis’s blog said that we took too long in development, which surprised me given that we took the same amount of time as the original vertical search engines in the US. Our goal wasn’t to put out a rushed and underdeveloped product, or a cut-and-paste version of what already exists in the US. Our goal was to put out something innovative with truly disruptive potential. I think that we have done it.

And as I have noted elsewhere on this blog, Google was the 12th search engine to launch.

The goal isn’t always to be first.

The goal is to be the best.

Particularly in the tech sector, the two concepts are often not synonomous.

Try out nuroa and let me know what you think.