In a consumer business, whether you are selling toys or homes, you've got to stake out your turf online. And while that can bring added visibility, you might have to deal with a few cranks along the way.

As someone who writes for a living, and whose stories, columns and other work past and present can be found with a simple Google search, it's the cost of doing business.
Moreover, in the case of the agent or two who is asleep at the switch, maybe this will help save some poor home buyer or seller from a truly horrid experience.

Now back to the agents - and what they are saying about this. I don't mean to be insensitive, but the level of apprehension and fear among agents about online ratings - a pretty basic element of doing business in the 21st century - is nothing less than extreme.

A survey by website AgentGenius.com found "0 percent" of agents in favor of online reviews, with nearly 60 percent saying they were "terrified/upset" by the prospect, according to B&T. (In the interest of disclosure, I do a weekly column for the paper on real estate and general business issues.)

I did some quick scrolling around the new Zillow rate-your-agent offering and had a hard time figuring out what the fuss is about.

Right now there are lots of agents participating, with fewer signs of a lively consumer interest, though to be fair, the roll out just happened.

Granted I can be a tech numbskull at times myself, but I was not able to search specifically for Boston area agents - one of the likely first moves a local seller/buyer might make.

It's certainly worth keeping an eye on. And agents, time to start hustling for those stars - just like the rest of us.