As announced over in Second Life Insider, Coldwell Banker has not only launched a presence in SL but is also selling and renting its own tracks of land. I really like this move and wish more companies as well as political campaigns follow the lead of many companies that either embrace the way SL works or create destinations that keeps people coming back. If you plan on just opening up a place to peddle your RL products, SL is not the place for you. You already have places which are web pages.
RL companies that embrace how SL operates by creating SL products (ex - real estate, banking, cars), places that encourage people to visit often like NOAA, takes advantage of showcasing products that only a 3D environment can deliver or virtual communications really understand how this 3D world works. Companies and political campaigns that just develop a SL location just for the sake of being cool, getting buzz, or generating traffic are going to be disappointed in the long run.
You need to create SL products or SL destinations to keep residents interested. I'm glad the folks at Coldwell Banker did their homework and embraced how SL really works. Well done.