I don't know about Open Realty so I'm answering part 2 of your question. I pay nothing for my site, it's a part of my "tech fees" at my brokerage. It's a template but I have learned a little HTML and add on whatever I can think of that might add value. I recently started blogging on Active Rain and added a link to that. (Join with me if you like -
http://activerain.com/action/referrals/sarahcooper . They give you points for doing this or that so I should say that if you join through this link I'll get points. Never have really figured out what the points DO, but it's fun. LOTS of info on this site, too.) I also use
www.RealEstateShows.com to add content in several ways, with virtual tours of listings of course but also to educate and market a bit, too. You can find lots of good stuff out there if you look around. Use what feels right to you.