Scripps Networks Launches Online Real Estate Listing Service - InformationWeek

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Scripps Networks Launches Online Real Estate Listing Service

The site plans to add user-provided information on areas where homes are listed to answer the question of "what it's really like to live in specific neighborhoods,"

Scripps Networks, best known for its home and garden television property HGTV, launched in beta on Wednesday an online real estate listings service called FrontDoor.

The Web site, which would compete with services like Zillow.com, provides Scripps with the last piece it needs to provide people with information covering what it calls the complete "homeownership lifecycle."

Scripps now offers information on buying a home from FrontDoor, articles on decorating a newly purchased home from HGTV, information on maintenance and remodeling from the DIY (Do It Yourself) Network and HGTV Pro, and then learning how to sell a home on FrontDoor.

"FrontDoor closes the loop for the millions of home enthusiasts who know and trust HGTV as a valued resource, while also supporting the business strategy of strengthening our footprint in the home space online as well as on-air," John Lansing, president of Scripps Networks, said in a statement.

Scripps has launched FrontDoor with more than 1.2 million property listings, which are coming from partners that include Realogy, parent company to Century 21; Coldwell Banker, ERA and Sotheby's International Realty. FrontDoor advertisers include some major companies, including Coldwell Banker, Citibank and General Motors.

The site plans to add user-provided information on areas where homes are listed to answer the question of "what it's really like to live in specific neighborhoods," Scripps said. The site will also leverage video and other content available through HGTV, which is seen by more than 95 million households.

The timing of the launch is risky, however, as U.S. financial institutions and government are continuing to help consumers stay afloat during the current subprime mortgage loan crisis. Foreclosures in the nation are up 31.8% in November from previous month, according to data released Wednesday from Foreclosures.com.

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