Print and online publisher Homes & Land is offering its advertisers featured listings on Yahoo! Real Estate — and the company says it will be the only real estate media company doing so for several months under an exclusive agreement.

Homes & Land, which also has alliances with sites like Trulia, Zillow and the Wall Street Journal’s RealEstateJournal.com, says the deal represents a deepening of the company’s decade-long relationship with Yahoo, which online metrics company Hitwise ranks second only to Realtor.com among real estate related Web sites. 

"We’ve got over 20 partners right now, and we partnered with Yahoo at least 10 years ago," said Rob Wicker, Homes & Land’s chief marketing officer. "This is really just an expansion of our relationship."

Until now, that relationship was not a revenue-generating one — Homes & Land, like other real estate publishers and portals, has been sending Yahoo! listings on behalf of Realtor clients.

Now, Homes & Land will earn what amounts to a commission when those clients choose to upgrade their listings to "featured" status in order to receive more prominent placement.

Featured listings land on top of Yahoo! Real Estate’s local search results pages, increasing exposure and generating higher click-through rates and views than nonfeatured listings, Yahoo says.

Homes & Land has built the capability to buy upgrades for listings into the control panel on HomesAndLand.com, where Realtors input listings to be advertised Homes & Land and its partner sites. Realtors can also use the control panel to buy featured listings on HomesAndLand.com and RealEstateJournal.com.

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