Scripps Networks Digital’s real estate Web site, FrontDoor.com, will make roughly 4 million for-sale property listings available to more than 250 newspaper Web sites nationwide under new partnerships announced today.
FrontDoor, a real estate information portal affiliated with HGTV, said the partnerships are being offered as a component of a real estate listings and information platform provided to newspapers by Gabriels Technology Solutions Inc.
Initial partners include Cox Newspapers, Freedom Newspapers, Journal Register Company, and Southern Newspaper Group, making FrontDoor’s listings available through Web sites operated by the Boston Globe, Atlanta Journal-Constitution, Minneapolis Star Tribune, Denver Post, and other newspapers.
In the future, the partnerships will also include distribution of FrontDoor articles and videos about the homebuying and selling process, the company said. In addition to advice articles and videos from HGTV, FrontDoor hosts a library of original feature articles, tools, guides and information.
Gena Hamilton, director of advertising for Journal Register Company’s interactive division, said in a press release that the partnership will allow the newspaper chain to leverage FrontDoor’s content and national search capabilities with its own local data, "making it the ideal resource for all things real estate."
In June, FrontDoor announced a similar partnership with Internet Broadcasting, in which FrontDoor listings and "expert relevant content" are distributed to television station Web sites.
Internet Broadcasting provides Web sites, content and advertising revenue solutions to media companies including CNN, Cox Television, Hearst-Argyle Television, McGraw-Hill Broadcasting, Meredith Broadcasting, Post-Newsweek Stations, Scripps and Telemundo. …CONTINUED
Real estate is "an inherently local business," said Vikki Neil, general manager of home brands for Scripps Networks Digital, in a press release announcing the latest partnership with newspapers. FrontDoor "understands the importance of starting with a familiar, trusted source such as one’s local media in exploring the particulars of homebuying and selling," Neil said.
Alex Perriello, president and CEO of Realogy Franchise Group — FrontDoor’s initial listings partner when Scripps Networks launched the site in 2007 (see story) — said the new partnerships are a good fit with Realogy’s online listings distribution strategy. Realogy Franchise Group brands include Better Homes and Gardens Real Estate, CENTURY 21, Coldwell Banker, ERA and Sotheby’s International Realty.
Leading Real Estate Companies of the World, another FrontDoor listing partner that distributes the for-sale listings of more than 600 brokerage firms, also welcomed "even more online exposure for their listings through local newspaper portal sites around the country."
While newspapers have struggled with the loss of for-sale listings and other print classified advertising to Craigslist and other Web sites, many have turned to partnerships in an attempt to build online ad revenue.
Listings and valuation portal Zillow.com and a consortium of 11 newspaper publishers announced an alliance last year allowing them to offer advertisers access to each other’s audiences. The newspaper chains partnering with Zillow included Hearst Newspapers, Lee Enterprises Inc., Media General Inc., MediaNews Group Inc., Morris Communications Co. LLC, Philadelphia Media Holdings and The E.W. Scripps Co. (see story).
The Washington Post in February announced a multiyear agreement with Trulia, in which the listings and real estate information portal is powering a co-branded Web site at WashingtonPost.com (see story).
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