Magazine article Editor & Publisher

Cox Interactive Gets Cozy with Realtor.Com

Magazine article Editor & Publisher

Cox Interactive Gets Cozy with Realtor.Com

Article excerpt

Partnership is the first between the nation's largest real estate Web site and a newspaper company

Cox Interactive Media (CIM) and RealSelect Inc., parent of Realtor.com, are completing their rollout of Realtor.com classifieds listings and content for 20 of CIM's online markets.

The rollout, which was soft-launched Feb. 15, signals a significant first-time partnership between Realtor.com and a newspaper company. Financial terms of the deal were not disclosed.

The deal is sure to raise eyebrows in the newspaper industry, because many publishers have traditionally considered Realtor.com to be the enemy.

With housing listings across the country, the site competes directly with newspapers.

Realtor.com, the most heavily trafficked national real estate brand on the Internet, is co-branding its customized real estate product with CIM to broaden reach for each partner.

"Realtor.com is the best-in-category brand," says Peter Winter, president of CIM, based in Atlanta.

"We are committed to helping busy consumers in local markets save time and money, and our alliance with RealSelect underscores our commitment to partner with organizations that share our commitment to quality," Winter says.

David Rosenblatt, vice president of RealSelect in Thousand Oaks, Calif., says Cox and Realtor.com chose each other for a partnership.

"We bring 95% of all available existing home listings for sales, and over 100,000 new homes nationwide," Rosenblatt says.

Realtor.com brings home ownership-related content, interactive features like mortgage calculators, and listings of existing and new homes for sale in home and national markets.

Evan Neufeld, senior analyst at Jupiter Communications, New York, applauds the move and challenges the rest of the newspaper industry to ally with strong Web-based partners that bring value to the table.

"I think the newspapers have to get up off their asses and partner with people they wouldn't normally partner with," Neufeld says.

"Cox gives Realtor.com distribution in a lot of markets locally," he adds.

Realtor.com, the official site of the National Association of Realtors, has more than 1.2 million listings. Realtor.com also links to HomeBuilder.com, the official site of the National Association of Home Builders.

Realtor.com has spent more than $40 million on distribution deals, including partnerships with America Online, Go Network, Netscape, Yahoo!, and Excite.

Rosenblatt says their key revenue models are sponsorships, e-commerce, and the sale of Internet products to Realtors, such as home pages, enhanced listings, Realtor Yellow Pages, searchable key words, and picture additions to listings. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.