Industry News

LendingTree firmly planted in real estate

News analysis: RealEstate.com, Domania likely to thrive under new ownership

LendingTree's decision to buy RealEstate.com and Domania was no exception to the longtime pattern that data, traffic and leads determine the direction of online real estate. Indeed, the two acquisitions capture assets LendingTree could leverage into its existing and new businesses for many years to come. LendingTree today consists of two core business: The online lender marketplace allows borrowers to submit one loan application to multiple lenders, and the online find-a-Realtor system enables prospective home buyers or sellers to obtain proposals from LendingTree-affiliated Realtors, who pay a closed-transaction fee for those leads. Both businesses depend on LendingTree's ability to sign up lenders, mortgage brokers and Realtors and to attract borrowers, buyers and sellers. In effect, the company is a giant online middleman that facilities realty customers' selection of realty service providers. LendingTree's hook for consumers and point of differentiation among such services is t...

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