Industry News

SecondSpace partners with big Florida developer

St. Joe Co. makes aggressive push online

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A Florida developer has turned to a new online marketing push as competition for buyers grows tighter and increasingly Web-based due to many of those buyers coming from overseas. The St. Joe Co., which owns about 500 miles of waterfront land in northwest Florida, has entered an agreement with SecondSpace Inc. to market its properties and communities across the company's real estate Web sites. SecondSpace, a Bellevue, Wash.-based Internet startup backed with venture funding, in July launched two real estate Web sites targeting the growing vacation-homes market. With LandWatch.com and ResortScape.com, the company aims to connect people to their next second home or land for sale and also to provide information about local services in the towns where their properties are located. For St. Joe, the decision was driven by the company's desire to reach beyond its traditional pool of buyers, which generally have come from Alabama, Texas and Georgia, said Jerry Ray, senior vice president at St. ...