Newspapers covering all the major metro areas of Texas have adopted a listing search platform powered by Placester — a move that could help them earn revenue through agent advertising.

Placester, a provider of agent and broker websites, has announced that The Dallas Morning News and Denton Record-Chronicle will both deploy Placester’s search platform in their real estate sections, as part of a partnership with A.H. Belo Corp., the owner of the two newspapers.

“As the digital space becomes increasingly important in real estate, Placester’s platform allows The Dallas Morning News and Denton Record-Chronicle to grow their revenue by serving real estate agents and brokers with more targeted advertising options,” said Placester CEO Matt Barba.

Other newspapers covering Texas that use Placester’s search product include the Austin American-Statesman, the Houston Chronicle and the San Antonio Express-News.

Placester says its search platform brings features that provide an experience that’s superior to other online real estate search tools, including mobile-optimized pages with search functionality that lets users filter listings by typing in desired property characteristics in natural language.

The heightened engagement generated by Placester’s interface unlocks new advertising revenue opportunities for newspapers, Placester claims.

The company also powers the real estate sections for newspapers owned by the Hearst Corp. and Cox Media Group, and is taking advantage of ample funding from investors to offer a real estate agent and broker website product at what may be the cheapest rate in the market.

Email Teke Wiggin.

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