Industry NewsTechnology

Newspapers take stake in online real estate

Brand power scores leads for realty brokers

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New England home buyers now have a one-stop source on the Internet to find home listings, neighborhood profiles, home-buying advice, rentals, moving guides and financing information. The source is The Boston Globe's new Boston.com real estate portal. Boston.com, the digital arm of the newspaper, recently launched its new real estate section, which encompasses listings and information about metropolitan Boston, suburban areas and popular vacation spots throughout New England. The new site offers more comprehensive home searches and consumer-targeted features, plus more advertising opportunities for realty brokers and agents in the region. Newspapers haven't ignored surveys that show vast numbers of people are using the Internet as a source of information and that online advertising revenues have increased over the past few years. Boston.com is just one example a newspaper that is leveraging the power of its established brand to harvest new opportunities on the Web. A number of other s...