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New real estate company puts up its shingle

BlueRoof offers maps, discounts and FSBO listings

Last month, Greg Tracy stood up at a real estate conference and told a roomful of people about his newly launched Salt Lake City-based real estate company, BlueRoof, and its use of online maps to display an assortment of properties. What he didn't know was that a representative from the local multiple listing service was seated in the crowd, and that MLS had some issues with the way BlueRoof was combining MLS data with other data at its Web site. Tracy wrote in his blog after the conference, "Before you announce that you have FSBO properties and MLS data on the same map -- make sure your local MLS representative is not in the room (apparently we're not supposed to do that)." And he said he has since worked to resolve the conflict with the rules of the Wasatch Front MLS. The MLS had no comment for this article. It's not that Tracy is new to the real estate business -- he has worked in the industry for about 12 years, formerly serving as a broker for Prudential California in the San Fra...