Industry NewsTechnology

Internet Brands builds family of real estate sites

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

Editor's note: Marketing experts expect a continuing migration of real estate advertising dollars online, so it's no surprise that a growing list of companies are seeking to capitalize on the online marketing trend. Some companies are focused around a single Web site, while others are approaching the industry from many fronts and with many sites to draw both real estate professionals and consumers. In this three-part special report, Inman News analyzes three large companies that each have multiple real estate holdings and Web sites. (Read Part 1, "Dominion Enterprises on the rise.") Building a real estate Web site is easy. Generating traffic is hard. Without a vast storehouse of listings or a revolutionary application that generates the kind of buzz that made Zillow a household name, it's easy to get lost in the crowd. Other strategies for success include buying established sites, or building a family of sites that drive traffic to each other. Acquiring other sites and building on th...