Leading Real Estate Companies of the World, a global network of real estate companies, has struck a deal with Scripps Networks’ HGTV to provide property listings for the cable network’s new real estate Web site, Frontdoor.com, launched just last week.
The deal aims to get the home listings inventory of LeadingRE’s members, which include 700 companies and 145,000 sales associates, in front of HGTV’s consumer audience.
Scripps Networks last week announced the launch of FrontDoor.com, a property search and resources site that is intended to draw traffic from the company’s HGTV audience.
The network also has a partnership with real estate brokerage powerhouse Realogy to populate about 700,000 for-sale listings at the site, which had about 1.2 million searchable properties at launch.
Listings syndication deals have become more common among large real estate brands and brokerage companies as brokers and company executives look for ways to get their listings in front of consumers who are searching online.
LeadingRE said its affiliates will have the option to opt out of syndicating listings to Frontdoor.
Frontdoor.com is open to accepting property listings feeds from brokers, but it isn’t yet accepting listings information from individual agents and homeowners, according to Vikki Neil, vice president of the company’s real estate division.
“Unlike other Web sites, HGTV brings an established online audience that is predisposed to home ownership, rather than using our properties to build an audience to sell advertising,” Pam O’Connor, president and CEO of LeadingRE said in a statement. “In addition, the relationship offers a number of other unique advantages to our affiliates that leverage HGTV’s high media profile with LeadingRE’s strength in local real estate communities across the country and the world.”
In addition to HGTV, Scripps Networks also owns Food Network, DIY (Do-It-Yourself) Network, Fine Living TV Network and the Great American Country network.