Just a few months after launching, HGTV’s FrontDoor.com is steadily adding big-brand partnerships with real estate brokerage heavy hitters.

The latest partnership announced today is with Prudential Real Estate Affiliates and will enable FrontDoor to display some 140,000 for-sale properties at its site, which already includes listings from Realogy and Leading Real Estate Companies of the World.

Prudential Real Estate President Laurie Keenan made the announcement to brokers and sales agents at the company’s annual Sales Convention in New Orleans.

"We are very pleased to announce our combined online and offline media alliance with Scripps Networks, which owns both FrontDoor.com and HGTV," Keenan said. "Though only launched late last year, consumers are increasingly looking to FrontDoor.com for access to property listings and a wide variety of useful real estate information, and the growth of HGTV’s loyal following is impressive."

As part of the agreement, Prudential Real Estate has secured targeted media sponsorships, listing-branding opportunities and banner display advertising. The alliance will also allow for the cross-promotion of Prudential Real Estate’s listings including video on HGTV.com, and on-air Prudential Real Estate commercials on HGTV.

FrontDoor.com is an online real estate listing service powered by HGTV and currently has more than 1.5 million listings of homes for sale.

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.


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