Industry NewsTechnology

DoorFly.com: Agents bid for rebates

Subscription-based site links agents, consumers

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By STEVE BERGSMANMany people who buy or sell a home end up choosing a real estate agent based on references from friends or jotting down names found on for-sale signs in their neighborhood, which can be a haphazard and unscientific way of bringing an adviser into one of the most important investment decisions of your life. A couple of entrepreneurs in Indianapolis decided there was a better way and in May 2008 unleashed to Indiana residents DoorFly.com, a Web site that connects homebuyers with real estate agents and allows those agents to bid for services by rebating commissions. Tatum Hindman and Jon Coulter, co-founders of Performance First Inc., met when they both were buying their first homes. Some friends in the real estate industry happened to mention they were offering rebates and Hindman and Coulter wondered how others who were looking to buy homes could find out this kind of important information. They decided to create DoorFly.com. Last month, Performance First we...