Many 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.

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