Industry NewsTechnology

Coldwell Banker puts new spin on search

Beta site features image-based 'BlueScape Search'

Coldwell Banker Real Estate LLC is launching a new Web site that aims to take some of the drudgery out of property searches, providing consumers with more ways of expressing their preferences and trying to anticipate what they're looking for.Coldwell Banker's new site can identify a user's location as soon as they come to the site, and serve up properties in that area. Then, drawing on predictive search techniques employed by sites like Amazon.com, profiles are constructed for each visitor, allowing the site to suggest homes they might be interested in.For the more adventurous, the new site can even dispense with searches based on a geographic area and property type altogether, attempting to divine the user's ideal property by showing them a series of images that they can give the thumbs up or thumbs down to.Coldwell Banker's image-based "BlueScape Search" -- which company officials compared to the "build it yourself" Internet radio station, Pandora -- may be the mo...