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Stripping down real estate search

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Most homebuyers begin their search online, and there's no shortage of websites available to help locate the perfect property. Today's consumer can look for a new home online by researching dozens of criteria that include everything from lot size to local schools. With so many ways to search, the founders of a scrappy startup named Diggsy are banking on the fact that less is more. Jesse Friedman and partner John Clark have designed Diggsy as a streamlined alternative that emphasizes fast results and an easy-to-use interface over other features. That focus on usability and design are no coincidence. Friedman began his career as a graphic designer, and he remembers one of his first lessons in design: "Keep it simple, stupid." That principle influences the look and feel of Diggsy's home page, which resembles in its minimalism. Friedman, who opened the Cobbs Friedman advertising agency in Jupiter, Fla., six years ago, was introduced to the real estate indu...