Industry NewsNews Brief

Real estate site will let sellers test the waters

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

It's not unusual for an entrepreneur to start out with an idea, and then to pivot when he or she realizes there's a better direction to head in. It's not easy to do, but sometimes changing course is the best way for a young company to keep moving forward. It may even lead to an entirely new business.Just ask New York City-based entrepreneur Tina Fine, who decided to start not one but two startups in an effort to connect potential homebuyers and sellers.Fine launched her first venture, homingCloud, in September 2010 as a kind of matchmaking service for do-it-yourself buyers and sellers -- as well as renters and subletters -- to meet without involving a real estate broker. Aimed at those looking to avoid the costs of real estate commissions, homingCloud gives consumers an alternative to a standard For Sale By Owner (FSBO) site by allowing them to create profiles and send each other messages that describe what they're looking for, much like an online dating site might.But Fine discovered...