BrokerageTechnology

NRT puts its listing portal on ice

HomesForSale.com attracted less than 6,000 visits in September, Experian Marketing Services reported
  • Even the most well-funded industry players can have a difficult time building popular property search websites.
  • HomesForSale.com, operated by the largest U.S. brokerage, NRT, has been taken down and is slated to relaunch sometime in 2016.
  • HomesForSale.com attracted fewer than 6,000 visits in September, according to Experian Marketing Services.

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America's largest brokerage, NRT, has taken down its much-anticipated national listing portal, HomesForSale.com. The site's hiatus suggests even the most well-funded industry players can struggle to build websites that catch on with consumers and may serve as a portent for initiatives such as the Broker Public Portal. What happened? Consumers never started visiting HomesForSale.com -- launched in February by Realogy-owned NRT -- as often as the real estate firm might have liked. Now, when prospective buyers land on the site, they encounter an image of a half-opened door bearing the message: "We'll be reopening our doors soon." NRT has put the website on ice, informing visitors that "HomesForSale.com is taking a break, but we'll be back in 2016." NRT told Inman that the listing portal has yielded significant "testing value and learnings" that the company has been applying to its broader online marketing initiatives, but the company declined to comment further. ...