eMong what?

From Business Week's Hot Property blog, it looks like a new FSBO site has launched:

One new advertising-supported site called emongoo.com looks vaguely like google.com and offers free listings by owners. You can post as many as 20 photos of your house for free. You also get a free yard sign.

logohome.jpg

emongoo has to be the silliest name of any of the new real estate sites that have emerged recently (close second, trulia). I'm not sure who the marketing genius was behind their branding. From their blog:

However emongoo is not an electric mongoose, it can’t be eaten and it isn’t something you find in your child’s diaper. It is a word from the language of internet along the lines of Zillow, Fandango, and Yahoo; and emongoo means real estate.

Yeah. I doubt it.

The site itself is full of eyeshockingly bad color combinations, is terribly laid out and feels cluttered and confusing. The site claims to have received news coverage in Forbes and the Dallas Morning News, but upon closer digging this is no more than a straight reprint of their PRNewswire release. Hardly genuine media coverage, IMO.

Futhermore, Google ads litter the site, which only adds to the mess. They also show up in the strangest places, leading me to believe the motivation behind this site is not to help FSBO's sell their homes, but rather profit off that elusive goldmine that's been dubbed "user-generated content".

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