3 Midwest Shops Pitch Web Business

CHICAGO RealEstate.com, an online resource for buying and selling properties, has selected five semifinalists in a review of its $5-10 million account, sources said.

Contending for the business are: independent agencies Doner in Southfield, Mich., The Richards Group in Dallas and Cramer-Krasselt in Chicago; Omnicom Group’s Element 79 in Chicago and Havas’ Arnold in McLean, Va.

The Charlotte, N.C., client is a division of Lending Tree, which is owned by Barry Diller’s InterActive Corp. The incumbent, Interpublic Group’s Mullen in Wenham, Mass., declined to participate but will continue to handle Lending Tree’s estimated $70 million account, sources said.

A cut to three finalists is expected next week. Hasan + Co. in Raleigh, N.C., is managing the process. The consultancy and the agencies referred calls to the client.

RealEstate.com spent $1 million on advertising last year, according to Nielsen Monitor-Plus.

Adweek staff report