Scripps Networks launches FrontDoor.com in beta

FrontDoor.com is a new real estate listings service, powered by HGTV. The idea is to own the home ownership lifecycle “from search and decision-making with FrontDoor, to decoration and personalization with HGTV, maintenance and remodeling with DIY Network and HGTV Pro, then preparation to sell and start the cycle again with FrontDoor,” explains John Lansing, president of Scripps Networks. Unlike most real estate sites, FrontDoor.com adds “how-to” content to the mix, along with 300 video clips to start. Will it be enough to compete in the crowded real estate space right now? We’ll see. But kudus to Scripps for pursuing opportunities outside the traditional TV bubble. Release…

PRESS RELEASE — Scripps Networks, the leader in lifestyle media and home to HGTV, America’s leading brand in home-related content, is launching the beta site of a new, online real estate listing service, FrontDoor. (http://www.frontdoor.com)

“FrontDoor closes the loop for the millions of home enthusiasts who know and trust HGTV as a valued resource, while also supporting the business strategy of strengthening our footprint in the home space online as well as on-air,” explains John Lansing, president of Scripps Networks. “With our family of brands, we are able to provide entertaining and easy to understand information to consumers covering the entire home-ownership lifecycle — from search and decision-making with FrontDoor, to decoration and personalization with HGTV, maintenance and remodeling with DIY Network and HGTV Pro, then preparation to sell and start the cycle again with FrontDoor.”

FrontDoor currently is in beta and plans to expand its user community involvement to provide localized, in-depth information that will answer the question of what it is really like to live in specific neighborhoods- not only the facts and figures, but the everyday, true-to-life stories and experiences.

To launch FrontDoor, Scripps Networks has partnered with other leaders in the home and shelter category including Realogy Corporation, parent company to premier real estate brands including CENTURY 21®, Coldwell Banker®, ERA® and Sotheby’s International Realty®, whose franchise systems total approximately 250,000 sales associates in the U.S., all of which have contributed to the more than 1.2 million property listings already available on FrontDoor; and Leading Real Estate Companies of the World™, whose 700 top independent brokerage firms will also provide access to their substantial property inventory.

“We’re pleased to be inaugural partners with Scripps Networks and HGTV for the launch of this exciting new initiative, FrontDoor.com,” said Alex Perriello, president and CEO of the Realogy Franchise Group. “This is a terrific fit with our online listings distribution strategy where we are actively placing our respective brands’ property listings with the most highly trafficked online search engines and the most relevant Web sites used by today’s homebuyers and sellers.”

The advantage FrontDoor offers over other real estate listing services is the demonstrated leadership and expertise of HGTV — seen in more than 95 million U.S. households and the No. 1 online resource for home and garden content — combined with a rich, video- and image-centric experience. Tapping into the deep resources of the Scripps Networks library, FrontDoor already offers more than 300 videos, including original webseries created exclusively for FrontDoor, with more video content in development. The site also provides real estate and home finance tools and calculators to help consumers translate crucial knowledge to understandable terms.

“Users of FrontDoor will have a unique experience, one that’s possible in large part because of our ability to leverage the wealth of real estate video that is already in HGTV’s extensive library. This is only going to be enhanced as we continue to produce new video and expand on our partnerships with leading experts and properties in the field,” says Deanna Brown, president of Scripps Networks Interactive. “Adding FrontDoor to our current category leaders will build an even larger online audience of home enthusiasts creating a powerful community, and extensive content, cross-promotion and advertising opportunities.”

In a Jan. 2007 survey consumers strongly endorsed HGTV as a trusted online real estate brand. With the power of HGTV behind it, the FrontDoor site has charter blue-chip advertisers already on board, including Coldwell Banker, Citibank and General Motors Corporation of North America.

“Coldwell Banker has been a longstanding partner of Scripps Networks, and we saw another great opportunity to become involved with their new initiative, FrontDoor,” says Charlie Young, chief operating officer of Coldwell Banker Real Estate LLC. “As one of the charter advertising partners of FrontDoor.com, we are continuing to provide homeowners with the information they need to make their home buying and selling experience a good one.”