Business

DEMO: HomingCloud wants you to break up with your real-estate agent

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HomingCloud is one of 70 companies chosen by VentureBeat to launch at the DEMO Fall 2010 event taking place this week in Silicon Valley. After our selection, the companies pay a fee to present. Our coverage of them remains objective.

The romance may have gone out of the housing market. But HomingCloud is nevertheless launching a social network for real estate that aims to play matchmaker between home sellers and potential home buyers — and, in the process, turning the middleman into a third wheel.

HomingCloud looks to directly connect sellers and buyers in a Facebook-style network to trade messages, pictures and videos of the property in question.

Founded in 2008 by Tina Fine, who holds a Ph. D. in economics from Columbia University, the company is completely self-funded and has three additional part-time employees. Transparensee, an unrelated startup also based in New York, provides HomingCloud’s search technology.

The competition hasn’t adapted similar social features. There’s a well-trafficked housing section on online-classifieds website Craigslist that accomplishes the same function, but in a crude (if hugely popular) way, with the connections made mostly by email. Most for-sale-by-owner listing websites also connect users in similarly unsophisticated ways.

http://c.brightcove.com/services/viewer/federated_f8/980795693


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