G&M goes to the dogs as Wheels relaunches in Canada
AutoHound.ca — the used-vehicles site from Boost Motor Group, partnered with The Globe and Mail — is playing to the User-Generated-Video audience with MyDogsGotTalent.ca. Top funny-dog video wins $20,000 toward a used car; the contest is promoted with full-page ads in the newspaper. (So far, our favorite is Water Conservation Officer, with 430 views.) Meanwhile, down the street in Toronto, The Star and its Metroland community newspaper sibling have co-operated to relaunch Wheels.ca, with vastly improved used-car search functionality. The site received rather grudging editorial coverage in The Star’s market-dominating printed Wheels section on Saturday, Aug. 1. Both print-backed auto sites have a lot of catching up to do; AIM Group’s proprietary research shows AutoHound with about 10,000 vehicles and Wheels with 35,000 in July, compared to Auto Trader and Kijiji each with more than 200,000. Admittedly, those two are both Canada-wide, while AutoHound & Wheels so far are concentrated in Southern Ontario. It’s a real dogfight…
Toronto Real Estate Board taken to court
An lawsuit against the Toronto Real Estate Board may go some distance toward loosening the industry’s monopoly on listing information, which has kept Canadian home buyers and sellers in the dark compared to Americans and others around the world — or at least put some downward pressure on commission rates. As reported in The Toronto Star, a veteran realtor claims TREB terminated his access to the Multiple Listing Service in May of 2007 after he launched a discount brokerage — in partnership with what was then Bell New Ventures, a short-lived skunkworks of giant Bell Canada Enterprises. A web site was quietly launched that scraped listings from other sites, including TREB’s; under legal pressure, it was quickly shut down, and the technology eventually sold to Torstar — which now uses it to power HomeFinder.ca. (The Star enjoys a friendlier relationship with the realtors.) As a recent article in The Financial Post outlines, Canadian realtors have gone to great lengths for 50 years to create, and maintain, iron control over listings — unthinkable in more enlightened countries. The lawsuit will be heard in Ontario Superior Court of Justice June 22.
Toronto Star (finally) launches real estate site
Nearly nine months after acquiring the technology from Bell New Ventures, the Toronto Star has launched an impressive resale real estate site, StarRealEstate.ca. Unlike any other Canadian real estate Web site, The Star is able to access a comprehensive data feed of listings from the MLS system due to its publishing relationship with the huge Toronto Real Estate Board — on behalf of TREB, the Star publishes the Real Estate News, a tiny tabloid insert that has struggled to find a market for years. In 2007, Bell had developed good technology to create RealEstatePlus.ca and tried to circumvent the MLS monopoly by applying for a brokerage licence, but TREB legal action shut it down. StarRealEstate.ca has full listings searchable by neighborhood, with demographic profiles and mapping of schools, restaurants, fire halls etc.
