What is it with the extra o’s? First we reported about Israel’s GooodJob which had a proclivity to stretch out the positives in the first part of its name. Now comes Rooof, a Canadian real estate listing syndication engine with another triple vowel play.

Rooof may have a different reason to get on the roof and crow: they seem to have (for now at least) found a way around the HTML tag block instituted by Craigslist last month (Sharon has reported extensively on the subject here, here, here and here). Rooof’s software is used to simultaneously post listings to Craigslist, Kijiji, PadMapper, WalkScore, Trulia, Zillow, Gumtree, ApartmentList, EBay Classifieds, Backpage, OLX, UsedEverywhere and several regional classified sites in Canada.

Adam Cowley, Rooof’s CEO tells AIM Group that the magic has to do with “simulating mouse clicks and keystrokes to do automatically everything that people normally do manually,” thus getting around the Craigslist blocking. That sounds mysterious, but it seems to work (as we said, for now: if Craigslist is serious about the tag ban, we wouldn’t count on any solution lasting forever).

Rooof has been operating in Canada since April 2012, mainly as a rental search engine, but is about to launch in the U.S. come the first of January 2014. A private invitation-only beta in New York started last month and the site has opened up applications to a public beta.

Rooof can also syndicate listings from existing websites, scraping data without requiring any re-typing.

The company may need to change its name in the future, though. Cowley says Rooof is adapting the same automatic syndication scheme to general merchandise. “If you want to sell it online, we’ll get your listing on as many classified websites as possible,” she says.

We’ll keep you posted if Rooof can keep outmaneuvering Craigslist, and if there is truly something to cry out about from upstairs.

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