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Editor's note: A previous version of this article incorrectly indicated that HGTV will be providing Zillow with listings. The nature of the relationship is the opposite, in that Zillow will provide HGTV’s FrontDoor service with listings. The Fool regrets the error.
Online real estate company Zillow (NASDAQ: Z ) announced Friday (link opens a PDF) that HGTV's FrontDoor is joining the company's real estate network. Zillow will become the exclusive provider of all real estate listings for FrontDoor beginning in the second quarter.
"Zillow's comprehensive collection of real estate listings and data is a perfect complement to FrontDoor's useful and entertaining content about homes," CEO Spencer Rascoff said in a statement. "This partnership also brings enormous benefit to real estate agents and brokerages who send listings to Zillow, by exposing those listings to homebuyers on four leading property portals on the Web."
As part of the partnership, Zillow will also feature home-improvement video content from HGTV's parent company, Scripps Network (NYSE: SNI ) . On Tuesday, Zillow launched a home-improvement marketplace to complement its current listings and offerings.
In a competitive environment like online real estate advertising, partnerships like this one can help increase a corporation's customer base by boosting its network effect.