Tough time to be the new LendingTree

The folks at IAC (NASDAQ:IACI) broke into five different companies this week with the real estate and mortgage related assets now under the umbrella of a company called Tree.com (NASDAQ:TREE) Is escaping from the conglomerate goo going to help this group prosper? Tree ostensibly has a bunch of internet properties but from where I sit, only two are viable, ahem, branches- LendingTree.com and RealEstate.com.




The former is the web 1.0 mortgage holdover with traffic now supported by TV ads. The latter a straightforward real estate broker with simply the best domain name in the business. The rest of the properties are a collection of, shall I say, unimpressive lending and home-search affiliate web sites.



Needless to say, being a volume mortgage player is a scary business right now. Maybe the secondary markets recover enough to support this model on-going, maybe, um, not. According to their S-1, Tree has limited exposure to the subprime and Alt-A mess. Surprising that they escaped that temptation that hit the etrades, etc. so hard. Good for them.

What does Tree have to offer? As a web site, RealEstate.com is decent enough to get a solid stream of leads by virtue of being many home searchers' very first stop on the internet. (Evidenced by the steady 800k visitors/month). The domain name is a built-in low-cost marketing channel for a brokerage. A really nice asset for sales and to recruit agents (the real business of brokerages). Is it enough? The site risks getting walloped by innovation happening in the intensely competitive home search space. (see Trulia, Estately, Redfin, Roost, Zillow, heck even Realtor.com is lumbering more quickly these days.) The big question for the future of this unit is whether the technology costs of keeping competitive continue to remain cheaper than traditional marketing channels for brokers.

Of Tree's lesser brands, I identify with the business proposition of Improvenet - home contractors and service guys need a better way to be found). But the competition with craigslist has to be brutal. And Angie's List is starting to run away with the premium end of the contractor referral market.

The bottom line for TREE is this: in the internet real estate space, it's a tough time to be an incumbent and a great time to be an innovator. Tree, despite the new name, is the incumbent.

[disclosure: we have realtor clients in the RealEstate.com brokerage and like all our clients we sincerely hope they kick ass.]