Summary:

Reply.com, which runs an online marketplace that lets companies buy information about people who have indicated an interest online in buying…

Reply.com, which runs an online marketplace that lets companies buy information about people who have indicated an interest online in buying a certain product, is doubling down on the real estate and home improvement categories. The company says it has purchased “numerous web properties” related to real estate and home improvement, which let consumers solicit bids for home-related projects or express interest in buying or selling a property and in turn let businesses purchase the leads. They include low-trafficked sites like FastRoofingBids.com and LeadToRealty.com.

Reply.com, which generates most of its revenue from selling online automotive, real estate and home improvement leads, did not specify who it is buying the sites from (they appear to have different owners) or how much it is paying. The company did say however that it would “continue to target assets that deliver new sources of traffic, bring new advertisers to Reply.com, or allow us to expand into new categories.”

Reply.com filed to raise $60 million in an initial public offering last February but the company has been mum about those plans for more than six months now. In June, it raised $15 million in new funding. At the time, a spokeswoman said the funding was “independent of the IPO plans.”

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