Eyeing B2C Opportunities, Hanley Wood Buys Houseplans.com
The commercial and residential real estate media company will add nearly 40,000 blueprints to its online portfolio.
Hanley Wood added another title to its portfolio of digital properties. The company announced that it has acquired Houseplans.com, an archive of home and floor plans available for purchase and download.
Since its inception in 2004, Houseplans.com has grown to feature nearly 40,000 plans across two-dozen categories, from Beach House and Bungalow to Tudor and Victorian. The site claims that over 100,000 homes have been built from its blueprints, which range from $200 garage or pool house plans to sprawling seven-bedroom designs costing $5,000 or more.
"We have been in this business a long time, and Houseplans has long been considered a destination site for us, especially from a natural search perspective," says Andrew Reid, Hanley Wood's president of digital and head of strategic development.
The acquisition is part of a strategic effort by the company to strengthen its business-to-consumer assets. As the housing market continues its slow recovery—housing starts in the U.S. rose close to eight-year highs in September—Hanley Wood wants to position itself as a comprehensive ideation and information hub for its audience of builders, designers and consumers alike.
"Houseplans.com is the number-one ranked URL in this market segment," adds Hanley Wood CEO Peter Goldstone in a company release. "Their website, technology and portfolio of house plans perfectly complement our existing B2C assets and significantly expand our reach to the consumer audience."
Hanley Wood currently operates a number of similar brands, including ePlans, Homeplans.com, Floorplans.com and Dream Home Source. As with those brands, integration with Hanley Wood's existing media titles in the residential and commercial design space—including the magazines Architect, Builder and Custom Home—is a likely outcome for Houseplans.com, Reid tells Folio:.
"We have already integrated these types of services into our magazine brands in a similar way," Reid says. "Every site has some editorial resources. Homeplans will see a tremendous amount of integration with Custom Home."
Terms of the deal were not disclosed.