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Ok so your website is in the property niche.
so i take it your ad revenue will be coming from estate agents mostly (they are called something different in the states i think)
Well you couldnt really be competing in a tougher sector estate agents spend thousands of pounds paying the seo guys to rank them mostly in house aswell.
depends how black hat minded you are but if it were I, I would probably market it with a couple of shills get a few people to sign up and then to slag off their neighbour get the neighbour to complain to the local papers about upset they are to be labeled slobs etc etc
start in one area and work your way out.
I can see this being a money pit myself but if it does go viral it could be profitable
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