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How Stuart Wolff Got Himself Caught In A Trap


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July 06, 2006

How Stuart Wolff Got Himself Caught In A Trap

Chris Palmeri

There was a period of time when Stuart Wolff was a powerful and much-listened to man in the real estate world.

As founder and CEO of Homestore.com he led the National Association of Realtors' efforts to put their home listings online. When I first met him six years ago, Wolff was enmeshed in controversy. The Justice Dept. was looking into Homestore's practice of signing exclusive contracts with local listing services, cutting out competition in the emerging online real estate marketplace. Nothing ever became of that investigation, but my conversations with Wolff at the time would forever stick in my mind. Wolff was a Princeton-educated scientist, with a Ph.d. in electrical engineering and semiconductor patents to his name. He was obviously smart, perhaps to a fault. I remember him telling me that America's business heroes, men like Bill Gates and Sam Walton, often skated on the edge of what was right and what was wrong. Later, as the dot.com boom began to bust, Wolff likened the marketplace to a Darwinian forest. In nature, he said, the deer population can swell to the point where it exceeds the food supply. Then the weaker deer die-off.

In late June Wolff was convicted of conspiracy and insider trading. He'd been accused of orchestrating a massive fraud, wherein Homestore bought advertising on Web sites such as AOL.com and then had a portion of the cash cycled back to buy ads on its own sites. These "round-trip" transactions propped up Homestore's revenues and stock price, even as they depleted its cash reserves. All the while, Wolff and other execs were selling their shares in the company. Ten of them pled guilty, Wolff was the only one who stuck it out and went to trial. After the verdict, the judge put him immediately in custody, citing the "overwhelming" evidence against him. He now faces 175 years in prison, a huge blow for a 43 year-old with a wife and young children. At some point the hyper-intelligent Wolff must have thought he'd figured out how to play the game. Pump up revenues in the short run, stay alive in the forest and eventually business would pick up to the point where no one would notice. That calculus didn't work out though and he was obviously was too proud to admit he'd gotten the formula wrong. Homestore's still in business. It's now called Move Inc. They'd moved on. Stuart Wolff hadn't.

05:11 PM

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Beware of anyone who worships Gates and Walton! Bad role models!! ;)

Posted by: Nick at July 7, 2006 03:03 PM

I lost my first job out of college because of this guy; Homestore.com had a sales office in Little Rock, AR that I worked at and the whole facility was shut down in 2002 because they couldn't afford to keep it open anymore...

Posted by: Kris at July 27, 2006 11:06 PM

I worked at a company that Stuart Wolff and Homestore bought out and closed down. The offered me a job, but Stuart and the whole gang gave me the creeps and I turned it down, even though unemployment was my only option. Boy, am I glad I did. Homestore was/is the epitome of dot-com-gone-wrong. Stuart being in prison makes complete sense to me. His ego was just too damn big. I remember he had this concept of advertising that people would "flock to" -- like silly movies posted on their website -- and that they had "no advertising budget." But somehow they had the budget for a staff of AV guys and a million-dollar editing room. Go figure.

Posted by: Jane Doe at August 11, 2006 12:22 AM


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