The rumors have been buzzing for several months now. The real estate industry surmised that it was just a matter of time before Microsoft, the true king of all media, would enter the home buying process in some capacity, undetermined to the rest of the world, but destined to be of epic proportions. We weren't left in the dark for long. Microsoft later revealed -- though not formally -- its plans for the HomeAdvisor, an online godsend that would guide consumers through home-purchase process, connecting buyers with lenders, agents, builders, and suppliers of new-home products.

"Microsoft has raised the bar of competition," said Gregg Larson, co-founder of real estate consulting firm Clareity, in an earlier interview with Real Times. "They'll be one of the top three brands, and other companies will have to spend tens of millions to be able to compete. Microsoft will force the other guys to spend more money or get out."

And although it's early in the game, Microsoft already is beginning to demonstrate how deep its pockets are. The company is spending $5 million on a print, radio, and online advertising campaign for HomeAdvisor. Yet the company isn't spilling the beans on any details of the site. Microsoft's CarPoint site, however, might give consumers an inkling of what lies ahead with HomeAdvisor. The CarPoint site provides car reviews, pricing data, buying advice, and a link to dealers who pay a fee for listings and agree to sell cars at discounted, no-negotiation prices.

Larson says Microsoft will not only have to prove itself financially capable, but also creatively capable of tackling the venture it proposes. "The MLSs are running around in circles wondering if they should trust Microsoft with their listings," he says. "Microsoft could eventually cut out the middle man -- the MLSs -- and strike deals with Cendant or RE/MAX, for example. Microsoft wants to be the leading source of consumer home loans on the 'Net. They'll become an online mortgage broker and get referral fees -- it's a multibillion-dollar business."

San Francisco-based advertising firm Anderson & Lembke was awarded the Microsoft account. The advertisements are scheduled to begin making their appearance in July. Coupled with an additional $5 million in new or incremental business, the Anderson & Lembke has boosted its Microsoft billings to an estimated $80 million. A&L works with nine Microsoft product groups or divisions.

So in July, be looking for clues as to what lies ahead for Microsoft. The company's precedent guarantees it's sure to be big. And it's going to keep the real estate industry on its toes.