Loladex Introduces Local Search Engine Based on Recommendations from Friends

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New Service Blends Social Networking and Search to Create a Personalized Version of the Yellow Pages

Loladex, a new local-search company, today launched its first product on, the top social-networking site.

Founded by two former AOL executives, Loladex helps people find local businesses that are recommended by their friends and other sources they trust. It's the first comprehensive application of word-of-mouth -- the leading source of business referrals -- to the exploding market for local search.

According to a Nielsen survey last year, person-to-person recommendations remain the most influential source of information for consumers, trusted by 78 percent of respondents worldwide. Loladex mirrors word-of-mouth by:

  •     Making it very easy for Facebook users to rate local businesses;
  •     When people search for a business, favoring the picks of their friends; and
  •     Helping people to ask friends for more advice if they need it.

"When you're looking for something locally -- a plumber, for instance, or a vet -- it's only natural to ask your friends," said Laurence Hooper, co-founder and CEO of Loladex. "We've taken that process online. Instead of making a bunch of phone calls, you can see your friends' opinions with a click."

Loladex also allows people to see picks from third-party partners they can choose to trust. Options include national sources such as, the restaurant-booking site, and, which prescreens home contractors. For users around Washington, D.C., Loladex includes recommendations from Washingtonian magazine. Loladex has plans to add dozens of new third-party sources in the coming months.

Loladex is available immediately as an application for Facebook users at The company plans to release versions for other social networks in the coming months.

About Loladex
Loladex helps people find local businesses that are recommended by their friends and other trusted sources. The company is based in historic Leesburg, Va., a suburb of Washington, D.C.

Loladex was founded in 2007. Its co-founders are Laurence Hooper and Dan Goodman, two former AOL executives. In his seven years at AOL, Hooper managed several key local, travel and search products. Goodman ran AOL's Yellow Pages product.

To learn more, please visit or follow the company blog at


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