Catalist Homes Inc

Bargain-hungry home buyers have a new place to look for deals. A free, Web-based service has debuted that allows people to search for lender-owned foreclosures in specific Southland communities, using parameters such as price range and home size. Touted as the first of its kind, the service by Hermosa Beach-based brokerage Catalist Homes lists properties that have been through the foreclosure process.

With his soft-spoken manner and carefully coiffed silver mane, veteran real estate executive Hal Ellis hardly fits the role of industry upstart. But the 74-year-old founder and chief executive of CataList Homes Inc. is engaged in a well-funded and sometimes caustic campaign to upend the traditional way homes are sold in California.