MADISON, Wis. -- Drive around Madison and you can't help but notice the signs: "For Sale By Owner."

FSBO Madison, a do-it-yourself, home-selling company, is getting some national attention.

A New York Times article this week said Fsbomadison.com is one of the largest FSBO web sites in the country. (See Owners' Web Site Gives Realtors Run for Money)

Two cousins with a good idea and a little initiative started FSBO Madison almost 10 years ago.

The women did it after their own experience in selling a home "by owner."

They wanted to make the process easier and cheaper for both sellers and buyers.

The first year, they listed 25 homes for free -- last year the number was more than 2,000.

For a flat rate of $150, the company offers home sellers yard signs, any necessary paperwork, access to a directory of attorneys, and most importantly, a spot on their Web site.

Now, the teal blue yard signs are nearly as recognizable as any mainstream realty company.

Real estate professionals said between 15 and 20 percent of all real estate transactions have always been "by owner," so the trend isn't growing, only the FSBO company.

Realty experts said the World Wide Web has changed the real estate business entirely, and made it possible for businesses like FSBO to grow and thrive.

But Web site aside, the process of buying and selling a home is still complicated, according to experts.

There is a need for representation -- which could be a realtor, or an attorney.

The New York Times article said FSBO has one of the most active "by owner" Web sites in the country, saying their Web site rivals the MLS realtors use.