Information is gathered from merchants such as car dealers by online forms or other means soliciting particular differentiating factors such as services and specialties (e.g., languages spoken, financing options, other information). When a consumer desires to perform a search, he or she is asked by the exemplary illustrative non-limiting implementation to input a geographical location. The illustrative exemplary non-limiting implementation may then access the merchant database and retrieve listings that comply with the geographical restraint the user requested. Those listings may be further filtered based on the user's specification of additional constraints related to specialties and/or servicesBy conveniently selecting such options (e.g., in one implementation, by simply checking a box on a web page), the users can be automatically presented with a new, filtered listing that lists only those merchants meeting the predetermined criteria the user has specified.