Don’t think the Second Life land rush is over. Now a huge real estate firm is entering the 3D virtual world, as the service’s headlong growth continues.

Real estate deals may be slowing in the real world, but in the three-dimensional online one of Second Life the market remains hot. Now Coldwell Banker, one of the nation’s largest real estate brokerage firms, is entering Second Life, aiming to help bring order to the chaotic world of virtual real estate.

Coldwell Banker will open a virtual sales office and start selling virtual land at 9 a.m. on Friday. The company released the information exclusively to Fortune.

It’s more evidence that the Second Life naysayers are on the defensive. Despite skepticism, software and system troubles, and extraordinary hype, the three-dimensional virtual world juggernaut continues.

Coldwell Banker has bought extensive tracts of property on the central “mainland” of Second Life. (Most companies own “islands” scattered all over.) It subdivided this digital land into 520 individual houses and living units, half of which it will sell and half it will rent.

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