Tepilo, created in conjunction with digital agency Codegent, will enable home owners to sell their property without the help of an estate agent and maintain control over the way their home is marketed.
The site will feature video hints and property tips from Beeny, a tool that allows users to create their own floor plan, and a negotiation feature to allow users to make and accept offers.
It will also give users the ability to set up alerts and a "virtual paper trail" so they can keep tabs on which conversations they have had with whom, and what has been agreed.
Beeny said: "Tepilo is a place where people can buy and sell their homes.
"The site is currently in its pre-launch phase, so we're just looking for people to upload their properties. It won't cost you a penny to sell your home and it's easy to do."
Beeny has named the site after a fantastical palace that her father described to her in stories as a child.
She shares the site's equity with Codegent. It will launch with full functionality in July.
Beeny, who hosts the Channel 4 programme 'Property Snakes and Ladder', also launched dating website Mysinglefriend.com in 2005.