A plurality of non-multicast nodes that do not process multicast messages register with a selective multicast proxy. In response to receiving a request for a service from a requestor via multicast, the selective multicast proxy identifies among the plurality of non-multicast nodes one or more providers of the requested service. The selective multicast proxy sends the request to the one or more providers without sending the request to other non-multicast nodes on the computer network. The selective multicast proxy, the requestor of the service, the provider(s) of the service, and the non-multicast nodes may all be located within the same local area network.