FEATURED ARTICLE
HOUSINGNEWSREPORT
THE REAL ESTATE DATA INNOVATORS
BY DAREN BLOMQUIST, EXECUTIVE EDITOR AND OCTAVIO NUIRY, MANAGING EDITOR
An emerging wave of entrepreneurial companies are leveraging real estate data to provide innovative solutions in a broad spectrum of venues — from the land title business grounded in centuries-old property law to the wild west of online dating.
SmartTargeting , uses predictive analytics to identify, rank and convert homeowners most likely to sell, according to Peter G. Grace, vice president of sales at Pleasanton, California-based SmartZip. Grace said SmartTargeting uses big data algorithms, sometimes referred to as “machine learning,” to help clients engage with potential home sellers through personalized, automated marketing campaigns. The program targets those prospects with direct mail postcards and online advertising with Realtor-specific
branding to help agents close more deals. “Anyone working the program is getting results,” said Grace, pointing to the benefits of harnessing troves of information on consumers to predict customer behavior. “It’s a product that helps agents work smarter not harder.” Shock and Awe for Potential Sellers Launched in 2008, SmartZip began amassing a real estate database that pulled information from 2,000 sources, including public records, mortgage data, listing data, consumer information and
Housing News Report identified five companies at the forefront of this new real estate data innovation wave:
Predictive Analytics to Produce Listing Leads
SmartZip Analytics uses technology and vast amounts of data to help real estate agents and brokers reliably predict which homeowners are most likely to list and sell their property.
The company’s flagship product,
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