HOUSINGNEWSREPORT
other data points, according to Adam Long, sales manager at SmartZip. Long said the company combs through the data to reveal which houses are most likely to sell. He said the algorithms — and there are over 100 of them — scours the information looking for commonalities in past sales data. Jay Macklin, co-founder and broker of RE/ MAX Platinum Living in Scottsdale, Arizona, uses the SmartTargeting platform as a lead generation program he implemented for the agents in his office. “I can be strategic with my mailings because I have information my competitors don’t have,” said Macklin, who runs the brokerage with his wife, Michelle. “I first follow up with a phone call always, then my team sends out our ‘Seller Shock and Awe Pre-Sell Package’ either by hand or mailed in a FedEx box.” Macklin’s “Shock and Awe Pre-Sell Package” contains a branded USB flash drive, which has video testimonials, a letter, Jay’s biography, home staging ideas, tips to increase their selling price and other marketing materials. “This is a strategically developed pre-sell package that has more info than they expected to get,” said Macklin. “We’ve had great results due to persistent follow up, but
it wouldn’t have happened if we weren’t able to identify the people most likely to sell.”
Transforming The Title Industry While the title insurance industry has always used data to evaluate risk and better understand exposure, today more companies are using bigger and more sophisticated data in innovative ways, according to Brian Twibell, chief executive officer at RedVision , a Parsippany, New Jersey-based title search company. “RedVision was founded in 2001 to bring data and transaction management technology for title and property research nationwide,” said Twibell, who noted that the company’s customers include title insurers, title agents, servicers, lenders, real estate and default attorney firms and government groups that rely on accurate title and property research. “Our products include technology and services that allow our customers to procure public records or utilize our more than 400 U.S.- based title professionals to research and examine records.” As the title search industry evolves into a far more complex combination of multiple data sets, title insurance companies are relying more and more on data aggregation, said Twibell. “RedVision has proprietary ‘title plant’
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AT THE FOREFRONT OF INNOVATION
1. SmartZip Analytics Shocking and Awing Sellers www.smartzip.com
2. RedVision From Antiquated to Automated www.redvision.com
3. Ten-X Data as a Competitive Advantage www.ten-x.com 4. Foresight Information Services How Property Data Can Improve Your Dating Life www.foresightinfo.com
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It’s a product that helps agents work smarter not harder.” Peter G. Grace Vice President of Sales at SmartZip Pleasanton, California “
5. Audantic Innovation Beats Intuition www.audantic.com
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