How agents are using big data to find clients

Brokers partner with consulting companies to directly target potential clients

May.May 15, 2015 12:55 PM

Agents are not leaving anything to chance these days.

Brokers with a knack for tech are using data subscriptions and forming partnerships with other firms to identify potential buyers.

Sotheby’s International Realty is partnering with consulting group Wealth-X, according to the Wall Street Journal. The consulting firm uses public records and research to find out more about the interests and habits of “ultrahigh-net-worth individuals,” according to the newspaper. The files on these individuals include everything from salary to personal interests.

Brokers are also using online ads that can target their potential clients. GeoCommerce, a California-based company, targets online ads to specific IP addresses. Information in the files can be personal. In one instance, the report on an Australian millionaire included that he had proposed to his wife in front of a Jeff Koons topiary, the newspaper reported.

Devin Doherty, a broker with Keller Williams in California, told the newspaper that he uses GeoCommerce to send out ads to his potential clients.  “They don’t know what they want until they have it in front of them,” he told the Journal. [WSJ] — Claire Moses


Related Articles

Glenn Sanford (Credit: Twitter, Pixabay)

Virtual brokerage eXp sees first profitable quarter

The New York State Senate subpoenaed several top names in real estate

Elliman, RE/MAX, Keller Williams subpoenaed in discrimination probe

From left: Ilan Bracha, Haim Binstock, Richard Amaton and Mark Chin (Credit: Getty Images)

Ilan Bracha sells Keller Williams NYC

Keller Williams' Josh Team (Credit: Keller Williams)

Keller Williams reports sales bump with fewer agents in 2019

Keller Williams' Ilan Bracha and 1155 Ave of Americas (Credit: Google Maps)

Keller Williams Midtown claimed it would shutter to avoid $2M in rent: lawsuit

From left: Jeff Cohn and Gary Keller

Gary Keller walks into Berkshire Hathaway’s backyard and takes its top team

Daily Digest Thursday

WeWork’s Dock 72 location off to slow start, Keller Williams product chief is out

Keller William's Ilan Bracha (left) and B+B Capital's  Haim Binstock with 575 Fifth Avenue (Credit: Getty Images, Google Maps)

Keller Williams NYC is on the sale block