Homes & Estates

12 | Homes & Estates

“W

ho is going to buy my

home, and do you know

how to reach them?” the

affluent seller asked Marie

Young. The seasoned

real estate veteran affiliated with Coldwell Banker

Residential Brokerage in Basking Ridge, New Jersey,

sat poised at the seller’s exquisite kitchen table. She

was just about to start her listing presentation.

“I’mglad you asked,” she said, pulling out her iPad.

She slid her index finger across the screen and

lightly tapped it, launching a proprietary application

called CBx. A heat map, peppered with animated

green and yellow buyer profiles from Princeton to

Hoboken, flashed onto the tablet.

“The seller was amazed that I could tell himwhere

buyers are likely to come from,” remembers Young, who

won the listing that day. “

Coldwell Banker

found a

way to take people’s home searches and match them

to where they are currently living and where they are

looking — it’s amazing. Total game changer.”

Launched in February 2015, CBx allows affiliated

sales associates like Young to visualize big data that can

show sellers the profile of their home’s potential buyer,

the three target markets where buyers are most likely to

currently live, and other market dynamics based on data

and trend analysis. Other tools help the agent build a

story for sellers about what is happening in their neigh-

borhood and how that may affect their home and sale.

There’s also a behind-the-scenes tool for how and why a

particular listing price is ideal, based on its unique neigh-

borhood details and amenities. The third generation of

the application is due to launch this month.

“Originally, we wanted to turn the listing pre-

sentation into an experience for the seller,” explains

Jimmy Hammel, manager of digital marketing for

COMPETITIV

BY ALYSON PITARRE

A PROPRIETARY DIGITAL APPLICATION CALLED “CB

” BRINGS

BIG DATA TO THE LUXURY LISTING EXPERIENCE.