Industry News

New company serves up real estate reports for a fee

Former DataQuick president launches HomeSmartReports.com

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Mike Ela, a past president of DataQuick, a real estate information service based in La Jolla, Calif., has returned to Southern California to launch a real estate information company with a consumer focus. After a three-year stint as president at C&S Marketing (now CoreLogic), a Northern California company that offers risk assessment, property valuation and fraud prevention tools for the mortgage industry, Ela is serving as president for HomeSmartReports.com, based in San Juan Capistrano, Calif. "Our focus is consumer education," said Ela, who has worked in the real estate industry for 26 years. The company, which launched six months ago, offers a HomeSmart Value Report, which is available nationwide and provides homeowners with an estimated property value based on an analysis of area sales activity. This valuation report costs $24.95. A sample report at the Web site shows median, average, high and low sales prices for the area, as well as market strength, the market foreclosure ra...