SmartZip now helps agents target sellers with geotargeted Facebook ads

Predictive model ranks homeowners in an agent's farm area by their likelihood to sell

Woman with crystal ball image via Shutterstock.Woman with crystal ball image via Shutterstock.

SmartZip Analytics Inc. now helps brokers and agents drum up sellers with geotargeted Facebook ads, extending its current suite of online ad, email and direct mail marketing products that use its predictive analytics platform.

With the Pleasanton, Calif.-based firm’s new Facebook marketing tool, agents define the farm area they would like it to cover and then SmartZip runs its predictive “SmartTargeting” model that analyzes more than 250 home, neighborhood, owner and loan attributes and trends.

The model identifies homeowners it considers to be ripe seller prospects, ranking them by their likelihood to sell. Brokers and agents can then place their branding on those homeowners’ Facebook pages.

“Our vision of high-tech farming is constantly expanding as our clients request more ways to stay top of mind with their best prospects,” said SmartZip President and CEO Avi Gupta in a statement.

Once they identify promising seller leads, brokers and agents can use SmartZip’s automated marketing platform to reach them with online and email ads, direct mail and Facebook itself.

“Winning listings is the toughest problem in the industry, requiring deep insights on homes and their owners, consistent and relevant marketing, and a high degree of relationship building,” said Rajeev Kalavar, SmartZip’s vice president of products, in a statement. “Our goal with SmartTargeting is to help our clients maximize the impact of every marketing dollar and personal time they invest into prospecting for listings.”

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In October, SmartZip unveiled an iOS mobile app that allows agents to access their SmartZip SmartTargeting app while out and about, and also announced a six-member real estate product advisory council.

In August, the firm released a seller lead generation product that helps agents in the SmartZip network connect with homeowners who had questions about or wanted to modify the home values as determined by SmartZip’s automated valuation model from the lead capture site SmartHomePrice.com.

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