Prudential California Realty, a HomeServices of America subsidiary that has about 4,600 sales associates and 82 offices in Southern and Central California, is testing out new tools that are intended to aid its agents in monitoring online consumer feedback. Agent Scoreboard, a company that offers customer feedback and tracking tools for the real estate industry, announced that Prudential California Realty will engage in a pilot program using its Brand Guard product. The company describes Brand Guard as "a client feedback reporting system that will allow the (brokerage) company to collect and view client feedback across the entire organization in real-time." Agee said the testing program represents an effort to "preempt the eventual flood of user-generated content that is going to come out on the Internet" and to prepare agents to solicit Web feedback from their clients. Using brokerage company-supplied information on closed transactions, Agent Scoreboard will work to gather client respo...
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