MLS & AssociationsTechnology

Agent Finder offers referrals based on behavioral compatibility

Matchmaking site evaluates personalities to pair agents with buyers and sellers

Editor's note: A previous version of this story inaccurately stated that about 1,000 consumers had signed up for Agent Finder. In fact, the actual number is 116, Agent Finder said.   Several real estate agent-consumer matchmaking websites have sprouted recently as entrepreneurs seek to tap what they apparently believe to be an underserved swath of consumers: buyers and sellers who want to find agents based on detailed criteria. All of the sites purport to pair agents with buyers or sellers based on compatibility. But a new startup called Agent Finder seems to take a slightly different tack than some others when it comes to matching consumers with agents. Instead of largely focusing on quantitative data, like home sales records or listing portfolios, it zeroes in on human characteristics. Agent Finder founder Jon Sterling explains how the site works and says the company has no interest in MLS data  In fact, Agent Finder aims to do more than just assess personality,...