Brokerage

Brokerage buys startup to help groom agents, brand

Zufog.com collects and analyzes reviews to assess brand and employees

A brokerage's success can hinge on reputation. So it can be important to cultivate a brand and correct any behavior from agents that could jeopardize it. One brokerage apparently cares so much about grooming its image that it's snapped up a startup that specializes in uncovering companies' strengths and weaknesses. DSA Property Group, a New York City-based firm that owns DSA Realty Services and DSA Management Co. Inc., has purchased Zufog.com, a startup that administers and analyzes customer reviews to assess companies' brands and employees. Zufog.com has worked with Re/Max, Prudential and Keller Williams, according to its website. Promotional video demonstrating Zufog dashboard. “We deeply care about what our customers think of our service and we constantly strive to be the best at what we do," said Jesse Rhinier, president of DSA Realty, in a statement. "This acquisition is very important because it provides us an unprecedented tool in which to best serv...