Technology

Agent-ranking site crunches online reviews, social media

Agents who make 32Best's list can pay to claim profiles, appear prominently

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The roots of many real estate tech startups can be traced back to experiences that left sour tastes in the mouths of their founders. That makes the origins of 32Best somewhat unusual. It sprouted from a real estate success story. Deidre Stevenson says not so long ago she and her husband analyzed Zillow and Trulia reviews, social media and search results to track down an agent who helped them sell a "generic" home in a generic neighborhood in just three days. Their method of rating real estate agents worked so well for the couple that they decided to build a business around it. San Diego, Calif.-based 32Best, which Stevenson launched last year, scores agents based on the criteria Stevenson and her husband used to pinpoint their listing agent, and then publicly displays all of those agents who exceed the company's “threshold score.” For every market, up to 32 of the agents who make the startup’s list can pay $19 a month to “claim” their profile. The s...