Brokerage's 'Best Buyer' report gives agents tactical marketing advice

  • Pacific Union is using new real-time demographic technology to enable its agents to better compete for listings.
  • The company's "Best Buyer" report enables agents to show sellers which types of people are most likely to buy their property given recent market activity.
  • The initiative also includes a C-suite product, which gives the broker useful demographic information to help with forecasts.
  • The data helps agents stage the home best for the likely buyer.

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Pacific Union CEO Mark McLaughlin is used to seeing some of his top agents approached by other brokerages. In a bid to give his agents a competitive edge, the CEO and his chief technology advisor, Alexander Paine, are aiming to equip agents with more detailed information about buyers in their markets so they can compete more effectively for listings in low-inventory markets.