Inman

Big data-based Cherre generates elegant marketing presentations instantly

Photo by Joshua Sortino on Unsplash

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Cherre is a data-driven brokerage management and marketing solution.

Platforms: Browser; iOS companion app
Ideal for: Larger, tech-savvy real estate offices; boutique, urban brokerages; New York City-based real estate companies.

Top selling points

Top concerns

Quite frankly, Cherre might be too much for some brokerages. Perform thorough due diligence.

What you should know

Cherre is the most advanced solution for propelling real estate operations that I’ve reviewed, which is an almost-instant competitive advantage for the companies with the right agent culture to wield it.

Yet, its Kubrickian user interface (UI), beautiful in its exceptional utilitarianism, belies its highly sophisticated data-supported underpinnings.

Cherre helps real estate brokerages uncover leads, learn the nuances of their markets and use the latter to take action on the former.

Using a proprietary algorithm to stir data from a healthy selection of public and private sources, including current listings, Cherre gives users a highly-detailed, market-wide look at every property in a search area.

This means it can break down information on every unit in a 50-story residential high-rise when looking for the best way to position a pitch to sell one.

Agents can peer into zoning codes, recent renovations, permitting problems, and comb through on-market and sold comps.

Listing presentations can be generated in moments from the unit or property details screen. There’s no requirement to input property or comp information, Cherre pulls it all together for the user.

Users can edit the presentations using a drag and drop editor. Logos, branding elements, text, backgrounds, and team and agent bios are embedded in a browser-viewable display.

Listing presentations include charts of estimated closing costs, associated vendor information and testimonials on all team members.

Presentations can be emailed or printed as needed. It looks great out of the box, and was especially designed to present on mobile devices.

 

New listings are subject to an automated marketing plan with a slick dynamic timeline communicating steps and milestones.

New leads and contacts get filtered through Cherre’s “entity resolution” process, a feature that uses a person’s initial email as the starting block in the race for personal data.

It uses employment databases, birth records, social profiles and other such resources to assemble a usable background.

Comparative market analyses (CMAs) are produced on-demand in much the same fashion as listing presentations. I saw an Excel version of one during our demo, but by the time this column publishes, the presentable, digital brochure-style version should be ready for customers.

To get an idea of just how robust and flexible Cherre’s data solution is, know that they have in place contracts for data provisions with several of New York City’s most recognized brokerages, such as Douglas Elliman, Corcoran, Bespoke Real Estate, VDC and William Raveis, among others.

As sharp as it all is out of the box, Cherre will customize tools and overlap its features with specific client needs.

The company values itself as “interpreters of information,” wanting to provide as much data as possible to turn “witch doctors into real doctors.”

I’m open to saying that this team of developers and proven young tech-business talents have an opportunity to create long-term industrial change in the way real estate brokerages learn and embrace market information.

In my opinion, the industry’s practitioners won’t be replaced by  artificial intelligence (AI) or alternative commission models. That’s not going to create the sea-change some predict (or fear) it will.

What will have the most profound, near-future impact on real estate will be the application of big data. And tools like Cherre will become the chairs and whips the industry uses to tame it.

Have a technology product you would like to discuss? Email Craig Rowe.