NEW YORK — With the many avenues made available to real estate agents for lead generation — and all the buyer and seller wooing that has to be done even after money has been shelled out for online leads and portal placement — one has to stop and ask if the ROI is worth it.

Angela Raab

Angela Raab, senior director of training delivery with Realogy, believes data hacking is the way forward.

Data hacking, she said during her Inman Connect talk, “Tech tools that will change how you prospect for listings,” allows agents to save money, stay agile and maintain control.

Raab offered three rules for data hacking:

  1. Identify micro moments (when people first have to make a buying or selling decision)
  2. Quantify the critera
  3. Delegate the searches, never the search criteria

She also offered five data hacks that agents can take advantage of today without shelling out a dime:

  1. MLS leased search
  2. Charlie + appointment + keywords
  3. Tax data to identify portfolios
  4. Farming: look for nine years since sold, minus 18-month search radius
  5. School redistricting

When Raab’s area was redistricted, she sold four homes to people wanting to stay in the school district.

All you need to do is search for schools with high test scores and low registration rates (you can get all of that information from the school board public records). Then start marketing to people in those areas.

“Data hacking allows you — the agent — to be in control and allows you to not have to spend a lot of money to do it,” Raab said.

Can’t get enough Connect? Check out more of our coverage:

Email Dani Vanderboegh

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