Have suggestions for products that you’d like to see reviewed by our real estate technology expert? Email Craig Rowe.

Real estate industry software vendor WolfNet announced this week the rollout of PropertyPipeline, a tool that will allow its residential broker and agent customers to provide their clients with faster updates on when desired properties hit the market.

“This will effectively empower our customers to deliver property alerts to consumers within minutes rather than hours,” said Joel MacIntosh, CEO of WolfNet, in a press release.

The company specializes in broker and agent website development with a focus on internet data exchange (IDX) connectivity and MLS data normalization.

A major problem throughout the real estate industry is the communication of real estate data between its many sources — namely MLSs and the brokerages that need MLS data to present to clients and potential clients.

The new PropertyPipeline rapidly refreshes and standardizes listing information for use in IDX search pages and other forms of online real estate marketing, such as virtual tours, online flyers and mobile pages. It’s designed to increase the pace and accuracy of listing alert products agents use to stay in front of clients and leads.

Each organization uses various terms, formatting and nomenclature to define related data points. WolfNet’s product flattens terms across multiple data sources to enable its clients to offer clean, quick-loading property search experiences and listing pages, as well as allow agents and brokers to better match buyer clients with new and updated listings.

PropertyPipeline has been running since Aug. 21, refreshing and ensuring compliance for more than 100 million property records across 99 percent of the of active MLS listings in the United States and Canada.

The company stated its goal is to be continually refreshing at least 80 percent of that data by the end of September. That data includes property details, imagery, geocode generation and address verification.

Buyer agents across the industry can relate to the pressure of staying in front of emotionally charged clients with potential places to live. The more often an agent is the source of a new property on the market, the more valuable and trusted they become to the consumer. In other words, get them listings before they refresh Zillow.

WolfNet’s PropertyPipeline will no doubt most benefit agents working in our nation’s fastest moving, most seller-friendly cities, where sharing new listings with buyers as soon as possible is essential to getting an offer seen.

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

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