Inman Rating

Forget Zestimates: Use DashCMA on your listing presentations

Keller Willams agent Karen Abram used advertising industry experience to build this sleek, powerful CMA tool that launches with multiple MLSs this month
Modern pricing perspectives.

DashCMA quickly performs robust comparative market analyses for real estate agents. The CMA visualizes data to better communicate home values to clients and uses metrics that many others don’t.

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DashCMA is market report and presentation software.

Platforms: Browser
Ideal for: For all MLSs, agents, teams and brokerages

Top selling points

  • Compelling seller/buyer presentation
  • Effective use of market data charts
  • Array of comparable metrics
  • Very clean reports
  • Fun to use

Top concerns

Adoption onramp from agents comfortable with standard MLS-generated market report, and the crowded market for this kind of software.

What you should know

DashCMA is as much a presentation advantage as it is a tool for helping buyers and sellers make price decisions.

It has a stage-ready user interface that ergonomically assembles property market data into an array of dynamic charts, metric gauges and palatable portions of information that helps agents derive prices and helps buyers and sellers understand why price matters.

Agents can interact with DashCMA via standard browser on either a desktop or tablet. The tablet seems to work best.

Courtesy of DashCMA

When the subject property is entered, comp information is pulled from title data, and a series of content cards contain the individual listing characteristics to further hone the list. The basics are all there: bed count, size, year built, property type, lot size, mileage from subject, etc.

Users should enjoy the pointed terminology and sleek iconography that communicate critical metrics such as selling pace, pricing favorability, pricing rate of change, fresh/stale and current active shelf life.

Data cards can be viewed as crisp, color-coded line graphs and price scales with scatter charts of where each comp lands along it. This is the kind of visual presentation that captures the attention of a viewer. Much like the best designed automobile cockpit — it compels the user to jump around to different components and interact with what’s in front of them.

Courtesy of DashCMA

From the standpoint of the buyer being recommended an offer price or the seller a listing price, the user experience within DashCMA is a sure winner.

Courtesy of DashCMA

The software includes pricing estimates from both Zillow and Eppraisal to help support just how varied industry pricing models can be.

Should a client persist on the price the Zestimate provides, DashCMA provides more than enough compelling hard market data on why they should reconsider.

The final PDF report is branded, and franchise colors can be selected from DashCMA’s backend.

DashCMA was developed by Karen Abram, an agent and Hollywood advertising executive, whose job it was, in brief, to contrast marketing spend with box office return. She’s worked for major studios, as well as more traditional advertising giants, such as TWBA/Chiat/Day.

Courtesy of DashCMA

Given that her job was to translate buckets of data into predictable outcomes, Abram’s mortgage broker husband suggest she translate those skills into real estate.

Once licensed under Keller Williams, Abram closed 18 deals her first year, largely supported by the early DashCMA tools that then lived inside Excel spreadsheets. Taggert Media Group helped her build the soon-to-launch version.

DashCMA has launched partnerships with a number of California Real Estate Technologies MLSs, including all MLSs that are part of the CARETS data agreement, consisting of: CRMLS, SRAR, VCRDS, I-Tech MLS, CLAW, PSRAR and PFAR. By mid-April, DashCMA will be available to members of Southern Nevada’s GLVAR.

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

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