The platform, dubbed WAREhouse, is designed to increase the productivity of the independent brokerage’s more than 150 agents.

San Diego-based luxury brokerage Willis Allen Real Estate announced it will roll out a new, multi-phase tech platform this summer.

The platform, dubbed WAREhouse, is designed to increase the productivity of the independent brokerage’s more than 150 agents by partnering with a handful of third-party real estate service providers. 

So, for example, WAREhouse users will now get access to customer relationship management (CRM) from Tribus, a software company that provides websites and marketing services for large and medium size brokerages.  

A screenshot of the WAREhouse interface. Credit: Willis Allen

WAREhouse will also provide agents with email tools via marketing firm ActivePipe, reverse prospecting and automated valuation models from data company Buyside and automation tools from marketing provider Imprev.

Tribus’ data products will additionally power the connections between WAREhouse’s various different tools.

According to a statement from Willis Allen, all of these offerings “will empower agents to quickly adapt to constant changes in their markets to better serve those interested in buying or selling a home.”

Company CEO Andrew Nelson added in the statement that Willis Allen “set out to accomplish two paramount goals: to take full control of our own data and arm our agents with the best tools out there.”

The first parts of WAREhouse are already available, though the entire platform will gradually roll out in phases over the next few months.

Willis Allen’s origins go back more than 100 years, to 1914, and the firm describes itself today as “the largest and most respected independent real estate firm in San Diego.” The company focuses on the luxury end of the market, and currently has homes listed for tens of millions of dollars.

The WAREhouse interface. Credit: Tribus

The launch of WAREhouse comes as real estate companies large and small amplify their investments in technology, and Nelson directly framed his firm’s new platform as a response to a shifting industry landscape — especially one in which companies change ownership frequently. 

“If any of our partner vendors are acquired by a competitor, we need to be able to pivot quickly and easily,” he said in the statement.

Willis Allen’s marketing director, Peyton Cabano, made a similar argument, saying that “there’s so much change and uncertainty in the industry today, more than ever before.”

“Placing Willis Allen Real Estate in the position to be nimble not only places a focus on making better use of our data,” Cabano continued in a statement, “but it also arms our agents with the tools needed to be the best in their marketplace.”

Email Jim Dalrymple II

Update: This post was updated after publication with additional information and imagery from Tribus.

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