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There’s no question that lead generation is one of the hottest topics in the industry. Brokerages nationwide are continuously in search of the most effective way to secure and manage leads for their agents, as competition in their respective marketplaces heats up. But with Buyside, real estate companies can reap lead gen benefits and more, furthering their hold in the market while providing irreplaceable value to their seller clients as well.

For Gurtej Sodhi, chief information & strategy officer/corporate EVP for the Crye-Leike Group of Companies, the attraction to Buyside’s platform was two-fold. While his company always had a high value proposition for buyers, Sodhi says there’s always been a gap in terms of what web functionality is offered to sellers—an observation that actually extends throughout the entire industry. When deciding to partner with Buyside, Sodhi’s company focused on two main components, the first being its impressive home valuation feature.

“Buyside allows you to present multiple models of estimates so the property owner can get an idea of the valuation of their house. It’s an estimate that’s provided in one place from multiple models using different algorithms to estimate the value. It indicates to the seller that there’s a range there, and it presents that range very honestly,” says Sodhi.

This set of valuations helps agents establish realistic goals and expectations with their sellers, yet also strengthens the fact that the sellers in question truly do need a market expert on their side.

“It shows them that they truly do need a consultant who can understand these estimations, one who can really be the expert in trying to identify the real value of that property using the hyper-local real estate knowledge they have,” says Sodhi.

Secondly, and also a seller-directed feature, Buyside allows Crye-Leike the ability to “slice and dice” their existing registered buyers database and match specific buyers to certain listings. “When you talk to a seller, you can say, ‘For your property, in this region, at this price and for these characteristics, we have 100 buyers who have shown interest in this type of property.’ That presents a value proposition to that seller to want to be represented by Crye-Leike.

“For our agents, it provides them with a base of appropriate buyer clients, and it’s an insight for sellers as to which group of buyers would be most interested in their type of property. It makes the transaction process more effective and efficient and that, in turn, is a huge thing for us in terms of the productivity of our agents,” says Sodhi.

Almost needless to mention is the product’s user-friendly design and clean interface. Buyside is an API-driven product that Sodhi says is very effective from an integration standpoint. For Crye-Leike, single sign-on was one must that Buyside delivered.

“Single sign-on is almost a given now for any third-party product we look at. When it comes to the agents being able to utilize these insights and apply them to their business on a daily basis, ease of use is very critical,” says Sodhi.

With an easy integration to the company’s extensive Intranet and available training for agents in need, Crye-Leike’s goal is to have every agent utilize Buyside insights to match up buyers and sellers, and of course, take advantage of the product’s lead generation capabilities as well. With all of the advantages afforded to agents thanks to Buyside, adoption clearly won’t be an issue.

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