When Leon d'Ancona realized that only half a percent of real estate agents and brokers used any statistics to guide their decisions, he created REality to change that. With d'Ancona as CEO, REality is recognized as one of North America's leading authorities on statistical real estate intelligence, using statistical analysis to help listing and selling professionals understand market trends and identify "actionable niches" to maximize profits. Thousands of brokers and recruiters also use REality to recruit agents who will be a "perfect fit." REality currently has seven levels to suit the needs of individuals.
d'Ancona started a business in Toronto and used his own capital to buy homes, then renovated them and sold them at a profit. He used statistics to identify properties that would be most likely to sell quickly at a profit and to choose the most successful marketing professionals. While others in the industry struggled, d'Ancona's business thrived.
d'Ancona has written several articles, newsletters, editorials and workbooks, as well as "The Official Guide to Home Price Changes," which helps real estate professionals estimate future home values based on market conditions. He is working on a second book, "The Grass Is Always Greener on the Other Side 37.3% of the Time." d'Ancona points out that, despite popular belief, most real estate transactions aren't handled by a small group.
"The notion that 90 percent of sales are done by the top 10 percent is a total fallacy. Almost 33 percent of sales are done by people who did three or fewer transactions," he says.