Marketproof presents brilliant data-driven visualizations to better understand market activity and trends in some of America’s largest and most complex cities.
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Marketproof is a data visualization solution for tracking residential inventory in New York.
Ideal for: Buyers/investors, agents, brokers, lenders
Main Selling Points:
- Data point flexibility
- Works as a “CRM” for properties
- Stacking planes
- Variety of uses
- Market reports and analysis
If so, Marketproof may struggle to penetrate the consumer market, simply because hard real estate data isn’t very pleasing to real estate consumers who live off Zillow scrolling and open houses. Again, this is really advanced software, so I could be wrong.
What you should know
Marketproof is a browser app for in-depth exploration of the New York real estate market (and soon, others). The software does for high-rise residential and urban buildings what TopHap does for land and CORE Present does for listing presentations, and it’s got brilliant data-driven visualizations to better understand activity and trends. of the market. It is also reminiscent of Imerza.
Its data is organized in a complex way, allowing for very flexible reporting and performance insights. Brokers, agents and investors who want to know more than the rest would benefit from a subscription.
If you’ve been reading my column for a while, you know that I tend to favor anything map-centric and graphically smart. I like software that uses smart iconography, minimalist interfaces and color coding. (In a strange contrast, however, I’ve never — ever — used an emoji.)
Marketproof taps into vast vaults of public data to create actionable performance reports, trend predictors, and sales insights. Entering a building address kicks off what I would consider an addictive ride through the matrix of a building, allowing users to see variables on price per square foot, average selling price per unit, asking price trends, sales velocity, loan histories and a host of other ways to examine activity.
The intent here is for real estate agents to be as knowledgeable as possible about how a building (for now, mostly condos) interacts with its market, and then how each unit, sold, pending, or active, interacts with its host property. Thus, Marketproof demonstrates the organic nature of real estate and allows users to choose how they consume it.
Perhaps Marketproof’s most notable tool, heat-mapped stacking plans are created automatically to communicate unit size, average asking prices, discounts, and other aspects needed to accurately design offers or a sales strategy.
I used to create stacking plans with Adobe Photoshop, overlaying manually colored information bars over scanned photos of commercial buildings. Talk about tedious.
Customers can create mailing lists, review multiple forms of charts and line graphs, and see what’s happening on the new development front, like a building’s pending footprint and market impact.
Marketproof also enables 3D city tours, a feature that will be enhanced with the April launch of Marketproof Pipeline, a major component of the system that will detail “who of each property”.
Marketproof is building an editorial team and recently hired its director. Properties will have colorful narratives and community stories to accompany their data stories. There will be timelines, more 3D images, and even a social media component to further assemble a tangible presence around the buildings.
The company is targeting new markets this year. I was told that Miami, San Francisco and Austin were on the menu.
All in all, it’s hard for me not to highly recommend Marketproof to anyone related to real estate in the New York market. Not every real estate tool you use should create a straight line to new leads. There is tremendous value in software that makes you a smarter, more analytical professional.
And that tends to lead directly to new business.
Do you have a technology product you would like to discuss? Email Craig Rowe
Craig C. Rowe started in commercial real estate at the dawn of the dot-com boom, helping a range of commercial real estate companies build their online presence and analyze internal software decisions. He now assists agents with technology decisions and marketing by reviewing software and technology for Inman.