Modern data technology is driving transformation across every industry when it comes to decision-making, innovation, and customer experience. In the real estate sector, big data is  making its mark. Experts say we’re experiencing a housing market boom, not a bubble, likely due to causes such as the pandemic, mortgage rates, and a lack of supply.[1] And with this boom, unstructured data volumes will only continue to grow—in size and importance.

Let’s take a closer look at how today’s real estate industry is leveraging unstructured data.

The Benefits of Data in Real Estate

Using analysis of unstructured data in the real estate industry offers several advantages for realtors, investors, and buyers.

Before the explosion of big data, real estate decisions—such as rental costs or property sale prices—were made based on assumptions and estimates rather than statistical data. This left more room for error and contributed to increased risk, leading to profit losses in some cases. Now, real estate professionals can use demographic, geographic, and unstructured data such as video and images for targeted marketing, personalized interactions, and insights into customer needs, desires, and investment trends.

It’s helping sellers, buyers, renters, and investors be more savvy and competitive in a market that’s exploding nationwide. Here are some other opportunities:

Reduced Risk

Real estate professionals can use data to more accurately determine the age and condition of a building and get reliable information on the types of renovations and redesigns previously made to it. This reduces the unknowns about the property and its potential, minimizing risk factors for investors and buyers.

Data analysis can also improve internal processes. By analyzing conversion rates, managers can identify potential issues in the sales process to ensure agents have the tools and training they need.

Accurate Property Valuations

Traditional appraisals involve a long process of analyzing previous appraisals, the selling prices of surrounding properties, and other documents. Modern property analysis tools and processes allow buyers and sellers to generate more accurate property appraisals based on additional data. Many are tapping visualization tools like Tableau to bring this data to life.

With greater insight into market trends and more precise data on metrics such as pricing and time on the market from thousands of comparable properties, realtors can better determine the value of a property. Buyers and investors can use these insights to make better offers. One example: The Zillow Zestimate is calculated by leveraging vast amounts of on-market home data in an area to calculate what a home may be worth. This can be a helpful way for both agents and customers to frame up expectations.

Faster Decisions

Big data analytics and AI can give both customers and real estate professionals the insights they need to make better decisions, faster. For example, chatbots using AI can help customers find all the information they need on a property—such as home value trajectories, crime rates, and school zone information—before making a purchase.

Similarly, enhanced analysis can give realtors deep insight into specific properties, using a variety of unstructured data on how the land was used in the past, insurance claims that were filed, and permits related to issues with the property. This information can help limit bad decisions and speed up good ones.

Better Marketing Strategies

Insights gathered from public and private data sources, social media, business surveys, and other available sources of information can improve an agent’s ability to identify and reach their ideal target market. For instance, with big data, agents can target key audience demographics by age, gender, interests, preferences, and region to increase and optimize marketing campaign engagement. Real estate data tools can indicate a potential client has pets or young children. With this insight, the agent can save time by honing in on properties in pet-friendly areas or within good school districts. Layering in area job opportunities, agents can help individuals looking to relocate to find areas that are best suited to their career paths or that don’t require too much compromise in cost of living.

Redfin is one data-driven brokerage that taps different data sources to provide visualizations on median sale prices, average rental and mortgage rates, and housing markets. This is helpful for agents and buyers who want to do more research.

Improved Customer Experience

Insights gained from social media, customer relationship management (CRM) systems, and social media can help realtors improve customer experience. Real estate agents can use this data to target buyers with social media and personalized emails as they move through their journey. This allows them to better understand client needs, get involved with the buying process faster, and make better recommendations on properties based on buyer preferences.

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Leverage Unstructured Data for Real Estate Insights

Investing in the right storage solutions is critical to leveraging the power of big data for real estate—a dynamic industry that relies on rapid analysis of unstructured data such as images, video, and social media content. Traditional storage solutions can’t efficiently categorize and manage these types of data. Systems need to be more powerful to leverage complex housing market data—especially on a national scale, and at the speeds consumers expect.

Learn how Pure Storage® unified fast file and object (UFFO) storage solutions can support the almost instantaneous growth and intense processing requirements necessary for real-time real estate analytics.

Harness the power of big data analytics in your real estate business with a modern data storage solution from Pure.

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