A high-volume brokerage turned pricing from an art into a defensible, data-backed science — and closed deals three weeks faster.
The Story
Urban Property Group is a brokerage and property-management firm operating across nine metropolitan markets, listing more than 12,000 properties a year. Pricing had always depended on the instincts of a handful of senior agents — which didn't scale and was impossible to defend to clients.
The firm wanted valuations that were faster, more consistent, and backed by data its agents could actually show to sellers and lenders.
The Challenge
Valuation was a bottleneck that lived in a few experts' heads, creating risk every time the firm grew.
- Pricing accuracy varied widely between junior and senior agents.
- Manual comparable analysis took days and didn't scale with listing volume.
- Mispriced listings sat on the market, eroding commissions and client trust.
- There was no auditable, data-backed rationale to share with sellers and lenders.
- Market shifts were only caught after they had already cost the firm deals.
“For the first time our junior agents price like our best veterans. And when a seller pushes back, we can show them exactly why the number is the number.”
Daniel ReyesManaging Broker, Urban Property GroupFrom gut feel to defensible price: a valuation walkthrough
The Solution
We deployed Property Valuation AI trained on local transaction data, blending comparable sales, market signals, and property attributes into a single explainable estimate.
- 01Ingested years of local sales, listing, and assessment data per market.
- 02Tuned models for each metro's distinct pricing dynamics.
- 03Generated explainable valuations with the comparables and factors behind them.
- 04Embedded the tool into the agents' existing CRM and listing workflow.
- 05Added live market-shift alerts so pricing stayed current automatically.
By the numbers
- 15%
- More accurate valuationsMeasured against final sale prices across markets.
- 3 weeks
- Faster time-on-marketRight-priced listings moved significantly quicker.
- 4x
- More valuations per agentAutomation freed agents from manual comp analysis.
- 92%
- Agent adoptionAgents trusted estimates they could explain to clients.
“The market-shift alerts paid for the whole engagement. We caught a softening submarket weeks before our competitors did.”
Hannah BrooksDirector of Operations
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