Today we’d like to introduce you to Karen Abram.
Thanks for sharing your story with us Karen. So, let’s start at the beginning and we can move on from there.
My professional background is in analytics and advertising. After my son was born, I started to contemplate a different career.
Thinking of a field to transition to, my husband pointed out that I’ve always had a way of helping people feel comfortable with big data. He added – “Everyone is overwhelmed in real estate – What if you were a real estate agent? Maybe you can bring some comfort to the process.”
Sounded intriguing so I got my real estate license.
My first client was a buyer. We looked at homes in Playa Vista, narrowed in on one and discussed price. The home was listed for $1.2 million but should have been $1.5 million. My client wanted to offer $900K. I suggested we pause while I pull together a CMA report to help him write a more informed offer. I spent hours using leading tools, pulling query after query to get multiple perspectives. I presented him with a thick 60+ page report and started to flip through pages. Around page 9, I lost him. He stopped me and said,
“if you’re a great negotiator, you should be able to get it done for $900K.”
I am a great negotiator. But a great negotiator is only as good as the levers they have to pull and the tools they have to support them. This traditional 60+ page report was not doing me any favors.
The current tools aren’t simple. They aren’t visual. I needed my buyer to visually see how aggressive his offer was. I understood it was a low offer but I needed him to have that aha moment. The tools are not interactive or transparent. Without transparency, there is no foundation for trust. Current tools do not position the agent, ME, as the expert and leave too much open for interpretation. The fundamentals for today’s modern clients aren’t there. So I created my own. Enter dashCMA.
The creation was a 1.5-year process of developing, focus groups and preparing marketing.
dashCMA launched in April 2019 to a rave review from the leading real estate publication, Inman with the headline “Forget Zestimates, take dashCMA to your listing presentation.” A month later, dashCMA was a finalist for the Inman “Innovator of the Year” award in the technology category up against Redfin, Keller Willians, Zillow and NRT. Shortly after that, CRMLS (California Regional Multiple Listing Service) awarded dashCMA one of their coveted marketplace positions and their 96,000+ agents receive the benefit of a 30-day free trial. In September, dashCMA was announced as a finalist to compete in CAR (California Association of Realtor) pitch competition for “What’s Next” in real estate.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
No. Not at all.
For starters, I learned a valuable, but very expensive, hard and heartbreaking lesson about choosing the right people to work with. After six months, I had to start over.
Second, no one knows who I am in this industry, why they should take a call from me or look at my product. On the one hand, my advertising and analytical background outside of real estate allowed me to bring a fresh perspective to a very traditional space. On the other, I struggled with getting attention.
So, as you know, we’re impressed with dashCMA – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
The inspiration for dashCMA is based on the Albert Einstein principle, “If you can’t explain it simply, you don’t understand it well enough.” With one search and one illustration, dashCMA highlights the perspective of 25+ searches from leading competitors.
In ONE view, easily illustrate the pricing differences across comps, highlight the highest/lowest/most recent comps, pricing nuances across specific features of comps (example: the value of having a pool versus not having a pool), note public estimates and flag prices of properties in the neighborhood that are either too large/too small to be considered comps so you don’t inadvertently price your 3-bed home as a 4-bed home.
So, what’s next? Any big plans?
LOTS of big changes and big announcements coming out. We have a three-year roadmap with developments rolling out every 3-4 weeks. I’m committed to innovation and putting the ladder against the sky to see just how high this can go.
- $15/month or $144/year (20% savings) to real estate agents.
- Website: www.dashcma.com
- Email: firstname.lastname@example.org
- Instagram: https://www.instagram.com/dashcma/
- Facebook: facebook.com/dashcma