The real estate industry is filled with data, but how can we ensure it’s meaningful, actionable, and empowering? Join us for an enlightening masterclass featuring leaders from top organizations as they discuss how to transform data into impactful decision-making tools for agents and homebuyers alike.

Celeste Starchild (President, InspectionGo), Paula Nash (Chief Operating Officer, Hive MLS), Simon Frewer (President of Home Services, Keller Williams Capital Properties), and Nathan Dart (Chief Growth Officer, Final Offer) participated in a masterclass moderated by Audrey Whittington (Senior Vice President, Local Logic) to discuss how to turn data into a differentiator in today’s crowded market.

In this masterclass, you’ll learn more about:

• When is data truly meaningful to the consumer? Understand how to sift through the noise to identify the most impactful insights.
• How do you use data to tell a story? Discover strategies for presenting data in ways that engage, inform, and inspire action.
• What if the data isn’t accurate? Learn best practices for ensuring data accuracy and maintaining consumer trust.
• How does data help agents help consumers? Equip agents with the tools to turn insights into results for homebuyers.
• What’s too much data? Avoid overwhelming clients by delivering just the right amount of information.
• What is the difference between data and actionable insights? Transform raw data into meaningful, actionable steps for decision-making.

When is Data Truly Meaningful to the Consumer?

Data has always played a role in real estate, but today’s level of granularity allows it to be analyzed and applied in more meaningful ways for both consumers and agents. But how exactly does data shape the homebuying journey and influence each stage of a transaction?

The ‘Looking’ Phase 

Data overload often begins at the earliest stage of the homebuying journey — when consumers are just starting to explore their options. At this point, they’re not necessarily seeking detailed insights but simply getting a feel for the market. Too much information too soon can lead to overanalysis, making the process feel overwhelming rather than empowering.

Even before the research phase truly begins, there’s an initial looking phase. This is when potential buyers casually browse listings, visit open houses, and get a general sense of what’s available. Some may be assessing the market with no immediate intent to buy, while others are reflecting on their own home’s value. At this stage, they’re not actively gathering data yet — they’re just observing, exploring, and considering possibilities.

Understanding Why Consumers Seek Data

As consumers move beyond the initial looking phase and start actively researching, they’re faced with an overwhelming amount of data. But how can agents help them make sense of it all?

First, it’s important to recognize that consumers seek data for different reasons. Some are simply curious, while others want a better understanding of their current home or neighborhood. At its core, the search for data is a quest for education. The deeper they dive, the more they realize that understanding where data comes from — and how credible it is — matters just as much as the numbers themselves. More often than not, what they’re really looking for isn’t just raw data but a trusted advisor who can provide clarity and context.

That’s where real estate professionals play a crucial role. By understanding consumer behavior at every stage — whether they’re just browsing, actively buying, settling in, or even years into homeownership — agents can do more than just provide data. They can curate it, translate it into meaningful insights, and personalize their guidance to meet clients where they are in their journey.

How the Role of Data Shifts in the Transaction Phase

As consumers transition from browsing to making a purchase or sale, the questions they ask — and the type of data they need — evolve. In the early shopping phase, buyers focus on why a particular home or neighborhood interests them. But once they enter the transaction phase, their priorities shift toward making a final decision: Is this the right home for me? Am I paying a fair price? Should I sell now or wait?

At this stage, the role of data changes. Early on, data serves as an educational tool, broadening perspectives and helping consumers explore possibilities. But when it comes time to act, agents must be more strategic in how they present information. Instead of overwhelming buyers and sellers with more numbers, the focus should be on narrowing down choices, reducing risk, and building confidence in their decisions.

A common misconception in the industry is that more data leads to better decisions. In reality, an overload of information can have the opposite effect: creating indecision and amplifying the fear of making a mistake. That’s why real estate professionals must tailor their approach based on where a consumer is in their journey. The key isn’t just providing data but using it wisely by curating, contextualizing, and delivering insights that truly empower buyers and sellers at the moment they need it most.

How the MLS Determines Which Data is Meaningful

MLSs are at the heart of real estate transactions, acting as a crucial gateway for buyers, sellers, and agents alike. Once consumers decide to buy or sell, the MLS becomes a key source of data — but with so much information available, how does it determine what’s truly valuable versus what’s just noise?

Data overload happens easily, but the right data helps set expectations. For sellers, this means understanding realistic pricing, how long their home may stay on the market, and the level of interest they can expect. MLS data plays a critical role in guiding these conversations, ensuring that pricing strategies and market positioning are based on actual trends rather than guesswork.

At the end of the day, a home’s true value isn’t determined by the listing agent or the seller. It’s defined by what a buyer is willing to pay. An agent’s job is to maximize exposure to qualified buyers, and data helps pinpoint where those buyers are. Key insights, such as average days on market, pricing trends, and buyer demand, provide sellers with a clearer picture of what to expect.

For example, MLS data might show that homes in a specific area sell for 103% of their original list price if they go under contract within 8 days. But if a home sits for 17 days or longer, that figure drops to 99%. This kind of data-backed insight goes beyond opinion — it demonstrates why pricing and timing matter. A home that receives multiple offers within days is likely in high demand, whereas a listing that lingers for 40+ days in a competitive market may indicate underlying issues.

While leveraging data is essential, simplifying it is just as important. Consumers don’t need to sift through endless metrics – they need clear, actionable insights. At its core, MLS data should answer the most critical questions: What’s active? What’s under contract? What’s sold? By cutting through the complexity, real estate professionals can help buyers and sellers make informed, confident decisions.

How Do You Use Data to Tell a Story?

Helping Consumers Trust the Data

When consumers ask, “Where is this data coming from?” or “How accurate is it?”, they’re not just looking for an answer — they’re looking for reassurance. In an industry where misinformation can easily spread, agents must go beyond simply presenting data; they must validate, explain, and contextualize it.

Trust isn’t built on volume — it’s built on proof over promises. Too often, real estate data is used to make sweeping claims rather than to provide genuine insight. To rebuild trust in the industry, transparency is key.

The agents and professionals who embrace transparency will be the ones who thrive. That means:

• Being upfront about data sources — where the numbers are coming from, how they were compiled, and how often they’re updated.
• Providing context — data on its own isn’t helpful unless it’s interpreted correctly. For example, what does a neighborhood’s walkability score actually mean for a buyer’s day-to-day life?
• Showing real impact — data should do more than inform; it should empower consumers to make smarter decisions.

In the end, data is only valuable if it guides decisions and builds confidence. Otherwise, it’s just noise. The best agents aren’t just information providers. They’re trusted advisors who bring clarity, insight, and truth to the table.

What if the Data Isn’t Accurate?

At its core, the MLS exists to be a single source of truth, ensuring that real estate data is as accurate and reliable as possible. But in an industry flooded with information from countless sources, how can agents and consumers know which data to trust?

Accuracy matters because inaccurate data leads to flawed insights. That’s why real estate professionals must be diligent about verifying their data sources and working with trusted partners. If the foundation is wrong, everything built upon it — pricing models, automated valuations, market predictions — falls apart.

Take square footage as an example. Many agents rely on default property records when entering a listing into the MLS, often without verifying or updating the data. This can lead to homes being underrepresented in size, which in turn affects automated valuation models (AVMs). If the underlying data is incorrect, how can the pricing estimates be accurate?

The reality is that not all data is created equal. Different vendors pull from different sources, and inconsistencies can easily creep in. That’s why many clients turn to Local Logic — to consolidate their insights within a single, consistent platform rather than relying on fragmented data sources that may lead to conflicting interpretations.

Agents play a crucial role in navigating this complexity. They must not only identify reliable sources but also ensure the data is current and contextualized. While MLSs provide authoritative information, thousands of other data points from additional sources exist. And not all of them are equally trustworthy. That’s why agents need to curate data carefully, focusing on what’s most meaningful to their clients at any given moment.

Just as important, agents should be transparent about what data is fully vetted and what might require interpretation. Setting these expectations helps put consumers at ease, ensuring they focus on the right information instead of getting lost in unnecessary details. Ultimately, data is only as valuable as the confidence it inspires, and that’s where a trusted advisor makes all the difference.

How Does the MLS Combat Accuracy Issues?

Ensuring data accuracy is a complex, collaborative effort, and MLSs can’t do it alone. They rely heavily on their subscribers — agents and brokers — who have a vested interest in maintaining data integrity.

Real estate professionals hold each other accountable. If an agent misrepresents a listing — whether it’s incorrectly calling a den a bedroom or omitting critical details — others will call it out. Accuracy isn’t just about ethics; it’s about competition. Agents want a fair playing field, and misinformation can distort the market.

But what happens when a discrepancy arises? Verifying data is a deep dive, but it’s a critical part of maintaining its integrity. MLSs often have to track down permits, county records, and other official documents to confirm a home’s specifications. It’s a time-consuming process, but MLSs have dedicated teams for this very purpose.

Ultimately, MLSs are the backbone of real estate data. Their databases power major platforms and market analyses, meaning their credibility is paramount. Ensuring data accuracy isn’t just about protecting agents, it’s about maintaining trust across the entire industry.

Does Inaccurate Data Ever Correct Itself in the Long Run?

To some extent, home values naturally correct themselves — but data accuracy as a whole does not. A home’s final sale price is ultimately determined by what a buyer is willing to pay, and that figure is shaped by factors like market conditions, competition, and inspection findings. Over time, this transactional reality tends to course-correct valuation discrepancies, aligning prices with actual demand rather than automated valuation models (AVMs) or seller expectations.

However, data accuracy within the real estate industry does not simply “sort itself out.” There are still significant gaps in data completeness, reliability, and standardization. This is where companies like InspectionGo are stepping in, capturing and structuring property data at the point of inspection, a crucial but often overlooked moment in the real estate process.

MLSs have made great strides in ensuring accurate data entry upfront, but merging multiple data sources remains a major challenge. Property data engineers constantly work to normalize, verify, and maintain vast amounts of real estate information. Given the unique nature of homes, keeping data consistent across platforms is an ongoing effort.

The future of data accuracy may depend on homeowners themselves. Platforms like Homekeeper and homeowner.ai allow property owners to track renovations, appliance updates, and maintenance records, creating real-time, homeowner-verified property data. This data provides richer insights that, when it’s time to sell, can make the listing process far more informed and accurate. While this won’t fix every accuracy issue, like discrepancies in square footage, it provides a more dynamic, firsthand record of a home’s evolution.

Ultimately, real estate data requires continuous refinement. From MLSs to inspectors to engineers and even homeowners, maintaining accuracy is an industry-wide effort that doesn’t stop at the point of sale.

Exposing Transparency in Transactions Through Data

At its core, real estate data is about seeking truth, and today’s consumers demand nothing less than full transparency. Buyers and sellers alike want clear, real-time insights into the market, rather than relying on behind-the-scenes negotiations or hidden information.

This is why platforms like Final Offer are gaining traction. They pull back the curtain on transactions, allowing buyers to see competing offers in real-time. This eliminates the guesswork and frustration of wondering whether they’re overpaying, while sellers can clearly communicate their desired price and terms upfront. If a buyer is willing to meet those conditions, the deal is done — no hidden negotiations, no surprises.

This level of transparency redefines how homes are bought and sold, exposing the true market value of a property. While MLSs work diligently to maintain data accuracy, agents are often limited by what sellers choose to disclose. Certain details about a home, such as prior renovations, maintenance issues, or structural concerns, may not come to light until a property is officially listed, or even later in the transaction process.

But what happens when a property never hits the open market? Off-market transactions can make transparency even more elusive. If key data is missing or withheld, buyers and agents are left operating in the dark.

Ultimately, data-driven transparency is reshaping the industry. By ensuring open competition, clear expectations, and real-time insights, platforms like Final Offer are setting new standards for fair and informed real estate transactions.

How Does Data Help Agents Help Consumers?

The Agent’s Role in Cutting Through the Noise

Consumers today have access to more real estate information than ever before. They can research nearly every aspect of a property, neighborhood, or market trend with just a few clicks. While this level of transparency is valuable, it has also created new challenges for industry professionals. With so much data at their fingertips, many consumers believe they can navigate the homebuying process on their own — leaving agents in a position where they must actively demonstrate their expertise and value.

This is where the real power of data comes into play. An agent’s role is no longer just about providing information — it’s about interpreting it. With so much data being pushed toward consumers, agents must cut through the noise, distill complex insights, and present the information in a way that truly educates consumers. By helping people move beyond surface-level knowledge, agents set themselves apart and ensure clients feel confident in their decisions.

When Does the Agent Become the Trusted Advisor?

In an era where nearly anything can be found online, the challenge isn’t accessing information — it’s knowing what to trust. Conflicting data from different sources only adds to the confusion, making it harder for consumers to determine what’s relevant, accurate, and applicable to their unique situation. This is where the role of a trusted advisor becomes more critical than ever.

Data is powerful, but only when it serves a purpose, either by answering a question or helping someone make a decision. That’s where real estate professionals add real value. Instead of overwhelming consumers with numbers, agents can guide them in asking the right questions: What does this data actually mean for me? How does this compare to other areas? Is this trend typical or an outlier? Raw numbers alone don’t provide clarity — context does.

This need for context is why benchmarking, context, and expert interpretation matter. Consumers aren’t just looking for data; they’re looking for understanding. To bridge that gap, Local Logic recently launched the IO reports, which blend market and lifestyle insights to tell the full story of a neighborhood. As buyers move from browsing to serious decision-making, their focus shifts. Neighborhood characteristics, future growth, and property values become major factors. The IO Reports help answer key questions like:

• What is my home worth?
• Is my neighborhood changing or gentrifying?
• What makes this area valuable today and in the future?

By offering clear, actionable insights, agents can move beyond data delivery and become the trusted advisors today’s consumers truly need.

Agents as Data Translators

Access to data is not enough — buyers and sellers need context and strategy to act on it. Ultimately, data is just numbers on a screen or piece of paper. What truly matters is how it’s interpreted and applied. Buyers and sellers may have access to vast amounts of real estate data, but they still need expert guidance to translate it into actionable insights. A great agent:

• Summarizes and explains key market data, such as active, under contract, and sold properties.
• Helps buyers make competitive offers based on market conditions.
• Ensures sellers maximize competition to achieve the true market value of their home.

At the end of the day, data alone doesn’t make decisions — people do. The best agents leverage it not as a crutch, but as a tool to advocate, negotiate, and lead their clients to success. Educating themselves on market trends, understanding how to contextualize data, and acting as true advocates for their clients is what will set them apart. 

An agent willing to step up as a negotiator and advisor — not just a data provider — is the one who will truly serve their clients’ best interests.

What’s Too Much Data?

In an era of endless information, the question isn’t just about having data — it’s about ensuring it’s useful, actionable, and relevant to the consumer’s needs at a given moment.

The same dataset can serve entirely different purposes depending on where someone is in their journey. Take home inspections, for example. Companies like InspectionGO help homeowners leverage the data collected during inspections to enhance their homeownership experience over time.

How does inspection data evolve in usefulness?

• Before purchase: Buyers use home inspections to assess risks and ensure they’re making a sound investment.
• During negotiations: Inspection reports inform pricing discussions, uncover defects, and drive necessary repairs or concessions.
• Post-purchase: Historically, reports end up in a drawer—never to be seen again. But what if that data could help homeowners maintain their property, streamline renovations, or quickly access key details when replacing a roof or appliance? Instead of measuring countertops from scratch, a homeowner could retrieve precise dimensions instantly.

This is where context matters. The real question is: What job are you trying to do? What question are you trying to answer?

Without this clarity, data becomes overwhelming noise rather than a valuable tool.

Avoiding Data Overload

The real estate industry is pushing toward a “customer for life” model, where MLSs and platforms like Final Offer continue to provide value beyond the transaction, helping homeowners with repairs, maintenance, and future decisions.

However, not all data belongs in public view. Would a full home inspection report belong on a listing page? Probably not. That level of transparency, while valuable in some contexts, could overwhelm or mislead buyers. Instead, the challenge is curating data to ensure it’s available when and where it’s most useful, without crossing into information overload.

Is Pre-Inspection Data Too Much Data?

The role of pre-inspection data in real estate depends on market conditions, buyer sentiment, and how the data is used. In a competitive market where inspections are frequently waived, pre-inspections can serve as a negotiation tool, helping buyers make stronger, more informed offers. But does providing this data overwhelm buyers, or does it empower them? 

The answer depends on who is using the data and for what purpose.

In a tight, low-inventory market, pre-inspections help buyers de-risk their decisions quickly. A pre-inspection helps assess risks before making an offer, but too much raw data without guidance can lead to indecision. Agents must curate and interpret the data to turn numbers into strategy, helping buyers understand property value, risks, and negotiation leverage.

For sellers, disclosure is critical, but it’s also situational. In a slower market, pre-inspections add value for sellers, offering full transparency to encourage offers. However, in a competitive market, where the seller is unaware of any major defects, there’s little incentive to proactively uncover potential issues that may not even exist. Sellers should disclose known issues, but they aren’t obligated to hunt for problems in a hot market. Over-disclosing irrelevant details may create doubt where none existed, potentially hurting the sale.

What is the Difference Between Data and Actionable Insights?

Data is everywhere, but raw data doesn’t provide clarity or direction. It’s not enough to simply provide information. Actionable insights are what truly matter. Consumers have access to a wealth of information online, but without context, it can be overwhelming or even misleading. 

Agents must curate, interpret, and guide their clients toward informed decisions. They add value by filtering out noise and focusing on what matters based on each client’s unique situation. They help turn data into strategy by asking consumers the right question:

• What’s the right data to look at? Identifying credible sources and avoiding misinformation.
• Where are you in your journey? Whether buying, selling, or investing, the relevance of data shifts.
• What does it mean for you? Providing real-world implications based on market conditions, life stage, and financial goals.

Differentiation Through Expertise

The most successful real estate professionals don’t just share numbers — they interpret trends, validate accuracy, and translate raw data into meaningful, strategic advice.

As the industry evolves, we’re seeing a positive shift toward agents positioning themselves as trusted advisors, not just salespeople. In an era of information overload, the true value lies in guiding clients through complex decisions with clarity and confidence.