More than a dozen production homebuilders are now using technology from Dallas-based HomesUSA.com that aims to accelerate sales and transform how homebuilders manage promoting their homes for sale in the local Multiple Listing Service, or MLS.
HomesUSA.com said that SpecDeck, an advanced, AI-assisted listing management platform used by homebuilders in Dallas-Ft. Worth, Houston, Austin, and San Antonio, can help them achieve fewer days on the market than homebuilders who manually manage their MLS listings.
“SpecDeck not only helps builders accelerate sales, but it does what a builder can’t do in-house as it manages 52 different automated validations for each new home listing as it advances from the lot stage to construction and completion phases,” Ben Caballero, founder and CEO of HomesUSA.com, said in a statement.
SpecDeck was launched last December.
Homebuilders using the new tech
The company said that, according to its extensive research and competitive tracking services, builders using HomesUSA.com and its SpecDeck platform reduce their days on market by an average of at least 14 days and often as high as 40 days. HomesUSA said that over the last 12 months, builders in Dallas-Fort Worth, Houston, Austin, and San Antonio have used SpecDeck to manage their listings.
HomesUSA said that the Dallas-Fort Worth builders include BLUEHAVEN Homes, Brookson Builders, Cambridge Homes, Christie Homes, Drees Custom Homes, Doug Parr Homes, Homebound, McClintock Homes, NETZE Homes, Starlight Homes, Stonefield Homes, Taft Homes, The New Modern Home, UnionMain Homes, Windsor Homes Texas, and Toll Brothers.
Top builders using SpecDeck in Austin include Drees Custom Homes, Pacesetter Homes, Toll Brothers, and Trophy Signature Homes. San Antonio builders include Highland Homes, Toll Brothers, and HistoryMaker Homes. The company said that Toll Brothers, ranked among the top homebuilders in the nation, also uses SpecDeck in Houston.
SpecDeck uses ‘strategic automation’
Deployed last year as a beta pilot, SpecDeck uses advanced technology, including strategic automation and generative AI, to create listing descriptions, enabling builders to replace their manually intense, in-house MLS listing process. The company said that SpecDeck streamlines the MLS listing process, and more importantly, Caballero said SpecDeck ensures data accuracy by eliminating home pricing errors.
He noted that removing errors reduces a significant credibility risk for production homebuilders who rely on consumer and real estate agent trust.
Caballero said that builders bringing dozens of homes to market each year struggle to maintain accurate home data on MLS, the source of data for home data channels such as Zillow, Homes.com, Realtor.com, and other real estate portals.
“Most importantly for builders, SpecDeck more than pays for itself, delivering an average ROI of 240%, generating hundreds of additional dollars in builder profits on every listing when production builders enter their listings into SpecDeck,” Caballero said. “And our SpecDeck platform—including our proprietary lead capture and forwarding system—delivers on average 7% more direct sales, reducing builder commission costs and increasing builder profit. It’s the most accurate, advanced MLS listing management platform for builders, ensuring the price on a builder’s website is the same on the MLS.”
Caballero said he has been the No.1-ranked real estate agent by transaction sides and dollar volume each year since 2013 and a three-time Guinness World Records title holder for “Most annual home sale transactions through MLS by an individual sell-side real estate agent.”
The HomesUSA.com brokerage exclusively works with over 60 builders in Dallas-Ft. Worth, Houston, Austin, and San Antonio.
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