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For years, real estate professionals have treated pocket listings as a trade-off: less exposure in exchange for convenience, privacy or control — and often, a lower price. Then, Compass came along with its three-phased marketing plan and turned that idea on its head suggesting that off-market listings have an advantage for sellers because buyers don’t see price reductions or extended time on market data.

eXp and other firms don’t agree with that premise and say that broad exposure through the MLS and other avenues, like Zillow Preview, that allow coming-soon listings but play by the local MLS’s rules, is the key to better transparency and is in the best interest of the consumer.

A new study comes in right in the middle of the fray.

In a preprint paper analyzing more than 700,000 home sales in the Dallas-Fort Worth metro area, researchers found that homes sold off-market — and entered into the MLS with zero days on market — commanded a 1.7% price premium compared to similar properties listed traditionally.

That finding runs counter to the core logic behind the MLS itself: that maximum exposure drives maximum price. Instead, the study argues that limiting exposure can actually strengthen a seller’s negotiating position.

But, is it true?

There is a catch. The paper focuses on one metro area, relies on zero-day MLS entries as a proxy for pocket sales and can’t directly test fair housing concerns or other exclusionary effects. 

But it does offer evidence that off-market strategies can generate real pricing advantages under certain conditions — and that regulation, such as NAR’s Clear Cooperation Policy, can erode those returns without fully stamping out the practice.

The advantage: avoiding the “negotiation discount”

The paper confirms the value of pocket listings as protection from the public pricing process. A point of contention with many brokers and agents is that MLS listings, in most cases, undergo visible price cuts or extended days on market and that signals buyers to negotiate down. Pocket listings sidestep that entirely.

The limited scope study found that off-market homes were about 20% less likely to undergo a price reduction and achieved a 1.6% higher sale-to-list price ratio — nearly identical to the overall premium.

In practical terms, sellers weren’t necessarily getting more than their asking price — they were simply keeping more of it. At the same time, those deals closed faster, suggesting sellers weren’t trading time for price. Instead, the strategy appears to filter for high-intent buyers willing to pay for certainty and access.

Not only a luxury play 

In the past, pocket listings were often associated with high-end properties, but the study found they are used across price tiers. But the payoff is not evenly distributed.

For typical homes, the premium hovered around 1.7%. For luxury properties, it jumped to more than 8%, indicating that exclusivity carries more value when assets are unique and harder to price in a broad market.

That dynamic helps explain why pocket listings remain a niche strategy at the high end — but a highly profitable one when used.

Clear Cooperation didn’t stop pocket listings — it changed them

The study’s most consequential finding centers on what happened after the National Association of Realtors’ Clear Cooperation Policy took effect in May 2020.

The rule was designed to curb private marketing by requiring listings to be entered into the MLS within one business day of public promotion.

It didn’t work in the way many expected.

According to the study, pocket listing activity did not decline after the policy was implemented. If anything, it ticked slightly higher, suggesting agents and brokerages adapted through office exclusives, coming-soon strategies or other workarounds.

While the behavior persisted, the economics didn’t.

Before Clear Cooperation, pocket listings carried a roughly 3.3% premium in the post-2016 sample. After the policy, that premium fell by about 73% to roughly 0.9% — a level that was no longer statistically significant.

In other words: The policy didn’t eliminate pocket listings — it eliminated most of their financial advantage.

What this means for brokers and agents

The findings land at the center of one of the industry’s most heated debates: whether private listings are a strategic tool or a threat to transparency and fair access.

This study suggests they can be both.

Before Clear Cooperation, pocket listings appear to have offered a measurable pricing advantage by reshaping how buyers and sellers negotiate. After the policy, that edge largely disappeared — even as the practice itself survived.

For brokerage leaders, that creates a more nuanced reality.

Pocket listings may still serve a purpose — privacy, control, pre-market price testing — but the data suggests they are no longer a reliable way to outperform the MLS on price.

As noted earlier, this study is a preprint and has not been peer reviewed, and it focuses on a single market. It also does not directly address fair housing concerns tied to off-market transactions.

Still, it adds a critical data point to a debate often driven more by opinion than evidence.

And it raises a question the industry is still trying to answer: If private listings no longer deliver a pricing advantage, what exactly are they for?

This post was originally published on here. 

A lot of real estate agents overcomplicate their business. The answer can be simpler and more lucrative than most realize. Whether you’re a brand-new agent or a 20-year veteran, the single most important driver of your real estate business comes down to this: Talk to people.

Not the latest CRM. Not your social media strategy. Not your drip campaign sequence. Just conversations — real ones, every single day — with buyers and sellers in your market.

It sounds almost too simple in an industry obsessed with technology and lead generation tools. But the data, and the math, (and my 35+ years teaching this) tell a compelling story.

The six-figure prospecting formula

Here is what one disciplined hour of daily prospecting, five days a week, actually looks like on paper:

• 1 hour/day prospecting × 5 days a week = 5 hours
• 5 hours × 4 weeks = 20 hours per month
• 1 appointment per hour = 20 listing appointments
• 20 appointments = 5 listings
• 5 listings = 3 listings sold
• $10,000 average commission × 3 = $30,000/month
• $30,000 × 12 months = $360,000 annually

One hour a day. That’s the entire investment. In a housing market where agents are agonizing over interest rate uncertainty and tightening inventory, the lever that moves the needle most isn’texternal — it’s behavioral.

Why agents stall — and how to break through

Fear of the phone is one of the most pervasive and least-discussed obstacles in real estate. On coaching calls, it comes up constantly: agents who have spent hours crafting the perfect script, chosen the perfect time of day and still haven’t dialed.

The honest truth? There is no perfect time. There is no perfect script. The only way to get better at prospecting is to prospect. Every conversation — even an awkward one — sharpens your skills and edges you closer to a transaction.

For agents who tend to procrastinate, the fix is straightforward: block the first hour of every morning for calls, before anything else competes for attention. For agents who perform better later in the day, use that window. Either way, protect the time.

Who to call — and what to say

A common mistake is overcomplicating the contact list. The best prospects are often the closest ones:

• Sphere of influence: Friends and family already trust you. A check-in call asking how you can help is low-pressure and frequently surfaces referrals.
• Past clients: The market has shifted. A Neighborhood Market Report showing current home values is a legitimate reason to reconnect — and a demonstration of value.
• FSBOs: Sellers attempting to navigate offers and contracts alone need professional representation now more than ever, especially in complex deal environments.
• Expireds: A listing that didn’t sell is a seller who still wants to sell. Many of your competitors have already moved on. You haven’t.
• Renters: With affordability pressures reshaping buyer timelines, renters represent a pipeline of future clients who may be closer to ready than they think.
• Open house leads: If you don’t have current listings, offer to host an open house for a colleague. The leads belong to you.

Track it — even imperfectly

Tracking does not need to be sophisticated. A simple two-column chart labeled “Buyer” and “Seller” — with a checkmark after each real estate conversation — is enough to create accountability and momentum.

Even a single checkmark at the end of the day means the business moved forward. That matters more than the size of the contact list or the sophistication of the follow-up sequence.

The 30-day commitment

The proposal is simple: commit for the next 30 days to talking to at least one buyer and one seller every single day about real estate. Not sending emails. Not posting on Instagram. Talking.

Thirty days is long enough to build a habit, generate real pipeline and see measurable results. It is short enough that the commitment feels achievable, even for the most time-pressed agent.

In a market where agents are searching for an edge, the most durable competitive advantage is the simplest one: showing up for the conversations every day, without exception.

Ready? Pick your start day.

Don’t wait for Monday. Don’t wait for the new month. Don’t wait until your database is “organized.” Pick a day — today if you can — and make it Day 1. Write it down. Tell someone. Make it real.

One conversation today. One tomorrow. Thirty days from now, you won’t recognize your pipeline.

Your next level is one conversation away. Go make it.

Darryl Davis, CSP, has spoken to, trained, and coached more than 600,000 real estate professionals around the globe. He is a bestselling author for McGraw-Hill Publishing, and his book, How to Become a Power Agent in Real Estate, tops Amazon’s charts for most sold book to real estate agents.

This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners.

To contact the editor responsible for this piece: tracey@hwmedia.com

This post was originally published on here. 

REVERSE plus announced Tuesday that it has integrated proprietary reverse mortgage programs from Smartfi Home Loans into its ANALYZER Pro platform, giving loan officers and brokers the ability to model both proprietary and federally insured Home Equity Conversion Mortgage (HECM) scenarios in a single system.

REVERSE plus, a software-as-a-service provider of reverse mortgage scenario modeling and education tools, said in a press release that the move marks the first time ANALYZER Pro has supported a proprietary reverse mortgage lender. This expands the platform beyond Federal Housing Administration (FHA)-insured HECM products and gives reverse mortgage professionals a broader toolset to evaluate options for senior borrowers.

ANALYZER Pro is built to help LOs configure and clearly explain reverse mortgage scenarios by modeling key variables such as available proceeds, cash-flow options and long-term home equity impact. With Smartfi’s products now included, users can compare proprietary and HECM offerings side by side, test how each responds to rate and home price changes, and document why a particular option may be more suitable for a given borrower.

“ANALYZER Pro was built to bring clarity to what is often a complex and misunderstood part of the mortgage landscape,” said Dan Hultquist, co-founder of REVERSE plus. “By adding Smartfi’s proprietary programs, we’re giving loan officers the ability to evaluate and compare more scenarios, have more informed conversations and ultimately serve borrowers with greater confidence, understanding and transparency.”

REVERSE plus launched in October 2025 with three tools, including ANALYZER. Additionally, the company’s ACCELERATOR product offers self-paced training for loan officers, sales managers and wholesale account executives. And ANSWERS serves as an artificial intelligence-powered answer desk that aims to simplify explanations and guidance on reverse mortgage mechanics.

‘Practical, hands-on’ learning

For Smartfi, a reverse mortgage wholesale lender that partners with mortgage brokers and financial institutions, the integration is positioned as a training and adoption tool. The company said the visuals and side-by-side comparisons inside ANALYZER Pro can help brokers better understand how Smartfi’s proprietary products work and where they may fit.

“Proprietary reverse mortgages represent a large portion of the senior home equity lending landscape,” said Kim Smith, senior vice president of wholesale at Smartfi. “Making our programs available within ANALYZER Pro gives originators a practical, hands-on way to learn our offerings and better understand how our Choice proprietary loan option can uniquely meet the needs of borrowers.”

In April 2025, Smartfi announced a similar tech integration with the HECM Tool, a platform developed by reverse mortgage veteran Tane Cabe, formerly of Fairway Home Mortgage and C2 Financial Corp. Smartfi’s Choice loan was incorporated in response to feedback from HECM Tool users that they wanted a proprietary option to be available.

Smartfi’s focus shifted exclusively to the wholesale channel in September 2025 when it announced the closure of its retail division, which had been operating for roughly a year. Most of its recent business was being closed through broker partners, according to data compiled by New View Advisors.

Reverse Market Insight (RMI) reported that Smartfi was the nation’s 12th-largest HECM lender in 2025, endorsing 387 loans for a market share of 1.4%. Unlike many competitors that saw flat or declining HECM volume, Smartfi’s endorsement count was up 32% year over year.

Additional transparency

Mortgage brokers using ANALYZER Pro say that having proprietary programs available in the same workflow as HECMs addresses a long-running gap in reverse mortgage education and scenario analysis. Instead of relying on static product matrices, loan officers can model borrower-specific variables such as age, property type, existing liens and payout preferences before compaing outcomes across programs.

“Having Smartfi’s proprietary programs available directly in ANALYZER Pro is another game changer,” said Gabe Bodner of OneTrust Home Loans. “What the ANALYZER has done to help borrowers understand how the HECM program really works can now be applied to Smartfi’s proprietary programs. And being able to compare them together makes the conversation easier and more transparent for everyone.”

Reverse mortgage volume remains highly sensitive to interest rates, home values and regulatory changes around HECMs. As more lenders build out proprietary products to reach higher home values or serve borrowers who do not fit standard FHA guidelines, originators must explain complex trade-offs on proceeds, fees, rate structures and long-term equity to senior clients.

Putting both HECM and proprietary options into the same modeling environment can help broker shops and retail lenders standardize loan proposals, reduce compliance risk tied to misaligned product comparisons, and shorten training times for new loan officers entering the reverse space. For wholesale lenders, integrations like this can be a distribution channel, surfacing their products at the point of sale and embedding education directly into originators’ workflows.

The Smartfi integration is available immediately to existing ANALYZER Pro users and is expected to expand as Smartfi rolls out new features and products, according to the announcement.

Neil Pierson reported and wrote this article with drafting assistance from HousingWire Automation, an editorial tool that helps transform announcements and industry data into HousingWire-style news coverage.

This post was originally published on here. 

Opendoor has agreed to acquire the closing and escrow operations of Doma Holdings, a move that would extend the iBuyer’s reach into refinance closings and deeper into title automation, the companies announced on Tuesday. Financial terms of the deal were not disclosed.

The deal, which is subject to regulatory approval, is paired with a three-way partnership between Opendoor, Doma and Fannie Mae on the government-sponsored enterprise (GSE)’s Title Acceptance Program. The initiative allows eligible refinance loans to close without a lender’s title insurance policy, replacing traditional manual title searches with algorithmic risk assessments.

Doma’s technology has been used by Fannie since 2024 in an agreement extended through 2027. Low-risk title refinances are sold to the GSE without lender’s title insurance or an attorney opinion letter (AOL), which has been the case for about 80% of the deals. It results in shorter timelines and lower closing costs. CNBC first reported on the transaction. 

“Closing a home costs too much and takes too long. Not because it has to, but because the industry was never organized to fix it,” Opendoor President Lucas Matheson wrote in a LinkedIn post. “Doma built the technology that makes the risk decision. We close the transaction. This is what it looks like to actually build toward making homeownership more affordable.”

The announcement characterizes lower transaction costs as a bipartisan priority, noting that federal housing policy and private-sector innovation are aligned on expanding options like the Title Acceptance Program.

The acquisition covers Doma’s downstream closing and escrow operations. The unit’s 85 staff members will join Opendoor, bringing lender relationships and operational experience in high-volume closings, according to the announcement.  

Opendoor said it has already closed more than $100 billion in purchase and financing transactions nationwide. The company recently launched a mortgage product, which promises below-market interest rates after the company removed its markup. Doma’s algorithms evaluate title risk for eligible Fannie Mae refis, and Opendoor completes the closing and escrow work.

The iBuyer has long pitched itself as a way to make buying and selling a home “simple, certain and fast,” but the company acknowledged that the closing process has been the hardest part of that promise to deliver. The Doma acquisition is meant to give Opendoor more control over that last mile of the transaction.

Opendoor reported a net loss of $1.3 billion in 2025, although company executives have said the iBuyer is on track to return to profitability.

Flávia Furlan Nunes reported and wrote this article with drafting assistance from HousingWire Automation, an editorial tool that helps transform announcements and industry data into HousingWire-style news coverage.

This post was originally published on here. 

After a fierce legal battle the home seller commission lawsuit settlements reached by eXp World Holdings, Mark Spain Real Estate, Weichert of North America and Atlanta Communities Real Estate Brokerage in the Hooper lawsuit have received final approval.

On Wednesday, Mark Cohen, an Atlanta-based U.S. District Court judge, granted final approval to the settlements reached by these four brokerage defendants.  

The settlements total $44.05 million, with Mark Spain Real Estate paying $750,000, eXp World Holdings paying $34 million, Weichert of North America paying $8.5 million and Atlanta Communities Real Estate Brokerage paying $800,000. The settlements release the parties from the claims and dismiss the parties from the litigation. 

This final approval comes after a contentious legal battle between the Gibson home seller commission lawsuit plaintiffs and the settling parties in the Hooper lawsuit. Just weeks after eXp, the first of the four parties to reach an agreement, announced its settlement in early October 2024, the Gibson plaintiffs filed a motion to intervene and transfer the case to the U.S. District Court for the Western District of Missouri, where it would fall under the supervision of Judge Stephen Bough. Bough is the judge who oversaw the Sitzer/Burnett trial.

The Gibson plaintiffs claimed that eXp negotiated the agreement with the Hooper plaintiffs “after conducting prolonged, unsuccessful settlement negotiations with Intervenor Plaintiff counsel,” conducting a “reverse auction” in an attempt to gain a “sweetheart deal.”

The Gibson plaintiffs later extended these arguments and objections to the three other settlements reached with the Hooper plaintiffs. Judge Cohen denied this motion to intervene in late March 2025 before granting preliminary approval to the settlements in May 2025. 

In an emailed statement a spokesperson for eXp told HousingWire that the firm was “pleased” with the court’s ruling. 

“This milestone represents a significant step forward in resolving these industry-wide legal challenges and providing certainty for our agents, their clients and our shareholders. We are grateful for the Court’s thorough review of the record and its finding that the settlement is fair, reasonable and adequate,” the spokesperson added. “As the Court noted, this agreement was reached through rigorous, arm’s-length negotiations and provides substantial value to the class while avoiding the risks and costs of protracted litigation. eXp remains committed to transparency and the evolution of the real estate industry.”

According to the ruling, CPT Group will be the notice and claims administrator for the settlement. The parties began sending out class notices to settlement class members last summer. 

In addition to these legal wins achieved by these four brokerages, REMAX notched a win of its own on Wednesday as its settlement in the Batton homebuyer commission lawsuit gained preliminary approval. Like the Gibson plaintiffs, the Batton plaintiffs have sought to intervene in the homebuyer lawsuit settlements obtained by firms in other homebuyer lawsuits.

This post was originally published on here. 

On Wednesday, QXO announced that it closed its $2.25 billion acquisition of Kodiak Building Partners, locking in a megadeal that pushes the Brad Jacobs-led distributor deeper into the homebuilding supply chain and adds scale in lumber, trusses and other core structural products.

The transaction, first announced earlier this year, combines QXO’s existing roofing and exterior products platform with Kodiak’s $2.4 billion revenue base in lumber, engineered wood, doors, windows, trusses and gypsum. QXO is backed by a $3 billion capital raise completed in January and is pursuing an aggressive consolidation strategy in the fragmented $800 billion building products sector.

With the closing of Kodiak, QXO says its total addressable market more than triples to over $200 billion and now spans nearly every major building products category.

Buying at what QXO sees as the bottom of the cycle

The timing may be as important as the headline price. A QXO spokesperson previously said that the company believes the housing cycle is in a trough and that it is acquiring Kodiak “near the bottom of the cycle.”

According to the company, QXO is paying roughly 10.7x Kodiak’s projected 2025 EBITDA of $211 million and about 0.95x sales, for a total enterprise value of approximately $2.25 billion. When projected cost and revenue synergies are included, QXO pegs the implied multiple at about 7.3x EBITDA.

That pricing and timing strategy fits a broader playbook Jacobs has used in prior industries: buy scale platforms when conditions are soft, integrate them on a common technology backbone and grow through operational efficiencies plus follow-on acquisitions.

Lumber as the first gate

For builders, the most immediate change is QXO’s formal entry into structural categories that tend to be the “first gate” on every project.

“Lumber was always part of QXO’s plan, and this gives us entrée into that market,” a QXO spokesperson said. “Lumber is crucially important because it’s the first point of entry to most projects.”

The acquisition moves QXO beyond roofing and exterior products into lumber, trusses, gypsum and construction supplies, along with complementary fabrication, assembly and installation capabilities. The company says this creates a more complete offering on the exterior side and gives it strategic entry points into interior products and services.

For homebuilders and large general contractors, that could translate into the ability to source a broader portion of the bill of materials — from framing packages and components to roofing, siding and related materials — through a single, scaled distributor.

Cross-selling and vendor overlap

QXO is explicitly positioning the deal as a cross-sell engine into its existing builder and GC relationships. The company says owning Kodiak will:

• Expand sales opportunities with homebuilders and large general contractors
• Improve demand visibility across the combined network
• Sharpen inventory planning and product availability at the local level

Vendor overlap is one of the core levers. Sixteen of Kodiak’s top 20 suppliers are already shared with QXO, according to the company. That common vendor base could support national rebate structures, coordinated promotions and more consistent product specs across regions.

From a builder’s perspective, that overlap may mean more standardized assortments, potentially more stable pricing programs and fewer gaps between what is specified and what a yard can actually deliver.

QXO’s growth ambitions: from $10B to $50B

Closing Kodiak is only QXO’s second major acquisition, following its $11 billion all-cash purchase of Beacon Roofing Supply that closed in April 2025. But Jacobs has articulated a much larger ambition: growing QXO from roughly $10 billion in annual revenue today to $50 billion within about five years.

To get there, Jacobs is pursuing both acquisitions and organic growth. Earlier reporting indicated that QXO has “capacity for more deals” following its equity financings led by Apollo and Temasek, with analysts estimating a war chest of around $10 billion. The company has been linked by market observers to potential targets like Boise Cascade, BlueLinx Holdings and US LBM, among others, as it looks at mid-sized and larger platforms in North America and Europe.

For homebuilders, that trajectory suggests a distribution landscape that could start to look more like homebuilding itself: fewer, bigger players with national or super-regional scale, more sophisticated technology and pricing tools, and greater leverage in negotiations with manufacturers.

AI, integration and the “six levers” at Kodiak

QXO is tying its acquisition moves to a tech and data strategy. Under a chief artificial intelligence officer, the company is working to consolidate conventional distributors onto a single AI-enabled digital platform designed to improve pricing, routing, inventory optimization and sales execution.

At Kodiak specifically, a QXO spokesperson said the company has identified six “controllable levers” it believes give it a realistic path to doubling Kodiak’s revenue over the next several years:

• Cross-selling to existing builder and GC customers
• Scaled procurement with shared vendors
• Improved technology across sales, operations and logistics
• Network optimization of branches and distribution centers
• Organizational redesign to support growth
• Manufacturing and component fabrication efficiency

For builders, those initiatives could show up as changes in how bids are generated, how quickly quotes are refreshed in volatile markets, how deliveries are sequenced to sites and how reliably orders arrive complete and on time. If QXO executes, the pitch to builders will hinge less on unit price alone and more on the total cost of construction and cycle-time reduction.

Operating in a changing M&A landscape

The Kodiak closing lands in what has become a two-track M&A market in building materials. Webb Analytics’ 2025 Deals Report found that 2025 was the busiest year in a decade when measured by facilities acquired, yet the total number of individual transactions dropped 30% from the prior year, and the number of companies making acquisitions fell to its lowest point since 2020.

Megadeals — like QXO’s Beacon Roofing Supply purchase — increasingly defined the market, with four out of 120 reported deals accounting for 85% of acquired supply facilities, according to Webb Analytics President Craig Webb. The QXO–Kodiak transaction builds on that pattern and underscores the potential for continued consolidation led by QXO, Lowe’s, The Home Depot and other large strategics.

For homebuilders, that concentration raises practical questions: how many truly independent local and regional yards will remain over the next five to 10 years, what pricing power large distributors will exert in key categories, and how will technology and scale affect service levels to job sites?

QXO’s completed acquisition of Kodiak signals that its consolidation thesis in building products is fully in motion. The now-expanded company brings together a national roofing platform with a national lumber and structural components network at a point when QXO believes the housing cycle is near a bottom.

For builders, key items to monitor will include:

• How QXO integrates Kodiak’s local brands and whether service levels improve or change at the yard and jobsite level.
• Whether QXO’s AI and logistics investments translate into more reliable scheduling, fewer delays and better inventory positions during demand spikes.
• How pricing programs evolve as QXO leverages its expanded vendor overlap and national scale
• Which platforms QXO targets next and how those deals reshape availability and competition in specific markets

For now, the message to homebuilders is clear: one of the industry’s most acquisitive distributors just added a major lumber and components platform, and it is signaling that more scale — and more change in the supply ecosystem — is likely ahead.

This post was originally published on here. 

Shilo has launched Signals, an AI-powered personality assessment that builds DISC behavioral profiles for real estate agents directly from their call recordings, the company announced.

The Phoenix-based AI conversation analysis platform said the new feature analyzes weeks or months of agent conversations to surface each agent’s core motivators, fears, conflict style and social orientation. Signals then generates individualized coaching recommendations based on how an agent actually communicates, rather than how they describe themselves in a survey.

Removes bias and adjusts to agent’s behavior changes

Traditional DISC personality tools rely on self-reported questionnaires, which can bias results or go stale as an agent’s behavior changes. Shilo positions Signals as a way for teams to continuously measure communication style in the background of day-to-day work and tie that to coaching, script changes and lead follow-up strategies.

Every insight generated by Signals is linked back to specific calls with confidence scores, giving team leaders a clear audit trail for why the platform labeled an agent as a particular DISC type or suggested a specific coaching action, according to the announcement.

Brokerages and teams spend heavily on coaching and training but often deliver the same content to every agent. Shilo cites National Association of Realtors (NAR) data showing that 87% of agents leave the industry within five years, and internal estimates that teams waste 40% to 60% of their lead investment due to inconsistent call execution.

Signals is designed to make coaching more precise by tailoring recommendations to how each agent processes information and takes action. For housing leaders, the pitch is that personality-aware coaching could improve conversion on existing leads and reduce churn among agents who may struggle under one-size-fits-all training programs.

Platform has processed more than 3 million calls

Signals runs on Shilo’s proprietary models trained on what the company says is more than 21 years of continuous talk time across more than 7,000 real estate agents. Since launch, the platform has processed more than 3 million calls, which Shilo describes as the largest dataset of analyzed real estate conversations in the industry.

“Transparency to data is core to who we are at Shilo because at a fundamental level it builds trust,” Justin Benson, CEO and co-founder of Shilo, said in the release. “We don’t suggest blind trust of AI in the same way we usually wouldn’t suggest blind trust of another person without the historical backdrop that proves trust. Each signal is given a transparent confidence score and backed by cited evidence from previous conversations you can click into and verify.”

The system automatically builds personality insights from calls agents are already making through existing phone systems and CRM integrations. That removes the need to schedule separate assessments and reduces friction for adoption on large teams.

Each Signals profile includes: DISC personality insights with spectrum bars for Dominance, Influence, Steadiness and Conscientiousness, an “About me” narrative, a plain-language summary drawn from call patterns, core motivations and fears, conflict style and social orientation describing how an agent handles disagreements and builds relationships and personalized coaching recommendations tailored to the agent’s DISC mix

These recommendations are meant to be specific and situational rather than generic. In one example provided by Shilo, the platform suggests that an agent with an SC profile adjust how they speak with high-D or high-I clients by leading with the fastest path to listing rather than process details, and saving the details for the end of the conversation.

Updated as agent makes more calls

As agents make more calls, Signals updates profiles and confidence levels and surfaces new suggestions as patterns change. For managers, that creates a living personality and coaching layer on top of existing call metrics such as talk time, contact rate and appointment set rate.

For real estate and mortgage teams, coaching quality is often the difference between converting online leads and burning them. Conversation analytics platforms have focused largely on script adherence and keyword tracking. Shilo’s move into personality-based insights reflects a broader trend of applying AI not just to what is said on calls, but to who is saying it and how.

By tying personality insights to verifiable call data, Signals aims to give team leaders a framework to decide which agents should be on the phone, which should focus on in-person consultations, and how to adjust scripts for different communication styles. In an environment of tighter lead budgets and higher scrutiny on agent productivity, tools that help align coaching with behavior could influence hiring, routing and training decisions.

Shilo’s broader platform scores calls on a 1-to-5-star scale, delivers per-call coaching with script replacements, creates both agent-level and organization-level insights, automates CRM updates, and generates AI roleplay scenarios from real conversations. Current integrations include Follow Up Boss, Sierra Interactive, BoldTrail, Lofty, CINC, SureSend and Bonzo, with an API-only option for enterprise companies that want custom models.

Editor’s note: This article was generated using HousingWire Automation and reviewed by a HousingWire editor before publication. The system helps convert company announcements and industry data into HousingWire-style news coverage.

This post was originally published on here.