Last Updated on January 30, 2026 by Elizabeth Nolan
Learn how to identify which contacts in your database are ready to move in the next 6 months—and focus your energy where it matters most.
Here’s your problem: You’ve got 800 contacts in your CRM. Maybe 1,500. All getting the same monthly newsletter. The same “just checking in” email. The same everything.
But 20-30% of them are actually ready to move right now, and you have no idea which ones.
Predictive analytics fixes this by scoring every contact in your database from 1-100 based on their likelihood to move. Contact with a score of 92? Call them this week. Contact with a score of 48? Keep them on your newsletter and move on.
The challenge: Understanding where these scores come from, how accurate they really are, and how to integrate them into your daily workflow.
This guide shows you three practical paths based on what CRM you’re already using—and what each one actually costs.
What Predictive Analytics Actually Does
Simple version: A tool analyzes your database and assigns each contact a score based on 100+ signals you can’t manually track—time in home, equity position, life changes, online behavior, home improvement permits, and more. There are more details on where the data comes from below but in short,
High score = they’re showing multiple move signals. Prioritize them.
Low score = keep them warm but don’t spend money here.
It’s the difference between guessing and knowing. Leveling up your CRM.
Why Integration Makes This Work
The whole point of predictive analytics is having the intelligence layer inside your daily workflow, not as a separate system you have to remember to check.
Here’s what proper integration looks like:
When your predictive tool connects to your CRM:
- High-scored contacts automatically get flagged in your pipeline
- Your follow-up sequences trigger based on score changes
- You see scores when prospects email or call you
- Your marketing dollars go to people statistically ready to move
Example: Sarah’s score jumps from 68 to 91 overnight (maybe she just pulled a building permit or started searching homes online). Your CRM automatically:
- Flags her as “Hot Priority” in your pipeline
- Triggers your “Ready to Move?” email sequence
- Adds her to your weekly call list
- Shows her score the next time she emails you
You’re not checking two systems or exporting CSV files. You’re not manually updating lists. The intelligence flows directly into the actions you take every day.
That’s why all three paths in this guide are chosen specifically because they integrate with your CRM. If a predictive tool doesn’t integrate with your workflow, it’s not worth buying.
Before You Buy Anything: Check What Your Brokerage Already Provides
Start here—not with your credit card.
As I always say, most major brokerages already provide CRM platforms and predictive tools as part of your fees. You’re already paying for these through your desk fees, splits, or technology fees. Don’t pay twice for the same thing.
Check with your broker or tech support:
- Does your brokerage provide a CRM platform? (Most do—Compass, Coldwell Banker, Sotheby’s, eXp, KW all have systems)
- Do they offer predictive analytics features or integrations?
- Are there add-ons available through your brokerage at negotiated rates?
- What training do they offer to help you actually use what you have?
The brutal truth: Most agents at major brokerages have access to sophisticated CRM systems and barely use 20% of the features. Before you spend $400-$800/month on outside tools, maximize what you’re already paying for.
When to add outside tools:
After you’ve exhausted your brokerage’s offerings and you have specific needs they can’t meet. But start with what you have first.
Related article: How to Choose the Right Real Estate Brokerage for Your Career
Your Three Paths (Pick Based on Your Current CRM)
Path 1: Your Brokerage Uses Top Producer → Check for Smart Targeting Add-On
If your brokerage already provides Top Producer CRM:
Before you pay for the Smart Targeting add-on yourself, ask your broker if it’s available at the brokerage level. Some brokerages negotiate group rates or include it in higher-tier packages. You might already have access and not know it.
How it works:
Top Producer’s Smart Targeting add-on feeds scored leads directly into your existing CRM. No platform switching, no manual data transfers. The system identifies homeowners most likely to sell in the next 12 months and they show up right in your existing workflow.
The integration advantage:
If your brokerage already built your business around Top Producer, this keeps everything in one place. Scored contacts automatically trigger your follow-up sequences, get added to drip campaigns, and show up on your daily action list.
Real talk about the cost:
If you’re paying for it yourself: Starting at $599/month on top of your base Top Producer subscription. You’re looking at $700-$800/month total once you factor in your base CRM fees.
But check first: Your brokerage might already pay for this, or offer it at a reduced rate through their enterprise agreement. Don’t assume you need to pay retail.
Is it worth paying for yourself?
Only if your brokerage doesn’t offer it AND you have a large database (1,000+ contacts) AND your budget supports $800/month. Otherwise, look at Path 2.
Best for: Agents at brokerages using Top Producer who want all-in-one integration and have verified their brokerage doesn’t already provide this feature. Top Producer Website
Path 2: Your Brokerage Provides a Different CRM → Add Revaluate
If your brokerage provides kvCore, Command, LionDesk, Chime, Follow Up Boss, or another CRM:
This is your path. You’re keeping the brokerage-provided CRM (that you’re already paying for) and just adding the predictive intelligence layer on top.
How it works:
Revaluate connects to your existing CRM and adds a “Reveal Score” to each contact. It integrates with both brokerage email systems (Office 365, Google Workspace through your brokerage) and personal email accounts, showing scores directly in your CRM dashboard where you’re already working daily.
The integration advantage:
You maximize the CRM your brokerage already provides instead of paying for a completely different platform. Revaluate just adds the intelligence layer. When you pull up a contact in your CRM, their move probability score is right there—no need to log into a separate platform or switch between systems.
Important note about email setup:
Revaluate works with both brokerage-provided emails ([email protected]) and personal accounts (Gmail, Outlook). Here’s what you need to know:
Brokerage email: Covered under your E&O insurance and meets compliance requirements. This is the safest choice for client communications.
Personal email: Not covered under brokerage E&O, but you maintain access if you change firms. Some agents use personal email to protect their contact database portability.
The trade-off: Brokerage email = compliance and insurance coverage. Personal email = business continuity if you switch brokerages. Talk to your broker about your brokerage’s policy on contact ownership and CRM data portability before deciding. Some brokerages let you export your database when you leave; others don’t.
Real talk about the cost:
Custom pricing based on how many contacts you have. Generally runs $300-$500/month for most agents with 500-2,000 contacts. You’ll need to get a quote based on your database size.
This is separate from your brokerage fees—but you’re not duplicating costs because you’re keeping your brokerage CRM and just enhancing it.
Is it worth it?
If your brokerage-provided CRM works well and you’re actively using it, yes. You’re paying for the scores and the integration, not rebuilding your entire system or paying for CRM features you already have access to.
Best for: Agents at brokerages with established CRM platforms who want to make their existing system smarter without starting over or duplicating costs. Revaluate Website
Path 3: Your Brokerage Doesn’t Provide CRM (or It’s Terrible) → Consider SmartZip
First, be honest: Is your brokerage’s CRM actually terrible, or have you just not learned how to use it properly? Before you pay $400-$700/month for an outside platform, invest 2-3 hours in training on your brokerage’s system. You might be surprised.
If your brokerage truly doesn’t provide CRM, or you’re at a boutique firm without tech infrastructure:
SmartZip provides predictive scoring AND includes a built-in CRM and marketing automation. Everything lives in one platform—scoring, contact management, email campaigns, direct mail, digital ads.
How it works:
When someone’s score jumps from 650 to 850, they automatically get your “Thinking of Selling?” postcard sequence without you touching anything. No separate CRM to manage because it’s all one system.
The integration advantage:
No integration headaches because it’s all one system. The predictive scores, your CRM database, and your marketing automation all talk to each other natively.
Real talk about the cost:
Custom pricing based on your territory size and features, but typically runs $400-$700/month for most geographic farms. You’re paying for the predictive analytics AND the CRM AND the marketing automation.
Is it worth it?
Only if your brokerage doesn’t provide CRM tools (rare at major brokerages). If your brokerage DOES provide CRM, you’re essentially paying twice—once through your brokerage fees and once through SmartZip.
Best for: Agents at boutique brokerages or independent firms without brokerage-provided CRM systems, or agents whose brokerage CRM is genuinely unusable after proper training.
Skip if: Your brokerage provides any CRM system at all. Use Path 2 instead to enhance what you already have access to. SmartZip Website
The Brokerage Advantage You’re Ignoring
Your brokerage probably spent millions negotiating enterprise agreements with CRM and tech providers. You get access to these platforms at rates individual agents could never get on their own.
Before you spend your own money:
Schedule a tech consultation with your brokerage
Ask what CRM tools are included in your fees
Request training on features you haven’t used
Ask about any predictive analytics integrations they already offer
Most agents at major brokerages are paying for sophisticated tools through their fees and using maybe 20% of the capabilities.
What’s Actually Powering These Predictions (And What They’re Missing)
Let’s be honest about what predictive analytics tools can and can’t see. You need to understand both the power and the blind spots.
Where the Data Actually Comes From
These platforms pull from 25+ data sources including:
Public Records:
- Property transaction history (MLS data, county records)
- Tax assessor data (equity, purchase dates, assessed values)
- Building permits and renovation records
- Mortgage and HELOC activity
- Length of ownership
Demographic & Financial:
- Census data (age, income, family size)
- Credit activity patterns (major financial changes)
- Employment trends in the area
- Marriage and divorce records
Behavioral Signals:
- Online property searches
- Home value lookup activity
- Zillow/Realtor.com engagement
- Website behavior patterns
Market Intelligence:
- Comparable sales in neighborhood
- Days on market trends
- Price appreciation patterns
- School ratings and crime statistics
The Accuracy Reality Check
SmartZip claims: Up to 72% prediction accuracy for their highest-scored prospects in their 3-year case study. Their data showed 27% of high-scored contacts moved versus 5% of randomly selected homeowners.
Revaluate reports: User surveys show 30.97% success rate (meaning roughly 3 out of 10 high-scored contacts actually moved within the predicted timeframe).
Industry standard: Well-designed models typically achieve 70-80% accuracy for market trends, 85-95% for property valuations.
What this actually means: If the tool flags 100 contacts as “high probability,” expect 25-30 actual movers. That’s still 5-6X better than random prospecting, but it means 70-75% of the high-scored contacts won’t move in the predicted timeframe.
The Major Gaps (What These Tools Can’t See)
What Algorithms Miss
The system doesn’t know your client just finished a $200K renovation, is going through a divorce, feels emotionally attached to where they raised their kids, or got a job transfer they haven’t announced. Sudden life events—deaths, job changes, health crises—move the needle immediately, but the data lags by weeks or months.
Unprecedented Events
The 2008 crash and COVID both revealed major limitations. These systems are built on historical patterns—when unprecedented events happen, accuracy plummets.
Data Limitations
Not all counties report the same way. Building permits take 30-60 days to hit databases. The system sees a HELOC but doesn’t know if it’s for renovations (staying) or debt consolidation (leaving). High scores don’t move because they’re researching for a family member, not themselves.
Where Predictive Analytics Actually Shines
Despite the gaps, these tools excel at:
Volume filtering: When you have 2,000 contacts and can’t possibly call everyone, scoring helps you pick the 200 worth your time.
Timing indicators: Even if someone doesn’t move in 6 months, a score jump from 45 to 85 tells you something changed. That’s valuable intel.
Competitive advantage: Your competitors are door-knocking randomly. You’re targeting the 20-30% most likely to move. Over time, that compounds.
Removing bias: You think the couple in the big house is set forever. The data shows they’ve built massive equity and searched downsizing options 12 times this month. The algorithm catches what your gut misses.
The Bottom Line on Accuracy
Think of predictive analytics like weather forecasting. A 70-80% accuracy rate doesn’t mean it’s useless—it means you bring an umbrella when rain is predicted, even though sometimes it doesn’t rain.
You prioritize high-scored contacts knowing some won’t move. But you’re still statistically better off than treating every contact equally or relying purely on gut instinct.
The 90-Day Implementation (Keep It Simple)
Month 1: Audit What You Already Have, Then Get Scores
Week 1:
Before you subscribe to anything new, book a meeting with your brokerage’s tech support or training team. Ask:
- What CRM features are already available to me?
- Does our brokerage offer any predictive analytics tools or partnerships?
- What training is available to help me use these tools?
Week 2:
Clean up your data BEFORE connecting any predictive tool:
- Remove duplicate entries
- Update bad emails and disconnected phone numbers
- Add transaction dates if they’re missing
- Verify property addresses
Garbage data = garbage scores. Fix this first.
Week 3:
After you’ve confirmed what your brokerage provides and cleaned your data, choose your path:
- Path 1: Your brokerage uses Top Producer → check if Smart Targeting is available
- Path 2: Your brokerage provides another CRM → add Revaluate to enhance it
- Path 3: Your brokerage doesn’t provide CRM → consider SmartZip (rare at major brokerages)
Week 4:
Connect your chosen tool and let it score your database. You’ll see something like:
- 15-20% high scores (80+) → these people are showing move signals
- 30% medium scores (60-79) → warm but not hot
- 50% low scores (below 60) → keep them on newsletter only
Month 2: Create Three Simple Tiers
Stop treating everyone the same. Set up three distinct tracks:
Top Priority: Scores 85-100 (Call Them This Week)
- Personal phone call within 48 hours
- Personalized market analysis
- Every 2 weeks minimum contact
Marinate: Scores 60-84 (Warm Nurture)
- Quarterly check-in calls
- Monthly home value updates
- Seasonal market reports
Long Game: Scores Below 60 (Stay Visible)
- Monthly newsletter only
- Annual holiday card
- That’s it
If you have 1,000 contacts, you just went from trying to nurture everyone to focusing on the 150-200 who are actually ready to move.
Month 3: Track What’s Actually Working
Don’t just set it and forget it. Track:
- Are your 85+ scores converting better than cold leads?
- What’s your marketing cost per score tier?
- Which tier has the best response rate?
Every quarter, audit: Did you miss any listings from low-scored contacts? Did high-scored contacts not move? Adjust your thresholds.
Five Common Implementation Mistakes (And How to Avoid Them)
1. Paying for tools you already have
You subscribe to an outside CRM for $500/month, then discover your brokerage already provided a similar platform you never learned to use.
How to avoid it: Always check what your brokerage provides FIRST before buying outside tools.
2. Overriding the data with gut instinct
System shows a score of 95. You think “nah, they just renovated” and skip the outreach. Three months later, they list with a different agent.
How to avoid it: The score is based on signals they don’t even know they’re sending. Make the call anyway—just adjust your approach based on what you know.
3. Trying to work too many leads at once
You reach out to everyone scored 50+, burn out in two weeks, and abandon the system.
How to avoid it: Create hard tiers. Only 85+ scores get phone calls. Stick to your limits.
4. Starting with dirty data
Your CRM has duplicate entries, outdated info, and missing data. The predictive tool scores garbage and returns garbage predictions.
How to avoid it: Clean your database BEFORE you add predictive analytics. Data quality determines score quality.
5. Setting it and forgetting it
You set up the system in January, never check if predictions were accurate, and wonder why it’s not working by summer.
How to avoid it: Quarterly accuracy checks. Track which high-scored contacts actually moved, adjust your thresholds based on real results.
Is Your CRM Even Ready? Quick Checklist
Before you spend $300-$800/month on predictive tools, make sure you have:
✅ At least 500 contacts worth scoring
✅ Consistent contact info (name, email, phone, address)
✅ Transaction history documented
✅ Active CRM usage for 12-18 months (logging calls, sending emails through your CRM, tracking interactions)
✅ No duplicate entries
✅ Property ownership verified (scoring renters is useless)
✅ Confirmed what your brokerage already provides
Missing more than 2? Fix your CRM first before adding predictive analytics.
Need help choosing the right CRM platform or understanding what your brokerage offers? Check out The Ultimate Guide to CRM Platforms for Real Estate Agents.
What This Actually Costs
Your brokerage’s CRM:
Included in your fees (confirm what you already have access to)
Top Producer Smart Targeting:
Check with your brokerage first—may be included or available at group rates
If paying yourself: $599/month add-on + base CRM fees = $700-$800/month total
Revaluate (to enhance brokerage-provided CRM):
$300-$500/month for most agent databases (custom quote based on contact count)
SmartZip (if brokerage provides no CRM):
$400-$700/month typically (custom quote based on territory and features)
Your call: Can you close 1-2 extra deals per year to justify this expense? If yes, the math works. But only after you’ve maximized the tools your brokerage already provides.
Your next 10 transactions are already in your database—predictive analytics just shows you which 10 they are. Start by scheduling a tech consultation with your brokerage to understand what CRM and predictive tools you already have access to, then actually take the training they offer. Once you know what gaps remain after maximizing those brokerage-provided tools, pick your path forward and request a free database audit from your chosen platform. If the audit reveals quality issues, clean your data before implementation. Then start small—roll out to just one tier (those 85+ scores) before expanding to your entire database. You’re already paying for powerful tools through your brokerage. Use those first, then fill the gaps strategically.
Sources & Further Reading
- HousingWire. (2025, March 28). “Predictive Analytics for Real Estate: Best Tools + Guide.“
- SmartZip. “Case Study: How to Improve Your Real Estate Farming Results by 4.6X.”
- Revaluate Blog. (2023). “Shocking New Real Estate Sellers AI Accuracy.”
- Platform pricing and features verified through vendor websites and direct research, January 2026.
Related Articles:
- The Ultimate Guide to CRM Platforms for Real Estate Agents
- Beyond the Sale: Building Lifelong Relationships with Real Estate Clients
Elizabeth Nolan is a licensed real estate agent with 15+ years of experience in Fairfield County, Connecticut, and creator of BetsyNolan.com, helping independent agents at major brokerages build practical, sustainable business systems.
