By Ben Caballero
As a production homebuilder dealing dozens of listings, have you ever stopped to calculate how much time and money you’re losing by managing your MLS listings with an inefficient manual process?
The real estate market is already competitive enough, so why leave money on the table with outdated processes? For years, builders have recognized that managing their MLS listings was necessary but had no way to efficiently administer the process or they didn’t have the tools to maximize their effectiveness.
SpecDeck by HomesUSA.com can do precisely that. The most advanced MLS platform for builders maximizes the effectiveness of listing management, giving builders like you the tools to help speed up sales and, most importantly, increase your bottom line.
The hidden costs of manual listing management
Most builders don’t realize that manually managing their MLS listings is inherently a wasteful, time-consuming, and inefficient process. Most importantly, if you are managing the MLS process in-house or farming it out to a brokerage or a single agent, they are throwing away money.
Done right, every home MLS listing requires multiple updates throughout the sales cycle—price changes, construction progress, photo updates, and status changes to name a few. Builders using a manual process often face pricing errors, eroding agent and buyer trust with outdated information, and other mistakes that cost money and hurt their firm’s credibility.
On average, a new home listing needs about 32 updates before it’s closed. For a builder with 100 listings, that’s over 3,000 manual updates, each one with a potential for error. Every mistake costs time, trust, and, ultimately, money. That’s where SpecDeck comes in.
Why “strategic automation” is the game changer
SpecDeck leverages “strategic automation” to streamline the MLS listing process for the parts that don’t require human supervision. At HomesUSA.com, we built this platform from the ground up to take the burden off builders. Strategic automation doesn’t just save you time – it guarantees accuracy. With 52 automated validations, SpecDeck ensures that every piece of data, from pricing to construction status, is accurate and current. This level of precision is impossible to achieve with manual processes – and too time-intensive and cumbersome for any agent or brokerage to handle without advanced technology.
The proof comes from builders who have adopted SpecDeck: their homes sell faster—sometimes an average of 30 days faster.
Reducing the number of Days on Market (DOM) increases income by reducing the cost of interest, insurance, utilities, maintenance, vandalism, price reductions, and taxes. By automating your MLS listings, you’re not just simplifying the process but driving higher profit margins.
The numbers don’t lie: a proven three-digit ROI
SpecDeck‘s ability to deliver a strong return on investment makes it stand out. Builders using the platform achieve an average ROI of a remarkable 240%. That’s not just a marketing claim – it’s backed by actual data. Faster sales and fewer errors translate directly into higher profits.
But the invisible cost you avoid is even more important than the measurable savings. In one study, we found builders in Dallas-Ft. Worth committed over $2.8 million combined sales price errors among 2,000 listings.
When pricing errors happen, they create a silent flight. Some agents and buyers will move on without you knowing, choosing other listings because they aren’t confident in your pricing accuracy or implications of such inaccuracies. This is a risk builders can’t afford to ignore, especially in today’s fast-paced market. How many dollars are you losing and not even know it?
With SpecDeck, those risks disappear. You have less concern when your MLS listings match the home prices on your website, buyers, and agents see consistent and accurate pricing. This removes any doubt, helping you avoid the trust issues that lead to lost sales opportunities—ones you might never be able to quantify.
Boosting direct sales and cutting commissions
One of the biggest advantages of SpecDeck is its ability to capture and forward leads directly to the builder. The platform routes organic leads directly to you. This translates into a 7% increase in direct sales for builders using SpecDeck, which means fewer commissions paid to buyer’s agents and more profit in your pocket.
What could that 7% increase in non-commission sales mean to your bottom line? That’s precisely what SpecDeck delivers.
Why should you switch now?
The question to ask yourself – and your team – is, “How much longer can you afford to keep the same MLS listing process that is robbing you of an incredible profit opportunity?”
Your competitors switching to SpecDeck are seeing faster sales, fewer errors, and a significant boost to savings, resulting in greater profits. The time for outdated methods is over. The future of MLS listing management is to leverage the best technology, and SpecDeck is the tool to get you there.
SpecDeck delivers to builders the same “secret sauce” that made me a three-time Guinness World Records title holder. Click here to schedule a demo, and we will show you what SpecDeck can do for you.
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No one in the world has sold more new homes than Ben Caballero, founder and CEO of HomesUSA.com. Between 2004 and 2023, Ben sold 61,126 homes totaling $23.866 billion in sales volume. Ranked as the No. 1 individual real estate agent by RealTrends for both total number of sales and dollar volume each year since 2013. Last year, Ben broke his most recent Guinness World Records title (he has held it three times) by selling more than 7,000 homes worth $3.64 billion in a single year.
