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“Bad data is everywhere,” Brian Zrimsek, industry principal at MRI Real Estate Software, said on The Future of CRE Tech panel at RealShare Southern California. The panel discussed the place of technology in the market, and speakers focused on the balance between technology and human engagement. In addition to Zrimsek, the panel included Kevin Shtofman, national RE blockchain lead at Deloitte Consulting LLP and Jonathan Klein, head of partnerships at GeoCV, with moderator Brandon Keedy, associate at Voit Real Estate Services.

To explain “bad data,” Zrimsek used the example of guest cards. He said that many times, review cards are returned with false information, and it makes it impossible to engage with the customers. “Leasing is the thing that drives apartment space,” he said. “If someone fills out a guest card, it only works if we follow up with them.”

Kelsi Maree Borland

Kelsi Borland is a freelance writer and editor living whose work has appeared in such publications as Travel + Leisure, Angeleno and Riviera Orange County.

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