Buyside rebrands as Percy and expands mortgage

    The rebranding and strategic alliance with Black Knight reflects data analytics and the marketing firm’s ability to identify not only home buyers but sellers as well.

    Highlighting the company’s ability to identify not just homebuyers but potential customers, and data analytics and marketing, Buyside rebranded Percy and expanded into the mortgage business — backed by $10 million in new equity funding from backers including Howard Hanna. For real estate services and the world’s leading real estate companies.

    Although Tennessee-based Percy just announced its rebranding last week, the company’s mortgage clients already include Cornerstone Home Lending, Hunt Mortgage, Priority Home Lending and HomeServices of America, Prosperity Home Mortgage. .

    Now, Percy also has a strategic alliance with Black Knight Inc. for real estate software, data and analytics, allowing Black Knight to offer a new customer engagement solution powered by machine learning, to monitor “signals” of homeowners’ behavior, the two companies announced Tuesday.

    Charles Williams

    Charles Williams, founder and CEO of Percy, said in a statement that his launch to help brokerages match buyers with listings, “has evolved into an ecosystem that includes mortgages as well as real estate, across the buying and selling sides of the real estate equation.” “Today, Percy analyzes billions of pre-purchase as well as pre-sale cues in real estate consumer behavior to empower loan officers, real estate agents, and brokers with actionable intelligence.”

    Black Knight is the target of a $13.1 billion takeover bid by Intercontinental Exchange Inc. (ICE), which seeks to integrate solutions built by the two companies to create a “loan life” mortgage platform that will produce cost-saving efficiencies.

    In presenting their case for the acquisition, which is expected to be scrutinized by antitrust regulators, ICE executives said Black Knight provides real estate data capabilities that enable the search for homes that ICE lacks, as well as solutions for secondary market investors and loan providers. . ICE sees itself as having the leading tools in lead generation, closing and post-closing.

    The strategic alliance with Percy – which claims to be the “leading provider of intent homebuyer and seller-leading real estate” – expands Black Knight’s leading generation capabilities.

    Ben Grabowski

    Ben Grabowski, Head of Data and Analytics at Black Knight, said in a statement. “As everyone in our industry knows, inventory creation is key to reducing affordability pressures as well as keeping the lender and real estate agent pipelines full. This strategic alliance with Percy will allow our clients across real estate and mortgage using an AI-powered and big data-driven approach to interact intelligently with these clients, to build the business while also creating inventory.

    Prior to rebranding to Percy, Buyside built a stable of real estate brokerage clients including Baird & Warner, RE/MAX Results, RE/MAX Reliance, Berkshire Hathaway HomeServices Fox & Roach.

    Ron Wivage

    This record helped Percy Land Home Services of America, a subsidiary of Prosperity Home Mortgage, as a customer, said Ron Wivage, national sales manager for Prosperity Home Mortgage.

    “With the success and adoption of Percy from our real estate brands, it made sense for PHM to take advantage of the same application for our loan officers,” Wivagg said in a statement. “We now have a technology ecosystem that serves both real estate and mortgage companies, which helps us maintain oversight of our clients’ intent to transact.”

    Get the Inman’s Extra Credit newsletter delivered straight to your inbox. A weekly roundup of the biggest news in the world of mortgages and closings delivered every Wednesday. Click here to subscribe.

    Send an email to Matt Carter