On the REB Discover podcast, Liam Garman is joined by Damian Merchan, founder and CEO of Sonar AI, to explore how AI and data are changing the way real estate businesses measure performance and compete.

The pair look at why having more data does not necessarily mean better decisions, and which numbers agents should actually be watching: from pipeline health and conversion rates to listing performance.

They examine how competitor data can show agents where they sit in the market, who they are up against, and where there may be opportunities to improve their performance.

The focus then shifts to vendor conversations, with data giving agents stronger evidence when discussing pricing, market shifts, and listing performance rather than relying on instinct alone.

For principals and sales managers, the duo looks at how better data can reveal performance gaps across a team, identify where coaching is needed, and give leaders a clearer picture of what is driving results.

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