According to folks at OCF Realty, real estate technology hasn’t changed much in recent years: clients give agents a set of criteria and the real estate agents use a program (typically Trend) to return a set of listings.
Founded in 2008, the Graduate Hospital-based agency set out last year to make a better listing service, based on a map that would geocode listings so realtors could no longer fudge the neighborhood in which a given property was located.
According to OCF founder Ori Feibush, the service will complete the original vision for Naked Philly as alluded to in March by then-anonymous site editor Caitlin Conners. OCF says it will populate the map with Naked Philly content to help buyers see the narrative of each of the city’s neighborhoods and act as a service to find listings from OCF and other city realtors.
The site also aims to eliminate the ambiguity with the city’s neighborhood boundaries that often lead to realtors liberally applying neighborhood names with higher values to properties outside of those traditional neighborhood bounds.
“Every realtor cheats,” says OCF’s Feibush, who has also opened up a series of coffee houses in neighborhoods poised for development.
In a conversation earlier this month with Technically Philly, Feibush said that the mapping tool cost “well into the six figures” to make and will augment the content on Naked Philly that receives over 8,000 daily views.
“It’s been far more challenging that I have ever imagined,” says Feibush.
Naked Philly outed
After launching in January, the writers of Naked Philly had been anonymously blogging under the pseudonym of “Mr. Fox.” It’s something OCF calls a happy accident and something they decided to embrace after being asked who was behind the site.
OCF was then outed in early May by PlanPhilly writer Amy Z. Quinn after Quinn accused the blog of plagiarizing her material and criticized the site’s anonymity in light of the site’s “We’ve got nothing to hide” tagline. After discussing the incident with Quinn, Feibush says he wasn’t happy about Quinn’s subsequent blog post.
“She has no professional integrity at all. You can quote me on that,” says Feibush claiming that he was told all of his comments would be off the record. “It was blatantly apparent [our work] wasn’t plagiarism.”
When reached for comment, Quinn asserted that while parts of the conversation were on background, she made it clear that she would be writing a piece linking OCF to Naked Philly.
Disclosure: We are friendly with Quinn and one of of Technically Philly’s co-founders just capped off a year working at PlanPhilly. Technically Media also has business relationships with PlanPhilly and its staff.