TheGenie is a patented engagement system that assists top real estate agents in getting more listings. By looking at the WHOLE picture, we are able to get an eagle eye view of a wide variety of different neighborhoods, school zones, zip codes, and more!

TheGenie employs several secret weapons, one of which is competition metrics. While no other farming tool takes competition into account, TheGenie does. This ensures the market snapshot we get is the most accurate and up to date.

TheGenie also includes a patented Area Score for each farm in the system. This will give the agents a timeframe on when they should see a return on their marketing with constant engagement to that farm.

What does this mean for you? It means you now have a supercharged engagement tool that will allow you to get your clients more listings – and your more title orders! Never hand out another coffee mug again…give them results!

Listing is lasting to a real estate agent and the very best way to get listings is to become well known in a particular community. Farming is the art of doing just that. But with so many different neighborhoods to choose from, and with so little time to waste, how should a top producing agent select a farm?

You now have the answer with TheGenie. You will now be the master of farming data for these top producers and this will translate to more title orders for you.

Listing agents need to constantly engage their farms to keep their brand strong. This can be a HUGE investment for the agent, but the rewards are tremendous. A smart agent is always looking to maximize every marketing dollar they invest, and TheGenie is the tool to do just that.

To log in, first visit https://app.thegenie.ai/Account/Login

You will be taken to a screen where you will need to input your username and password provided to you by TheGenie team. If you forgot your password, you can click the "I forgot my password" button under the "Sign In" button to have it sent to you.

Once your login information is typed in, click the "Sign In" button to enter TheGenie application.

TheGenie application has a wide variety of menus and navigation items. First and foremost, the menu on the left is the easiest way to get to different screens in the application. You'll notice 3 lines in the top left corner next to TheGenie logo. That will collapse the menu for a greater viewing area. This is especially useful when looking at a list view of farms in a particular zip code (more on that in a later lesson).

To get to the "home page" that shows up when you first enter TheGenie, you can always click the "reports" tab on the menu, and select "create new report".

To sign out of the application (always remember to do so if you are using someone else's computer), click your name in the top right corner and select the "sign out" button.

On the left-hand menu, select the "Account" button to go to your account settings page. On this page, you can change your report defaults (more on export types in lesson 5), edit your profile / avatar image, and change your password.

To change your password, you must enter your current password, your new password, and a confirmation of the new password. Click "Change Password" and voila!

We have a dedicated team ready to help you at a moments notice, whether you are doing research in your office or sitting in front of a customer analyzing a farm.

The most important help button is the intercom button located in the bottom right of the application. If you have any questions, you can use this chat to speak to a Genie specialist. For more involved and nuanced requests, you can e-mail [email protected]– response time is quickest on intercom, however.

On the left-hand menu, there is a section labeled "Resources". We will be learning about this tab more in depth in lessons 3 and 9, but note the section labeled "Help Center & FAQs". This is a resource center which includes a ton of tutorials, documents and more.

On the left-hand menu, there is a button labeled "Reports". Here, you can create a new report, or view your saved reports. Reports are farms that you save under a particular agent (we will go into more detail on the difference between a farm and a report in lesson 5). The "Create New Report" selection will take you to the page that loads up when you first enter TheGenie.

The "My Saved Reports" selection will take you to a list of your saved reports. This is where you can load a report, view quick snapshots of the report, or create pdfs of farm details (more in lesson 5).

On the left-hand menu, note the selection labeled "Area Tools". Here, you can draw an area (by selecting the "Draw a Farm BETA" button), import a list of properties to create an area (by selecting the "AREA file import BETA" button), or view a list of saved custom areas (by selected the "My Areas" button).

Lesson 6 will go over the area tools tab in more depth.

The "Resources" tab located on the left-hand menu is a great place to learn more about TheGenie.

The resources tab contains the help center and FAQs where you will find a plethora of great farming information, Facebook tutorials, and more.

Now we will learn how to search for a farm. To start your search, make sure you are on the main report creation page. If you need to navigate there, select "Reports" from the left-hand menu and click "Create New Report".

Before moving forward, you must enter an agent's name into the subject agent selector located above the filters. Click the selector box, and enter the agent's last name followed by a comma and their first name.

There are 4 different ways to search for a farm.

To search for a zip code, you simply need to put the zip code in the field labeled "zip code". You will also want to adjust any filters before clicking "View Results" at the bottom. One VERY IMPORTANT thing to be aware of is your active farm types – the results will ONLY show activated farm types. Here is an explanation of the farm types:

Once you have your farm type selected, you can also do pre-filtering based on property type, velocity (turnover), farm size, and max competition market share. Once you have this dialed in, click on the "View Results" button to generate your list of farms to select. We will go over this list in the next module.

You can also search for a area by name. Select "Area Name" as the filter type below the subject agent box on the create report screen to do so. From there, start entering the name of your farm (again, making sure the appropriate farm types are selected – for example, if you do NOT have the "my area" farm type selected and you attempt to search for it, you will not find it) and select the one you want from the black drop down that shows up. You MUST select the farm name from the drop-down menu for the search to work. After you have selected your target farm from the drop down menu, click the "View Area Detail" button to continue (more on this in module 3 of this lesson).

Oftentimes, you may find yourself in a situation where you want to help an agent gain market share in a neighborhood they have presence in already. To search for ALL farms in which the subject agent has done at least one deal, select "Agent" from the filter type selection.

From here, you simply have to adjust any filters you would like (always being aware of the farm types activated) and click "View Results".

This search functions similarly to the farm name search, except we are inputting an address into the field. Like the name search, you MUST select the address from the drop-down menu. It will autocomplete as you type it in. As always, make sure your filters and farm types are what you want and click "View Results".

Next, we will go over the results list and how to read it correctly, so you can consult your agents in the most efficient manner possible. The results list will come up when you search by zip code, by agent and by address. The results list will NOT come up when searching by farm name – you will be taken directly to the detail page (see next module). The results default to a rolling 365 day filter.

We will now go over each column and discuss what it means and why it is relevant

This is the name of the farm

This shows what farm type the result is

This is our patented scoring system that will show you how long an agent needs to farm the area before seeing a return on marketing (ROM). It considers multiple data points to give a complete picture of the farm. The score is from 1 to 5 with 5 being the best and 1 being the worst. The score is dependent on TWO (2) engagements to the farm per month.

NOTE : Just because no 5's show up on the results list does not mean we can't filter one out of a large farm. The area score will change depending on which filters are applied in the area detail page (see next module)

This is the number of active listings in an area

This is the number of sold properties in the past 365 days

This is the total property count in the area. This is good to look at if the agent has a particular target number of homes they want to farm.

This is the average days on market for the area within the past 365 days. This is good for located transactional farms and seeing hot market trends.

Velocity is TheGenie term for turnover. It takes the number of homes sold in the time-frame, and divides by the total number of homes to get a percentage of housing movement.

This is the average price of every currently active listing in the farm

This is the average sale price of all sold properties in the past 365 days

This is the total amount in dollars of all homes sold in the farm in the past 365 days

This is the percentage market share that the top agent in that farm has in the past 365 days

This is the name of the top agent in this farm in the past 365 days

This is the ranking of the subject agent in this farm in the past 365 days

You have the power to sort the list by clicking the button next to a column. There is a check box on the left side of the list that you can click to select particular farms to analyze in depth. You can select multiple farms if desired. After you make your selection, click "Analyze selected area" to go to the detailed analysis screen.

After selecting your farms from the results list, you will be taken to the detailed analysis screen. If you selected multiple farms, you can toggle between them using the drop-down menu near the top under your Areas, Filters, and Save and Export tabs

We are now on the main detailed analysis page – also known as the "stock pick" view due to it breaking a farm down like a stock. There are multiple data points displayed which we will now discuss.

This is our patented scoring system that will show you how long an agent needs to farm the area before seeing a return on marketing (ROM). It considers multiple data points to give a complete picture of the area. The score is from 1 to 5 with 5 being the best and 1 being the worst. The score is dependent on TWO (2) engagements to the farm per month.

This is the total APN count in the area

This is the total number of sales within this farm within the specified date range (See below for more information on how to change the date)

This is the total number of active listings within this area

This is the turnover rate for the farm within the specified date range. Turnover is a calculation that looks at the number of homes sold in a time frame, divides it by the total number of properties, and divides by the total years filtered. For example, if there was a farm of 100 properties, and in the last 2 years 20 sold, the turnover rate would be 10% (20 sales / 100 properties)/2 years

This is the total count for your mail export list. For example, if TheGenie Export says 100, there will be 100 homes on the mail export list.

This is the total market share percentage for the top 5 agents in the farm. A good number to shoot for is under 35% as this leaves room for growth for your client.

This is the total market share for the top agent in the farm. We like to see under 10%, which means the area is fragmented and ripe for targeting.

This is the median price of all sales for the specified filters. This can give a much clearer picture of the market temperature than average price, which can be susceptible to outliers

This is the mean price of all sales for the specified filters.

This is the average price per square foot for all sales for the specified filters.

This is the average days on market for all sales for the specified filters

This is the average years in home for the properties in the farm for the specified filters

This is the percentage of homes that are owner occupied in the farm for the specified filters

This is the total number of notice of defaults within the farm for the specified filters. This is ANY notice of default sent within the time period selected in the filter. It does not necessarily mean the default has been resolved.

This is the total number of foreclosures given the specified filters. This includes homes already foreclosed and may include homes currently in foreclosure.

There is also a map of the area with the appropriate parcel boundaries highlighted.

One of the most powerful features of TheGenie is the ability to filter by bedrooms (where available). This allows us to find "pockets of opportunity" within farms so we can hyper focus our marketing efforts where it makes the most sense. While there may be no farms on your results list with a farm score of 5, sections of the farms may be golden nuggets that your client can exploit. There are two benefits to this that work synergistically:

The filters tab is located on the top of the detail page

There are three types of main filters you can do that affect analytics (there are also post analytic filters which we will go over in lesson 5):

This allows you to display analytics for specific property types. The three available types are Single Family, Condo/Townhome, and Multi-Family

This allows you to change the date range for the represented data

This allows you to display analytics for a specific bedroom range. Our data lab has discovered a high correlation between housing movement and family size. You will notice trends of empty nesters moving down, or new families moving up when filtering by bedrooms

Once you have your filters entered, click the "Update" button and you will see your updated analytics. If you scroll down you will see a variety of charts and more in depth analytics

The competition matrix is one of the most important tables in TheGenie. It allows you to see who the top agents are in a particular farm (or a particular filter). This is fantastic for producing a short and long term strategy for your client – we can see exactly who we are up against in any segment and create a marketing plan that reflects this information.

There are 4 different views for the competition matrix

This chart shows the price history going back 3 years. It is a good indicator of whether a market is getting stronger or weakening.

The sales history chart shows the number of sales going back 5 years. This is helpful in catching any big "spikes" due to a new development – TheGenie is smart enough to recognize these anomalies and takes it into account when creating the farm score.

The year over year monthly sales comparison gives us a bird's eye view as to when to time our marketing. For example, if we notice a peak number of sales consistently happening in July and our days on market is 60 days, a good consulting tip would be to let the client know they should start ratcheting up their marketing near the end of April / early May (i.e. instead of 2 mailings a month, it may be wise to up that to 3 or 4).

Housing movement shows velocity over the previous 5 years. This is to make sure the velocity we see has been consistent and thus a good indicator of market strength.

The years in home and owner occupancy shows a breakdown of how long residents have lived in their home within the farm, as well as the owner occupancy rate for the selected filters. This is especially important when looking at a carrier route as they will deliver to all homes within that route – if you are targeting home owners, a lower owner occupancy rate in the carrier route is something to be aware of.

The final chart shows a breakdown of bedroom counts as well as velocity by bedrooms. This is a great chart for determining a good bedroom filter – but remember, while velocity is a very important metric, there are other things to consider when looking for a strong farm.

One of the MOST IMPORTANT things to understand is the difference between an area and a report. An area is not attached to any subject agent and has no filters applied to it. It is something a report is created from. A report is an area that has been filtered and saved under a subject agent's name. Once a report has been saved, it can be found by clicking "My Saved Reports" under the "Reports" tab (more on this in lesson 7).

Another big difference between the two is that an area can be seen by all title affiliates, while a report can only be seen by YOU. The exception to this is a 'MyArea' type which we will go over in lesson 6.

Multiple reports can be created from one farm. Let's take the farm below for example that we loaded up by clicking "Create New Report" under the "Reports" tab (revisit lesson 4 on how to search for a farm if this is unfamiliar to you). Remember – we also made sure to enter our subject agent in the agent box. This is the agent the report will be saved under.

Note that we have not filtered by bedroom count yet. Let's imagine we are sitting with a client and they want to market to this area, but they don't have the budget to hit 5013 homes consistently. Instead they can do a maximum of 1500 homes. Let's try refining our filters to 5+ bedrooms and single family homes only.

Here we can see two benefits to our filters.

So not only is this 'pocket of opportunity' less expensive to market to, it is also better performing. A two-fold win for your client.

Next, we will want to save the report under the subject agent's name for quick retrieval in the future. Select the "Save and Export" tab at the top near the "Filters" tab. On this tab you will be able to save the report.

Next module, we will go into detail about how to apply post analytics filters, choose an export type, and save the report. The important thing to understand is that we are free to load up the original farm (again, use the "Reports" tab and select "Create New Report") and save a NEW report with DIFFERENT filters under a different agent. This allows for a many to one relationship between farms and reports.

Last module, we looked at the difference between farms and reports. We ended by clicking on the "Save and Export" tab at the top of the window next to our "Filters" tab. Now we will go over what this page looks like and finalize the report.

Note the "Save Now" button. By clicking that you will save the report under the subject agent you selected before searching for the farm. However, there are a few more filters and selections to make before doing so. There are 3 areas on this screen to be aware of:

These are filters you can do to further refine the mail list. There are two types of post analytic filters – NOTE: These will not affect the metrics below. This will only refine the amount exported on the mail list.

This filter will only export homes where the home owner has lived there for the specified number of years. This is a great option for getting rid of newly purchased homes (to target potential sellers), or home owners with potential equity.

This allows you to select between only owner-occupied homes, only non-owner-occupied homes, or both. Agent may prefer two separate mailing lists for each as the messaging will be different for absentee owners. Since reports are a many to one ratio to farms, you can select owner-occupied, save the report, then select non-owner-occupied and save that report as two separate lists.

You will see a count of records near the top of the screen. In the example above, there will be 1325 homes on the mail list. Let's say we are targeting sellers, and we do not want to mail to home owners who recently purchased their house in the past 4 years. We can adjust that filter accordingly and get an updated record count by selected "Update Count" after making our changes.

Now our export list will contain 1042 records. That is 280 less homes on our mail list which can mean big savings on a mailing campaign.

There is a section to create a name for your saved report, as well as room to enter any special notes for this report. It is useful to include some of the data points in abbreviated form in your report name. For example, we have the following filters applied to this farm:

Our report name could be something like this: 4s Ranch – 5+br – SFR – 4+YIH – OO

We may also want to include a few metrics such as velocity and total count to get:

4s Ranch – 5+br – SFR – 4+YIH – OO – 8.53%v – 1042 Count

The reason we do this is because your saved reports appear in a list view, and you can get a quick overview of the different reports by having this naming convention down

In the notes section below the report name area, you can put any extra information about the report / subject agent's wishes. For example, let's say your client wants to start their mail campaign a month from when you save the report. You can note that in the notes section, and when you pull up the report, it will be there for you as a reminder.

After you have adjusted your post analytic filters and are finished naming and entering any additional notes, you can select your export types. Below are the various types of export formats TheGenie is capable of.

You can select some, all, or none before clicking "Save New". If you don't want an export list emailed to you but you want to save the report, do not select any. You can also change which formats are selected by default in your account settings (select "Account" on the left-hand menu).

The "Update Current" button is only available when you are loading a previously saved report. If you make any changes to a previously saved report, but you don't want to create a NEW one, you can click "Update Current" to override the previously saved report.

Farm tools can be located on the left-hand menu and include 3 sections, each of which we will go over in detail:

Sometimes you will find yourself in a situation where an agent wants a specific neighborhood, but there are no farms preloaded in TheGenie for that area. Or perhaps they only want certain sections of a farm. We can use the drawing tool to create ANY custom area and retrieve instant analytics for it.

Start by select "Draw a farm BETA" under the "Farm Tools" selection on the left-hand menu. You will be taken to our drawing / painting tool

To start, as always, we must first enter a subject agent if we haven't already. When we save the farm, we have the option to create a report as well which will save under the subject agent's name.

Next, let's take a closer look at the options on the actual tool itself.

Let's go over a scenario to explain how the map drawing tool can be used.

You are sitting down with your client and they tell you "I have a listing at 13657 Sycamore Tree Lane, 92064 and I want to do a just listed just sold campaign to that area". First you will want to do an address search ("2" on the image above) to locate the address on the map:

Note that this property is part of a townhouse community. If we were to do a standard "radius" style farm, we would potentially grab the single-family homes to the right of the listing. If we limit our mail list to the relevant area, the agent can send a hyper focused message taking about that specific townhouse community and not worry about residents in other communities seeing it.

To start drawing our farm, select the paint brush tool

Next, locate the boundary of the community you want to target and click to create the corners of your farm (make sure your cursor has turned into a "+". This is how you know the paint brush is activated)

Continue creating the boundary until you have an enclosed space. MAKE SURE to click on the original point to "close" the drawing and complete the custom area

You have now finished drawing a farm! Next you need to name your custom farm area and select whether you would like a saved report in your account under the subject agent's name

When you have completed those settings, click "Save Farm" to save the farm into your "My Farms" section (more on that later on this lesson) or click "Save Farm and View Detail" to get INSTANT analytics for your client on this customized area.

Let's say that same agent says "Ah you know what, I don't want those properties along the top row. Can we cut those out of the farm?"

You could simply re-draw a new farm, but if it was a larger area, this could be time consuming. Instead, we can EDIT an existing farm. Start by clicking the "Load Farm" button

This will bring up a separate window

You will want to make sure the appropriate farm type is selected before entering the farm name into the form. Since the farm we are wanting to edit was a custom drawn farm, it was saved as a My Farm. This is one of the default selections. We will start to enter the name of the farm and select it from the drop-down menu. Then click load. NOTE – If your farm doesn't show up in the drop-down menu when you start to type the name, make sure the proper farm type is selected.

The farm will now show up in the drawing tool

Click the inside of the shaded area ONCE and notice the corner dots and dashed outline appear

Click the inside of the shaded area ONE MORE TIME (a total of 2 times – and ONLY 2 times) and note the white dots that show up.

Once you see the white dots, you have the ability to click and drag any corner or white dot and adjust the map accordingly. By clicking the white dots, you create a new axis point which allows for very customized shapes

Once you have adjusted the map to your liking, you can rename it and save as before. Congratulations! You now know how to draw and edit a map.

NOTE: These are directions for the basic uploader (APN/PIN/Tax Account Number required). For directions on using the advanced uploader (upload by address), see below

If your imported farm says, "under review", a message has been dispatched to our farm import team to review and handle any issues with the file

Importing a farm is a great choice for an agent who is already farming a custom area but hasn't been able to see how that area is performing. Often times when you are positioning TheGenie, an agent will say "Oh I already have my farm, I don't need to look for any other areas". Your response should be "Great! Let me get a list of APNs or addresses so we can upload it into TheGenie and see how well your farm scores using our patented algorithms".

"My Areas" is the final section under the Farm Tools menu option

The "My Areas" page contains a list of all custom drawn areas as well as any areas imported using our Area import tool. There are 6 columns of information on the My Areas page:

To pull a saved farm report, you must first enter the name of the agent for whom the report is for in the agent selection box

You will now be taken to a page with your saved reports. If you entered an agent's name on step 1, you will ONLY see reports saved under their name. This will avoid any embarrassing moments where an agent may see another agent's saved report that you may not want them to see.

If you want to see ALL of your saved reports, and not just the ones saved under the subject agent, click the green filter button in the top right section of the window.

To load a report, select the button that has an arrow on it

You can also see a quick snapshot of a particular report by clicking the "eye" button next to the "load farm" button. This will save you time if you need to go through multiple reports and refresh yourself on what the data was without having to load up each farm individually.

There are a few reasons why it is beneficial to have quick access to a saved report. Agents will be begging you for Farm Genie appointments and it becomes difficult to remember everything without having a dedicated area to view your saved reports. Each report saves the filters you had for a specific farm FOR THAT AGENT. If there is a particular hot farm that multiple agents want to target, you will be able to keep track of what segments each one was interested in (one may want to hit only 5+ bedrooms, while the other may only want 2-bedroom condos / owner occupied). This allows you to easily have room for multiple agents in a specific farm area without having conflicts of interest.

Another great reason to save reports under your account is that it allows you to do some pre-game work – if you have a big meeting coming up with an important client, go into TheGenie and do some preliminary research to find great areas to discuss. You can save any "pockets of opportunity" in your account and easily pull them up when doing your consultation. This will show that you are prepared AND give you things to talk about, all while preparing you for any questions they may have regarding the data.

The agent scorecard is a comprehensive analysis of every agent within TheGenie. You will have the ability to look at agent statistics overall OR within a single farm area. There are three big benefits to the agent scorecard

Loading an agent in the agent scorecard is easy. The first step, as always, is to enter the agent's name into the subject agent box. To the right of their MLS ID will be a small card icon that will take you to the scorecard.

This will take you to the "Agent Profile" tab. Next we will discuss how to read the scorecard.

Once you have your agent loaded up and you clicked the card icon, you will be taken to the agent profile page.

The profile page gives a high-level overview of the agent. You have the ability to adjust the date range for the statistics using the Start Date / End Date filters. Next to that you can also sort by deal type – if you want to see statistics only for listings, you can change the Agent Side filter to list side, buy side, or both.

The statistics shown on the agent profile page are:

This takes you to the agent activity tab. We will now go over the different areas of this tab. There are 4 main areas as numbered in the image below.

The previous modules went over how to view an agent's products OVERALL. What if we are interested in seeing what their production is like WITHIN a specific farm? TheGenie can do this.

When you are analyzing a farm (see lesson 4 again if you need help on how to analyze a farm), the competition matrix has agent scorecards you can click as well

You will now be taken to the agent scorecard, but with a new filter option.

The Area Filter allows you to toggle between statistics WITHIN a particular area, or statistics EVERYWHERE. Couple this with the active inventory toggle and you now have 4 different ways to view data

Congratulations – you now know how to use the agent scorecard!

The resources tab is one of the most valuable tabs for you to use. It contains a variety of webcasts, a help center with FAQs, you can schedule a meeting with a Farm Genie consultant, and learn more about our landing page program.

The "Help Center and FAQs" tab under "Resources" will take you to our Farm Genie help center. Here you will find video tutorials, quick reference guides, important documents and more to help you get more title orders.