How to use property data enrichment to make better real estate deals

When a seller submits your cash offer form, you have an address and a phone number. Property data enrichment gives you everything else you need to price the deal accurately — the property's estimated value, the equity the owner has, comparable sales in the neighborhood, repair cost estimates, and the maximum offer you can make and still profit on the flip or wholesale.

All of it lives in one place: the submission detail view of the lead who just filled out your form.

Enrichment takes you from "some seller wants a cash offer" to "I can pay up to $187,400 for this house and still hit my margin." That's the difference between guessing at a number and pricing the deal. It's a complete real estate deal analysis built into your forms inbox.

Open any submission with a property address from Squeeze Forms & SMS → Submissions. In the Property section of the detail view, click Initialize to start the valuation workflow. The platform creates a property record for that address, and the valuation panels (comps, ARV, repairs, offer) appear below.

To pull the actual property data from public records, click Fetch Property, Valuation & Mortgage Data. The lookup runs in real time and the results show up on the same page within a few seconds. The Fetch button also works as a refresh — click it again to overwrite stale data with fresh numbers if the lead's been sitting in your pipeline for a while.

If your market or property isn't returning clean records, type the values manually. Every field is editable inline.

A successful lookup pulls five categories from public records, plus a Walk Score for the neighborhood:

• Property details. Bedrooms, bathrooms, square footage, lot size, year built, garage, stories.
• Valuation. Estimated market value (AVM), tax assessed value, tax year.
• Last sale. When the owner bought and what they paid.
• Owner info. Owner's name on title, mailing address, and whether they live there (absentee owner detection).
• Equity and mortgage. Equity percentage, equity amount, outstanding mortgage balance.
• Walk Score. A 0–100 walkability rating for the property's neighborhood, with a Street View thumbnail of the actual house.

If public records have a typo or numbers that don't match what the lead told you on the phone, click the field, type the right value, save. Manual edits override the fetched data.

Comparable sales analysis helps you verify the AVM. The AVM is the estimated value from public records — a starting point, not gospel. Comps let you triangulate against actual sales nearby and land on a number you can trust.

In the Comparable Sales panel, click + Add Comp, fill in the address, sale price, beds/baths/sqft, and sale date. The $/sqft calculates automatically. Three to five comps is typical.

Each comp has a checkmark at the row end. Click it to exclude a comp from the ARV math (a fixer-upper that sold cheap, say) without deleting the record.

Adding comps manually is the standard workflow. Some markets also support automatic comp pulls from public records — when available, comps populate themselves and you only adjust as needed.

After Repair Value (ARV) is what the property is worth after a renovation. The ARV calculator runs your included comps and gives three numbers:

• Conservative. Lower bound. Use this when you're new to the market or the comps are mixed.
• Base. Middle estimate. Most deals price from here.
• Aggressive. Upper bound. Use this when you know the market well and the comps are tight.

Click the value you want to use — that becomes the ARV for the offer calculation. A confidence bar shows how tight your comps are. Wider spread means lower confidence.

Two modes. Quick mode picks one of three rehab tiers, multiplied by square footage:

• Light ($15/sqft). Paint, carpet, minor repairs.
• Medium ($35/sqft). Kitchen and bath updates, flooring.
• Heavy ($65/sqft). Full gut, new systems, foundation.

Add a contingency percentage — 10% for familiar markets, 20% for unfamiliar — and the budget bumps up to cover surprises.

For tighter estimates, the detailed mode lets you add line items by category (Exterior, Interior, Kitchen, Systems) with quantity and unit cost on each. The detailed total replaces the quick estimate.

Detailed Repair Estimate:

The real estate offer calculator runs your Maximum Allowable Offer, or MAO. This is the highest price you can pay and still hit your profit target. Two strategies:

• Wholesale. ARV × 70% − Repairs − $10,000 assignment fee = MAO. The $10,000 is your cut on the contract.
• Fix & Flip. ARV × 70% − Repairs − (ARV × 10%) = MAO. The 10% of ARV is your profit margin on the flip.

The MAO updates live as you change inputs (ARV from the cards above, repairs from the estimator). The calculator also compares your offer against the AVM and the mortgage balance from public records — green if the offer covers the mortgage, red if it doesn't (meaning the deal can't close without a short sale).

Click Save Offer to lock the number on the lead record.

A few habits separate investors who use property data enrichment well from those who treat it as a side feature:

• Fetch property data on every seller lead worth your time. The 30 seconds it takes to click Initialize and Fetch saves you hours of bad calls. High-equity absentee owner is a different conversation than a young homeowner with a fresh mortgage.
• Get three to five comps before calculating ARV. Fewer than three is guessing. More than five usually doesn't tighten the number, just slows you down. Quality over quantity.
• Match the rehab tier to the property condition the lead described. "Just need to sell quick, place is move-in ready" = Light. "Hasn't been touched in 20 years" = Heavy. Don't underestimate to make the deal look better on paper.
• Don't push past the MAO. The 70% rule exists because it works. Going to 75% or 80% to win a deal usually means losing money on the flip or having no margin for the wholesale buyer.

For the field that makes addresses fetchable, see Address Autocomplete Form Field. For where the data lives, see Viewing and Managing Submissions. For more on how lead scoring uses property data, see Building a Custom Form from Scratch.