IDology Improves Online Home-Buying Process for Real Estate Industry

Redfin integrates IDology’s solutions

ATLANTA and SEATTLE – Redfin, the real estate industry’s first online brokerage, and IDology, a leading identity verification provider, today announced a partnership to improve the process of buying and selling a home for Redfin clients and agents. IDology’s identity proofing solutions are now integrated with Redfin’s home-buying process to offer faster and easier service for their customers while protecting the safety of its real estate agents from individuals impersonating other people.

Redfin is the only major search site to feature listings direct from broker databases as well as for-sale-by-owner and foreclosure properties from across the Internet.  Before using IDology, Redfin’s process of verifying the identity of potential customers was cumbersome both for clients and agents.   Because Redfin agents handle every facet of a transaction, including tours, pricing analyses, negotiations, inspections and closings,  the company wanted to find an easy way for customers to validate who they said they were that would help streamline the process for their agents while also eliminating fraud.

“Our previous identity verification method required customers to upload, email or fax their driver’s license, passport, or military ID. This caused many people to bail out and not go through the next step of meeting with an agent. We were looking for a more efficient and less time-consuming way for our customers to verify their identity,” said Bryan Selner, Vice President of Products at Redfin.

Now, instead of submitting proof of identity via email or fax when scheduling a home tour, clients are presented with a brief multiple-choice quiz that is dynamically generated in real-time by IDology’s ExpectID IQ product.  IDology’s ExpectID IQ solution delivers out-of-wallet questions based on a person’s history which are designed so that only the actual person of the claimed identity will know the answer.  This new process protects Redfin agents and ensures home tours are being scheduled with real, legitimate people.

“An important aspect of our business is when our agents meet with clients in-person and onsite to tour a home. It was really important for us to find an authentication solution like IDology’s. To help keep our agents safe, we need to know that they are meeting with people who are who they say they are.  Automating this process needed to happen in a way that wasn’t difficult for our clients, or off-putting.”

Automating the identity verification process has also streamlined the transition from someone being an online prospect to becoming an in-person client.  Selner describes an important feature benefit he likes most about IDology:

“Through IDology’s IDCenter, it is easy to change rules and settings whenever we want. This allows us to customize questions that are being presented to our customers, like how many questions and answers to present and what topics to cover.  We knew IDology was our best choice because they have high rates of finding people and were able to generate questions for more people, putting their solution above the rest.”

Using IDology’s on-demand change management tool, Redfin is able to customize and change several system features without involving its internal IT teams or contacting IDology.  This helps improve the customer experience while achieving the goal of ensuring its agents’ safety.

“We are very happy with IDology.  Integrating their system was very easy and their team is always available when needed, which is rare for us because their solution is simple to navigate and control,” said Selner.

“Redfin’s use of our identity verification solutions before scheduling an offline appointment is a great example of how identity is important to many different industries for different reasons,” said John Dancu, CEO of IDology.  “Any business that wants assurance that they are dealing with real, legitimate people can benefit from automating their identity verification process.”

About Redfin

Redfin ( is the real estate industry’s first online brokerage, combining a customer-focused team of real estate agents with online tools for making the process of buying or selling a home easy. Redfin’s agents handle every facet of a transaction, including tours, pricing analyses, negotiations, inspections and closings. Redfin is the only major search site to feature listings direct from broker databases as well as for-sale-by-owner and foreclosure properties from across the Internet. The company pays its agents customer-satisfaction bonuses, not commissions, and surveys every client, publishing each survey alongside the agent’s complete deal history. Redfin’s service is available in the metropolitan areas of AtlantaAustin,BaltimoreBostonChicagoDallasDenverLas VegasPhoenixPortland, ORSeattleWashington DCNew York’s Long Islandand Westchester County as well as most of California, including the San Francisco Bay AreaSacramentoLos AngelesOrange County, and San Diego. To keep track of our daring exploits, subscribe to or our Twitter feed @redfin.

About IDology, Inc.

IDology, Inc. provides real-time technology solutions that verify an individual’s identity and age for anyone conducting business in consumer-not-present environments to help drive revenue, decrease costs, prevent fraud.  Founded in 2003, IDology is the only provider to offer an on-demand change management tool that allows client business-unit managers to control the entire proofing process, including within an integrated solution, without having to rely on internal IT resources or contact IDology’s customer service. For more information, visit or call 866-520-1234.

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