Real Estate · Fathom Land
The beginning of something meaningful in how a homebuilder scores land
The situation
Sekisui House USA, the homebuilder arm of Sekisui House, evaluates land deals for its communities: new deal intake, submarket assessment, competitive CMA, floorplan gap analysis, and the consumer psychology behind why a buyer chooses one community over another. Fathom Land brought AI scoring to that pipeline, pulling in county parcel layers, JBREC data, and publicly available sources to score a deal before the team commits capital. The relationship also spun out Navvy, a joint venture with the former Sekisui insights team.
What Fathom did
- Deployed Fathom Land deal scoring for new land acquisition intake
- Built preliminary CMA (competitors, runoff, pricing strategy) per submarket
- Delivered floorplan gap reports and a psychology brief for each community
- Ran market change scans, absorption, and capital views alongside a portfolio rollup
- Connected county parcel layers (Maricopa, Travis, Tarrant) and JBREC monthly data
In their words
“It's amazing how you crush these updates faster than we can respond. Loving the new features.”
“This is really freaking cool.”
“This is incredible. This is incredibly exciting.”
“Ok this is officially awesome. I think the psychology portion just ran circles around some of our marketing teams.”
“It's like you knew I had 72 windows open. Loving where this is going.”
“I left feeling even more confident in what we're building and who we're building it with. It feels like we're at the beginning of something meaningful, not just in terms of the product, but in how it could genuinely shift thinking in the industry.”
Inside the product
Deal Scoring & CMA
New deal intake with a preliminary competitive market analysis attached.
Floorplan Gap Analysis
Where a community’s floorplan mix leaves demand on the table.
Psychology Brief
Consumer psychology applied to how a specific community should sell.
Market Change Scan
Ongoing scan for shifts in a submarket worth acting on.
Absorption & Capital
Absorption pace and capital views rolled up into a portfolio picture.
Timeline
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