GREG BENSON, PRESIDENT OF COMSTOCK ...

GREG BENSON, PRESIDENT OF COMSTOCK hearthstones in Reston, Va., remembers for what cause tedious data collection used to be.

Benson, whose company builds about 300 units through year and had roughly $77 million in 2002 sales, says sales managers used to garner up buyer registration cards in prototype homes and then have someone physically record the information into an be superior to spreadsheet. The job was doable and could yield fit information, but executing the spreadsheets with any consistency just didn't happen.

Robb Cohen, CEO and moulder of BeHomeWise in McLean, Va., understands by what means a lack of good buyer data has