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The problem was, its previous system used manual processes for gathering mailing information and addressing the postcards. As a result, it could take weeks to get cards into the mail.

Also, Howard Hanna wanted to switch to using GPS information (geocoding) rather than ZIP codes to select houses near listings. ZIP codes were designed to make mail delivery more efficient, not for locating homes nearest each other. The company found its results using ZIP codes, even ZIP+4, had been disappointing and expensive.