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...Several factors go into predicting financial returns and future value, including proximity to a Starbucks, yoga studio or tattoo parlor—and whether a tattoo parlor signals a neighborhood on the upswing. It probably does if exercise studios and coffee shops are nearby, Mr. Kay says
Entera handles demographic data delicately to avoid violating the 1968 Fair Housing Act, which prohibits discrimination by lenders, sellers and landlords based on race, religion, sex, family status and disability. It applies also to real estate agents and others who facilitate housing deals.