"Any sufficiently advanced technology is indistinguishable from magic."
— Arthur C. Clarke
FOREWARD
They say that the only thing constant is change, and 2024 felt like a huge year of “change” for most of us For me personally, leaving LeadingRE after 13 successful years challenged my status quo, and I was forced to operate and look at things differently I needed to find a new voice, and new ways to do the work that I love connecting the right people, at the right time, with the right solution
This publication is my gift to you, and to the industry, for all that you ’ ve given me If you ’ re reading this you ’ ve made it through low inventory, high interest rates, high inflation, way too many lawsuits, multi-million dollar settlements, and revamped agent compensation Oh, and it was an election year
This was not a boring year.
The brokerages that are resilient and strategic see this change as an opportunity to grow and gain market share “Strategic” is overused in general in our space --- especially by people like me that work as advisors However, that doesn’t mean that strategic thinking isn’t important
Create operational efficiencies
Recruit the RIGHT agents
Retain the RIGHT agents
Differentiate their brand
This is where the right technology makes all the difference For example, the results that we can create today via artificial intelligence would have been far more expensive and time consuming just two years ago And, we ’ re just beginning to uncover the possibilities
Is it scary? Yes Can it feel overwhelming? Also, yes But we have a front row seat to one of the most consequential technology revolutions in the history of mankind And that’s not hyperbole
“Real estate is, and has always been, a “relationship business.”
This 2025 Preview provides you with insight into new technologies that support your key goals and also introduces you to events and companies that can help you plan for the coming year and beyond The companies showcased have been hand selected; this is not a “ pay to play” publication Each company brings a unique value prop to the industry, has a stellar customer service record, and is on an upward trajectory (they’ll also help you make more money)
Real estate is, and has always been, a relationship business But the underpinning has never been more tech-focused as it is right now
Please enjoy this 2025 Preview annual report, and let’s grow together in 2025!
JEFF KENNEDY CEO
Chief Strategy Officer
THE STORY
Final Offer
Final Offer is a groundbreaking real estate platform designed to bring transparency and efficiency to property transactions. Buyers and any interested party can receive real-time alerts when offers are made and can view the complete offer history Depending on how the seller wants to run the process, offer details such as price and terms may or may not be disclosed By eliminating ambiguity, Final Offer builds trust among all parties, enabling faster, more informed decisionmaking. The platform also empowers agents to deliver a better experience for their clients by simplifying the negotiation process.
Tim Quirk
The Team
Judd Hoffman
J. Danko Fatovic
Co-CEO
Co-CEO
Kevin Caulfield
The traditional real estate market is often criticized for its lack of transparency, creating confusion and frustration for both buyers and sellers. Negotiations frequently happen behind closed doors, leaving buyers uncertain about competing offers or the seller's expectations.
This opacity can lead to mistrust, prolonged negotiations, and missed opportunities. In today’s fast-paced and competitive real estate environment, buyers, sellers, and agents alike are seeking more efficient and transparent solutions to streamline the transaction process and ensure fair outcomes
LANDSCAPE CHALLENGES APPROACH
Final Offer’s methodology focuses on transparency, technology, and collaboration to revolutionize real estate transactions:
Transparent Pricing: Sellers have the option to disclose their committed price and terms upfront, fostering trust
Real-Time Offer Alerts: Any interested party track offers instantly, streamlining decision-making
Simplified Technology: A user-friendly platform ensures all parties stay informed and aligned
CONCLUSION
The real estate industry is plagued by inefficiencies and a lack of openness, creating significant hurdles for buyers, sellers, and agents:
Mistrust Among Parties: Buyers are often left in the dark about competing offers or seller expectations, leading to skepticism and reluctance to participate in negotiations. Sellers, in turn, may feel buyers are undervaluing their property due to this lack of clarity.
Prolonged Negotiation Timelines: Without real-time access to terms or offer updates, transactions can drag on for weeks or months, delaying sales and creating frustration for all parties.
Agent Limitations: Agents often face difficulty navigating traditional processes and communicating effectively with all stakeholders, which can hinder their ability to close deals quickly and successfully
RESULTS
By leveraging Final Offer’s platform, real estate transactions become more transparent, efficient, and rewarding for everyone involved:
Enhanced Trust and Transparency: Buyers and sellers operate with full visibility into terms and offer histories, creating confidence and reducing the friction often associated with traditional negotiations
Empowered Agents: Agents using Final Offer’s platform are equipped with tools to provide clear, transparent, and responsive services, enhancing their value to clients and increasing their ability to close deals efficiently.
Final Offer is redefining how real estate transactions are conducted by addressing the inefficiencies and lack of transparency that have long been barriers in the industry. By empowering buyers, sellers, and agents with real-time data and a transparent negotiation framework, the platform ensures faster, more equitable outcomes Its focus on clarity, trust, and collaboration is not just modernizing the industry but creating a foundation for a more efficient and reliable real estate market Final Offer represents the future of real estate transactions, offering a smarter, simpler, and fairer way to buy and sell properties. 6
OBREAKING AWAY IN 2025
ur office library is filled with brokerage collateral - listing presentations, recruiting pieces, luxury property books, swag itemsthat brokers from around the country have sent to us Most of the copy, layouts, themes, titles, paper stock and binding are similar The differences pretty much extend to color and brand logo We’ve also seen a lot of brokerages somehow, miraculously, come up with the exact same marketing campaign, tagline or website copy as a competitor or competitors. This copycat behavior is rampant in real estate And it’s deeply illogical given the job marketing has to do: tell each company’s unique story The whole point of branding and marketing is to differentiate, not assimilate
Our greatest discovery of all time
We do competitive analyses for clients in order to illustrate the opportunities to stand out We study websites, social channels, print ads, recruiting materials, PR campaigns and property marketing in an effort to understand what our client is up against
So far this year, we’ve researched over 100 brokerages of various sizes across the US The themes the majority of these brokerages market around are:
We’re a real estate brokerage
We’re ethical
We’re independent
We’re a franchise brand you know
We have the most agents. We sell the most homes
We’re local.
We’re worldwide
We’re local and we’re worldwide
We’re smarter
We’re luxurious
We have market share
We offer home search
We have better technology
The problem isn’t that these things aren’t important, basic as most may be. The problem is that too many brokerages are circling around the exact same messages
And, to make matters worse, almost none of the companies swimming in this pool explain to the world why these things matter.
One of the easiest ways to break free from this sameness is to ask yourself, “What can my company say that my competitors can’t say or won’t say”?
Then, from your audience’s point of view, ask yourself, “Why should I care”?
The problem isn’t that these things aren’t important, basic as most may be The problem is that too many brokerages are circling around the exact same messages
And, to make matters worse, almost none of the companies swimming in this pool explain to the world why these things matter
One of the easiest ways to break free from this sameness is to ask yourself, “What can my company say that my competitors can’t say or won’t say”?
Then, from your audience’s point of view, ask yourself, “Why should I care”?
The way to win
The battle for agents and consumers is red hot While “traditional” brokers copy each other, new brands are sandblasting their value by going in differentiated directions.
To win, you can no longer continue this pattern of saying nothing, designing nothing or being just a slightly different version of their competitor Instead, you must dig deep, figure out what your difference is and articulate it clearly
The time is now Do your own thing, carve your own lane, and you will become a brand worth watching in 2025
-Marc Davison Co-Founder// 1000WATT
CREATIVE SOLUTIONS ARE OUR WHEELHOUSE. REAL ESTATE IS OUR FOCUS.
Since 2007, we ’ ve been inside hundreds of real estate companies, big and small, from coast to coast and beyond Proptech and media powerhouses Mortgage and title firms Scrappy start-ups Home builders International franchises Rising, market-dominating teams With each, we dig deep and apply creative and strategic thinking to help solve problems and chart new territories
Our team combines deep real estate domain expertise with skilled design, copy, and marketing skills We’re insiders who don’t think like insiders Outsiders with a fresh perspective Always willing to poke at assumptions and test what’s possible
IEnhancing Your Real Estate Presence with Purpose Domains Matter
n the dynamic world of real estate, establishing a robust online presence is paramount Kama Burton, a seasoned broker with nearly two decades of experience, exemplifies how strategic use of realtor™ and realestate domains can significantly enhance business visibility and client engagement
Harnessing Industry-Specific Domains for Branding
Traditional com domains often lack specificity, failing to convey a professional's area of expertise Burton recognized that adopting realtor and realestate domains immediately communicates her specialization in real estate She explains, "When you look at a com domain, it doesn’t really say much about who you are, but with a realtor or realestate domain, it’s clear and direct it tells people exactly what I do." Kama chose kamaburtonrealtor to brand herself, morenovalley.realestate to claim her area, and cmbrealtyservicesrealtor to brand her brokerage
Enhancing SEO and Online Visibility
Beyond branding, these domains play a crucial role in search engine optimization (SEO) The specificity of realtor and realestate domains aligns closely with common search queries, improving search engine rankings and making it easier for potential clients to discover her services Burton notes, "Having the realtor domain is a no-brainer It’s a crisp, neat way to describe what I offer, and it helps in building traction with search engines”
Capturing Local Leads with GeoSpecific Domains
Operating in Moreno Valley, an area experiencing significant growth, Burton leverages location-specific domains to capture local leads effectively By incorporating her city into her domain, she positions herself as the go-to real estate expert in the locality
"Being able to have a domain that includes my city and my industry is everything, it’s a huge advantage in capturing local leads, especially as our city is expanding and more people are searching for real estate services in the area.”
Cost-Effective Solutions with Professional Website Offerings
Burton also highlights the cost-effectiveness of utilizing the website offerings available with each realtor and realestate domain She recalls previously paying nearly $480 a month for a basic website Switching to getrealtor for her website provider not only saved her money but also provided her with all the features she needed, such as MLS integration and agent access, without the hefty price tag as she’s now paying $149/month with a custom designed website that represents all of her brokerage and all of her agents. "The peace of mind that comes with knowing I’m getting great value without breaking the bank is priceless," Burton says
Conclusion
Kama Burton's strategic use of realtor and realestate domains and websites underscores the importance of industry-specific web addresses in building a strong online presence, enhancing SEO, capturing local leads, and fostering a cohesive brand identity Real estate professionals looking to elevate their digital footprint can draw valuable lessons from her approach, leveraging these domains to stand out in a competitive market For more insights into how realtor and realestate domains can benefit your real estate business, visit getrealtor, the exclusive provider of websites ending in .realtor and .realestate and backed by NAR
-Kama Burton Broker-Owner// CMB Realty kamaburtonrealtor morenovalleyrealestate
www get realestate
Reducing Friction and Elevating the Consumer Experience Proptech’s New Mission:
For proptech to best serve the agent community, it should turn its focus to the consumer to empower the industry, and shift into a consultancy model Removing the burden of adoption, training and cost from the broker will remove a lot of the friction in the sale process The byproduct is that consumers will be better served, smarter about the market and more prepared
The Push for Demonstrating Value
The reason pundits and podcasters were populating feeds in 2024 with messages about “demonstrating value” was because, for the first time in a long time, many agents felt the burden of what it is like to actually have to sell Having to prove your value during the sale process is what differentiates order takers from true sales professionals However, the real estate industry offers always-innovating software products to enhance your pitch and support your claim That is a benefit common to few other industries
Real Estate's Remarkable Tech Landscape
The breadth of software innovation in real estate is actually quite remarkable There are CRMs, lead capture automators, AI image editors, transaction drivers, deal managers and virtual staging systems all working in unison to attract and serve buyers and sellers But for some agents probably too many proving value remains out of reach. How is that possible? It’s my opinion that the productivity created by those lines of code simply isn’t getting translated to the consumer
Breaking the Bottleneck: A ConsumerFirst Approach to Proptech
The speed of automation is being felt The wheels are spinning While the agent may understand the value, that information isn’t being pushed down the funnel Consciously or unconsciously, the agent is clogging the conduit Eventually, maybe even in 2025, pent-up buyer demand and general, entitled American consumerism will coalesce to produce enough pressure to find a new way through There are a few empirical truths in this world, and one of them is that “nature always finds a way ” What is the way? It’s my hope that tomorrow’s proptech leaders look to the consumer for inspiration, not the agent
Prioritizing the Consumer: The Key to Winning in Real Estate
My advice is to stop trying to improve the way the industry works and instead focus on what the consumer needs (or wants) to buy and sell If you can remove or lessen emotional or financial friction from a transaction fraught with emotion and friction, you win
Address the clients’ pain points first, then sell that treatment to the agent Do what Zillow did Real estate software should focus on flattening the path to closing, and successful agents should focus on providing confidence and peace of mind, with a side order of human connection and empathy
The Modern Agent’s Role in the Age of AI
The modern agent’s value is ultimately in knowing, not doing In the end, AI will end up “doing” all the things, anyway. This means that smart agents will reduce the tedium of the transaction and work as consultants instead of plate spinners
What residential real estate is crying for are business tools that can elevate the operation from within, to provide a better experience to those from outside It starts with solutions that bind strategy to production, and demonstrably alleviate the consumer’s headache, not the agent’s
The Need for Smarter Tech and Collaboration
We don’t need larger techstacks, we need smarter ones And more collaboration Support whatever makes the old guard uneasy You’re either growing or dying on the vine You get to choose
Interest rates and inventory are only part of the problem People don’t want to sell because the process is the same today as it was 50 years ago Technology stands the best chance of fixing what’s wrong It’s time for proptech to understand that agents and brokerages might be your client, but the consumer should the end-user
-Craig Rowe Writer // Thought Leader
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A Framework for Efficiency in the Modern Real Estate Brokerage Automate, Integrate, Delegate
IN THE AFTERMATH OF THE NAR LAWSUIT
settlements, the real estate industry is at a crossroads As average commissions per deal drop, real estate industry experts postulate an exodus of part-time agents, reducing membership in brokerages and associations The remaining agents become tomorrow’s super agents who, through the use of technology and years of hyper-local expertise, compete to produce well above today’s average agent who finds herself at the closing table a handful of times throughout the year.
In catering to this new crop of super agents, brokerages are expected to deliver a high level of service, keep fees low, and remain profitable despite already low brokerage margins The brokerage of the future is one that leverages technology and motivated team members not just to enhance efficiency, but to create personalized and delightful experiences for agents and clients alike
This whitepaper explores how Systato–a tech-enabled support, operations, and technology services organization working with over 1,000 brokerages and PropTech companies–uses its
A/I/D framework (Automate, Integrate, Delegate)
to enhance key areas of brokerage operations, offering practical solutions to common challenges
The
A/I/D Framework
Many brokerage executives who face the challenge of improving operational efficiency turn to software as a quick solution While this can address some pain points, relying solely on technology can lead to missed opportunities for deeper, more sustainable improvements The real issue arises when technology isn’t paired with thoughtful process management and the right staffing, which are critical for maximizing the effectiveness of any tool By addressing this gap, brokerages can create a more comprehensive strategy that ensures long-term operational success
Systato leadership adopted the A/I/D framework to better map the relationship between processes, technology, and global staffing in driving profitability and operational efficiency within its real estate brokerage clients The A/I/D framework Automate, Integrate, Delegate addresses this need by providing a structured method to optimize operations and create a more efficient, scalable, and resilient brokerage
Automate: Reducing Manual Work & Simplifying Processes
Automation, in this context, is not just about replacing manual tasks with technology; it’s about rethinking how processes are designed to be more efficient, accurate, and scalable For instance, by reducing the need for double entry, brokerages also reduce the rate of inconsistencies and errors Additionally, implementing a series of automations in the form of a workflow further streamlines operations by ensuring that tasks are completed in a consistent, timely manner, following predefined rules and triggers
Integrate: Establishing a Cohesive Technology Stack
Integrated systems create a foundation that makes process automation more accessible and effective. Integration involves evaluating the current technology stack and identifying opportunities for systems to connect. In areas where it makes sense for two systems to exchange data, brokerages should determine whether solutions exist to connect them or whether it is worth switching to a system that supports such integration By integrating their platforms, brokerages can create a unified ecosystem where data flows seamlessly between systems, reducing the need for manual entry and improving overall operational visibility
READ MORE
https://systato/mag
Daniel Butbul // VP Technology
