MAG. Summer 2025

MAG. PROPTECH REPORT // Summer 2025

“Let’s go invent tomorrow rather than worrying about what happened yesterday.” steve jobs

MAG. // 2025 Proptech Report

TABLE OF

CONTENTS 01

FOREWORD

02

1000WATT

03

.REALESTATE

04

SYSTATO

05

SMARTIFY MEDIA

06

RE TECHNOLOGY

07

YORK BAUR

08

NOTABLE

MAG // Summer 2025 Proptech Report

Over the past 15 years, we've had the privilege of sitting squarely at the crossroads of real estate and innovation. One thing is clear: the future isn't waiting. It's already here.

This publication is your front-row seat to the companies solving real problems and reshaping our industry.

This isn't just another vendor directory. It's a curated spotlight of the tech companies driving real impact inside brokerages and across the customer journey. Some are scrappy startups finding their footing, while others are scaling at breakneck speed. All are worth knowing. And, if you're taking the time to read this...you should be watching (and probably talking to) them.

So, thank you for being connected to Maverix, and for trusting us enough to spend your time engaging here. And thank you for caring about the future of our industry. We hope this edition of the MAG sparks a discovery, conversation, or maybe even your next big partnership.

From all of us at Maverix, here's to what's next.

Jeff & Kevin

MAG // Summer 2025 Proptech Report

01.

What proptech founders need to understand about real estate agents

I

f you're building technology for real estate, the agent is your customer — and one of the toughest to win over.

Understanding who they are, how they work, and what they respond to can make or break your product’s success.

Agents are constantly sold to. This is exactly why certain messages fall flat. They’ve simply heard them a million times over. Lines like:

Start with this truth: most agents wake up each day with no guaranteed paycheck. Even the top producers. That means everything they do is driven by getting to the next deal. Not someday. Today.

“Dominate your market”

“Grow your business”

“Recruit and retain” “Create clients for life”

That’s why, during your demo, an agent is silently asking: “How will this help me close something?” If your product doesn’t clearly connect to new leads, faster closings, or stronger relationships, you’ll lose them. Fast.

Now add to that a few more realities:

They sound good. But to agents, they sound like someone talking with their mouth full. Vague, undistinguished, and disconnected from their daily grind. Focus on specifics. Speak their language. Get to the point.

And show them real-world use cases and success stories, not just logos of customers.

Adoption is tough when you don’t identify a clear problem your product solves, or a core need that it provides for (see point above). Adoption is especially tough when you are asking an agent to change the way they already do something that’s not currently a pain point for them.

IRL events still matter. If you want insight, go talk to agents in the wild. The expo floor is better than any focus group. You’ll learn what makes them tick, and what turns them off. Start with Inman and NAR if you’re new. But don’t let the event circuit become your entire marketing strategy.

Agents are expensive to reach. Adoption takes in-person selling, onboarding, and training, even for simple tools. Many agents really are “people” people. Relationship-building is par for course.

There’s massive churn. People try on real estate sales as a career like it’s a hat in a store window. Many come and many leave the business within a few years. Especially if the market is tight, unpredictable, or anything but easy.

They’re independent, and therefore hard to pin down. Even when brokers or franchises offer software, agents often choose their own stack, or nothing.

They are guarded about what’s working. Virality is a myth in this industry. Most agents don’t want to tip competitors off to tools they love.

Typical is a stretch. There’s no “typical” agent. You’ll meet ex-teachers, college grads, former business owners, and second-career entrepreneurs. Some are tech-savvy. Some still do things the way they did them 15 years ago. Broad generalizations won’t get you far. Some care a lot about the details and about doing the right thing for clients. Others don’t have time for that.

Finally, don’t underestimate the power of good branding. So much of real estate looks the same — houses, rooftops, keys. A brand that borrows from the real world instead of the real estate world can stand out fast. Same goes for naming. The strongest names often start with no meaning and earn it over time.

Bottom line: Agents aren’t easy customers. But if you understand the pressures they live under and the mindset they bring to every decision, you’ll build better products, craft sharper messages, and market more effectively.

And you just might earn their trust.

Jessica Swesey Senior Copywriter; Lead Strategist 1000WATT

About Jessica Jessica creates compelling brand strategies and messaging that connect with customers of companies in the real estate vertical.

She has a nose for narrative that she developed in her years as a journalist, and a knack for finding the twist that helps brands stand out. She combines a strategic and creative mind with over a decade of copywriting experience to shape brand stories that make clients fall in love with their companies again

MAGMAG. // Summer // 20252025 Proptech Proptech Report Report

03.

02.

Building a Local Real Estate Brand Online The Aspen.RealEstate Journey

I

n today’s competitive real estate landscape, standing out online is more important than ever. With buyers and sellers turning to Google before they ever speak to an agent, a strong digital brand can be the difference between being discovered—or being overlooked. That’s why I launched Aspen.RealEstate, a dedicated platform to showcase my expertise, connect with clients, and compete in a premium, high-demand market.

For real estate professionals looking to take control of their digital presence, my advice is simple: start with a strong foundation. The .realestate domain extension offers a clear, trustworthy signal to clients and search engines alike. Pair it with consistent content and smart development, and you'll be well on your way to a digital brand that works as hard as you do.

The journey began with a simple idea: to own a domain name that instantly communicates what I do and where I do it. With .realestate domains available through Get.realtor, backed by the National Association of REALTORS®, I secured Aspen.RealEstate —a clean, professional, and memorable domain that adds instant credibility to my brand.

Within just a month of launching the site, I’ve seen encouraging early progress. While traffic is still light (as expected during the ramp-up phase), I’ve already started ranking on page 4 or 5 of Google for the highly competitive search term “Aspen real estate.” That’s a strong early signal that my SEO strategy is gaining traction. With ongoing site development and consistent blog content planned, I’m confident I’ll reach page one within the next six months.

Your online presence is no longer optional—it’s a core part of how clients find and choose you. Aspen.RealEstate is just one example of how intentional branding and ongoing effort can lay the groundwork for long-term success.

For more information or to get your .realestate domain click here.

This isn’t just about traffic—it’s about targeted visibility. By focusing my content around local expertise, market insights, and unique property highlights, I’m building a site that doesn’t just attract clicks, but engages visitors and builds trust. Owning a domain like Aspen.RealEstate also makes it easy for clients to remember and refer others—essential for brand growth in a relationship-driven business.

What’s more, the custom development I’m investing in is tailored to both my workflow and my audience. From neighborhood guides to embedded MLS listings and contact features, the site is evolving into a hub for local real estate insights and services. And as content builds over time, I expect my keyword reach and organic visibility to grow along with it.

MAGMAG. // Summer // 20252025 Proptech Proptech Report Report

Ryan Schwartz Broker & Owner of Naples Homes & Aspen Real Estate

03.

WHITE PAPER

The Shift to

Fractional Leadership

MAG. // 2025 Proptech Report

04.

Introduction The business world is experiencing a paradigm shift as fractional leadership emerges as a strategic solution to today’s complex challenges. Fractional leadership—experienced professionals providing part-time, high-level expertise without the commitment or cost of full-time employment—builds upon the foundation established by the gig economy and virtual assistants (VAs).

The real estate industry, following years of a sluggish market, inventory pressures, commission compression, and sweeping lawsuits, is uniquely positioned to leverage this shift. By embracing fractional leadership, real estate organizations can access specialized expertise, enhance scalability, and maintain agility while optimizing costs.

Innovation thrives on diverse perspectives and novel ideas. Fractional leadership allows organizations to transform leadership gaps into opportunities, reallocating salary resources to engage multiple high-caliber executives. This approach, particularly relevant in the age of rapid artificial intelligence (AI) adoption, enables practical evaluation of talent and capabilities, ensuring adaptability in a fluid, tech-driven workforce.

This white paper explores the emergence of fractional leadership, its economic and operational advantages, and the role of AI in accelerating its adoption. Using the residential real estate sector as a case study, we demonstrate how the fractional model can address inefficiencies in traditional business practices while enabling organizations to scale and innovate with greater agility.

READ MORE

Brokerages and Digital Out of Home

A Conversation with Oleg Vyadro, President of Smartify Interview by Jeff Kennedy, Maverix Advisory Group

F

irst came static advertising on billboards.

Next came branding on the sides of buses, park benches and grocery carts. It seems like the next logical frontier to be conquered is the Digital Out of Home (DOOH) space.

While you may have seen a screen or two in a commercial storefront, most are just glorified slideshow players. Smartify Media has pioneered the use of a new generation of storefront displays for dynamic branding as part of a broader marketing strategy.

With that in mind, it’s no surprise that Smartify just won "Startup of the Year" from the Ad Club of New York. They've built a smart, digital out-of-home network that already has over 2,000 screens, running across 40+ US markets, delivering 1.6 billion monthly impressions. That is billion with a “B.” They are probably already in your city, and if they aren’t yet, they will be soon. Their goal? To help real estate brokerages and brands connect with hyperlocal audiences like never before.

“Real estate offices are finally embracing this tech, and how these screens are becoming scalable marketing assets and drive real revenue to the brokerage bottom line.”

I recently sat down with Oleg Vyadro, President of Smartify Media, to discuss how he is working to build his network of intelligent marketing machines, and what sets Smartify apart from typical digital signage. We also discussed why real estate offices are finally embracing this tech, and how these screens are becoming scalable marketing assets that drive real revenue to the brokerage bottom line.

MAG. // 2025 Proptech Report

05.

“Brokerages and Digital Out of Home” continued

Jeff Kennedy: For those who aren’t familiar — what is Smartify Media in a nutshell?

Oleg Vyadro: Smartify is a next-generation digital out-ofhome (DOOH) media network. We install premium digital displays in highly visible, street-level retail and office locations — including real estate brokerage storefronts, and in top consumer marketplaces and retail destinations.

Our platform enables brokerages to showcase dynamic content about their teams and agents and featured properties, right from their own office windows — while also easily distributing that content across our broader urban panel and retail media network, targeting local audiences by neighborhood or retail setting.

Jeff Kennedy: Why is digital out-of-home (DOOH) advertising suddenly so relevant to real estate brokers — and why Smartify?

Oleg Vyadro: The convergence of technology, data, and design has made DOOH a powerful new tool for brokers.

With sleek, double-sided smart displays, real-time audience analytics, and AI-driven personalization, DOOH now delivers the precision and flexibility brokers need to stand out locally. Smartify pairs that innovation with a vast urban panel and retail media network — enabling campaigns of any size, in any neighborhood, for any duration. Whether you're promoting a listing, your agents or boosting your office's brand presence, Smartify offers unmatched targeting and turnkey execution at street level and targeted in-retail environments.

Jeff Kennedy: Got it, but what makes Smartify relevant to real estate offices specifically?

Oleg Vyadro: We turn brokerage storefronts into digital marketing assets. Instead of static signage, brokers can now feature real-time listings, highlight agents, promote recent sales, and even share neighborhood content — all on a screen designed to catch the eye of foot traffic. And through our larger network, they can amplify that same content across other screens in the area, targeting local consumers based on geography or venue type.

Jeff Kennedy: That makes a ton of sense. What are the options for brokers to get started — and how do they benefit?

Oleg Vyadro: We offer several flexible models for getting started — including a fully sponsored option backed by our pool of over 3,000 top global, programmaticallydelivered ad partner campaigns. There’s often no upfront cost, and the content is curated to align with the brokerage’s brand guidelines. In addition to enhancing their own visibility, brokers can bring in local partners — like mortgage lenders or neighborhood businesses — to advertise on the screen, creating new revenue streams.

Plus, brokers earn advertising credits from national programmatic campaigns running on their screens, which they can convert into placements on our broader network — allowing them to reach even more targeted local audiences across their market.

Jeff Kennedy: This sounds great, but who manages the screens and keeps them updated?

Oleg Vyadro: Smartify handles everything — installation, monitoring, and ongoing support — through our centralized Network Operations Center. We proactively manage the health and performance of every screen to ensure consistent uptime and visual quality. Our awardwinning media team is also available to support content creation, campaign planning, and ongoing updates, so brokers can focus on their business while we keep their storefront presence fresh, on-brand, and effective. And with Smartify’s broader network reach, those same marketing assets can be seamlessly leveraged across additional screens in the broker’s target neighborhoods — amplifying exposure beyond their own office.

Jeff Kennedy: Final question. What’s the best next step for a broker who’s interested in learning more?

Oleg Vyadro: Connect with us directly at Smartify. We’ll assess your office or location portfolio and recommend the right digital signage program — whether fully sponsored, partially sponsored, or tailored to your local branding needs. We can also advise on a localized marketing strategy that extends your presence across our broader network. Our national footprint is expanding rapidly through a location and audience-intelligent approach — including major retail corridors, high-density marketplaces, and emerging formats like kiosks, EV charging displays, and outdoor wall mounts. Whether you're looking to upgrade your own office visibility or launch a neighborhood-wide campaign, Smartify is your partner for digital impact at scale.

MAG. // 2025 Proptech Report

Mastering Lead Generation Proven Banner Ad Strategies for Proptech Innovators Real estate agents and brokers are constantly looking for ways to streamline their workflows, automate tasks, and maintain consistent outreach to clients, prospects, and past clients. However, most are focusing their energies on working with prospects and clients and they may not have yet discovered how much technology can help them work smarter, not harder.

Attention-getting Banner Ads are a great way to get their attention. For technology companies aiming to break through to the busy, hard working real estate agent or broker, banner ads must be designed effectively to grab attention and quickly communicate how easy these tools are to use.

Below, we explore five best practices for optimizing banner ad design and five strategies to drive clicks to a promotional offer, downloadable resource, or product demo.

5 Best Practices for Optimizing Banner Ad Design 1. Use Clear, Benefit-Driven Messaging - Real estate professionals respond best to direct, value-driven messages.

Avoid technical jargon and emphasize the ease of use and tangible benefits. Example: “Automate Follow-Ups & Win More Deals—No Tech Skills Needed!” Try to promote a benefit that is specific and compelling to agents struggling with lack of inventory and real estate consumer hesitancy.

2. Eye-Catching, Real Estate-Specific Visuals - Use images that resonate with agents—you can feature happy

homebuyers, real estate agents closing deals, or screenshots of an easy-to-use dashboard. Avoid generic stock photos. You can also try images that do not follow the norm. Some of the best performing ads feature kids, animals, seasonal graphics or just have one large easy to read headline.

3. Strong Call-to-Action (CTA) - Ensure the CTA is visible and compelling. You need to know there is a compelling

reason why they should click on the ad. Those offers can be time sensitive discounts, offers for a free evaluation of some sort, free downloadable guide, case study download or an offer for a free demo. Make sure the CLICK HERE is super easy to find.

4. Simple, Readable Design - Real estate agents are busy and skim through content for something that catches their

eye. Use bold fonts, high contrast colors, and limited text to make the message easy to digest in seconds.

5. Mobile-Friendly Format - Real estate professionals are always on the go, often accessing sites via their phones.

Ensure the banner ad is responsive and easy to read on mobile devices.

If you’d like to learn more about crafting banner ads that work or wondering how to get your banner ad in front of thousands of real estate professionals, check out RE Technology. RE Technology is the leading online resource for real estate technology education, providing daily insights, webinars, and a comprehensive technology directory to help agents, brokers, and MLS/Association leaders stay ahead of the curve and succeed in their businesses. Learn more at www.retechnology.com.

MAG. // 2025 Proptech Report

06.

“Joing The Realty Alliance would be a game changer fot your company.

The great ideas you get will more tan pay you back for membership cost.”

- Harold Crye - Crye-Leike Real Estate “”Speak with just three members and you will easily be convinced of its value.

The smaller size of the group and the level of leadership participation makes The Realty Alliance unique”

- Robin Sibcy Sheakley - Sibcy Cline Realtors®

Every founder knows the feeling: that little voice inside your head whispering, “This might not work.”

Congratulations—you’re human. That voice? It’s your lizard brain. And it’s been keeping us alive since woolly mammoths roamed the earth.

Fear, laziness, greed—these aren’t flaws. They’re prehistoric software still running in the background.

But while they may have helped early humans survive, they’re not exactly optimized for building a proptech startup in 2025.

Here’s the rub: exceptional people aren’t fearless.

They’re just better at ignoring the static.

Entrepreneurship is a Masterclass in Selective Hearing When we say someone is “fearless,” what we’re really saying is: they did it anyway. That’s the founder’s reflex. While most people let fear call the shots, entrepreneurs argue back. They listen, nod politely, then do the thing that scares them. That’s the real muscle.

So how do you build it?

Fear, laziness, greed —these aren’t flaws.

They’re prehistoric software still running in the background.

Step One: Catch the Lizard in the Act Fear is sneaky, and it sometimes sounds like logic.

“Don’t launch yet, the product’s not ready.” “Wait until you raise more.” Recognize it for what it is: hesitation dressed up in business casual.

Step Two: Shrink the Downside This is the hard part. Start talking back.

“It might fail.” Sure. But did you die? Probably not.

Lost money can be earned again. Embarrassment fades. But the learning sticks.

“People might laugh.” Great. Let them. Every founder with a mic and a logo has a backstory filled with flops and stumbles. Remind yourself of your wins. Keep that list handy.

The goal is to win the argument against your own doubt.

Step Three: Do the Thing You know what it is. The pitch. The launch. The hard conversation. Once the lizard brain quiets down, act before it reloads. Action is the antidote to anxiety.

So Are You Cut Out for This?

Most people aren’t. Not because they’re not smart or capable… but because fear wins. It’s just so much easier listen to the voice and stay in your comfort zone.

But if you’re still reading this, chances are you're different. You’ve heard those voices too, and you're ready to push through.

Welcome to the club.

MAG. // 2025 Proptech Report

York Baur Maverix Advisory Board, Founding Member

08.

07.

Removing Financial Barriers Is the Next Big Unlock in Real Estate!

For years, innovation in real estate has focused on search portals, smart CRMs, and faster transaction tech. But the most overlooked—and arguably most influential—part of the home-selling journey is what happens before a listing ever goes live. Bringing a home to market takes more than great photography or staging. It takes money. And for most sellers, that upfront cost is a major roadblock.

At Notable, we exist to remove that barrier.

We provide homeowners with an unsecured line of credit that can be used for staging, repairs, landscaping, painting, and even unexpected costs—with no payments due until closing¹. By giving sellers access to the cash they need to improve their homes without the financial burden, agents can deliver stronger listings, attract higher offers, and close deals faster.

Our mission is simple: to empower agents and homeowners with a strategic financial solution that strengthens every step of the selling process. And we’re already seeing the impact.

Sellers feel more confident. Agents stand out in competitive markets. Stagers and contractors get paid on time for the value they provide. Everyone wins.

Notable isn’t just a solution — it’s a strategy that allows agents to remove friction, solve problems, and deliver more value.

Sellers and agents can choose their own vendors, keeping control and trust in the relationship Funds are approved quickly thanks to our unsecured model We support everything a specific home may need, from repairs to storage to temporary housing

Notable also powers trusted, industry-leading programs like Compass Concierge and Redfin Concierge — evidence of how our solution is being adopted by forward-thinking brands to drive results at scale.

As the market evolves, agents will be expected to do more with less—and the ones who thrive will be those who adopt strategies that create real results for their clients. That’s why we built Notable: to be a reliable, forward-thinking partner that helps real estate professionals move faster, close stronger, and deliver exceptional experiences.

Learn more at www.notablefi.com

Our mission is simple: to empower agents and homeowners with a strategic financial solution that strengthens every step of the selling process.

1Interest applies. Loan funds and interest are due twelve months after origination or upon acceleration, whichever occurs sooner. Results may vary. Subject to terms and conditions.

Austin Lane CEO & Founder

Austin Lane is the CEO and Founder of Notable, the leading pay-at-close financing platform for real estate.

With a background in financial technology and a passion for agent empowerment, Austin is committed to transforming how sellers prepare—and profit—from their homes in today’s evolving market.

MAG. // 2025 Proptech Report

08.

events.realestate Your Industry Event Resource

events.realestate is the go-to source for discovering and navigating the real estate industry’s most essential gatherings. From major conferences to exclusive summits, the site curates top events across residential, commercial, and proptech sectors.

Created by Maverix Advisory Group, events.realestate helps vendors, sponsors, and service providers find the right opportunities to connect with brokerages, agents, and industry leaders.

With detailed event profiles, sponsorship insights, and helpful links, the platform makes it easier to show up where you can maximize ROI. Need an event strategy? We also create strategic annual event plans tailored to your brand goals, without wasting time or capital.

Review upcoming events and request your strategic plan. events.realestate MAG. // 2025 Proptech Report

How We Drive Results At Maverix Advisory Group, we help proptech companies grow. Whether you are an early stage startup or an established brand looking to scale, we build strategy and help you make the right connections to move your business forward. That means more engagement, more revenue, and smarter paths toward things like M&A, funding, and expansion.

You’ll also find us speaking at events and showing up where the industry gathers. Although we live in a tech world, this is a human business that runs on relationships.

Both of us have built our current careers inside this industry. We have both launched platforms, and helped brokerages and tech companies grow from the inside out, and now we are sharing our experiences and creativity with our clients and friends.

My background is in sales, partnerships, and business development. I keep things simple, stay focused on outcomes, and help teams build pipeline and close what matters. Kevin is a former brokerage and global network exec, most recently leading affiliate strategy at Christie Real Estate and @properties. He brings a brokerage-first mindset to everything we do and he knows how to drive adoption and operational strategy in the real world, not just on a spreadsheet.

We work with clients on everything from pricing and product to brand exposure, enterprise sales, events, and acquisitions. We help you find clarity on what’s important, so you focus on what moves the needle.

If you want access to a million dollar team at a fraction of the cost, let’s talk.

jeff@maverixadvisory.com kevin@maverixadvisory.com

MAG. // 2025 Proptech Report