Real Estate Software Solutions

I spent the week trying to answer the question: How can I build a property management company with zero human employees? After studying every AI tool in multifamily, I found something surprising. Here's what would happen if machines ran your apartment building: A few months ago, I designed a hypothetical zero-employee development firm. Now, I'm tackling property management. I can't stop thinking about how close we are to this reality. From leasing to maintenance, there's now an AI tool for almost every step. So I designed a hypothetical property management company with zero employees: Asimov Management. The goal: a full-service multifamily property manager that happens to have no full-time staff. For this to work, we'll use AI and automation to cover: • Marketing and leasing • Pricing optimization • Virtual and self-guided tours • Tenant screening and onboarding • Customer service • Maintenance coordination • Renewals and reporting While the tech isn't 100% there yet, here's what I learned: What's already possible: → AI-powered leasing assistants handle most prospective tenant questions → Self-guided tours work through automated access control systems → Maintenance requests can be routed to third-party gig workers → Renewal offers can be automatically generated and negotiated Where we're stuck: → Physical maintenance still requires humans (robots can't fix toilets...yet) → Many residents still prefer talking to a human at a front desk → Preventative maintenance relies on technicians' intuition → Larger buildings (250+ units) struggle with full automation The reality: • The most valuable application isn't replacing property managers • It's giving them superpowers to handle more properties with less effort Here's what this means for property management: • Class definitions may shift as service expectations change • Tasks will be centralized rather than eliminated • Resident preferences may actually evolve to favor AI interactions • The best operators will blend automation with strategic human touchpoints From my experience founding Common in 2015, I learned something critical: The approaches that worked well at 50-unit properties often broke at 250 units. Technology can centralize most functions. But, some residents always prefer walking to the front desk rather than using an app. This could change as AI improves. Meaning residents may prefer the predictability of AI over unpredictable humans. We're already seeing this in ride-sharing, where Waymo beats Uber and Lyft in user retention. So how close are we to machines running property management? Perhaps far closer than we expect. What parts of property management do you think AI will transform first? Full letter on how I designed Asimov Management is linked in the comments.

Segmentation beats personalization. Personalization is terribly inefficient... (and oftentimes unnecessary outside of highly strategic enterprise selling). Think about the ads that really grab your attention. None of them have your name in them. Or mention podcasts you were interviewed in or posts that you wrote. These ads work because they're segmented based on patterns amongst small-ish groups of people. Outbound should be treated similarly. Pro tip: this approach works WAY better over the phone than via email. The expectation for personalization and quality is much higher in emails than over the phone. Here are a few ideas for segmenting your lists so you don't have to personalize so much: ✅ By region/location If you sell anything brick & mortar, SLED, etc—segment your accounts by geographic region. You really don't have to personalize much when you can: - Name-drop local businesses/organizations - Drop the location This sounds like: "Hi David, we work with Fit & Fashion right down the road in SLU. It's Jason with ________. Ring a bell?" ✅ By tech stack Let's say you sell a tool that enhances Salesforce. Or Jira. Or some other specific tool. Segment your accounts by tech stack. This sounds like: "Hi Katie, we're partnering with engineering teams who wish sandboxes were way easier to set up and use in Zendesk. It's Jason with ________. Got a min?" ✅ By persona Let's say you sell to ecomm solutions to SMB retail business owners. This sounds like: "Hi Tom, we're working with several retailers in the Seattle area. It's Jason with ________. Heard our name tossed around?" (H/T Armand Farrokh) ✅ By trigger This list gets pretty extensive. Hiring, job changes, customer/champion change, M&A, expansion/contraction, promotion, etc This sounds like: "Hi Dave, congrats on the promotion. It's Jason from __________. Was just talking to a new HR leader yesterday who's running into all kinds of complications scaling international hiring. That by chance something you're running into?" ✅ By niche One of my favorites. Take a well-recognized logo like Rippling. You could go after direct competitors, but it's even better to focus on non-competitive products selling to the same personas. This sounds like: "Hi Cierra, we're working with Rippling to help scale their product suite for HR leaders. It's Jason with ________. Thought you might want to hear how they've doubled ACV in the last 6 months. Have a min?" ~~~ Before you think of personalization, start with segmentation. Do the work upfront to avoid having to customize too much. Agree or disagree? We're training entire sales orgs at companies like Shopify, Rippling, Zoom, and many more on how to land more meetings with outbound. Interested in custom training for your team? DM or email me jason [at] outboundsquad.com for more info.

"What’s the ideal audience size for LinkedIn ads?"   ↑ An important question I get every few weeks, and it recently surfaced in the Fibbler community. Without the right audience, advertising is pointless. So what is the answer? For years, I defaulted to the classic rule of thumb: ~50,000 per audience segment, but 3 years ago, I stopped as it's misleading. I've been in and around over 1,000+ accounts now and have seen audiences from 1,000 people to 12m (y𝘦𝘴, 12 𝘮𝘪𝘭𝘭𝘪𝘰𝘯) achieve top 1% results. 𝐓𝐡𝐞 𝐨𝐧𝐥𝐲 𝐫𝐢𝐠𝐡𝐭 𝐚𝐧𝐬𝐰𝐞𝐫 - your audience size is your audience size, it's just tactic dependent. The question people 𝘴𝘩𝘰𝘶𝘭𝘥 be asking is "how do I know I've targeted the right audience?" The variables in targeting the right audience are: → Strategy (why this audience) → Segmentation (can you split it up) → Penetration (do you want new reach or to be frequent) → Tactics (brand tactics require looser audiences than activation) When thinking about 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲, the questions you need to ask are: → Who is this offer for? → Who is actually going to care? As LinkedIn is mainly B2B, I match the answer to these questions to targeting and I ALWAYS first start with the company. The 3 options: ↳ Company list (most accurate) ↳ Company size + industry (next best) ↳ Company size (for those with industry-agnostic solutions) Then I work on defining who the people we need to target are. Some variations we often use (there is no right answer here): Functions + Seniority + Skills + JT Exclusions Supertitles + JT Exclusions Functions + JT Exclusions Supertitles + Skills + Excl Function + Groups + Excl 𝐒𝐞𝐠𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 is the next thing to consider. The reasons you should segment: → Geography i.e. do you advertise to different time zones? → Internal structure i.e. having priority companies based on size? → Buying committee i.e. is MQL:SQL rate higher for certain functions? If the answer to any of these is yes, you should consider segmenting your audience pool by that variable. If you have a mass market product, then I'd suggest staying with as large an audience as possible. 𝐏𝐞𝐧𝐞𝐭𝐫𝐚𝐭𝐢𝐨𝐧 is achieved only by a very simple ratio Budget:Audience The higher the budget and narrower the audience, the higher the frequency. The lower the budget and wider the audience, the lower the frequency. You can control this by ↳ How many targeting variables you add ↳ How many AND layers you apply ↳ How many exclusions you appy ↳ How much budget you spend Finally, you need to consider 𝐭𝐡𝐞 𝐭𝐚𝐜𝐭𝐢𝐜 - in short, the most important point is how tight or loose you WANT to be with this targeting. Be looser with roles for brand awareness and tighter if you have say an incentivised offer. — Bottom line: Only segment for logic and understanding, not to satisfy a rule-of-thumb number. Your audience should be exactly as big (or small) for your company/goal - nothing more, nothing less.

Automation Tip Tuesday! 𝗣𝗿𝗼𝗯𝗹𝗲𝗺: A small medical practice uses Pipedrive for lead management and Calendly for appointments. Lots of manual work to schedule an initial appointment. 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻: Automate the steps, saving time (and reducing the risk for human error!) 1. New inquiries come in through the company’s website 2. Use Zapier to automatically add the lead to Pipedrive 3. Use Zapier to send an email with a link to schedule via Calendly. 4. Calendly is connected to Zoom so the scheduled appointment includes the link 5. When the client schedules an appointment, the deal in Pipedrive is update to “Call Scheduled” 6. Use Calendly automation to send an appointment confirmation.  7. If the prospect doesn’t schedule, a follow-up email is sent This can work with a bunch of different CRMs (Keap, HubSpot, etc) and meeting (like Google Meet) combos. -- Hi, I’m Nathan Weill, a business process automation expert. ⚡️ These tips I share every Tuesday are drawn from real-world projects we've worked on with our clients at Flow Digital. We help businesses unlock the power of automation with customized solutions so they can run better, faster and smarter — and we can help you too! #automationtiptuesday #processautomation #softwareintegration

Remember when Blockbuster thought Netflix was just a passing trend? Or when taxi companies dismissed Uber? The real estate world is evolving faster than ever, and I've seen too many great agents fade away because they couldn't or wouldn't adapt. In a market that transforms constantly, staying relevant isn't optional. It's essential. ✅ Here's how I ensure I'm always bringing maximum value to my clients: 1️⃣ I'm obsessed with hyper-local market data. While everyone can access Zillow, my clients rely on me for insights they can't Google. I track not just what sold, but why it sold at that price. Was it the kitchen renovation? The school district rezoning? The new tech campus announcement? I know which streets command premiums in each neighborhood and why certain floor plans move faster than others. This granular knowledge helps my clients make decisions with confidence when headlines and algorithms can't capture the full story. 2️⃣ I prioritize relationships over transactions. In an age where many think real estate is becoming transactional, I've doubled down on the human element. I don't measure success by just closings - I measure it by the families who call me years later when they're ready for their next move. The trust built through genuinely caring about clients' long-term happiness creates a referral network that no advertising budget could replicate. In a digital world, meaningful human connection becomes more valuable, not less. 3️⃣ I embrace technology as a tool, not a replacement. The real value comes in knowing when to use which tools and how to interpret the data they provide through the lens of real-world experience. The best technology in my arsenal remains the ability to listen deeply to what clients truly need. The fundamentals of real estate haven't changed: People want trusted guidance during life's biggest financial decisions. By staying hyper-informed, relationship-focused, and tech-savvy in service of my clients, I ensure that my value grows stronger every year. What strategies are you using to stay relevant in your field? #realestate #bayarea #realtor

Most outbound problems start in the same place: You’re talking to the wrong people. I see teams rewriting copy 10 times, testing 4 versions of the offer, arguing about subject lines… and the reply rate is still stuck at 1–2%. This is not because the email is bad. It's because the list is. Here’s the simple way I look at outbound: → Targeting: who you’re reaching → Messaging: what you’re saying → Offer: what you’re proposing (+ Deliverability and Infra: whether your email even lands) If the audience is off, nothing else matters. You can’t “out-copywrite” a bad list. The only soft KPI I obsess over is positive replies. (Not replies, POSITIVE replies). If those aren’t moving, you’re hitting the wrong segment, full stop. We learned this building campaigns for both early-stage teams and big brands. - More volume won’t fix it. - Personalization won’t fix it. - A clever opener won’t fix it. Here’s what actually works: → Pull real data from your CRM before you guess anything → Build a list around pain, not job titles → Use Clay to enrich and filter, don’t just scrape everything that moves → Test in small batches (50–100) before scaling → Watch for buying signals, not vanity signals → Protect your domains When you get the audience right, everything downstream gets easier. Your message lands. Your offer makes sense. Deliverability improves because people actually respond. Curious: what’s the targeting mistake you see most often? #targeting #leadgen #deliverability #gtm #outbound

In countries where trust takes longer to build (as is the case of most Asian markets), the most effective approach I’ve found is to bring real business to the table without expecting anything in return. If someone seems valuable, introduce them to a client, a partner, or an investor. Don’t ask for a favor or a cut. Just deliver. If they choose to reciprocate, that’s a green flag. If they don’t, that’s fine too because the point isn’t immediate return. It’s accelerating trust. All other forms of relationship-building, e.g., dinners, drinks, small talk, are way less valuable in comparison to this. Nothing builds goodwill like showing you can make people money while operating with integrity.

Cold email outreach is often misunderstood as a numbers game - send more, get more. But the truth is, quality always beats quantity. Your success largely depends on the quality of your email list. A well-curated list means you’re reaching the right people with the right message, while a poorly managed list can lead to low engagement, high bounce rates, and damage to your sender reputation. Here’s a few key steps to refine your cold email lists for better results: 1️⃣ Segment your audience: start by dividing your list into segments based on criteria such as industry, job title, company size, or previous interactions with your brand. 2️⃣ Regularly clean your list: over time, email lists can become cluttered with inactive or invalid addresses. Regularly clean your list to remove bounced emails, unsubscribes, and unengaged contacts. This not only improves your deliverability rates but also ensures you’re focusing on prospects who are more likely to engage. 3️⃣ Use data enrichment tools: tools like Clearbit, ZoomInfo, or Hunter.io can help you enrich your email list by adding valuable data points such as the prospect’s role, company details, and social profiles. This extra information enables you to personalize your outreach even further. 4️⃣ Monitor engagement metrics: pay close attention to open rates, click-through rates, and responses. If certain segments of your list are underperforming, it may be time to re-evaluate those contacts. Use these insights to continuously refine your list and improve your targeting. 5️⃣ Leverage intent data: incorporate intent data into your list-building process. This data shows which companies are actively researching solutions like yours, allowing you to target prospects when they’re most interested. Tools like Bombora or 6sense can provide these insights. If you do something extra special to your email lists, share below 🤓 #Sales #ColdEmail #EmailMarketing #Outreach #SalesStrategy

Google Threat Intel Group (#GTIG) has issued an advisory about an attack affecting 700+ organizations via their #Salesforce instances, enabled by theft of OAuth tokens from the #Salesloft #Drift app. The threat actor, designated UNC6395, is still unknown at this stage, but their objective seems to have been searching through Salesforce CRM support cases to retrieve credentials including AWS access keys, passwords, and Snowflake access tokens, as well as sensitive URLs such as VPN and SSO login pages. The threat actor deleted the bulk access jobs, but was unable to delete Salesforce Event Monitoring logs. The attack vector started with a compromise of Salesloft, a company that makes an AI-enabled chat agent called Drift, which integrates with Salesforce. Salesloft revoked active access and refresh tokens on August 20, and the Drift application has been removed from Salesforce AppExchange, pending investigation. Key takeaways for defenders: 🔒 3rd party apps that provide bulk access to your data are a critical supply chain risk 🔒 Integration API tokens need to be stored and transmitted securely (per ASD's recent guide) 🔒 3rd party apps should be given least privilege, with logging, monitoring and containment on suspicious activity 🔒 CRMs and support systems are repositories full of aggregated sensitive data, and should be treated as such 🔒 Enforce a policy of never storing credentials or other sensitive data in CRM support tickets - these should only be transmitted over secure means, eg. using a password manager that supports secure sharing 🔒 Tamper-resistent logs are essential for forensic analysis Does your CRM == passwords.txt ? GTIG advisory: https://lnkd.in/ddJqPb36 Bleeping Computer article: https://lnkd.in/dVB7CRd4 Guidance on managing creds: https://lnkd.in/gwvGQ5ep

7 things I learned from 500+ client conversations in the last 5 year: 1. Clients don't fire you for results, they fire you for communication Best performing campaigns with poor updates = unhappy clients Average performing campaigns with great communication = renewals Learning: Proactive communication matters more than perfect performance. 2. Most clients can't articulate what they actually want "We need more leads" usually means: → Better quality prospects  → Shorter sales cycles  → Higher close rates  → Or all of the above Learning: Ask deeper questions before proposing solutions. 3. Internal politics affect your success more than your strategy Amazing campaigns fail because: → Wrong person championed the initiative  → Budget got reallocated mid-project  → New CMO wants different approach Learning: Understand the organizational dynamics, not just the marketing challenge. 4. Clients judge you on your worst week, not your average performance Consistent 15% month-over-month growth = expected One bad month = "Is this working?" Learning: Set expectations for variability upfront, celebrate consistency. 5. The clients who pay the most question you the least Budget correlation with trust: → $1000/month clients: Weekly strategy questions  → $2500K/month clients: Monthly check-ins  → $5000K+ clients: Quarterly reviews Learning: Higher budgets come with higher trust (and less micromanagement). 6. Scope creep happens when clients feel unheard Pattern recognition: → Client asks for "small addition"  → You say yes to be helpful  → More requests follow  → Resentment builds on both sides Learning: Extra requests signal unmet needs, not just scope issues. 7. Your best clients become your best salespeople Referral quality by source: → Cold outreach: 20% close rate  → Content marketing: 35% close rate  → Client referrals: 75% close rate Learning: Invest as much in client success as client acquisition. The meta-lesson: Client relationships are business relationships, but they're still human relationships. Treat them accordingly. What's your biggest insight about client relationships? What surprised you most?