Internal Listing Intelligence Platform
We helped a tightly aligned real estate brokerage replace an underused spreadsheet with a shared internal system that gave agents immediate visibility into active and upcoming listings—without jumping between tools—so they could evaluate opportunities faster and deliver a clear off-market value proposition.
Where the Business Was At
The brokerage already had a system: a shared spreadsheet meant to track listings before they hit the market. In practice, data was entered inconsistently, fields were skipped or interpreted differently by each agent, and the tool required discipline but returned very little value. Agents didn't trust it, so they stopped using it.
What felt frustrating:
To understand a listing, agents had to start in the spreadsheet, then jump to the MLS, Zillow, or Redfin
Looking up neighborhood context, pricing signals, and comps meant manually piecing together a picture across multiple tabs
The friction was constant and the 'internal advantage' the spreadsheet was supposed to create never materialized
Data was entered inconsistently—fields skipped or interpreted differently by each agent
What They Thought They Needed
A better spreadsheet
People to actually use the system they already have
More discipline around data entry
What They Actually Needed
A system that becomes the first place agents go—not just another place to enter data
Automatic context so agents don't have to hunt for information
Views designed for how agents actually think and evaluate deals
Internal-only visibility that respects privacy
The real issue wasn't discipline—it was value. The spreadsheet failed because it didn't answer the most important questions (Where is this listing? What does it look like? What kind of deal is this?), required extra work without reducing effort elsewhere, and forced constant task-switching between disconnected systems.
The Approach
We focused on one principle: reduce friction while increasing clarity. Instead of another document or form, we designed a small internal web application that enforced consistent data input, enriched listings automatically, and presented information in ways agents already think and evaluate.
Designed to replace task-switching, not add new steps
Automatic enrichment so the system returns value immediately
Respected existing workflows and limited attention
Internal-only tool—not trying to replace the MLS, just make it easier to act on
What We Built
Grouped by what it enables for the business.
Visibility
What they can now see
Map view to understand location and context instantly
Table view for comparison and scanning across listings
List view for quick browsing
All views designed for speed and clarity, not administrative overhead
Control
What they can now manage
Structured listing fields to eliminate missing or ambiguous data
Clear expectations for what information belongs in the system
Automation
What no longer requires them
Zillow data pulled directly into each listing record
Appraiser data enrichment
Census and neighborhood data—no hunting required
Flexibility
What they can change themselves
Agents can evaluate opportunities without leaving the platform
Multiple view modes to match different evaluation styles
Business Impact
System shifted from 'a place we're supposed to put information' to 'the fastest way to understand a listing'
Agents can evaluate opportunities without leaving the platform
Data quality improved because the system actually returns value
The brokerage gained a real internal advantage around off-market and pre-listing visibility
The tool became part of daily decision-making instead of a neglected process
Why This Worked
Because we didn't try to force behavior. We met the team where they were, designed around how agents already think and evaluate deals, removed task switching instead of adding new steps, and focused on usefulness before completeness. The system earned adoption by being genuinely helpful.
Is This You?
This approach works well for brokerages and teams with shared deal flow, businesses relying on internal visibility as a competitive edge, and organizations stuck between manual tools and expensive enterprise software—especially when data exists but isn't being trusted or used.
Ready to Build Your System?
Let's talk about where your business is at and what the right next step might be. No pitch—just a conversation.