March 17, 2025 • 17 mins
🎙️ Episode Description: Join us for an insightful conversation with Stacie Staub, CEO and co-founder of West of Main Homes, as she shares her journey of growing a 500-agent brokerage through smart technology choices and consistent implementation.
⏱️ Timeline: 00:00 - Introduction and background 00:50 - Current tech challenges in real estate 02:16 - Discussion on tech solution effectiveness 04:02 - AI considerations in real estate 04:39 - Understanding brokerage operations 06:35 - Technology's role in profitability 08:11 - Balancing tech with personal touch 10:14 - Evolution of tech stack 14:36 - Partner roles in training 16:25 - Future of tech-brokerage relationships
🔑 Key Takeaways:
- Success in tech adoption requires patience and consistency
- Choose scalable solutions from day one
- Focus on best-in-class tools, not just real estate-specific ones
- Maintain human support for technology implementation
- Balance technology with relationship-building
👉 Featured Guest: Stacie Staub CEO & Co-founder, West of Main Homes
- 8 years building a tech-forward brokerage
- Grown to 500 agents without recruiting
- Background in real estate technology
#RealEstateTechnology #PropTech #BrokerageTech #RealEstateInnovation #LoneWolfTech #RealEstateBusiness
https://www.lwolf.com/podcast
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_01 (00:00):
From the entrepreneur's desk to the
industry front lines and intoreal world operations.
SPEAKER_00 (00:06):
I'm Aaron Cardell, joined by Kyle Hunter and Jake
Hamilton.
And we're here to take the pulseof real estate technology in
just 20 minutes.
SPEAKER_01 (00:13):
Hello, welcome to Crop Tech Pulse.
I'm Kyle, and I'm here withStacy today.
Stacy, tell us a little bitabout yourself.
SPEAKER_02 (00:21):
Hi, everyone.
So happy to be here.
Thanks, Kyle.
I'm Stacy Staub.
I'm the CEO and co-founder ofWest and Maine Homes.
Uh West and Maine has beenaround for about eight years.
So I like to say we're a secondgrader.
But my background is actually inreal estate technology.
I was in RETEC before I startedselling.
(00:43):
So I'm it's still like my um,you know, bad habit.
unknown (00:48):
Yeah.
SPEAKER_01 (00:49):
Yeah.
So I've actually been in tech mywhole life as well, and and
really specifically to realestate tech.
And I know there's a lot ofchallenges and we've seen a lot
of ups and downs all throughoutthe years.
But, you know, um what I'd liketo maybe start out with is um
what are brokerages' biggestpain points with the current
tech solutions today?
SPEAKER_02 (01:10):
I mean, we always talk about interoperability,
right?
Uh, whether it's um, you know,the MLS not talking to your CRM
or your um your e-newsletterplatform not talking to your
blog or your, you know, so um,you know, we hear a lot about
like single sign-on umdashboards and things like that.
(01:30):
I don't know if one reallyexists.
Um, I know that we cobbledtogether our tech stack on day
one and really haven't changedit much.
And that was with intent.
Um, I know from working withagents for almost 20 years now
that you know adoption is toughand uh change is hard.
(01:51):
And so I feel like we did a goodjob choosing platforms that we
could grow with.
Um, so I really think that's thepain point for most brokerages
is they jump from platform toplatform instead of sitting in
and like saying, okay, let's seeif we can help improve the
product from our side by givingfeedback and things like that.
(02:11):
Um I I think a lot of brokeragesdon't have enough patience, to
be honest.
SPEAKER_01 (02:16):
No, you said that right.
I mean, we uh, you know, at LoneWolf uh really have tried and
strived to create a solution,but we understand that there's
different needs for differentbrokerages.
And you know, you can have thebest solution, but if agents
aren't using it, um, then itdoesn't necessarily hit, you
know, all of the uh all of themetrics that that need to be
(02:36):
hit.
Um obviously there's been a lotof ups and downs over the years.
I mean, there's COVID andthere's the markets.
Um, what is the current wherewhere do you see the current
tech solutions maybe fallingshort?
SPEAKER_02 (02:48):
I mean, for us, um, we use Slack for everything.
And so I feel like we're a verytech forward company.
Like I always tell agents, onceyou're on Slack, I'll never text
or email you.
Always, of course, happy to jumpon a phone call.
But then um, kind of usingZapier and all of these
different, you know, APIs andintegration tools.
(03:09):
Um we have kind of like umcreated a quilt of technology
that like the squares are livingside by side, um, and they, you
know, keep us warm, but they'renot necessarily like ideally one
big piece of fabric, right?
Um, I also think like the needsof real estate actually haven't
(03:30):
changed that much.
Um, it's just everything'smoving so fast.
The thing that the things that Ilike am very wary of, like AI,
y'all.
Um, I am just like so leery ofit, partly because my background
is in writing and creative, andI don't want to see those jobs
(03:51):
go away or become lessened ordiluted.
Um, I also just think there areuses for it, but like let's be
careful, if that makes sense.
SPEAKER_01 (04:02):
Uh yeah, no, I affiliate on that.
I mean, AI is the you know thenew buzzword, and and and there
are some you know applicablethings that can be can be done
with that, but you know, it's aslippery slope.
You start getting intofinancials and you upload the
wrong things, and and all of asudden um, you know, AI has all
your stuff.
Um, and so you know, youmentioned Slack, you mentioned a
couple other things, you know,those aren't specific to real
(04:24):
estate.
Um, but from your perspective,how can tech companies uh better
understand brokerage operationsto really better cater to what
your agents need, what yourbrokerages need to, you know, be
more effective?
SPEAKER_02 (04:39):
I mean, ask us.
And I think that's what LoneWolf is trying to do, right?
Um, they have a customeradvisory panel now and they're
really listening.
And I think not enough techcompanies have done that.
Um, I was thrilled to be askedto be a part of that because um
I really do have a lot to sayabout it.
And um, you know, again, 20years of experience in this
(05:01):
space.
I have a close eye on it.
I'm certainly not shut downabout it, right?
I'm not like, oh, we're neverchanging anything again.
We have a perfect tech stack andum the agents have what they
need.
I do think though, we um areamongst the best at what we have
done and what we do use.
And a lot of those actuallyaren't specific to real estate.
(05:22):
Our e-newsletter platform isn'tour um the way we schedule our
floor um uh schedule.
We use uh an outside platformfor that.
Um we use, you know, Gmail,okay, you know.
Um so really we just look forthe best of class in the product
category, um, whether it's realestate related or not, and just
(05:43):
figure out how to make it workfor real estate.
SPEAKER_01 (05:46):
Yeah.
Yeah.
And I, you know, we love havingyou on the customer advisory uh
board, and and we're reallylooking forward to, you know,
getting that feedback as someonewho's been in the the industry
on that side of the fence, andthen basically saying, hey, you
know what, let's open abrokerage and really grow.
Uh, even though you say you'rein second grade, I think that
you know you guys have done alot of stuff for for the time
(06:08):
that you've been around.
Um so you know, very important.
I I want to pivot a little bitto how technology can actually
better support profitability ina in a difficult market, because
we all know that commissions arebeing compressed, they have
been.
Um, but at the end of the day,you know, brokerages are there
(06:28):
to, you know, to be profitable.
So what would you say uh couldhelp you on your bottom line?
SPEAKER_02 (06:35):
I mean, the business model itself, right?
I think for so long we've beenstuck in like SaaS models that
charge per seat.
And as brokerages get bigger,like I can speak from this
experience, um, you know, wehave almost 500 agents.
And so when I'm looking atsolutions and thinking about
like pure adoption and thecapability and actual usefulness
(06:57):
for the product for a wide rangeof agents, everyone from brand
new, we call them new kids, tovery seasoned agents who frankly
are too busy to learn a newthing.
It's this middle middle agentthat will probably adopt it.
But like, what about these?
Am I still gonna have to pay forthese?
Right.
And that's where I usually likeshut the door on a demo.
(07:18):
Um, it's like, okay, guys,you're gonna have to come up
with like something morecreative and something that um,
you know, and then get it in thedoor and show us how useful it
is.
Let me, you know, uh give it toa small group of agents who
might be a little bit moresavvy, and then, you know, then
it can spread throughout thebrokerage as it proves to be
effective and efficient and umworth it, right?
SPEAKER_01 (07:42):
Yeah, absolutely.
I mean, we hear it over and overagain.
It's it's really about umadoption.
You know, agents need to usethings and actually to be more
profitable and help theirbrokerages.
And so, you know, we're reallylooking to, you know, ask
persons like yourself and andbrokerages and and those who are
in the market to say, whatshould we be, you know, doing
(08:03):
better?
Um, but with that said, whatwould you, you know, what could
a new brokerage tech model looklike, maybe in your opinion?
SPEAKER_02 (08:11):
Yeah, I think um, well, I'm a big proponent of
balance within brokerage.
So um I kind of let the agentsrun their business however they
want.
I have 500 differentpersonalities here and ways of
doing business and niches andthings like that.
Are they a team?
Are they whatever?
So I really do give them a lotof freedom.
And I think that's where somebrokerages maybe miss by
(08:36):
requiring use of the tools.
Um, you know, we provide a CRM,um, use it or don't.
If you want to go pay forsomething else, go ahead.
But I'm also not in the businessof mining data.
And I know a lot of brokers aregonna disagree with me, um, but
it's just not something I'minterested in.
Um, when an agent leaves mybrokerage, take your database.
(08:57):
I don't want it.
Um, I'm certainly not gonna goand nurture those relationships
because we are also a ninjabrokerage, we're a people-based
brokerage.
So even though I do feel we'retech forward, we're
people-centered andrelationship-centered.
And, you know, 90% of ourbusiness comes from
relationships and sphere.
So that's where we really focus.
(09:18):
Um, you know, we have a Zillowteam, we have an elites team,
some things like that.
Um, but really that's where Ifeel like the strong will
survive when it comes to realestate.
And again, people tell me I'mcrazy and have my head in the
sand or whatever, but I reallybelieve that to be true.
SPEAKER_01 (09:35):
Yeah.
And that's a great point.
Um, it you, you know, you know,you really have all of these
different pieces in a company ofyour size, it's, you know, you
probably didn't start there.
You've probably had to adapt asgrown.
Um, you know, I'd love to kindof hear how um your tech stack
has kind of evolved and and yourtechnology as you've added these
(09:58):
various pieces.
You know, you mentioned Ninja,you know, obviously there's
their component there.
You have your Zillow Flex oryour programs, you have
different pieces.
Um, how did you kind of bringthat together?
And then as you grew, you know,what did you layer in to really
help your business?
SPEAKER_02 (10:14):
Yeah, I mean, we really have kept the stack
really consistent, um, partlybecause I knew in the beginning
I didn't want to start anythingthat couldn't scale.
Um, we did have goals to grow umfrom day one.
We did that more quickly than wethought.
And so in the beginning, it waslike, okay, set it up.
And then as we onboard people,you know, we're gonna sit down
(10:34):
with them, teach themeverything.
And then through COVID, thatturned into like a little bit
more DIY.
And so we had to keep thatsimplicity there.
Um, there really isn't anythingin our stack that takes days of
training or even hours to setup.
Um, and that's by design.
We did add a transactionmanagement platform about four
(10:56):
years in.
Um, in our market, our contractsoftware, most brokerages use
that.
It's real clunky.
Um, so we did elevate thatplatform and um uh thank
goodness, because now with 500agents, that would be so messy
every time that system crashesor even trying to get in it, um,
pull to pull reports orwhatever.
(11:17):
Um, but really um that's theonly thing we've added.
And because of that, we've beenable to keep our fees
consistent.
I have not raised the roster feein eight years.
We call our monthly fare aroster fee.
Um, it's been the same.
We haven't added a transactionfee, a doc storage fee, any any
of those fees that you seebrokerages having to add.
(11:39):
And I think it's because we havekept it simple.
And like whenever I do demoswith tech companies, they're
like, well, it's only$2 peragent per month.
And it's like, okay, well, forme, that's another, you know,
whatever it is.
And I'm not gonna charge thatback to my agents.
That's my promise to them.
So um I think we're just beenmore careful than most about
that.
SPEAKER_01 (11:59):
Yeah.
Well, and it makes sense.
I mean, it sounds like you know,part of your uh, you know,
initial thought process was tobuild in the ability to scale.
And so that was a very smart,you know, technique.
And I think you know, it's whythat you've had the success that
you have, eight years, 500agents.
That's that's a pretty goodtrajectory.
SPEAKER_02 (12:17):
Um with no recruiting, by the way.
SPEAKER_01 (12:20):
With no recruiting, honestly.
SPEAKER_02 (12:21):
Yeah.
SPEAKER_01 (12:23):
So you have a great program.
Um with that, I would say, youknow, obviously you did a great
job.
How do you how did you evaluatewhat partners and what tech
partners you mentioned a secondago, you know, you go through a
demo with someone, and you know,there's things that turn you off
and there's things that maybeyou you adapt to.
So you know, I'd love tounderstand a little bit about
(12:44):
how you evaluate a tech partner,um, and then also maybe some
things that you did in the pastthat maybe you would do
differently if you wereevaluating today.
SPEAKER_02 (12:54):
Yeah, so we operate a little bit differently when it
comes to marketing and creative.
My co-founder and businesspartner, Madeline Linder, um,
grew up in ad shops.
And so she runs that team likean ad agency within the
brokerage.
So when it comes to um any kindof collateral, uh, we do all of
(13:14):
that for our agents.
That's part of like our fullservice promise to them.
They're not out there usingCanva.
We don't allow it.
Um, our marketing team literallytouches every single piece.
So um I evaluate that fromagents who come and interview
with me who are at a differentbrokerage and are like, I don't
want to create my own flyersusing this clunky platform.
(13:36):
I don't want to have to plug inmy own pictures and then write
my own listing description andall of these things.
So that is a real differentiatorfor us.
And so I also listened to thepain points regarding other
services that they use at otherbrokerages.
I hired probably 10 agents lastyear because a big franchise
switched their main platform andthe agents just didn't like it.
(14:00):
They were being forced to learnand use it, and they were like,
screw it, why am I paying afranchise fee and all of these
other fees when I'm not evengoing to use this software that
they want me to use?
Does that make sense?
SPEAKER_01 (14:11):
One absolutely.
Um, you know, we hear that allthe time.
It really leads me in.
I got two questions left I wantto ask.
One, how what role should apartner, a tech partner, play in
helping with the agent adoptionand training?
So you mentioned, you know,people coming aboard, you can
have agents come on learningyour systems.
You know, how would you likepartners to do that?
(14:33):
Or do you have your own systems?
Love to talk a little bit aboutthat.
SPEAKER_02 (14:36):
The more established platforms we've got down, and so
we really do handle that, butI'll use a new um, I mentioned
the contract software earlierthat's been in Denver for a long
time.
It's, you know, it's um they'rethey're bringing in some
competition.
So we've actually been um betatesting and advising on a new
platform that I've invested inas well.
(14:57):
And they are hosting weeklyin-office trainings on that
platform, even though the agentsaren't even using it yet.
They bring in food, they make itfun, their team's awesome, the
platform's beautiful.
It's actually a pleasure tolearn about it and to use and
play around with it and givethem feedback.
So I think like they are doingthe best that I've ever seen at
(15:18):
that.
Easy though, because they'relocal, right?
I mean, their offices are downthe street and they can come in
and like we bring agents, youknow, we just have small groups
come in.
Um, I do think like there arecompanies doing a good job with
videos and tutorials and atleast like a library of
resources where agents can go ifthey get stuck or to ask
(15:39):
questions.
Um, most don't.
I will say it's impossible toget a hold of someone real at
support at most companies.
SPEAKER_01 (15:47):
Yeah.
No, and that's a challenge.
And you know, at Lone Wolf, um,we're really looking at 2025 as
supporting the brokerage androot and the agents and all of
our users because that'ssomething that we feel is
important to make sure thatthere's a human touch and and
that it's um you know somethingthat resonates.
You know, real estate's abelly-to-belly industry, and and
(16:08):
that expectation is certainlythere to have that close um
community.
I think the last question wehave for today, what are some
key takeaways for tech companiesand brokerages and in how their
relationships should should workin the future?
SPEAKER_02 (16:25):
I was just thinking about that when you were just
talking.
I think like don't outsourceyour support to AI because
agents who can't figure out thetechnology anyway, like aren't
going to enjoy going throughsome kind of chat process with a
robot.
They want to get Kathy on thephone and feel like Kathy is
their person at whatever productand know like they can, you
(16:50):
know, reach out.
And yes, it is hard to supportagents.
They're all over the placesometimes.
They they're very they're spreadthin.
They're not necessarily techsavvy or um their brains maybe
don't work that way.
They're kind, they're amazing,they support their clients, and
they shouldn't have to deal withmuch um stress when it comes to
(17:10):
the brokerage's technology.
And that's always been like howI've looked at it.
Like our our mantra mantra atWest of Maine is the agents are
our clients.
How can we make things better?
And um I think tech companieswould do well to remember that
brokerages are their clients.
How can you make things better?
SPEAKER_01 (17:29):
Yeah, absolutely.
Well, Stacey, thank you so muchfor joining today.
Uh, it's been a pleasure.
And um, yeah, let's get back toselling some real estate.
SPEAKER_02 (17:39):
Yeah, thank you so much.
What a pleasure.
SPEAKER_00 (17:41):
That's our pulse for today.
Keep innovating, keepimplementing, and keep moving
real estate forward.
From the entrepreneur's desk to the
industry front lines and intoreal world operations.
SPEAKER_00 (00:06):
I'm Aaron Cardell, joined by Kyle Hunter and Jake
Hamilton.
And we're here to take the pulseof real estate technology in
just 20 minutes.
SPEAKER_01 (00:13):
Hello, welcome to Crop Tech Pulse.
I'm Kyle, and I'm here withStacy today.
Stacy, tell us a little bitabout yourself.
SPEAKER_02 (00:21):
Hi, everyone.
So happy to be here.
Thanks, Kyle.
I'm Stacy Staub.
I'm the CEO and co-founder ofWest and Maine Homes.
Uh West and Maine has beenaround for about eight years.
So I like to say we're a secondgrader.
But my background is actually inreal estate technology.
I was in RETEC before I startedselling.
(00:43):
So I'm it's still like my um,you know, bad habit.
unknown (00:48):
Yeah.
SPEAKER_01 (00:49):
Yeah.
So I've actually been in tech mywhole life as well, and and
really specifically to realestate tech.
And I know there's a lot ofchallenges and we've seen a lot
of ups and downs all throughoutthe years.
But, you know, um what I'd liketo maybe start out with is um
what are brokerages' biggestpain points with the current
tech solutions today?
SPEAKER_02 (01:10):
I mean, we always talk about interoperability,
right?
Uh, whether it's um, you know,the MLS not talking to your CRM
or your um your e-newsletterplatform not talking to your
blog or your, you know, so um,you know, we hear a lot about
like single sign-on umdashboards and things like that.
(01:30):
I don't know if one reallyexists.
Um, I know that we cobbledtogether our tech stack on day
one and really haven't changedit much.
And that was with intent.
Um, I know from working withagents for almost 20 years now
that you know adoption is toughand uh change is hard.
(01:51):
And so I feel like we did a goodjob choosing platforms that we
could grow with.
Um, so I really think that's thepain point for most brokerages
is they jump from platform toplatform instead of sitting in
and like saying, okay, let's seeif we can help improve the
product from our side by givingfeedback and things like that.
(02:11):
Um I I think a lot of brokeragesdon't have enough patience, to
be honest.
SPEAKER_01 (02:16):
No, you said that right.
I mean, we uh, you know, at LoneWolf uh really have tried and
strived to create a solution,but we understand that there's
different needs for differentbrokerages.
And you know, you can have thebest solution, but if agents
aren't using it, um, then itdoesn't necessarily hit, you
know, all of the uh all of themetrics that that need to be
(02:36):
hit.
Um obviously there's been a lotof ups and downs over the years.
I mean, there's COVID andthere's the markets.
Um, what is the current wherewhere do you see the current
tech solutions maybe fallingshort?
SPEAKER_02 (02:48):
I mean, for us, um, we use Slack for everything.
And so I feel like we're a verytech forward company.
Like I always tell agents, onceyou're on Slack, I'll never text
or email you.
Always, of course, happy to jumpon a phone call.
But then um, kind of usingZapier and all of these
different, you know, APIs andintegration tools.
(03:09):
Um we have kind of like umcreated a quilt of technology
that like the squares are livingside by side, um, and they, you
know, keep us warm, but they'renot necessarily like ideally one
big piece of fabric, right?
Um, I also think like the needsof real estate actually haven't
(03:30):
changed that much.
Um, it's just everything'smoving so fast.
The thing that the things that Ilike am very wary of, like AI,
y'all.
Um, I am just like so leery ofit, partly because my background
is in writing and creative, andI don't want to see those jobs
(03:51):
go away or become lessened ordiluted.
Um, I also just think there areuses for it, but like let's be
careful, if that makes sense.
SPEAKER_01 (04:02):
Uh yeah, no, I affiliate on that.
I mean, AI is the you know thenew buzzword, and and and there
are some you know applicablethings that can be can be done
with that, but you know, it's aslippery slope.
You start getting intofinancials and you upload the
wrong things, and and all of asudden um, you know, AI has all
your stuff.
Um, and so you know, youmentioned Slack, you mentioned a
couple other things, you know,those aren't specific to real
(04:24):
estate.
Um, but from your perspective,how can tech companies uh better
understand brokerage operationsto really better cater to what
your agents need, what yourbrokerages need to, you know, be
more effective?
SPEAKER_02 (04:39):
I mean, ask us.
And I think that's what LoneWolf is trying to do, right?
Um, they have a customeradvisory panel now and they're
really listening.
And I think not enough techcompanies have done that.
Um, I was thrilled to be askedto be a part of that because um
I really do have a lot to sayabout it.
And um, you know, again, 20years of experience in this
(05:01):
space.
I have a close eye on it.
I'm certainly not shut downabout it, right?
I'm not like, oh, we're neverchanging anything again.
We have a perfect tech stack andum the agents have what they
need.
I do think though, we um areamongst the best at what we have
done and what we do use.
And a lot of those actuallyaren't specific to real estate.
(05:22):
Our e-newsletter platform isn'tour um the way we schedule our
floor um uh schedule.
We use uh an outside platformfor that.
Um we use, you know, Gmail,okay, you know.
Um so really we just look forthe best of class in the product
category, um, whether it's realestate related or not, and just
(05:43):
figure out how to make it workfor real estate.
SPEAKER_01 (05:46):
Yeah.
Yeah.
And I, you know, we love havingyou on the customer advisory uh
board, and and we're reallylooking forward to, you know,
getting that feedback as someonewho's been in the the industry
on that side of the fence, andthen basically saying, hey, you
know what, let's open abrokerage and really grow.
Uh, even though you say you'rein second grade, I think that
you know you guys have done alot of stuff for for the time
(06:08):
that you've been around.
Um so you know, very important.
I I want to pivot a little bitto how technology can actually
better support profitability ina in a difficult market, because
we all know that commissions arebeing compressed, they have
been.
Um, but at the end of the day,you know, brokerages are there
(06:28):
to, you know, to be profitable.
So what would you say uh couldhelp you on your bottom line?
SPEAKER_02 (06:35):
I mean, the business model itself, right?
I think for so long we've beenstuck in like SaaS models that
charge per seat.
And as brokerages get bigger,like I can speak from this
experience, um, you know, wehave almost 500 agents.
And so when I'm looking atsolutions and thinking about
like pure adoption and thecapability and actual usefulness
(06:57):
for the product for a wide rangeof agents, everyone from brand
new, we call them new kids, tovery seasoned agents who frankly
are too busy to learn a newthing.
It's this middle middle agentthat will probably adopt it.
But like, what about these?
Am I still gonna have to pay forthese?
Right.
And that's where I usually likeshut the door on a demo.
(07:18):
Um, it's like, okay, guys,you're gonna have to come up
with like something morecreative and something that um,
you know, and then get it in thedoor and show us how useful it
is.
Let me, you know, uh give it toa small group of agents who
might be a little bit moresavvy, and then, you know, then
it can spread throughout thebrokerage as it proves to be
effective and efficient and umworth it, right?
SPEAKER_01 (07:42):
Yeah, absolutely.
I mean, we hear it over and overagain.
It's it's really about umadoption.
You know, agents need to usethings and actually to be more
profitable and help theirbrokerages.
And so, you know, we're reallylooking to, you know, ask
persons like yourself and andbrokerages and and those who are
in the market to say, whatshould we be, you know, doing
(08:03):
better?
Um, but with that said, whatwould you, you know, what could
a new brokerage tech model looklike, maybe in your opinion?
SPEAKER_02 (08:11):
Yeah, I think um, well, I'm a big proponent of
balance within brokerage.
So um I kind of let the agentsrun their business however they
want.
I have 500 differentpersonalities here and ways of
doing business and niches andthings like that.
Are they a team?
Are they whatever?
So I really do give them a lotof freedom.
And I think that's where somebrokerages maybe miss by
(08:36):
requiring use of the tools.
Um, you know, we provide a CRM,um, use it or don't.
If you want to go pay forsomething else, go ahead.
But I'm also not in the businessof mining data.
And I know a lot of brokers aregonna disagree with me, um, but
it's just not something I'minterested in.
Um, when an agent leaves mybrokerage, take your database.
(08:57):
I don't want it.
Um, I'm certainly not gonna goand nurture those relationships
because we are also a ninjabrokerage, we're a people-based
brokerage.
So even though I do feel we'retech forward, we're
people-centered andrelationship-centered.
And, you know, 90% of ourbusiness comes from
relationships and sphere.
So that's where we really focus.
(09:18):
Um, you know, we have a Zillowteam, we have an elites team,
some things like that.
Um, but really that's where Ifeel like the strong will
survive when it comes to realestate.
And again, people tell me I'mcrazy and have my head in the
sand or whatever, but I reallybelieve that to be true.
SPEAKER_01 (09:35):
Yeah.
And that's a great point.
Um, it you, you know, you know,you really have all of these
different pieces in a company ofyour size, it's, you know, you
probably didn't start there.
You've probably had to adapt asgrown.
Um, you know, I'd love to kindof hear how um your tech stack
has kind of evolved and and yourtechnology as you've added these
(09:58):
various pieces.
You know, you mentioned Ninja,you know, obviously there's
their component there.
You have your Zillow Flex oryour programs, you have
different pieces.
Um, how did you kind of bringthat together?
And then as you grew, you know,what did you layer in to really
help your business?
SPEAKER_02 (10:14):
Yeah, I mean, we really have kept the stack
really consistent, um, partlybecause I knew in the beginning
I didn't want to start anythingthat couldn't scale.
Um, we did have goals to grow umfrom day one.
We did that more quickly than wethought.
And so in the beginning, it waslike, okay, set it up.
And then as we onboard people,you know, we're gonna sit down
(10:34):
with them, teach themeverything.
And then through COVID, thatturned into like a little bit
more DIY.
And so we had to keep thatsimplicity there.
Um, there really isn't anythingin our stack that takes days of
training or even hours to setup.
Um, and that's by design.
We did add a transactionmanagement platform about four
(10:56):
years in.
Um, in our market, our contractsoftware, most brokerages use
that.
It's real clunky.
Um, so we did elevate thatplatform and um uh thank
goodness, because now with 500agents, that would be so messy
every time that system crashesor even trying to get in it, um,
pull to pull reports orwhatever.
(11:17):
Um, but really um that's theonly thing we've added.
And because of that, we've beenable to keep our fees
consistent.
I have not raised the roster feein eight years.
We call our monthly fare aroster fee.
Um, it's been the same.
We haven't added a transactionfee, a doc storage fee, any any
of those fees that you seebrokerages having to add.
(11:39):
And I think it's because we havekept it simple.
And like whenever I do demoswith tech companies, they're
like, well, it's only$2 peragent per month.
And it's like, okay, well, forme, that's another, you know,
whatever it is.
And I'm not gonna charge thatback to my agents.
That's my promise to them.
So um I think we're just beenmore careful than most about
that.
SPEAKER_01 (11:59):
Yeah.
Well, and it makes sense.
I mean, it sounds like you know,part of your uh, you know,
initial thought process was tobuild in the ability to scale.
And so that was a very smart,you know, technique.
And I think you know, it's whythat you've had the success that
you have, eight years, 500agents.
That's that's a pretty goodtrajectory.
SPEAKER_02 (12:17):
Um with no recruiting, by the way.
SPEAKER_01 (12:20):
With no recruiting, honestly.
SPEAKER_02 (12:21):
Yeah.
SPEAKER_01 (12:23):
So you have a great program.
Um with that, I would say, youknow, obviously you did a great
job.
How do you how did you evaluatewhat partners and what tech
partners you mentioned a secondago, you know, you go through a
demo with someone, and you know,there's things that turn you off
and there's things that maybeyou you adapt to.
So you know, I'd love tounderstand a little bit about
(12:44):
how you evaluate a tech partner,um, and then also maybe some
things that you did in the pastthat maybe you would do
differently if you wereevaluating today.
SPEAKER_02 (12:54):
Yeah, so we operate a little bit differently when it
comes to marketing and creative.
My co-founder and businesspartner, Madeline Linder, um,
grew up in ad shops.
And so she runs that team likean ad agency within the
brokerage.
So when it comes to um any kindof collateral, uh, we do all of
(13:14):
that for our agents.
That's part of like our fullservice promise to them.
They're not out there usingCanva.
We don't allow it.
Um, our marketing team literallytouches every single piece.
So um I evaluate that fromagents who come and interview
with me who are at a differentbrokerage and are like, I don't
want to create my own flyersusing this clunky platform.
(13:36):
I don't want to have to plug inmy own pictures and then write
my own listing description andall of these things.
So that is a real differentiatorfor us.
And so I also listened to thepain points regarding other
services that they use at otherbrokerages.
I hired probably 10 agents lastyear because a big franchise
switched their main platform andthe agents just didn't like it.
(14:00):
They were being forced to learnand use it, and they were like,
screw it, why am I paying afranchise fee and all of these
other fees when I'm not evengoing to use this software that
they want me to use?
Does that make sense?
SPEAKER_01 (14:11):
One absolutely.
Um, you know, we hear that allthe time.
It really leads me in.
I got two questions left I wantto ask.
One, how what role should apartner, a tech partner, play in
helping with the agent adoptionand training?
So you mentioned, you know,people coming aboard, you can
have agents come on learningyour systems.
You know, how would you likepartners to do that?
(14:33):
Or do you have your own systems?
Love to talk a little bit aboutthat.
SPEAKER_02 (14:36):
The more established platforms we've got down, and so
we really do handle that, butI'll use a new um, I mentioned
the contract software earlierthat's been in Denver for a long
time.
It's, you know, it's um they'rethey're bringing in some
competition.
So we've actually been um betatesting and advising on a new
platform that I've invested inas well.
(14:57):
And they are hosting weeklyin-office trainings on that
platform, even though the agentsaren't even using it yet.
They bring in food, they make itfun, their team's awesome, the
platform's beautiful.
It's actually a pleasure tolearn about it and to use and
play around with it and givethem feedback.
So I think like they are doingthe best that I've ever seen at
(15:18):
that.
Easy though, because they'relocal, right?
I mean, their offices are downthe street and they can come in
and like we bring agents, youknow, we just have small groups
come in.
Um, I do think like there arecompanies doing a good job with
videos and tutorials and atleast like a library of
resources where agents can go ifthey get stuck or to ask
(15:39):
questions.
Um, most don't.
I will say it's impossible toget a hold of someone real at
support at most companies.
SPEAKER_01 (15:47):
Yeah.
No, and that's a challenge.
And you know, at Lone Wolf, um,we're really looking at 2025 as
supporting the brokerage androot and the agents and all of
our users because that'ssomething that we feel is
important to make sure thatthere's a human touch and and
that it's um you know somethingthat resonates.
You know, real estate's abelly-to-belly industry, and and
(16:08):
that expectation is certainlythere to have that close um
community.
I think the last question wehave for today, what are some
key takeaways for tech companiesand brokerages and in how their
relationships should should workin the future?
SPEAKER_02 (16:25):
I was just thinking about that when you were just
talking.
I think like don't outsourceyour support to AI because
agents who can't figure out thetechnology anyway, like aren't
going to enjoy going throughsome kind of chat process with a
robot.
They want to get Kathy on thephone and feel like Kathy is
their person at whatever productand know like they can, you
(16:50):
know, reach out.
And yes, it is hard to supportagents.
They're all over the placesometimes.
They they're very they're spreadthin.
They're not necessarily techsavvy or um their brains maybe
don't work that way.
They're kind, they're amazing,they support their clients, and
they shouldn't have to deal withmuch um stress when it comes to
(17:10):
the brokerage's technology.
And that's always been like howI've looked at it.
Like our our mantra mantra atWest of Maine is the agents are
our clients.
How can we make things better?
And um I think tech companieswould do well to remember that
brokerages are their clients.
How can you make things better?
SPEAKER_01 (17:29):
Yeah, absolutely.
Well, Stacey, thank you so muchfor joining today.
Uh, it's been a pleasure.
And um, yeah, let's get back toselling some real estate.
SPEAKER_02 (17:39):
Yeah, thank you so much.
What a pleasure.
SPEAKER_00 (17:41):
That's our pulse for today.
Keep innovating, keepimplementing, and keep moving
real estate forward.
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