AI Tool Propified Aims to Revolutionize Real Estate Listings

Streamlining Real Estate with Artificial Intelligence

A new tool with Richmond origins is poised to change how real estate agents and sellers prepare homes for the market. Propified, a new platform backed by local agent Remington Rand, leverages artificial intelligence to help users create property listings with unprecedented speed and detail. The goal is simple: make the listing process faster and more efficient.

Propified works by analyzing photos and other information provided by homeowners and agents. Users upload their images and complete a questionnaire on the platform's website. The AI then gets to work, extracting key details and features from the visuals to generate a comprehensive property description. This draft is then reviewed and finalized by the agent before being seamlessly integrated with their local multiple listing service (MLS).

From Hours to Minutes A New Era of Listing Creation

With 15 years of experience in the industry, Remington Rand understands the administrative burden of creating a compelling listing. He highlights that Propified is designed to streamline this crucial step, allowing agents to focus more on selling homes. According to Rand, the technology can generate a complete listing three times faster than the manual method, reducing the process from over an hour to just 15 minutes.

"Ultimately the goal is to create better, richer listings, so that the facts and features that really make a house or property great get readily applied to a listing," Rand explained. "The listing is still bolstered by the real estate agent; they still have to fill out certain things that obviously can’t be gleaned from photographs. But essentially what we can do is upload photographs into Propified and create an entire listing... in 15 minutes."

The Minds Behind Propified

The idea for Propified emerged from a 2020 conversation between Rand and his high-school friend, Will Urbanski, who now serves as the company’s Chief Technology Officer. Urbanski brings a wealth of experience from his roles at AI firm Databricks and payments platform Stripe. The team is rounded out by Sam Pietrzak, a VCU Brandcenter alumnus and freelance designer who handled the experience design.

Rand noted that recent shifts in the real estate industry, particularly major lawsuits involving the National Association of Realtors (NAR), signaled an opportunity for technological innovation in a space long-dominated by traditional practices. This inspired them to move forward and execute their vision for an AI-powered assistant for agents.

Under the Hood The Tech Stack

Propified is built on cutting-edge technology. The team developed the platform using Claude 3.5 Sonnet, the latest AI model from Anthropic. The entire system operates on Amazon Web Services (AWS) cloud infrastructure and integrates with MLS platforms using Selenium browser automation software. The founders have invested hundreds of thousands of their own capital to bring the project to life.

Accessing Propified Pricing and Onboarding

After a beta launch this spring, Propified has now rolled out its consumer-facing site. Interested agents and brokerages can book a demo through the website, which includes a 30-minute tutorial with the team. Pricing is structured to be flexible. Brokerages with up to 50 agents can sign up for around $100 per month. Individual agents can buy listings in blocks: 10 for $200, 25 for $380, or 35 for $450, with credits valid for one year.

The Future of Propified A Vision for Integration

Looking ahead, Rand hopes to have Propified licensed directly by MLS organizations, such as the Central Virginia Regional Multiple Listing Service, making it a standard tool for all member agents. However, he emphasizes that the platform's core focus remains on serving agents and brokerages directly.

"The tool is used by real estate agents. It was built by a real estate agent for real estate agents," he said. The platform's flexible licensing structure is designed to accommodate everyone from a five-person brokerage to an MLS with 100,000 members, positioning Propified for broad adoption in the industry.