Atllas’ Mannequin Undercuts Its Greatest Asset — Its Software program: Tech Overview

• Loop cellular advertising and marketing resolution
• Distant/on-line work construction
• Open home administration
• Light-weight, sensible CRM
• Adoptable, intuitive UI/UX

Prime issues:

Whereas these fashions can function efficiently with fewer brokers, these brokers do lack model recognition when competing with legacy manufacturers in conventional markets. Additionally, Atllas sells its software program to exterior brokers, thus negating the aggressive benefit to brokers below its banner.

What it is best to know

Atllas is an actual property brokerage that runs its enterprise via a sequence of proprietary software program merchandise blanketing open home advertising and marketing, cellular net advertising and marketing, buyer relationship administration (CRM) and a DIY digital advertising and marketing middle, finest in comparison with a Canva expertise.

Brokers pay a tiered flat price for entry to the instruments and assist in trade for maintaining 100% of their fee. It was based by actual property dealer Neema Bardi and operates in California in the meanwhile, with further states slated to come back on-line later in 2024.

Necessary to notice is that brokers can subscribe to Atllas software program with out being part of the brokerage, which raises quite a lot of factors. For starters, it’s going to pressure Bardi and his workforce to compete with some actually well-established and, frankly, extra refined methods.

Granted, he hasn’t been within the recreation lengthy sufficient to know absolutely what else is on the market, however he’s prone to study simply how troublesome it’s to maintain brokers targeted on a singular product. When the outcomes don’t come, software program is commonly the primary to be blamed, and there’s not a proptech entrepreneur within the photo voltaic system who will disagree with that.

This isn’t a touch upon the standard of Atllas’s stack, as a result of it has some sharp options, however it completely does name into query the veracity of any argument Bardi tries to make for his software program being a aggressive benefit to his brokers. If anybody should purchase it, the benefit shrinks.

Loop is the corporate’s web-marketing expertise, a light-weight cellular software that accumulates an agent’s social accounts and MLS-published listings right into a single presence. I truly prefer it the extra I give it some thought as a result of I can’t let you know how universally terrible it’s to trace down correct contact data and even know who’s itemizing what when utilizing an agent or brokerage web site.

A big a part of why Zillow plowed via the trade so simply is due to the collectively meager funding people and places of work put into their web sites. Previous workforce pages. Years-old brokerage affiliations. Skinny, emotionally shallow bios. Dangerous footage. Extremely bloated domains, like “johnsmithsupermegateam-excelrealestate.com” or no matter.

Sorry.

Anyway, one thing like Loop is absolutely all you want, assuming you preserve it and share it correctly shared. It consists of hyperlinks to your present social accounts and an MLS connection to related listings, coupled with registration hyperlinks to imminent open homes and a distinguished contact call-to-action. It’s much like the various Instagram plugins that permit customers to publish a sequence of hyperlinks and content material on the backend of their profile.

The CRM, slim and easy, rests on the concept all you actually need is a reputation and e-mail tackle. The CRM supplies an AI, template-powered e-mail compose perform, which might be initiated by selecting the recipient or group, deciding on a template and letting the AI do its factor. Messages might be edited manually, too.

Open House is the corporate’s open-house advertising and marketing resolution. There isn’t something right here you haven’t seen earlier than, a shock to me given Bardi’s declare to its uniqueness. However I get it: folks like to brag on their kids. There are QR codes and a log-in type. Nonetheless, its vertical integration with the general system does permit for sooner follow-up, given there aren’t any third-party snags or clunky knowledge imports wanted.

Companies like Atllas are rising and posing problems for folk who write about the true property trade. In brief, this can be a hard-to-define mannequin, hovering above and between the traces of “brokerage-as-a-service” and fashions like Aspect and Place.

We don’t actually know the right way to outline an actual property firm so closely entrenched in know-how however in the end producing nearly all of its income from residence gross sales. I touched on this rising brokerage mannequin a couple of weeks again, here, by which I highlighted Perisphere, an organization not shy about saying “the outdated manner” is dying, even telling shoppers on its website “Cease Paying $10,000+ To Promote Your House!”

I wrote the next in my review of Efizbo:

You’re not going to love studying this, however with each new know-how resolution I see on this milieu, I change into extra satisfied that customers may have a good, reliable agentless possibility for purchasing and promoting earlier than 2025. 

With Atllas, we’re one firm nearer.

Have a know-how product you wish to focus on? Email Craig Rowe

Craig C. Rowe began in business actual property on the daybreak of the dot-com increase, serving to an array of business actual property firms fortify their on-line presence and analyze inner software program choices. He now helps brokers with know-how choices and advertising and marketing via reviewing software program and tech for Inman.