TLDR: Richmond-based real estate agent Remington Rand has introduced ‘Propified,’ an innovative AI-powered platform designed to significantly accelerate and enhance the creation of property listings. Developed with co-founders Will Urbanski and Sam Pietrzak, the tool leverages advanced AI to generate detailed MLS listings from photos and questionnaires, promising to cut manual listing time from over an hour to just 15 minutes. The initiative is partly driven by the growing adoption of AI and recent industry shifts, including major lawsuits against the National Association of Realtors.
A new era in real estate efficiency has dawned in Richmond with the launch of ‘Propified,’ an artificial intelligence-powered tool spearheaded by local real estate agent Remington Rand. Designed to streamline the arduous process of creating property listings, Propified aims to empower agents and sellers to list homes with unprecedented speed and precision.
Remington Rand, who leads the Richmond brokerage Rand Properties and boasts 15 years of experience in the real estate sector, is the driving force behind Propified. He developed the platform alongside high-school friend Will Urbanski, who serves as Chief Tech Officer, and local freelance designer Sam Pietrzak. Urbanski brings a strong technical background, having worked as a staff security engineer at AI firm Databricks and previously at payments platform Stripe.
Propified functions by allowing users to upload property photographs and complete a concise questionnaire via its website. The AI technology then processes this input to generate a comprehensive listing, extracting property details and crafting descriptions directly from the images. Agents retain control, reviewing and finalizing the AI-generated content before it is seamlessly integrated with their respective Multiple Listing Service (MLS).
Rand emphasizes the tool’s transformative impact on productivity. He states that Propified enables the creation of listings three times faster and with greater accuracy, utilizing keywords and auto-fill functionalities. This drastically reduces the manual effort, cutting down the typical listing creation time from an hour and 15 minutes to a mere 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.
He further clarified the symbiotic relationship between the AI and the agent: “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, including all of the bells and whistles, in 15 minutes, versus an hour and 15 minutes if done manually.”
Rand revealed that the inspiration for Propified emerged from a conversation with Urbanski in 2020, with the subsequent surge in AI’s popularity and recent legal challenges faced by the National Association of Realtors (NAR) further solidifying their vision. He specifically cited the major lawsuits concerning commission splits as a catalyst, noting, “The large lawsuits that happened with the National Association of Realtors and the major brokerages was my first inclination that there might be an opportunity for a technology to expand into a space that otherwise (NAR) has had a chokehold on for decades. We were messing around with a bunch of stuff and I came up with a thesis, and we executed on it.”
The development of Propified utilized Claude 3.5 Sonnet, a cutting-edge AI model from California-based Anthropic. The platform is hosted on Amazon Web Services’ cloud infrastructure and achieves MLS integration through Selenium browser automation software. The founders have personally invested hundreds of thousands of dollars into the tool’s development.
Following a beta launch in the spring, Propified rolled out its fully formed consumer-facing site this week. Prospective users can schedule a 30-minute video demo to receive a tutorial and exchange necessary MLS and payment information, gaining access to the platform via a dedicated app site.
Pricing structures are flexible, catering to both brokerages and individual agents. Brokerages with up to 50 agents can subscribe starting at approximately $100 per month. Individual agents can purchase listing inputs in blocks valid for 12 months: 10 listings for $200, 25 for $380, or 35 for $450.
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Looking ahead, Rand aims to have Propified officially licensed by various MLS organizations, such as the Central Virginia Regional Multiple Listing Service, to make it available to all member agents. While MLS buy-in would be a significant advantage, Rand stressed that the core of Propified’s success lies with direct adoption by agents and brokerages. “It would obviously be very helpful, but the tool is used by real estate agents. It was built by a real estate agent for real estate agents,” he concluded.
