Modern Agent

Proptech startups were getting tactical advice that wasn't working. Adoption kept stalling, and the reason wasn't bad technology: the go-to-market was built on assumptions that didn't match how real estate agents actually make buying decisions.

Proptech doesn't have an adoption problem. It has a brand architecture problem. Agents don't trust what they can't feel. The consultancies advising these startups were optimizing for feature checklists when they should have been optimizing for emotional resonance and trust signals.

The consultancy ran on four motions, each one feeding the next:

1. Advised on PMF, GTM, and technology adoption strategy.Worked directly with proptech founders to reframe their go-to-market from feature-led to trust-led.
2. Stepped in as fractional CRO for a NAR REACH-funded client.First commercial leader for an early-stage AI SaaS. Built the revenue function from zero: CRM architecture, the demo motion, pipeline frameworks, and the partnership pipeline.
3. Designed conversion frameworks for agent communities.Agents don't buy software the way SaaS buyers do. Built adoption playbooks that respected that difference.
4. Translated between founder vision and agent reality.The gap between what founders build and what agents need is linguistic. I was the bridge.
5. Trained 500+ agents on technology adoption.Workshops, webinars, one-on-ones. Adoption at scale requires trust at the individual level first.