Building a Unified Listings & Tenant Management Platform for Sequoia Peak Realty Group

Sequoia Peak Realty Group had grown to more than 40 offices and 2,000 agents largely through acquisition, which meant it had also inherited more than 40 different ways of doing the same basic job. Listings were updated manually across the MLS, the public website, and an aging internal CRM — three separate systems that were supposed to show the same information but routinely didn't, because nothing kept them in sync.

That data drift had a real cost on the sales side. Leads captured through the website often sat unassigned for a day or more before reaching an actual agent, by which point plenty of prospective buyers had already called a competitor. On the property management side of the business, leases and maintenance requests were tracked in spreadsheets that varied office to office, making it nearly impossible for regional managers to get a consistent view of occupancy or renewal risk.

Client-facing paperwork hadn't caught up to the times either — offers and disclosures in many offices still relied on emailed PDFs printed, signed by hand, scanned, and emailed back, adding days to transactions that should have taken hours. And because none of these systems talked to each other, regional managers had no reliable way to see agent performance or listing velocity without calling each office individually and asking.

The fix had to start with data, not features: we built a unified listing sync engine that treats one system as the single source of truth and pushes updates out to the MLS, the public website, and the internal CRM automatically. Once that was live, an agent updating a listing's price or status in one place saw it reflected everywhere within minutes, not whenever someone remembered to update the other two systems.

For lead handling, we built automated routing rules based on property type, location, and agent availability, so a new web lead reaches an assigned agent's phone within minutes of being submitted rather than sitting in a shared inbox. The property management side got its own tenant and lease portal, giving both tenants and managers a shared view of lease terms, renewal dates, and maintenance requests — no more spreadsheet reconciliation across offices.

We integrated DocuSign directly into the offer and disclosure workflow, cutting a process that used to take days down to same-day turnaround in most cases. On top of all of this, we built regional performance dashboards pulling live data from every connected office, so managers finally had real numbers instead of anecdotes when evaluating listing velocity or agent performance.

We piloted the full system across three offices of varying size before the national rollout, deliberately choosing offices with different existing workflows to surface edge cases early — a decision that caught several data-mapping issues in the MLS sync we would rather have found in three offices than forty.