TotalBrokerage is streamlining real estate brokers’ digital workflows
By Riley Kaminer
South Florida and real estate go hand in hand. Despite some indicators signaling that our real estate market might be cooling down, median home prices are still up year-over-year across South Florida.
Given this environment, it is natural that South Florida is home to innovators working to create efficiencies in the world of real estate. One of those companies is TotalBrokerage, a SaaS platform for real estate agents.
Seven years ago, software developer and Boca Raton resident Michael Mosseri was approached by a realtor friend. “He was having some troubles with the systems they were using to run their brokerage,” Mosseri told Refresh Miami.
Mosseri understood the large magnitude of what his friend was requesting, and was hesitant at first. But his friend’s persistence won out.
“We eventually decided that we would create a beta program, roll it out to his company,” explained Mosseri, who is TotalBrokerage’s CEO. “And then if it did everything that it was supposed to, we would create a company around this product. And that’s what we did.”
Fast forward and TotalBrokerage now has 15 full-time employees based out of its Boca Raton office. Mosseri reports that their user base has doubled this year, and tripled last year. Part of this growth can be attributed to the pandemic-induced home buying frenzy. But Mosseri notes that “luck is when opportunity meets preparation,” underscoring the idea that TotalBrokerage had spent years refining their product – and were ready to meet the demand surge when it happened.
TotalBrokerage has developed a suite of tools to help agents and brokers throughout the entire home selling value chain. While TotalBrokerage does not help to find leads or create a customer-facing website, it can handle pretty much everything else.
For instance, TotalBrokerage has developed a robust series of customer relationship management tools. “Once you meet someone and you put them in our CRM, you never have to type their name again, through the entire process of working with that customer,” explained Mosseri.
“So whether you’re sending them email marketing, whether you’re creating a transaction for them to buy a house, whether you’re paying your agents for the transaction, all that data is a single seamless flow through the entire platform.”
Another key aspect of TotalBrokerage’s web-based platform is that it is a one-stop shop for brokers. This stands in stark contrast to other platforms, which require a string of API or automated connections that can easily break. This is a big deal for brokers because these data sync issues can directly affect their top line.
Many of TotalBrokerage’s features enable brokers to take advantage of our increasingly data-driven world. Its reporting system allows for brokers to analyze and evaluate their data, and present their findings in customizable reports.
Looking forward, Mosseri is excited to continue to develop the platform and serve the real estate industry. “I really want to get more people in the industry aware of how great our company is and how great our product is and how great our people are, and show them what we can actually do.”
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