Alain Pinel Realtors announces five new tech partnerships

Once ranked as the fifth largest residential real estate company in the U.S., Alain Pinel Realtors has partnered with five companies specializing in real estate tech, among them popular digital marketing startups Adwerx and Cloud CMA.

The San Francisco-based brokerage, which was founded in 1990 and now has more than 1,400 agents in 30 offices, is also teaming with home search platform RealScout, customer relationship management platform Contactually and ActivePipe, which helps agents assemble automated emails with home property information.

“We went through every possible use case and different type of agent and found this is what would helps them bring in sales,” Zane Burnett, vice president of digital innovation and technology, told Inman. “We wanted to create a catch-all to make sure nothing fell through the cracks.”

The five partners are all startups developing new technologies for use in real estate transactions. For Alain Pinel Realtors, the tech strategy is all part of the company’s larger push to automate more of the work they currently do as a brokerage — in particular, by freeing up agents’ time from certain housekeeping jobs to focus on leads and sales.

“We want agents to continue doing what they have always been doing but more effectively,” Burnett said, adding that it made more sense to leverage the work already being done by real estate startups than to build a single in-house platform.

“With this strategy, and with these partners, Alain Pinel Realtors is positioned to extend its leadership into a future that will require adaptability, speed and a ceaseless effort to innovate,” Rainy Hake Austin, APR executive vice president and chief operating officer, said in a statement.

Based in San Francisco, APR specializes in selling high-end properties in the Bay Area. It is the largest private real estate company in California and, in 2015, was ranked by Real Trends as the fifth largest company in the country based on sales volume. In 2017, APR still made the list of top ten companies but dropped two spots Pacific Union International and Compass.

Email Veronika Bondarenko