Smarter Messaging at Scale: Real Estate, Reimagined with Braze
Client: A real estate technology marketplace
Services: Platform migration, email & SMS strategy, data personalization
Real Estate Marketplace
50+
email and SMS touchpoints migrated
3
core user journeys rebuilt (buyers, sellers, agents)
0
message disruptions during migration
A leading real estate tech company needed a more flexible and scalable way to communicate with buyers, sellers, and agents. Their existing setup was fragmented, hard to maintain, and didn’t support the kind of personalization today’s users expect.
I migrated their entire email and SMS program to a modern customer engagement platform while rethinking the message flow from the ground up.
Key benefits:
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Cleaner, faster messaging across channels
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Personalized content that adapts to user behaviour
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A flexible system that scales as the business grows
Challenges
The client had more than 50 active emails built in SendGrid, each created manually and updated separately. There were different messaging tracks for agents, buyers, and sellers, but no clear way to manage them, personalize them, or report on performance.
Without a unified system, their team was stuck maintaining outdated flows instead of improving the user experience.
Approach
I led the platform migration, using it as a strategic opportunity to streamline messaging and set the foundation for scalable, personalized communication.
Key highlights:
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Redesigned key buyer, seller, and agent journeys for better efficiency and engagement
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Used Liquid logic to pull in real-time property data (e.g. address, price, beds/baths, market trends) for messaging and dynamic monthly reports
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Conducted end-to-end QA on data migration to preserve message continuity and event accuracy through partnering with developers
Results
The new messaging system gave the client a smarter, more scalable foundation with no interruption to live communications:
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50+ emails and SMS campaigns migrated seamlessly, preserving message history and structure
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3 core user journeys fully rebuilt to better guide buyers, sellers, and agents
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Zero downtime during migration, ensuring a smooth experience for users and internal teams
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Simplified campaign management, allowing faster updates and easier scaling as the business grows
Why It Worked
The migration wasn’t just a tech upgrade, it was a strategic reset. By rebuilding the messaging framework with personalization and automation at the core, the client now delivers more relevant content with less effort.
This migration gave the client room to grow - and a system built for real estate at scale.
The Messaging Engine
A look under the hood at how the system was built, from personalized user journeys to automated workflows and lead magnets that bring it all together.
I mapped out flows for buyers, sellers, and agents, streamlined the messaging experience, and used gated content like webinars to bring the right people into the funnel at the right time.
