TL; DR: Realtyna offers everything customers need to build a scalable, flexible, and affordable online presence in the real estate market. The SEO-friendly WordPress platform includes a dynamic data structure, flexible designs and themes, a broad range of add-ons, and managed hosting options. Realtyna’s goal with its latest innovation, a collaborative social platform known as Realty Feed, is to further enhance the technical power of real estate professionals online, no matter their skill level.
The real estate industry has historically been hesitant to embrace technology, opting to remain comfortable with tried-and-true processes and push off digital transformation until it made sense — sometime in the future.
Of course, real estate professionals couldn’t have anticipated how quickly that future would come.
“For the past decade, building an online presence in the real estate market was considered a luxury,” said Marvin Sanderson, Vice President of Realtyna. “Once the COVID-19 pandemic hit, it became a necessity.”
The problem wasn’t a lack of consumer demand. Nearly 45% of potential homebuyers responding to a survey distributed in 2018 by the National Association of Realtors said they search for properties on the internet first. According to Marvin, there simply hasn’t been a lot of development tailored to the needs of the real estate industry.
“We have spoken with so many real estate agents and brokers who have hired developers to create digital solutions, and they always say the same thing: ‘I have been in website building for the past 20 years, but this is my first real estate website, and I’m confused,’” Marvin said. “There needed to be a bridge between the technical skills of developers and the needs of the market.”
Realtyna, a web development company focused on developing advanced and cost-effective real estate applications and services, was created in 2007 to build that bridge. Today, agents are turning to the solution, built on WordPress, for its flexibility, scalability, and cost-effectiveness in enabling digital transformation.
Empowering Real Estate Businesses to Build Online Presence Since 2007
Founders Ali Attar and Giselle Abadi came up with the idea for Realtyna in 2007, at the beginning of the nationwide subprime mortgage crisis (which contributed to the Great Recession). At the time, many professionals were abandoning their real estate businesses, according to Marvin.
“If you had asked anyone, they would have said it was not a good time to start a business, especially in real estate,” Marvin said. “But we realized that there was a gap between what real estate agents needed and what was available in the market, and we had the experience to address it.”
The software market was resilient, and, despite reluctance to spend on the part of consumers in the real estate market, the solution began to take off.
Since its inception, users have downloaded the platform more than 180,000 times, and the company has created 25 million lines of code for real estate applications. Today, amid the ongoing COVID-19 crisis, the technology is perhaps more relevant than ever, helping real estate agents stand out among the competition, just as it did more than a decade ago during the financial crisis.
A One-Stop Shop with Add-Ons for a Variety of Online Needs
The real estate market is wider-reaching than outsiders may realize, consisting of the development, sale, leasing, and management of all types of properties, from commercial and industrial to agricultural and residential. Recently, it’s also expanded to include those participating in Airbnb’s growing sharing economy.
“Our motto has always been to empower real estate businesses in building and maintaining online presence,” Marvin said. “Over the past decade, we have been trying to develop more and more features designed to help different types of businesses.”
Different types of real estate professionals require different online applications and services. They also have a wide range of goals to accomplish.
“Some people want to do everything online, through a CRM, some want to compete with Zillow and other portals,” Marvin said. “Others want to focus on local markets and be number one in particular neighborhoods. Some want to focus on in-person meetings, but they need an online presence as well.”
Realtyna serves all of these needs and more by pairing its WPL Pro Platform, built on top of WordPress, with hundreds of features and helpful add-ons. With these tools, users can display nearby schools on a real estate website, send listings to smart TVs, add a mortgage calculator to their site, add functionality to book vacation rentals — the list goes on.
Beyond that, Realtyna offers solutions for mobile apps, social media solutions, broker tools, search engine optimization, and support, among other products and services (including managed hosting).
“The idea is to provide all extensions users need depending on their type of business so they can find everything they need under one roof,” Marvin said. “We have tried to cover all the different types of realistic business models and audiences, so as a Realtor, you can just pick the tools that are related to your type of business.”
Focus on Your Business, Not Technical Intricacies
Marvin told us that customers often opt to offload infrastructure worries to Realtyna, but they have a wide range of options in this regard.
“We allow customers to choose their own path,” he said. “We tell them, for example, ‘If you want to get a WordPress CRM, you can go ahead and download it from WordPress and install it. Or choose any blogging tool that you wish and add it to your website.’ It doesn’t interfere with our solution. It’s working separately.”
Want to hire a website designer? Go for it, Marvin said. The same goes for hosting providers. However, Realtyna’s cloud-based hosting packages are tailored to the needs of real estate Internet Data Exchange (IDX) and improve load times via a content delivery network (CDN).
“We do want to limit anyone to our hosting — they are more than welcome to use any other solution as well,” Marvin said. “We support them in those cases because they should be free to choose any host, any plugin, or any other solution that they wish. For example, the complimentary installation we have, we do it on any server that they provide. It doesn’t have to be only on our servers.”
Customers who choose to purchase Realtyna’s products receive free lifetime updates. Marvin told us the team updates its add-ons six times a year or so, and releases periodic audits of its core solution, including changelogs.
“We stay on top of the latest technology,” he said. “For example, when PHP 7.3 came out a few months back, we immediately released an update so everyone can take advantage of the latest functions, features, and speed.”
Real Estate Social Networking via RealtyFeed
The future looks bright for Realtyna, which will soon release its latest innovation, RealtyFeed. The global collaboration platform aims to reimagine the real estate market with an ecosystem of agents, brokers, developers, lenders, associations, and MLS providers.
The upcoming platform will use machine learning and artificial intelligence to connect real estate professionals in an all-new way, with full control over data sharing and privacy.
“Our mission has always been to empower the Realtors in the market,” Marvin said. “After listening to their needs for the past 13 years, we realized the market requires some major changes. This product represents a whole new level of real estate technology.”