T
he real estate industry is undergoing a significant transformation, and Brian Hoialmen is sounding the warning bell. As an executive at Lofty, he shares his insights on how major platforms are expanding their reach into the consumer journey, and why brokerages and agents must adapt to protect their market share.

    Hoialmen, a 20-year veteran of real estate tech, joined Lofty after a two-year hiatus, seeking a company that would drive innovation over the next five to fifteen years. He emphasizes the importance of integrating AI into agent workflows and building a unified platform from search to settlement.

    Lofty's vision is to merge proptech and fintech under one ecosystem, driven by recent industry consolidation. Hoialmen notes that this trend requires integrated platforms to access revenue in one place. To maintain their position at the center of transactions, Lofty aims to empower agents with independent, permission-based databases and relationship-building tools.

    The company is developing a CRM designed for nurturing relationships, not just managing leads, as well as consumer-facing tools that keep agents involved throughout the process. Their membership-based platform offers AI-powered SEO websites, transaction management, and productivity reporting tools.

    Unlike traditional bolt-on AI tools, Lofty's system is native to its platform and trains itself over time. Hoialmen emphasizes the importance of creating a seamless experience between consumers and agents. Looking ahead, Lofty plans to separate its AI tools for independent use and launch new features like Blast by Lofty, which generates leads instantly without requiring a full CRM or website.

    Hoialmen's goal is simple: "We're trying to create a pathway to make agents money."