What We Are Building for Our Agents at Incyte Realty

Your Ambition Deserves a Brokerage That Can Keep Up

I say quite often that Incyte is a technology company that happens to sell real estate, and I understand why someone might hear that and think it’s just another brokerage making a claim about its tools. Agents have heard that before, usually right before someone hands them a login and leaves them to figure everything out. I wanted to explain what we’re actually building, why we decided to build it ourselves, and what it means for the agents who trust us with their business. Some of this is already being used every day, and some is still in development. I’m proud of where we are, but I also want to be honest about where we still have work to do.

My experience with AI goes back to 2014, when I watched an IBM Watson system provision one of our systems in about twenty minutes. That same work would have taken me days or even a week, and I remember going home and telling my wife I needed to find another career. Twelve years later, that job still exists, but that experience changed how I looked at technology and what I could accomplish by learning to use it.

By 2023, I was building an AI call center, which led to automations for my CRM and how we processed inbound leads. By April 2025, we had started developing our own software because I was tired of working around limitations in products we were paying for. I wanted the ability to build what our agents needed and make changes without waiting for another company to decide those changes mattered. That’s how Console, our CRM, came about.

I’ve said for years that a lot of agents have a colorful spreadsheet they call a database because their contacts are stored in it, but they’re still doing all the remembering, tracking, and follow-up themselves. When you’re managing transactions and taking care of clients, it’s easy to forget a conversation or realize you never called someone back. Console brings those contacts, conversations, client activity, showing feedback, and follow-ups into one place. We built it from scratch, and that ownership matters because our agents can tell us what’s working, what’s confusing, and what needs to change. Their feedback directly influences the technology they use to run their business, and we have the ability to do something about it.

Then there’s Morgan, our version of Jarvis. M.O.R.G.A.N. stands for Multi-system Operations Retrieval Generative Augmented Network, and we have different versions working throughout the company with specific responsibilities. The version most people encounter first handles inbound calls and texts, finds out what someone needs, helps connect them with the right agent, and records the interaction so the agent can see what happened. If you’ve ever had your phone ring during a listing appointment or while you were finally sitting down with your family, you understand why we built this. Agents feel that pressure to answer because they know what a missed opportunity can cost, even when someone else already needs their attention. Morgan gives us a way to respond to that inquiry while the agent stays focused on the person in front of them. This version handles inbound communication and does not make outbound calls.

What we’re developing next is the connection between the different versions of Morgan so information can move across the systems where it’s needed. We’re also working on a process that allows Morgan to review results, identify where an interaction fell short, and use that feedback to improve. I want it to become more useful as we learn from the conversations and responsibilities it handles. Parts of that are running, but the full system is still created as I write this in our internal development system. There’s a difference between having something work in a demonstration and having it work consistently inside a brokerage, and we still developing it so that once it in production, it will revolutionize how our agents do business.

Our internal data tools and CMA system came from the amount of time agents spend researching and assembling information before they can even begin advising a client. A useful market analysis means understanding the neighborhood, the comparable sales, the current competition, and how those details apply to that particular property. I had a $680,000 home where the appraisal came in roughly $100 per square foot below where we expected it, and the report we put together helped us keep the deal alive by explaining the reasoning behind our numbers. An appraiser with twenty-three years of experience told me he had never seen anything like it. That experience stayed with me because being able to support your recommendation matters, especially when your client has that much money involved. We built our tools to help assemble that research into an analysis the agent can review, understand, and explain. Our agents still check the information and take responsibility for their recommendations, but they spend less time putting the report together.

Everything we’re building comes back to whether it helps our agents make money, get time back, and grow their businesses. I know how much agents carry because I’ve done the work myself, and I know what it feels like to spend the day taking care of everyone else, then come home with hours of unfinished work. A brokerage should understand that and take some responsibility for making it better. That means providing useful technology, teaching agents how to use it, and creating an environment where they can collaborate and have a say in what we build next. I want our agents to feel they can pursue bigger goals because they have people and resources behind them. That’s what we’re working toward at Incyte, and if you want to see what that looks like in practice, come spend some time with us.