Real estate needs new ways to connect with the tech world

I love real estate conferences.

I love walking the expo halls, seeing new companies, evolving platforms and meaningful new product features. When it’s buzzing, the show floor is one of the best places to know where the industry is going.

At the same time, there’s a feeling that many of us recognize: the feeling that there’s more flash than substance and that everyone you meet is looking for a way to pitch you.

That excitement is why I organized the first HomeCode Pitch Battle last week on the evening before Inman Connect New York started. The goal was not to replace the exhibition hall. It complemented this by offering visitors a way to see and learn new technology without the pressure of being sold, scanned or followed up afterwards.

Before ICNY, I wrote those pitch battles are a great way to learn more about the proptech landscape in a low-stakes environment so you can stay informed without feeling that nagging sense of obligation. I wrote at the time:

I want to know where the industry is going? Go where the builders are. Even if you don’t use new tools, you’ll rethink and refine the way you run your business. You will be faced with fewer surprises because you already have one foot in the future.

I put that thesis to the test during this year’s pitch battle.

Where pizza, gaming and proptech come together

Our pitch battle brought together 15 real estate technology companies for a structured, fast-paced competition designed to command clarity and superficial expertise.

Over the course of the three rounds, creators and representatives of start-ups competed against each other, with each round yielding a winner. These three winners then faced off to award first, second and third place overall.

By the end of the evening, RealScout emerged as the grand champion, with founder Andrew Flachner taking home the championship belt, trophy and a Times Square billboard. UpFront and AutoReel achieved round wins and podium finishes.

But the real value of the evening wasn’t in who won. It was in what the format revealed.

The power of the environment

The setting for our pitch battle was OS NYC Gaming Lounge, which consciously deviated from traditional meeting rooms. The venue’s massive LED video wall allowed founders to show their products in action, not just talk about them.

Interfaces, workflows and visuals became part of the pitch itself. That was important, because seeing how a product looks and behaves under pressure is much more useful than hearing how it is described in a sales conversation.

This resulted in an experience-oriented pitch instead of a pitch based on hypotheses.

The power of an involved audience

At one point during the second round, a tie forced an unexpected solution: a dance-off to let the crowd decide who advanced.

It was lighthearted and a lot of fun, but it revealed something important. The audience was engaged enough to care. They weren’t passively watching the pitches, and this wasn’t just a popularity contest. Those present actively evaluated the presentations and let the cream rise to the top.

Think about the last time you were pitched by a supplier or technical representative during a traditional product demonstration. Did you feel that level of commitment? That’s why this format works.

The power of sponsors who understand the assignment

Troy Palmquist and Stephanie Alfonso

Our event was supported by Constant Contact and Scout, whose involvement helped set the tone of the evening. It was hosted by Stephanie Alfonso of Constant Contact and Drew Fabrikant of Scout, who kept the competition moving while maintaining the spirit of the format.

Their presence reinforced our goal: to build a space where technology is tested, not just talked about.

Why pitch battles work for agents

One of the arguments in my original article was that field combat compresses the learning curve. Watching a founder explain and even demonstrate their product under time pressure tells you a lot more than a polished demo or a drip campaign ever will.

That turned out to be true in real time.

With limited time and a live audience, the founders answered the questions that matter most to agents, even if they weren’t explicitly asked.

• What problem convinced you that this product should exist?
• Where does this tool actually save time in the workflow?
• Why is this solution better than doing what I already do – or doing nothing at all?

For officers in the room, the benefit was immediate.

• First, the size helped separated signal from noise. Some ideas were clearly early, while others showed real operational depth. A short pitch made these differences clear without requiring weeks of follow-up.
• Second, it was allowed learning without obligation. Participants were able to gain insights on case studies, consumer expectations and workflows without feeling pressure to buy, book a demo or justify their interest (or lack thereof).
• Third, it sharper perspective. Agents are constantly pitching their own value. See which statements came in and which did not provide an unexpected additional benefit: clarity about how the agents themselves communicate value – and what they can improve.

What it all means: Moving forward

My original article ended with a simple idea: if you want to know where the industry is going, go to the builders. The first HomeCode Pitch Battle proved that advice holds up in practice.

Officers left the room smarter than when they entered. The founders left with clearer feedback and an immediate vibe check. And no one felt like they had just gone through a series of “sales calls.”

This was our first pitch battle, but it won’t be our last, as the future of real estate emerges in spaces like these: pitched, challenged, refined and debated in real time. For agents who want fewer surprises and better decisions in the coming years, these are the rooms worth staying in.