Confidential: Cloud-Based Revenue Cycle Management

Doorbrain began as a vision to revolutionize the multifamily real estate sector with a technology-driven solution. The goal was to create a product that solved pain points for investors while adhering to a tight budget. This case study chronicles the journey, challenges, and successes of building Doorbrain, a real estate CRM and data driven software suite, with insights from market research, stakeholder interviews, and agile engineering practices.

📋 Market Research and Stakeholder Insights

Market Research and Stakeholder Insights

For the development of Doorbrain, our real estate app, we conducted thorough market research to identify opportunities within the competitive landscape. We analyzed high-competition keywords with elevated cost-per-click (CPC) values, specifically focusing on those that were not overly challenging to rank for in search engines. These keywords also demonstrated significant traffic value, indicating a strong potential for attracting a substantial audience. Additionally, we discovered other keywords with high commercial intent, providing flexibility to market and sell a broader range of features. This strategic approach ensures that even if certain app features prove less popular, other offerings can still drive value and maintain a competitive edge in the market.

To ensure Doorbrain addressed real-world challenges, the first step involved thorough market research. Using tools like Ahrefs, we analyzed search trends, keywords, and competitor activity to identify gaps in existing solutions. Key findings included:

1. High demand for automation in property lead management.
2. Limited access to tools tailored for new and experienced multifamily investors.
3. The need for affordable solutions in a competitive, resource-tight market.

We also conducted interviews with a diverse group of stakeholders, including:

• General Partners (GPs): Experienced in managing syndications, they highlighted inefficiencies in existing CRMs and the lack of integration with property data.
• Limited Partners (LPs): Focused on due diligence, LPs emphasized the importance of reliable data and clear communication.
• New Investors: Struggling with information overload, they needed simple tools to analyze deals and organize their efforts.

This dual approach of keyword research and qualitative insights shaped the features and functionalities of Doorbrain.

Tech Stack Decisions: Supabase vs. AWS

Given our experience with AWS, it was the natural choice for building scalable cloud infrastructure for enterprise-class applications. However, the project’s limited budget required a more cost-effective alternative. After evaluating options, we opted for Supabase, which provided:

1. Cost Efficiency: Free-tier offerings and predictable pricing ensured we stayed within budget.
2. Rapid Development: Supabase’s integration with PostgreSQL allowed for faster implementation of database features.
3. Ease of Use: Its developer-friendly tools reduced onboarding time for new team members.

Benefits of Choosing Supabase Over AWS

1. Ease of Use
   Supabase provides a developer-friendly interface with built-in tools, eliminating the need for extensive setup and configuration. It’s ideal for quickly building and scaling applications without diving deep into complex cloud infrastructure.

2. Built-in Database
   Supabase offers PostgreSQL as a core feature, along with real-time capabilities, making it an excellent choice for database-heavy applications. This saves time and effort compared to setting up a similar stack on AWS.

3. Real-Time Functionality
   Real-time updates are native to Supabase, which can be challenging to implement on AWS without additional services like WebSocket servers or DynamoDB Streams.

4. Lower Complexity
   Supabase integrates key features like authentication, database management, and file storage in one cohesive platform, reducing the need to manage multiple AWS services like IAM, S3, and RDS separately.

5. Cost-Effective
   Supabase offers predictable and straightforward pricing, which is often more affordable for startups and small businesses compared to AWS’s usage-based and sometimes unpredictable pricing.

6. Quick Prototyping
   With out-of-the-box features and minimal configuration, Supabase allows faster prototyping and development, making it an excellent choice for MVPs and proof-of-concept projects.

7. Open Source
   Supabase is fully open-source, giving developers more transparency and control over the tools they are using. This is a key advantage for teams that prefer open ecosystems over proprietary systems.

8. Simplified Authentication
   Supabase includes built-in authentication with support for email, social logins, and more, which would require additional configuration on AWS using services like Cognito.

9. Community Support
   The open-source nature of Supabase fosters an active community where developers can share solutions, plugins, and extensions, which may not be as accessible in AWS’s ecosystem.

10. Reduced Vendor Lock-In
    Since Supabase is open-source, migrating away from it is easier compared to transitioning away from AWS, which can often lead to vendor lock-in due to its tightly integrated ecosystem.

Though this shift presented challenges—such as adapting our team’s expertise to a new platform—the cost savings and agility outweighed the drawbacks.

Project Budget and Constraints

The tight budget mandated a lean approach to development. Every decision was scrutinized to minimize waste. To manage costs:

1. Minimal Viable Product (MVP): We focused on essential features—a CRM and a property listing description generator—to validate the concept before scaling.
2. In-House Marketing: Branding materials and UX designs were developed by the engineering team, leveraging their cross-disciplinary skills.
3. Open-Source Tools: We utilized free and open-source software wherever possible, including design libraries and development frameworks.

Agile Development Methodology

We adopted Agile to ensure flexibility and continuous improvement throughout the project. Key practices included:

1. Sprint Planning: Two-week sprints with clear goals, such as completing the CRM module or refining the description generator.
2. Frequent Feedback: Regular demos for stakeholders ensured alignment with user needs.
3. Prioritized Backlog: Features were prioritized based on stakeholder value, technical complexity, and market demand.

This iterative approach allowed us to adapt to challenges, such as unexpected technical issues with Supabase, without derailing the timeline.

Building the MVP: CRM and Property Listing Generator

The MVP included two core features:

1. Quick Deal Analyzer

   • User-friendly analytzer that helps investors determine if a deal is worth the time.
   • Helper notifications to help uses understand commercial real estate terminology
   • Dedicated learning resources to help users understand the financials of a apartments and commercial property.

2. CRM:

   • Centralized lead management for GPs and LPs.
   • Integration with communication tools like email and SMS.
   • Customizable workflows for tracking deals and investor relationships.

3. Property Listing Description Generator:

   • AI-powered tool to create professional, SEO-friendly property descriptions.
   • Integrated with market data to highlight unique selling points.
   • Tailored templates for different property types and investment goals.

These features addressed pain points identified during the research phase while staying within the technical and budgetary constraints.

User Acquisition and MVP Success

The MVP launched with 29 paying users, a mix of early adopters from our interview pool and leads generated through targeted marketing. Key strategies included:

1. Targeted Outreach: Personalized emails to multifamily investors who expressed interest during the research phase.
2. Social Proof: Testimonials from beta testers highlighted the product’s value.
3. Content Marketing: Blogs and tutorials demonstrated the tool’s capabilities, driving organic traffic.

Marketing and UX Design

Creating compelling branding and a user-friendly interface was crucial for attracting and retaining users. Our efforts included:

1. Brand Identity: A modern logo and cohesive color scheme reflected professionalism and innovation.
2. User-Centric Design: UX research informed intuitive navigation and a clean layout.
3. Educational Content: Onboarding tutorials and help guides reduced the learning curve for new users.

##*Lessons Learned and Future Plans

The Doorbrain project provided valuable insights:

1. Cost Management: Opting for Supabase proved that innovative solutions don’t always require high budgets.
2. Stakeholder Collaboration: Regular feedback loops ensured the product met real-world needs.
3. Agile Success: Iterative development enabled flexibility and quick problem resolution.

Future plans include:

• Feature Expansion: Adding tools for syndication management and advanced property analysis.
• Scalability: Migrating to AWS as user demand grows.
• Marketing Growth: Investing in paid ads and partnerships to reach a broader audience.

Conclusion

Building Doorbrain was a challenging yet rewarding experience. By combining market research, stakeholder collaboration, and agile practices, we created a product that addresses critical needs in the multifamily real estate sector. With a solid foundation and a clear roadmap, Doorbrain is poised for growth and continued innovation.