How Doorify and Ocusell Are Making MLS Listings Easier with Patrick Brossart

Efficiency is essential for today’s real estate professionals. Managing listings across multiple platforms, systems, and workflows can quickly become time-consuming, especially when duplicate data entry and incomplete information create unnecessary delays.

In this conversation, Allan Nielsen, VP of MLS Systems at Doorify MLS, and Samantha Pawloski, Product Owner at Doorify MLS, sit down with Patrick Brossart, Director of Customer Success at Ocusell. Patrick explains how Ocusell is simplifying listing management through its List Everywhere approach, AI-powered data enrichment, and workflow automation. He also shares how the platform helps agents and brokers reduce repetitive tasks, improve data accuracy, and get listings where they need to go faster.

As the listing process continues to evolve, technology that streamlines workflows without sacrificing accuracy can have a significant impact on both agents and brokerages. Tune in to hear how Ocusell is helping create a faster, more connected listing experience.

Specifically, this episode highlights the following themes:

• Simplifying listing entry across multiple MLSs and business systems
• Using AI to improve listing completeness and reduce manual work
• Creating more efficient workflows for agents, brokers, and MLS organizations

Links from this episode:

• Know more about Patrick Brossart: https://rocketreach.co/pat-brossart-email_74794842
• Learn more about Ocusell: https://ocusell.com
• Learn more about Doorify: https://doorifymls.com

1ae5b43598204883b524f061d4880e6d10fca88c (for podfollow.com)

Transcript

Allan Nielsen [00:00:08]:
Welcome everybody to the Doorify podcast. I am joined today by Patrick with Ocusell. Hey Patrick, good to see you again. Nice to see you. And also by Sam from the Doorify team. Sam, nice to have you on the podcast.

Samantha Pawloski [00:00:23]:
Great to be here.

Allan Nielsen [00:00:25]:
So we wanted to talk to how Pat here and Ocusell because we are getting very close to launching arcusel to all you guys, our subscribers. So we want to take the opportunity for Pat to tell us a little bit more about Ocusell. But Pat, tell us about you first, who you are and how you ended up with Ocusell and what you're doing there.

Patrick Brossart [00:00:46]:
Sure. Thank you. Hello everybody. Patrick Brossert, director of customer success here at Ocusell. Just crossed the 2 year mark here. Prior to Ocusell, I was with dotloop for 11 years. Crazy to say that number out loud. So I've been a customer success manager for that entire time, mainly as a.

Patrick Brossart [00:01:04]:
An individual contributor. Right. A true success manager, launching accounts and, and being kind of their, their go to person with challenges, questions, what, what, you know, you, you name it. But an opportunity came along with Ocusell to, to become a director, certainly something that I've never been, you know, managing accounts and managing people. Big difference. Right. So I took this as an opportunity for, for some personal growth. Tying myself to this wagon has been incredible thus far.

Patrick Brossart [00:01:33]:
I'm super excited. I have a team underneath me right now. We're, we're five strong and most likely going to be growing pretty quickly beyond five. So yeah, I'm happy to be here.

Allan Nielsen [00:01:44]:
Fantastic.

Patrick Brossart [00:01:44]:
With folks like yourself.

Allan Nielsen [00:01:46]:
Yeah. And we're glad you are in, in that role and having quality people in that particular role is, is very important, especially as we are about to. And let's talk about Ocusell specifically. So what problem is Ocusell trying to solve? What can our subscribers expect when they start the journey and start using OcuSell?

Patrick Brossart [00:02:06]:
Sure. So the problem we're trying to solve today is slightly different from the problem we set out to solve. Right. As many startups are, you have to pivot along the way. Right. You have to make sure that you're providing solutions to true problems and not just solutions to possible problems. Right. So initially Accusel sought out to better manage media.

Patrick Brossart [00:02:29]:
Right. Whether it be for an individual brokerage and all the different aspects that they have to manage there. Essentially our CEO Hayden was brought into a brokerage to kind of solve this problem and then quickly noticed that there are other problems beyond media, specifically listing to multiple MLSs, right? I think the broker that he met was in Florida at the time and listed to 5 MLS. So therefore they had 5 individual staff members who were keying in these listings immediately, right? You can, you can kind of, if you've met Hayden, the wheels were turning immediately, right? How, how can we solve or how can we provide a solution to an agent where they're just not doing, you know, five of the same thing over over and over again? And with that, with each MLS comes rules and comes with a baseline of knowledge that you have to, you know, come with to, to be able to put a listing in. So how can we standardize that? So here we are five years later in multiple MLS and we're ultimately providing speed to list, right? For, for that end user, right? Being the agent. There's, there's other solutions that we're providing for a broker, but speed to list, right. Not having to be a market expert in each one of these MLS is right. With Ocusell, you're going to get a front end that's easy to use.

Patrick Brossart [00:03:44]:
Right. And somewhat agnostic to what MLS is you're putting in. Yet we still adhere to the rules. So that minimizes any learning curve essentially when picking up a new product. I'm sure you guys are well versed with getting folks to change behavior. It's easy to change behavior when a lot of those core things are the same, right? So that's what we've tried to mimic there. But you know, getting listings out to multiple destinations is the solution that we're looking to provide today. Is that going to change by the end of the year? I'm sure that there's going to be other solutions that we can help out with.

Patrick Brossart [00:04:19]:
But today helps helping that that listing agent and that broker put listing information where they need to put it.

Samantha Pawloski [00:04:26]:
And that goes right into my question of how does this whole like list once publish everywhere model actually work and what does that mean for agents on a day to day basis?

Patrick Brossart [00:04:39]:
Yeah, you got it. So a little update. We've updated that branding a little bit. It's. It's now list everywhere, right? We took out a couple words, right? Truncated, took out the comma. So list everywhere essentially means. Right. And you know, the word MLS isn't used here, right? Because ultimately listing everywhere for an agent or a broker may mean ancillary services or backend systems.

Patrick Brossart [00:05:05]:
Right? And historically, in order for those backend systems to get data, it has to go through the MLS and wait 12 hours for that to come back to that same Broker who just put in that listing. So now what we can provide is cleaner data, faster, and everywhere that needs to go. So if it is your backend system or your marketing department. Right. With list plus, you'll be able to decide where this information needs to go, with the end result being that it goes to the MLS at the end of the day. So not only listing to all the MLS that you belong to, but all the different systems that your brokerage works with. Right. I think the average agent has like 12.5 systems that they have to use per their broker.

Patrick Brossart [00:05:55]:
Well, if ocusell can contribute some of that data to some of those systems, it's going to make your life a little bit easier from repetitive steps or remembering or mistyping, which ultimately always happens. So being able to provide a single place where you can provide information and then you reap the benefits of that information being elsewhere. So that's what it means to me. List everywhere.

Allan Nielsen [00:06:18]:
All right, Pat. So list everywhere obviously is a very important feature. We have a lot of subscribers where this may be less relevant. Could you tell us a little bit about what the benefit of using arcusel could be for those agents?

Patrick Brossart [00:06:31]:
Sure. So even with listing to one mls, right, there's some core benefits of just our interface and our system that open up obviously to other MLs if it's available. But we have some features within our photo gallery. To call our photo gallery itself a feature is probably worth it because I've seen incumbent systems, right, the Matrix and Flex, their photo galleries can be a little cumbersome, making sure every photo's in the correct order. We have some features over here that make life a lot easier. One is just the usability of the photo gallery, how responsive it is. So Whether you're uploading 50 photos or 100, you can get these things in a perfect walkthrough order very quickly. But ultimately, if you only belong to one, and you see how easy our photo gallery is, and you realize, well, if I belong to another mls, I only have to do this one time.

Patrick Brossart [00:07:30]:
So the feature sets that we've built in kind of apply to the multi MLS world. So I think users will quickly learn, even if they're in one, the features will speed up their listing. Certainly we even integrate with RSPY AI. I'm sure your market's very familiar with them. They do some really cool stuff around the photos too, right. Where a they'll write your public remarks for you, which is brilliant. I don't have an English degree myself, so I don't care to Write those things. Right.

Patrick Brossart [00:07:57]:
But they'll also have what I think is a very cool feature. And it's a tagging system that literally you upload your photos recipe will then look at these photos and identify other data points that can enrich this listing. So regardless if you remember what type of flooring is in your home, as long as you took a picture of it, resp AI and Ocusell is then going to make sure that you know the bamboo flooring is, is is noted in this listing or the carpet or you name it. Right. So the features are built in that you know whether or not you remember will kind of fill in the gaps and obviously makes it easier for 1 MLS or multiple when you're managing it in one place.

Samantha Pawloski [00:08:37]:
And it feels like every tool has it. So I'm curious how Ocusell is actually using AI differently and not just as a buzzword.

Patrick Brossart [00:08:47]:
Great question. I've been on other panels in discussions about AI and real estate and how Ocusell kind of fits in. And I do, I do want to break, break this into kind of two different things. We do have AI within our system. We have partners like Raspy AI, that much more mature kind of AI database than us. But we also leverage a couple integrations, one being real reports. So when you create a listing in Ocusel, we are querying their real reports and their 65 plus databases to pull in as much public record. To start the listing out on third base, right? You plug in an address and you're getting 60 to 70 fields populate that you don't have to look up.

Patrick Brossart [00:09:30]:
Now certainly you should confirm accuracy, which we will display. Those fields that we did populate, we'll highlight them in blue so the end user knows exactly what they filled in versus what we in real reports filled in. And certainly if there's anything questionable, those fields can be edited. Right? There's always, always a discrepancy with, with what the sellers say is the square footage versus maybe a public record. So those can all be confirmed, edited, adjusted. But even more so, the AI comes into play with those kind of remedial tasks, right? The reordering of photos, writing your public remarks, right, Those things, that just takes time. You can belabor over your photo order all day long. Right? So with Raspy AI, they do have a photo reorder option.

Patrick Brossart [00:10:20]:
Does come with a disclaimer, right? AI has never been in your home. So truly it doesn't know if this kitchen's off the foyer or off the dining room. But what it will do a great job of is lumping rooms together to make reordering those photos much, much easier. Right. Especially if your photographer gave it in a willy nilly order, we can get it back to some sort of stability and grouping. But beyond that resp AI, we leverage raspy AI in any market that also provides them. They have a tagging system in their in the photo gallery that will pull out data and influence your listing. Right.

Patrick Brossart [00:10:57]:
If there's a pergola in the backyard or there's a walking path. Right. The style of the home, if the basement's finished, all the appliances that you may not remember because you walk through the home in 25 minutes, as long as there's a photo of that, we're going to apply that within the listing. So beyond the auto population, along with adding photos and Respy AI, we can ultimately fill out upwards to over 100 data points within a resi single family. And that's significant. Right. 100 data points can save you a whole heck of a lot of time, a lot of headaches and a lot of phone calls from your seller.

Allan Nielsen [00:11:38]:
I love that. And complete listing data is something we, we want and everybody wants to see in the mls. So we are very excited about this and I appreciate you mentioning that. It is of course up to the agent to verify the data that is being pulled in. It is at the end of the day their responsibility to make sure it is accurate.

Patrick Brossart [00:12:00]:
AI should be your first draft, never your final draft. Right?

Allan Nielsen [00:12:03]:
That's exactly right. That's exactly right. But this is a great way for agents to, even if they're not used to using AI, this is a great way into it and see the power of it and how much it can actually help them. So a little bit more to that. So as we will be launching this hopefully very, very soon, what can an agent expect as they log into Ocusell for the first time? What does success look like? Let's say we go 90 days ahead. What should agents expect to, to get away with after having using it a little bit?

Patrick Brossart [00:12:39]:
Yeah. So the day one to 90 day journey, day one, we want Ocusell to feel like home. Right. And essentially before any of your subscribers log in to Ocusell, we'll import all of their active listings. Right. So when they walk in and open that front door to Ocusell, it's going to feel like home. There's going to be their listings there. They'll immediately hopefully feel a sense of ownership around those listings being that they've already provided Them, I think they're gonna immediately see the ease of use.

Patrick Brossart [00:13:11]:
Not to throw any shade at any mls, but working with an MLS and putting a listing in for, you know, the, the past 20 years, it's, it's fresh, right? It's, it's very clean. It's fresh, right? With, with a lot of the auto population that I mentioned earlier, the first feeling should be incredible, right? It should be, well, ocuso, why haven't you been around for 10 years? Right? They should have that sort of question in their head like why haven't I had this then? Yeah, the ease of use should be almost immediate to the user and over that time and this is where, this is where my team as a success manager, I think that we, we truly shine in the first 90 days of a brokerage launch or an MLS launch. My team will be reaching out proactively for feedback. We will see that you put in your first listing earlier today. You may get a phone call from one of my team and we're going to ask, you know, how was that first experience? How can we have made that better? And I think our reputation is going to be built on how quickly we respond to feedback, how much we listen to the user base. And I think over those 90 days you'll see that our product evolves in even that short of time. With a 90 day window with our brokers, right. With our list plus product, you will see immediate efficiencies as a result.

Patrick Brossart [00:14:32]:
Right. If your brokerage and your front desk admins are the ones keying in these listings for agents, we can yield that time back to them. If an agent is putting this in directly to ocusell and there's no duplicate or repetitive entry here. Well now we just gave that broker their admin back and now they can then grow those agents or recruit or any of the hundred other things that an admin may be responsible for or a manager may be responsible for. We take all the training off your plate, right? So it allows you to do things that, that were intended for you to do and not, not just a data entry.

Samantha Pawloski [00:15:13]:
So at Dori we kind of have a model where we have products that are included, all inclusive products and we have some products that even have some additional premium products. Does Ocusell have anything like that that you know, our subscribers could take advantage of?

Patrick Brossart [00:15:31]:
Absolutely. So with a DORFI subscribers you will be getting Ocusell list, right. Which includes all the list everywhere stuff. Right. As far as if you're a member of, of Dori Hive, you Name it. You know, once we have all, all the North Carolina MLS is on board, you'll be able to list everywhere. Right. As far as each one of those MLS destinations, you get all the recipe stuff, all the photo gallery stuff, you get a complete suite.

Patrick Brossart [00:15:57]:
Right. However, we do have a premium offering that's catered to the brokerage. Right. Where we know there's going to be oversight and maybe approval workflows. Right. So our list plus offering is a little bit more situated for that broker where there may be a listing coordination team that is doing all the listings for agents. And therefore there's some additional features and stuff like that to make their lives better or easier throughout the listing process. And most recently, we've come up with a third product line called Ocusell Build.

Patrick Brossart [00:16:32]:
And this is another one of those kind of historical problems for builders and having a little of a barrier of entry to the MLS's. Right. And so we're working with builders in order to, to enable their, their pathway to the mls, which I'm sure you guys would love. More of the new construction builder builder stuff. So this is brand new. We're meeting with builders and doing significant research around their specific issues and their problems and how to reduce some of the friction that they have with, you know, getting listings on, on the mls.

Allan Nielsen [00:17:08]:
So fantastic. And yes, we can't wait to hear more about that solution. You're absolutely right. And we are a market that has a lot of new construction in our database. So the more we can do to help builders in even increasing that inventory even more, the better off everybody will be. I think we are basically out of time here. So I think. Pat, do you have anything else you want to add to this before we close the podcast here?

Patrick Brossart [00:17:33]:
I just want to say thank you for the opportunity. Sam and Al and I, we, you know, we started this journey a little bit ago and I appreciate you guys relationships and partnerships. I'm ready to break ground. Right. And start talking to your agents and brokers and your subscribers in your market and learning more. Right. I'm excited about the journey because I know that we're going to get better. I'm going to get better and so will the agents.

Patrick Brossart [00:17:55]:
So very excited about this.

Allan Nielsen [00:17:57]:
Fantastic. Sam, do you have anything you want to add about timing or anything? I know at some point, I don't know if we are ready with a date yet, but I know we will be have a product showcase coming up. Anything to add to that? No.

Samantha Pawloski [00:18:10]:
All I can say is that, you know, working with the Ocusell team has been great. And I know from both parts, we are very much looking forward to getting this product into the hands of our subscribers. And hopefully we can say that within the next few weeks.

Allan Nielsen [00:18:25]:
Wonderful. All right, Pat, thank you for joining us. And Sam, thank you for participating in this and thank you everybody for listening. And please look out for our newsletters and social media posts. Thank you everybody.

Patrick Brossart [00:18:37]:
Thanks.