Innovative solutions from Reffie, Embue, and symmetRE are reshaping the industry, driving operational efficiency, cost savings, and smarter property management
At 1RealEstateWorld, a dynamic panel of startup founders is driving change in commercial real estate (CRE). Moderated by Bryce Nyberg, VP of Corporate Development at Berkadia, the session titled “Disruptors in Action: The Startups Shaking Up Commercial Real Estate” brings together three founders whose tech-enabled solutions are reshaping the industry: Connie Lee, Co-Founder and CEO of Reffie; Robert Cooper, Co-Founder and CEO of Embue; and Ross Piermarini, Co-Founder of symmetRE.
These disruptors address a range of operational challenges, from leasing and energy management to asset optimization. As CRE operators face increasing complexity, these founders offer innovative tools that promise to improve efficiencies, reduce costs, and enhance the overall value of real estate assets. Below, we explore how each company is driving impact and setting new benchmarks for the sector.
Reinventing Leasing with Tech-Driven Precision
Connie Lee’s company, Reffie, is on a mission to streamline leasing processes in the multifamily housing market. Reffie’s platform serves as a centralized leasing hub, providing real-time data that helps property owners and operators make quicker, more informed decisions. “We shorten leasing cycles by about 10 days on average,” explains Lee. This speed is critical in a market where occupancy rates can significantly impact profitability.
Reffie’s innovative use of automated marketing campaigns—via text, email, and social media—enables leasing agents to reach potential renters more effectively. By delivering clear attribution between marketing spend and leasing results, Reffie empowers operators to optimize their strategies dynamically. As Lee puts it, “Operators are no longer relying on old metrics to make decisions. They have real-time data that shows them what’s working and where they need to pivot.”
With the industry’s shift from a supply-driven market to one that requires proactive leasing strategies, Reffie’s platform is proving indispensable. Multifamily property managers can now easily track how their leasing agents are performing and adjust tactics on the go, making the entire process more efficient and responsive.
Smart Buildings for a Sustainable Future
For Robert Cooper, CEO of Embue, sustainability and operational efficiency go hand in hand. Embue provides a smart building platform tailored for multifamily properties, focusing on reducing energy costs, enhancing building operations, and lowering carbon footprints. The platform uses sensors, smart thermostats, and building controls to gather data and optimize energy use.
“We’re helping property owners save up to 25% on energy costs by automating key functions,” says Cooper. However, while energy savings are important, Cooper notes that Embue also addresses two other critical pain points for property owners: staffing shortages and rising insurance costs. “Many multifamily buildings are struggling with staffing issues. By automating more of the day-to-day operations, we’re making life easier for the on-site teams and helping owners reduce reliance on manual processes,” he explains.
One of Embue’s early success stories involved a large residential property that had been wasting energy through poorly managed heating systems. After Embue installed its platform, the building reduced energy consumption by 30%, translating into significant cost savings while improving tenant comfort. Embue’s solution demonstrates how technology can align operational goals with sustainability initiatives, making smart buildings a key pillar of CRE’s future.
Automating Asset Management for Smarter Decisions
Ross Piermarini’s startup, symmetRE, tackles another critical challenge in the CRE sector: asset management and reporting. symmetRE automates the aggregation and standardization of financial and operational data, helping property owners streamline the reporting process and focus on higher-value tasks like optimizing asset performance. “We remove the redundant, time-consuming aspects of reporting, so teams can spend more time on what really matters,” says Piermarini.
A typical pain point for large portfolio owners is the disparate systems and data formats they encounter across different properties. symmetRE’s platform solves this by providing real-time updates and automating the reporting process, reducing the need for manual data aggregation and improving decision-making capabilities. “Our clients now get daily updates on occupancy, traffic, and collections, allowing them to be more proactive in managing their portfolios,” Piermarini explains.
One symmetRE client, who manages over 10,000 units, was able to reduce the time spent on quarterly reporting from four weeks to just three days. This not only improved internal efficiency but also allowed the client to focus on expanding their portfolio without increasing headcount. symmetRE’s platform is a powerful example of how automation can create value by freeing up resources for more strategic initiatives.
Data as the New Currency in CRE
A recurring theme across all three startups is the use of data to drive operational excellence. Whether it’s tracking leasing performance, monitoring energy use, or aggregating financial reports, data is at the core of how these companies deliver value to their clients.
For Reffie, the ability to track real-time leasing data allows property managers to A/B test marketing strategies, ensuring that they maximize occupancy rates. “The old way of doing things—where operators received data weeks after the fact—is no longer viable,” says Lee. “With real-time data, you can make adjustments immediately, which can make a huge difference in a competitive market.”
Similarly, Embue’s platform collects over a million data points from each building every year, giving property owners unprecedented insight into how their buildings are performing. “Data is the key to optimizing building operations,” says Cooper. “It helps you make smarter decisions that improve efficiency and reduce costs.”
For symmetRE, data standardization is critical to providing meaningful insights. “If your data isn’t clean or standardized, you can’t trust the insights you’re getting,” Piermarini explains. By automating the data collection process and providing real-time updates, symmetRE ensures that property owners have access to reliable, actionable information.
Building Relationships: The Key to Success in CRE
Despite the cutting-edge technology at play, all three founders emphasize that strong relationships remain central to success in CRE. “It’s not enough to just have a great product—you have to build trust with your clients,” says Lee. This sentiment is echoed by Cooper, who notes that working closely with both senior management and site teams is crucial for successful adoption. “You can’t just sell the solution and walk away. You need to make sure it’s implemented properly and that everyone involved is on board.”
Piermarini also stresses the importance of customer success, noting that symmetRE’s clients rely on the platform to streamline a core aspect of their operations. “We stay closely involved with our clients, even after the initial setup, to make sure they’re getting the most out of the platform,” he says.
The panelists agree that building strong relationships with clients not only ensures successful product adoption but also drives long-term growth. As Lee points out, “In real estate, word of mouth is powerful. If you do a good job for one client, they’ll tell others.”
The Future of CRE: Technology-Driven and Data-Optimized
The startups featured in this panel are proving that technology is no longer a “nice to have” in commercial real estate—it’s a necessity. As the CRE sector continues to face rising operational costs, evolving tenant expectations, and increasing regulatory pressures around sustainability, innovative solutions like Reffie, Embue, and symmetRE will be critical for future success.
By harnessing the power of data, automating key processes, and fostering strong client relationships, these companies are setting the stage for a smarter, more efficient CRE industry. As Nyberg concludes, “The real estate sector is ripe for disruption, and these startups are leading the way.”
In an industry traditionally slow to embrace change, the innovations introduced by these disruptors mark a new era of data-driven, technology-enabled CRE management—one that is better equipped to meet the demands of the future.
