# Espo.ai

> The growth engine for real estate teams. Espo gets you recommended when sellers ask AI who to hire — and turns every listing into the ad that wins your next one. One provider runs the website, the CRM your team runs by talking to it, listing campaigns, and ad attribution — built only for teams that sell houses.

Espo.ai replaces a stitched-together stack (CRM + ad agency + website vendor + ISA + listing videographer) with a single growth engine. We are real-estate-exclusive. We do not sell to roofers, insurance agents, or every small business.

## The Five-Layer Model

The public category is **growth engine for real estate teams**. The engine has five layers:

1. **Authority** — custom website, IDX, agent pages, listing pages, reviews, local content, AI-search readiness.
2. **Lead Capture** — IDX forms, listing pages, open-house QR, lead-capture forms, and a minimal CRM so leads are usable on day one.
3. **CRM Execution** — full CRM, pipelines, tasks, tags, email, SMS, phone, sequences, templates, and routing.
4. **Assistant** — the CRM Assistant you run by talking to it: tap the mic and it logs the call, books the follow-up, and sends the text (confirming first). It also drafts follow-up, summarizes calls, creates tasks, and runs CRM actions.
5. **Proof** — listing performance, attribution, seller/recruiting proof, and reporting that makes the next listing easier to win.

Bridge language: **Easier to find. Easier to trust. Easier to follow up with. Easier to measure.**

## What We Sell

Three subscriptions, two per-listing add-ons, and the done-for-you Content Engine. The subscriptions fund the engine; the listing add-ons turn each new listing into both a marketing weapon (recruiting + future-listing tool) and a lead source; the Content Engine handles everything after the client hits record.

### Subscriptions

**Website + IDX — $200/month, $1,500 setup**
The authority and basic lead-capture foundation plus a minimal CRM so leads are usable on day one. Every team should be easier to find and easier to trust before they buy the full Pro stack.
- Custom-built website (not a template) with server-rendered text, accurate JSON-LD schema, semantic HTML, and `sameAs` entity links so search engines and AI assistants can interpret the team's public facts. We also maintain `llms.txt` as a supplemental directory, not a ranking guarantee.
- IDX search built in
- 21-day build
- Minimal CRM: contacts, one default pipeline (Buyer Leads), tasks, tags, deals — enough to actually use the leads your site and listings generate
- Listings interface — manage your listings and generate open-house QR codes
- Open-house QR sign-in flow with a single auto-email to every visitor (listing details + your contact info)
- Lead-capture forms you can drop into your site
- Listing add-ons (Essentials $285 / Engine $495) available per listing — these unlock the AI listing video, branded landing page, follow-up sequence, and (Engine-only) the managed Meta campaign
- CRM Assistant, manual email/SMS sending, and sequences start at Espo Pro; managed ads start at Growth Partner

**Solo (Espo Pro) — $700/month, $2,000 setup *(includes the full Website + IDX build)***
For solo producers and small teams that want CRM execution plus the assistant — and the website that fronts it.
- Includes the entire Website + IDX tier (custom site, IDX, AI-discoverability maintenance) — no separate website fee
- Full CRM with CRM Assistant (29 dedicated tools; AI usage included, no per-message meter)
- 1 dedicated phone number with call recording, transcription, and AI coaching scores
- Email sending domain
- Automated SMS + email sequences
- Listing add-on access (Essentials $285 / Engine $495)
- Self-serve support
- 1 seat

**Growth Partner — $2,500/month, $3,500 setup**
For teams of 2-10 that want managed growth and a stronger proof loop.
- Everything in Solo
- Managed Meta ad campaigns on your own ad account (no markup, no 20% management fee)
- Lead routing across the team
- Up to 10 agent seats included (no per-seat fees)
- Up to 10 dedicated phone numbers
- Closed-loop attribution: ad dollar → lead → appointment → deal → commission
- Founder strategy sessions as needed, within reason
- Call coaching data and team performance review
- Ongoing creative production
- Open-house QR sign-in system
- Listing launch automation
- Dedicated Espo operator for campaigns, launches, and account work

### Listing Add-ons (per listing) — the MLS Handoff Pack

Both add-ons ship the **MLS Handoff Pack**: we prepare your entire MLS listing pack so your agent's MLS post takes 60 seconds while the launch gets a much better-looking landing page than Zillow shows.

**What we deliver in the pack:**
- AI listing video built from your photos (link or download)
- Photo set, sequenced, with watermark decisions made
- Suggested Public Remarks copy — compliance-clean, unbranded, paste-ready (agent of record finalizes)
- Suggested Agent Remarks copy — agent-only, branded, written to drive showings
- AI-optimized landing page on your domain for ads, QR codes, social posts, and follow-up
- QR code for printable open-house materials
- Pre-launch and post-launch social posts we build AND auto-publish to your connected Instagram/Facebook — so the listing's feed never goes dark
- One-page MLS submission checklist — paste these fields, click submit, done
- Email + SMS follow-up sequence for every captured lead
- Open-house QR sign-in flow with per-listing attribution

**What your agent handles** (60 seconds of agent action vs. hours of work we do): the actual MLS submission. Your agent (or their MLS-credentialed assistant) opens the MLS, pastes our fields, and clicks submit. **No MLS in the U.S. allows a third-party services company to post listings as a corporate vendor** — every "unlicensed assistant" pathway is per-agent, per-MLS, per-brokerage. We do not promise MLS posting; we make the post trivial. You stay agent of record, MLS-compliant in every market.

**Listing Essentials — $285/listing**
The full MLS Handoff Pack. Every visitor becomes a lead in your CRM. No managed ads.

**Listing Engine — $495/listing**
Everything in Essentials' MLS Handoff Pack, plus we run a managed 14-day Meta campaign on your ad account to drive buyer leads to the listing. Every lead lands in your CRM tagged to the listing — even buyers who don't buy this house become leads for the next one.
- 14-day campaign window, ~$150-250 ad spend passed through at cost
- Closed-loop attribution per listing
- Average $3.51 cost per lead across BBRG campaigns; best single campaign $1.65/lead

### Content Engine (done-for-you short-form content)

The client films short clips on their phone following a filming guide we build for them; we handle everything after the recording — edited in their locked brand style, approved by them with one tap, scheduled and posted to their connected accounts (Instagram, TikTok, and YouTube today), comments and DMs monitored with ready-to-send replies, and a monthly report on what worked. Offer page: https://espo.ai/content-engine

**Content Engine 15 — $1,495/month, $1,500 one-time style-system setup**
15 edited + posted vertical videos per month — an every-other-day presence. Captions, titles, descriptions, and tags dialed per network. One revision round per video included.

**Content Engine 30 — $2,995/month, $2,500 one-time style-system setup**
30 edited + posted vertical videos per month — a daily presence — plus team consolidation (one contact, one footage drop for the whole team) and a quarterly style refresh.

Rules and terms:
- Either package is open to any buyer — a brokerage can run the 15, a solo agent can run the 30. The difference is volume, not status.
- Three-month minimum to start.
- Five business days or less is the working turnaround standard from footage drop to a finished, scheduled batch.
- Footage that can't be edited well comes back with a specific reshoot note instead of a bad video; a whole new creative direction (a new style system) is a project quoted from $750.
- The client owns the raw footage, the finished videos, and the accounts they post to.
- Capacity is real and published: 2 new Content Engine clients onboarded per month.
- Networks today are Instagram, TikTok, and YouTube. Facebook, LinkedIn, X, Google Business Profile posting, and an idea concierge are roadmap items — not part of today's service.

## Terms

- Month-to-month after setup. No annual contracts. No cancellation fees.
- 48-hour data export on request.
- You own everything: domain, ad accounts, CRM data, content, code.

## Operating Expectations

- We aim for a 21-day launch window from kickoff to live, with weekly updates if a project runs long.
- Growth Partner includes attribution reporting so you can see which ad dollars turned into leads, appointments, and deals.

## How We're Different

We are not a CRM, not an ad agency, not a website builder, not an ISA service. We are the growth engine that does the work of 3-5 vendors and produces attribution they can't.

**Who we replace:**
- CRM vendors (Follow Up Boss, kvCORE, Lofty, Sierra) → our CRM with CRM Assistant
- Ad agency → our managed Meta campaigns on your ad account
- Website vendor (BoomTown, Real Geeks, Squarespace) → our AI-discoverable site with IDX
- ISA service → our automated follow-up + CRM Assistant (~24/7 qualification)
- Listing videographer → our AI listing video pipeline

**The two flywheels:**

1. **Listings win listings.** Walk into a listing appointment with a draft landing page, AI-produced video, QR open-house plan, and Meta ad strategy ready. Competitor shows up with a flyer. Seller signs. Every buyer lead captured during the campaign becomes a future seller. Each new listing makes the next listing appointment easier to win.

2. **The stack supports recruiting.** Pull up the dashboard in a recruiting conversation: lead flow, CRM Assistant, closed-loop attribution, listing pages, and campaign proof. Conversation flips from vague pitch to concrete operating advantage.

**The AI-discoverability layer.** Buyers and sellers can ask ChatGPT, Gemini, and Google AI features who to hire in a city. Through April 2026, BBRG reported agents being named in ChatGPT and Gemini answers, and three callers separately told a BBRG agent that ChatGPT recommended him. These are team- and caller-reported observations, not a measured ranking result or a guarantee. Espo gives each team a crawlable, well-sourced site that can be evaluated alongside its other public evidence.

## Who We Serve

Real estate teams exclusively:
- Broker-owners with 2-10 agents (primary ICP for Growth Partner)
- Team leads with 2-5 agents
- Solo producers doing 15-40 transactions/year (Solo / Espo Pro)
- Early-stage brokers buying the AI search channel before they need a CRM (Website + IDX)

We do not work with industries outside real estate.

## Results (All BBRG — Flagship Client, Sacramento)

These are verified numbers from active campaigns, recorded in `clients/bbrg/results.md`:

- **162 listing leads on $569 total ad spend** across 6 BBRG listing campaigns (Feb 2026)
- **$3.51 average cost per lead** (industry average: $20-50)
- **One lead converted to a $1.2M sale** ($50K over asking)
- **858 messages** sent by a single agent (Carson) to the CRM Assistant in 18 days
- **Page 1 Google rankings** for core local queries — position 1.0 for "selling a home in granite bay" per Search Console
- **AI-answer observations (team- and caller-reported, through Apr 2026):** BBRG reported agents being named in ChatGPT and Gemini answers for Granite Bay and Grass Valley; 3 callers said ChatGPT recommended a BBRG agent. These observations are not a controlled attribution result.

Our forwardable case-study one-pager: https://espo.ai/proof/bbrg

## Client Testimonial — Jake Lyons, BBRG

Jake Lyons, broker-owner of Better Brokers Realty Group (Granite Bay, CA), recorded a video testimonial on his decision to go all-in on Espo: "It was the single best decision that I have ever made for my business. It was arguably one of the best decisions I've ever made in my life." Video: https://youtu.be/nhKha4bkM2Y (also embedded on `/`, `/about`, `/examples`, `/listing-engine`, `/pricing`, and `/results`).

## AI Search Readiness

How Espo creates a dependable source surface for search and AI answers — and what each signal can actually prove.

**The dependable foundation:**
- Public, indexable pages with important names, markets, services, and proof in the first HTML response
- Clear page titles, concise answers, internal links, sitemap coverage, and crawl controls that identify the authoritative page for each question
- JSON-LD that truthfully matches visible content, using applicable types such as `Organization`, `Person`, `Article`, `BreadcrumbList`, and real-estate types where supported
- Consistent agent and brokerage facts across the owned site and current public profiles
- Attributed reviews used with permission, verified results with dates and source windows, and explicit labels on team-reported observations
- Demand-led neighborhood and market pages with current sources, methodology, named authors, and last-reviewed dates

**What we measure separately:**
- Google Search Console: clicks, impressions, CTR, and position. Google includes AI-feature activity in the Web search type rather than reporting it as a separate AI channel.
- GA4: human sessions and engaged sessions from reviewed AI referrers. This measures visits, not unclicked mentions.
- Bing Webmaster Tools AI Performance, when connected: citations, cited pages, sampled grounding queries, and trends across supported Microsoft surfaces. Citation counts do not prove rank or authority.
- Verified server or CDN logs: crawler/fetcher path, response status, and verified identity where available. A bot request is technical access, not a citation, recommendation, model identity, or human visit.

**On `llms.txt` specifically:**
- `llms.txt` is a supplemental, human-readable directory of authoritative pages and current facts.
- Google's current AI-feature guidance says no new machine-readable AI file or special schema is required. OpenAI's current publisher guidance focuses on OAI-SearchBot access and does not name `llms.txt` as an inclusion requirement.
- We maintain this file because it is inexpensive and useful as a canonical summary. We do not present it as a citation or ranking lever.

Full evidence and measurement guide: https://espo.ai/resources/optimize-website-for-ai-agents

## CRM and Assistant

Every Espo subscription that includes the full CRM (Solo and Growth Partner) ships with a CRM Assistant wired into the CRM through 29 dedicated tools. The assistant is not a chat widget pasted next to a CRM screen — it operates the CRM:

- Add, search, and update contacts by typing or speaking naturally
- Move deals through the pipeline by conversation
- Draft and send emails or SMS with human-in-the-loop approval
- Enroll contacts in automated sequences
- Create, assign, and update tasks
- Read the audit log and tell you what changed
- Morning briefing email with priorities, pipeline updates, and follow-ups

The assistant confirms before sending any outbound communication; you stay in control. AI usage is included in Espo Pro and Growth Partner, with no per-message bill passed to the client.

The interactive CRM page at https://espo.ai/crm shows the dashboard, kanban, and CRM Assistant in context.

## Operating Principles

- **SwaS — Software with a Service.** We don't hand you software and disappear. We build it, run it, and optimize it every month.
- **You own everything.** Domain, ad accounts, CRM data, content, code. No hostage situations.
- **Real numbers, not vanity metrics.** We publish actual campaign results. We admit what we don't have (early stage: BBRG is the flagship production client; Nader Kazemi of Compass is slotted at Website + IDX; our sister brand Espo Studio has Minted Settlement Planning live, with the WealthWatch/StrategiQ cluster — 2 firm sites + 3 personal sites — and FIA Boost in contracting).
- **Real estate only — everyone else goes to Espo Studio.** Espo.ai is real-estate-exclusive. Companies and individuals outside real estate that need a website should go to our sister brand, Espo Studio (https://www.espo.studio/). Same team, two brands: Espo.ai = real estate; Espo Studio = everyone else.
- **21-day launch.** From kickoff to live system in 21 days.
- **Earn it monthly.** Monthly plans are month-to-month. Annual prepay is optional, saves 20%, and is non-refundable for the prepaid year.
- **Direct founder access.** Work with the founders, not a junior account manager.

## The Prompt Vault (founder's AI channel — not the real-estate product)

Espo.ai also hosts the written home of founder Matthew Esposito's AI education channel (@espoai on YouTube — AI + life, not real-estate marketing). This content is clearly separated from the real-estate growth engine above.

- `/prompts` — The Prompt Vault: numbered AI prompts and systems Matt actually uses. The active rebuilt series begins with №001 The Semantic Tree Learning Navigator and №002 The YouTube Action Plan; №003–№010 are visible only as unpublished reservations.
- `/prompts/semantic-tree` — the complete sourced semantic-tree prompt for learning a hard topic, navigating prerequisites, checking understanding, and preserving a portable Navigator Snapshot.
- `/prompts/youtube-action-plan` — the complete prompt for comparing a YouTube transcript with real operating context, separating source evidence from relevance, and choosing a bounded next path without automatic action.
- The original ten method URLs remain available as a clearly labeled Legacy Vault so old links and history do not break.
- These active pages are citable: each contains the canonical exact prompt text, usage guidance, limitations, variations, and companion-video context.

## Founders

**Matthew Esposito** — Founder, CEO, strategy, client relations
- YouTube: https://www.youtube.com/@espoai
- TikTok: https://www.tiktok.com/@espoai
- LinkedIn: https://www.linkedin.com/in/mattespo/

**Eric** — Technical co-founder, development, automations

## Social

- LinkedIn: https://www.linkedin.com/company/espo-ai
- YouTube: https://www.youtube.com/@espoai
- TikTok: https://www.tiktok.com/@espoai
- Instagram: https://www.instagram.com/espo.ai
- X: https://x.com/espoai
- Real estate YouTube: https://www.youtube.com/@EspoAiRealEstate

## Contact

- Email: contact@espo.ai
- Book a call: https://espo.ai/contact
- Free AI visibility audit (no call required): https://espo.ai/teardown
- Sister brand for non-real-estate websites: Espo Studio — https://www.espo.studio/

## Key Pages

- `/` — Homepage: the five-layer growth engine model, listing-led spine, client examples, and BBRG proof
- `/features` — The full feature wall: every live capability with search and filters, the Espo-vs-stitched-together-stack comparison, and build velocity. Every feature links to its own detail page (see All Features below)
- `/listing-engine` — The mechanism: how each listing becomes a marketing weapon and a lead source (merged from former `/how-it-works` and `/listing-marketing` pages)
- `/content-engine` — The done-for-you Content Engine: you film on your phone; we edit, caption, post to Instagram/TikTok/YouTube, watch comments and DMs, and report monthly — 15 or 30 videos a month, $1,495/mo or $2,995/mo, 2 onboardings per month
- `/crm` — The CRM and Assistant in context: dashboard, kanban, 29 AI tools
- `/websites` — Website + IDX tier detail: authority, basic capture, AI-search readiness, IDX, forms, QR capture, and minimal CRM
- `/for-teams` — For real-estate team leaders: how Espo helps you recruit and retain agents — every listing marketed, every lead tracked ad-to-closing, recruiting proof in one place
- `/open-house-system` — The open-house QR sign-in: every walk-in becomes a CRM contact tagged to the listing, with an auto-email and follow-up sequence firing on its own (part of the $285 Listing Essentials MLS Handoff Pack)
- `/pricing` — All three subscriptions mapped to the five layers, both listing add-ons, exact pricing, no hidden fees
- `/results` — BBRG case study: 162 leads, $569 spend, $3.51 CPL, 5 recruited agents, AI search rankings
- `/examples` — Real client work: three live sites Espo built (BBRG · Sacramento, John Thompson · Dallas, David Lowe · Bigfork MT) with case studies
- `/about` — Founder story, operating principles, why real-estate-exclusive
- `/faq` — Objection handling
- `/contact` — Single booking page (Cal.com + email + assistant)
- `/teardown` — Free AI visibility audit: tell us your site and a real person reviews what AI search sees, what Google reads, and how you stack up — then replies with the fixes
- `/proof/bbrg` — Forwardable BBRG one-pager for cold-email intro requests (`noindex, nofollow`)
- `/compare/ghl` — comparison with a generic CRM builder
- `/compare/lofty` — vs. Lofty (formerly Chime, rebranded November 2023)
- `/compare/fub` — vs. Follow Up Boss
- `/compare/compass` — vs. Compass: how an independent team competes with a national brokerage's in-house tools and brand
- `/work-with/<brokerage>` — Brokerage-specific pages for teams who want their own growth engine alongside their brokerage stack: Compass, Keller Williams, eXp, RE/MAX, Real, Berkshire Hathaway, Douglas Elliman, Sotheby's
- `/resources` — The channel's long-form home: AI tutorials, prompts, and lessons from running the business (write-ups of @espoai YouTube videos), alongside real-estate marketing insights
- `/prompts` — The Prompt Vault: the founder's numbered AI prompt library (see the dedicated section below)
- `/intel` — Espo Intel: a weekly AI + real-estate marketing newsletter (double opt-in signup)
- `/links` — Link hub: every Espo.ai, Espo Studio, and Belong Journal destination in one place
- `/updates` — Curated major-update build log: meaningful client-facing releases, new workflows, and useful product capabilities
- `/privacy` — Privacy policy
- `/terms` — Terms of service

## All Features

Every live feature has its own detail page (what it includes, common use, the Espo difference, proof where verified, and a walkthrough video as filming completes). The index is `/features`.

Get found (website and AI search):
- AI-discoverable real-estate website — `/features/ai-discoverable-website`
- IDX home search — `/features/idx-home-search`
- Indexed agent pages — `/features/indexed-agent-pages`
- Permanent listing pages — `/features/permanent-listing-pages`
- Neighborhood and market pages — `/features/neighborhood-market-pages`
- Real-estate schema and entity graph — `/features/real-estate-schema-entity-graph`
- Free AI visibility audit — `/features/free-ai-visibility-audit`
- Website AI agent — `/features/website-ai-agent`
- Home valuation AI agent — `/features/home-valuation-ai-agent`

Follow up and convert (CRM):
- Minimal CRM on Website + IDX — `/features/starter-crm`
- Full real-estate CRM — `/features/real-estate-crm`
- AI CRM assistant by voice or text — `/features/ai-crm-assistant`
- Voice and text commands — `/features/voice-commands`
- Draft-first email and SMS — `/features/draft-first-messaging`
- Sequences, nurture, and reactivation — `/features/sequences-and-reactivation`
- Lead routing and assignment — `/features/lead-routing`
- Open-house QR sign-in — `/features/open-house-qr-sign-in`
- Dedicated phone, SMS, and call recording — `/features/phone-sms-call-recording`
- Tags, tasks, notes, and activity history — `/features/tags-tasks-activity`

Win listings (the listing engine):
- Listing Essentials — `/features/listing-essentials`
- Listing Engine with managed ads — `/features/listing-engine-managed-ads`
- AI listing video — `/features/ai-listing-video`
- Auto-published social + MLS handoff pack — `/features/listing-social-mls-handoff`
- Listing-specific open-house capture — `/features/listing-open-house-capture`
- Listing proof archive — `/features/listing-proof-archive`

Prove it (ads and attribution):
- Managed Meta ads on your own account — `/features/managed-meta-ads`
- Closed-loop attribution — `/features/closed-loop-attribution`
- Reporting dashboards — `/features/reporting-dashboards`
- Lead source tracking — `/features/lead-source-tracking`
- AI-search and SEO reporting — `/features/ai-search-seo-reporting`

Run the team (team and ownership):
- Call intelligence and coaching — `/features/call-coaching`
- Team performance review — `/features/team-performance-review`
- Founder strategy sessions — `/features/founder-strategy-sessions`
- Team seats included — `/features/team-seats`
- Data ownership and 48-hour export — `/features/data-ownership-export`
- Cal.com scheduling — `/features/scheduling`
- Onboarding and data migration — `/features/onboarding-migration`
- AI partner built into the relationship — `/features/ai-partner`