How The Best CRM & Data Will Create More Profit in Your Business ft. Jon Nolen

Hey, it’s Jordan Samuel Fleming, and welcome back to That Real Estate Tech Guy! This week, I’m joined by Jon Nolen, President and Co-Founder of Pete REI, a CRM built by an investor who also happens to be a software developer.

Jon shares how his frustration with disconnected tools led him to build Pete REI — first as an internal solution for his own investing business, then into a scalable CRM for others. We discuss the real purpose of data and dashboards, how automation saves investors from chaos, and why clean data is the foundation of every high-performing business.

From automating follow-ups and building smarter workflows to using AI for rehab estimates and predictive analysis, Jon gives a behind-the-scenes look at how Pete REI helps investors make better, faster decisions. This episode is packed with real-world lessons for anyone looking to turn their tech stack into a growth engine.

Episode Timeline & Highlights

[0:00] – Introduction

[0:42] – Meet Jon Nolen, Co-Founder of Pete REI and long-time software developer turned investor.

[1:09] – How Pete REI started as a personal fix and grew into a powerful all-in-one CRM.

[3:39] – Lessons from scaling a product beyond your own business.

[6:59] – Why customer feedback drives 80% of feature development.

[9:09] – Automating follow-up: how Pete’s workflows prevent leads from slipping through the cracks.

[12:06] – Dashboards done right — spotting outliers instead of admiring pretty graphs.

[15:21] – The power of task-based accountability and simple team metrics.

[19:24] – Using AI to estimate rehab costs and streamline deal analysis.

[20:28] – The true cost of bad data and why investors must clean their CRMs.

[24:14] – Tracking cost per lead, cost per contract, and marketing ROI in real time.

[28:56] – Vanity metrics vs. profit metrics — why conversions matter more than lead counts.

[33:15] – Jon’s biggest tech mistake: chasing shiny objects instead of fixing systems.

[35:27] – The three essential tools every investor needs to start strong.

5 Key Takeaways

1. Technology amplifies what exists. If your systems are messy, tech will magnify that chaos.

2. Data should drive action. Focus on KPIs that identify problems and successes, not vanity charts.

3. Automation builds consistency. Streamlined workflows ensure every lead is followed up.

4. Clean data = strong business. Bad data wastes time, kills trust, and costs deals.

5. Keep priorities simple. Fewer KPIs and clearer focus lead to better results and accountability.

Links & Resources

• Pete REI – CRM for real estate investors: Visit PeteREI.com

• Special Offer – Use code SMARTPHONE for 50% off your first month.

• Connect with Jon Nolen on Instagram: @theflippingitguy

• smrtPhone – The only phone system built for real estate investors: https://www.smrtphone.io/

• Visit ThatRealEstateTechGuy.com for past episodes, guest applications, and exclusive discounts on leading real estate technology platforms.

Closing

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