Doorify Real Estate Podcast

Doorify MLS Partners with Ocusell for Smarter Listings

• Doorify MLS • Episode 84

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Listings shouldn’t take hours to create or risk getting flagged for small compliance issues. With the right tech, they don’t have to.

In this episode, I sat down with Will Ogles, Chief Product Marketing Officer at Ocusell, to talk about what their new partnership with Dorify MLS means for real estate professionals. Will walks us through the most common pain points around listing, from time-consuming forms to frustrating compliance errors and how Ocusell is tackling them head-on. 

We talked about AI, intuitive listing tools, and why choice in tech matters for agents and brokers. This integration is built to work right alongside existing workflows, saving time while reducing errors. 

If you’re in the MLS world or anywhere near listings, this episode is worth your time. Will's take on tech, agent choice, and everyday tools might give you a new way to look at listings.

Specifically, this episode highlights the following themes: 

  • Why MLS listing errors happen and how Ocusell prevents them
  • How Ocusell uses AI in real, practical ways (not just hype)
  • What the Doorify + Ocusell partnership means for agents

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Will Ogles [00:00:00]:
Historically, it takes an hour or more than an hour to be able to do a listing, and sometimes those listings are not compliant. And you'll work so hard on getting listing out to an MLS and then you get hit with a compliance violation. So efficiency and compliance, the two pillars of our product and what we're focused on.

Andrea Presnal [00:00:25]:
Well, thank you so much for being here today on the Doorify MLS podcast. I'm so, so excited to have you. A little bit about Will Ogles. He is the chief Product Marketing officer at Ocusell and we are so excited to get really dive into Ocusell. It's coming to Doorify MLS very soon and we just really want to have a conversation and get into the nitty gritty. So thank you, Will Ogles, for being here.

Will Ogles [00:00:54]:
Yeah, thanks for having me. Very excited.

Andrea Presnal [00:00:57]:
Yeah. So I'm just going to dive right in. Ocucel is described as a prop tech innovator. What specific innovations drove Ocusell to seek a partnership with Doorify?

Will Ogles [00:01:10]:
Yeah, Andrew, we are. We're going deep in the ad edit space. And Matt and the Doorify team, it's their goal to provide agents and brokerages their tools of choice and to give them those options. So I think the, the marriage of dollar and akicell makes complete sense.

Andrea Presnal [00:01:26]:
It really does. And you emphasize all the time about streamlining real estate listings. What was the biggest pain point in the listing process that aligns to solve this bigger problem?

Will Ogles [00:01:40]:
Yeah, there's actually a couple. One of it is just efficiency and filling out listings. Historically, it takes an hour or more than an hour to be able to do a listing, and sometimes those listings are not compliant and you'll work so hard on getting listing out to an MLS and then you get hit with a compliance violation. So efficiency and compliance, the two pillars of our product and what we're focused on.

Andrea Presnal [00:02:03]:
I love that. What would you say is the overall vision for the future of real estate listings and how do you think this partnership is going to fit into that vision?

Will Ogles [00:02:14]:
Yeah, I think it's a combination between adhering to the MLS's rules because those rules all are important. Staying in compliance while at the exact same time giving agents and brokerages tools to work how they want and giving them the options to do the things that best fit their processes. It can't be either or it's gotta be both. And that's. That's what I see.

Andrea Presnal [00:02:36]:
Yeah, we always talk about empowering subscribers through choice. Right. And so how do you see accusell's technology contributing to that empowerment? Talk to me a little bit more.

Will Ogles [00:02:47]:
About that when we talk about giving agents and brokerages and subscribers choice, really letting them choose the tools and tech that they want. Our coo, he says this all the time. He says tech Will Ogles never replace agents, but agents with good tech Will Ogles always beat agents without tech. So yeah, it's good, let's steal it. Let's just not tell him about it. We'll put our names under that quote. Exactly. That's our focus, is making sure that we're saving people time, we're making sure that those listings are compliant and we just want to be best in class of one little piece.

Andrea Presnal [00:03:26]:
What Will Ogles this integration look like? So for really the end user experience, the real estate professional, can you elaborate a little bit what those expectations are, are when we do launch, subscribers Will Ogles.

Will Ogles [00:03:42]:
Be given access to the Ocusell list platform. They'll be able to add their MLS credentials in there and pull in all their active listings. So you can come right in alongside what you were doing the day that we launch. It's not like you have to start completely from scratch and you get managing listings over here, managing listings there. The goal here is that an agent or subscriber can immediately start using lists. It's very intuitive. Once you've got your credentials in the system and your listings imported, you can edit your active listings, you can update them and change your photos, change your public remarks, or you can make new listings.

Andrea Presnal [00:04:17]:
Also, it saves 80% reduction in time to list properties. I know that's just been a huge upsell. Can you provide specific examples on how this time saving is achieved through Ocusell's technology?

Will Ogles [00:04:34]:
Absolutely. There are a few different ways. One is we have a pre fill. We're partnered with a leading data agency that's got 45. I think 45 as of today continually grows 45 data sources. So when someone makes a listing, their listing is immediately pre populated with over 45 data sources. Things like tax data and other what I call enrichment data. Like hey, I know this home has a barn behind it.

Will Ogles [00:05:02]:
So things like that as well. It's not just the tax data and square footage and all of that. So that's one way is the pre fill, another way is our AI augmentation. I want to be very careful. A lot of people throw around our thing does this with AI and it's AI this and that and really it's just programming. But we actually do use AI very specifically to look at the photos on a listing and pull out descriptors from those photos and then we use those descriptors in various ways, like helping automate your public remarks, helping to automatically arrange the photos on like a single family home. You can give our AI system just a jumbled mess of photos and it Will Ogles put them in a logical walkthrough order.

Andrea Presnal [00:05:45]:
Oh, wow.

Will Ogles [00:05:45]:
So that's another way. Yeah, it's. It's pretty cool. The third way is our, our one to many MLS system. If you are putting your listing into multiple MLs, you fill out your form once in one place. Or if you're editing your listing and you want to rearrange the photos, you rearrange those photos once and it goes to affiliated MLs. Those are the big three. We have some other.

Will Ogles [00:06:06]:
There's lots of little efficiencies all in the tool, but those are our three pillars.

Andrea Presnal [00:06:11]:
And similarly, how does Accucel's platform contribute to a 75% reduction in listing errors? Like, what are some of the most common errors that are being addressed?

Will Ogles [00:06:23]:
Yeah, yeah, great question. When we go to integrate with an mls, the first thing we do is, is get a very detailed understanding of their rules. And we have a copy of the MLS's rules in our system. So it's, it's not that the listings in Aki Cell get sent somewhere else and go through rules over there or maybe don't even go through a rigorous rules process. They just go straight, straight out there and they may have compliance errors. We focus on having the rules in our system so that when an agent's adding a listing and they hit let's go to publish, they'll immediately see those compliance errors before it goes out and they get a chance to address them. What are some common ones? Some of the compliance errors we deal with are things around dates. We deal with compliance errors around photos and type of language that's in public remarks, and then simple things like, hey, you're supposed to fill out these fields when you're working with this type of property.

Will Ogles [00:07:17]:
And historically, some of that stuff may be missed. We catch it, we catch it all before it goes out.

Andrea Presnal [00:07:23]:
That's such a big thing, right? You know, reducing listing errors, obviously, you know, things can happen, but just having this tool to allow that not to happen, especially 75% of it, and you know, reducing those errors is, is huge. All right, well, well, let's talk about list. I want to elaborate a little bit of, you know, how AI plays a role into that. What the key features of this new product is and how agents can leverage to simplify their listing task within this tool.

Will Ogles [00:07:59]:
Absolutely. The way I like to talk about AI with our product is our product is augmented by AI, meaning we're using it sparingly only where it makes sense to be able to save agents time and to be able to enrich their listing. So those specific things I mentioned, like auto generation of public remarks or auto rearrangement of your photos or automated photo captioning, those are the three ways that we're augmenting our listing platform with, with AI right now. Of course, anything we do with AI, it's never in stone, meaning it's not like we use AI as your listings going out and you don't know what happened. All of that augmentation takes place when you're creating a listing or when you're editing a listing and agents have the ability to review it. But that's how we use AI and we're really trying to find that middle ground between you're in control of this listing, let us help you pre fill some things and give you a, give you a leg up, get you half the way there, and then you can edit it and work with it from that point and move on. That's how we use AI.

Andrea Presnal [00:09:05]:
When you manage listings, I know that you've said you know, up to four times more efficient using this, this tool is that like, can you go a little deeper on how you know four times more efficiently? Like, why is that?

Will Ogles [00:09:20]:
Yeah, our goal with this tool is obviously to keep listings compliant and to adhere to MLS rules always, while at the same time releasing the most efficient listing platform as humanly possible. And so when we talk about efficiency there, I think of efficiency in two ways. Efficiency in getting your listing out the door, managing your listing, and then with all the other time saved. So you're not spending hours getting your listing into one or more MLs, you're getting it out there within minutes, five to 10 minutes, not one to two hours. So the efficiency is there on the listing side. And then efficiency is also. Now what are you freed up to do? You talk to any agent, they're pressed for time. They're always pressed for time.

Will Ogles [00:10:02]:
There's something going on, there's a phone call to return. So that efficiency is not just about what happens in the tool, it's about what time you have back in your day to manage things that can't be automated by tech easily.

Andrea Presnal [00:10:13]:
Definitely. I mean, the goal is to be more efficient. And I was just recently at a conference where AI, not even just within the tools you're using, but you should be using it every day to save you 30% professionally in your just day to day operations. So thank you Will Ogles for really talking through kind of the, the AI component of Ocusell and list. So what are you most excited about regarding the long term impact of this strategic alliance with us?

Will Ogles [00:10:47]:
Yeah, what am I most excited about? Like I said before, Matt and the DOI team are pioneering in giving people choice. Giving people choice and the tools they use to do their job. My team likes to pick on me because I'm from Alabama. So I say I'm tickled a lot of the time. So I'm tickled about that and getting to, getting to help lead the way with DOI in this kind of paradigm shift of giving people options. Yeah, I'm, I'm tickled about it. About that.

Andrea Presnal [00:11:14]:
I love it. Well, I always ask everyone that comes on, if you had a magic wand and you could wave it and change something in the real estate space. Space. So this could be prop tech, this could be, you know, compliance, this could be media. Really anything that you could change with a magic wand, what would it be and why?

Will Ogles [00:11:36]:
That's a great question. Oh boy. I think if I had a magic wand I would do something similar to what we're doing now and just accelerate how quickly we're able to do it. And here's why I say that getting a listing's hard. It's very hard and I never want getting the listing that you have somewhere else to be. The hard part, that should be the easy part. Getting the listing, working with sellers, that's the hard part. The easy part should be getting that listing into some system so that everyone can see it.

Will Ogles [00:12:06]:
So yeah, I guess I, I guess my magic wand answer is let's keep doing what we're doing is.

Andrea Presnal [00:12:11]:
Yeah.

Will Ogles [00:12:12]:
Yeah.

Andrea Presnal [00:12:14]:
Well, thank you so much, Will Ogles for being here chatting with us about ocucel. We don't have a launch date yet, but it is coming soon. So we Will Ogles definitely keep our subscribers updated with more and more information. We're going to start rolling out some even more information about ocucel on our social channels. Well, where can subscribers learn more about ocucel in the meantime? Not just on the Doorify platform but where can they learn about that?

Will Ogles [00:12:45]:
Ocusell AI is our domain and you can also follow us on LinkedIn. A lot of good stuff posted there.

Andrea Presnal [00:12:51]:
Awesome. Well, thank you again, Will Ogles. Really appreciate it.

Will Ogles [00:12:56]:
Yeah, thank you.

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