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Real estate software company Inside Real Estate has renamed its real estate business software portfolio, dropping the 16-year-old kvCORE name in favor of BoldTrail, Inman has learned exclusively.
The company, a technology partner to more than 500,000 brokerages and agents, will retain the Insides Real Estate name and its collection of apps will use the BoldTrail name in a series of iterations launching this summer. In addition to new product features and a top-down user experience, users will see all new color schemes, brand assets and product identifiers surrounding the company’s new ecosystem.
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“The reality of technology in this space is that no one can get its full value without a partner who knows how to provide technical services, support and guidance throughout the entire process,” CEO Joe Skousen told Inman, adding in an interview Dow, “I can honestly say that what’s really exciting for us is not just what we land on, but how it truly captures who we are.”
Inside Real Estate has a reputation for providing real estate business software that supports multiple business functions, such as customer relationship management (CRM), digital marketing and presentations, listing promotion, back-office supervision, transaction management and recruitment.
The company isn’t abandoning any products or features, but is rebranding and updating how it works in coordination. BoldTrail users will get a more vivid solution: a platform rather than a series of related products.
The rebrand comes as it faces increasing marketing challenges as it acquires a number of companies over the past few years to round out its offering to the industry, most importantly the January 2023 acquisition of BoomTown, the company itself It is a highly regarded omnichannel solution. While the product missions remain aligned, we put a lot of effort into making them a unique experience working together.
Skousen, VP of Marketing Joan Daily and SVP of Strategic Growth Alissa Harper spoke to Inman about the rebrand, and all agreed that the process (including the name change) was a long, expensive and often scary experience, but well worth the challenge. .
Joe Skousen, IRE
“I can’t tell you how many times during this process I thought, ‘This is really messed up,'” Skousen told Inman. “You’re going to say, ‘I hate every name that’s ever mentioned. ‘But I’m going to say, when you start turning and landing, I’m going to say, ‘That’s it!’ ‘”
BoldTrail’s growth stems in part from the company’s belief that real estate is not for the faint of heart and the company’s desire to be a strong partner in difficult times.
Inman was given a brief demonstration of the product update. Underneath BoldTrail’s new pink, red and blue is a completely revamped user front-end designed for fast feature finding and minimal learning curves, powered by artificial intelligence and intuitive system-wide search as well as enhanced workflows and comprehensive product collaboration provide support.
The combination of multiple apps should give the company’s users the benefit of a unified vision of how products can become better when working closely together. It provides a more granular understanding of customers, marketing efforts, trading and brokerage operations. Tighter windows between features mean less time spent interacting with them, which in turn improves business decisions.
The focus is on working with a large team of trainers, coaches and support staff to work as closely as possible with the client, this hands-on approach is critical to long-term adoption and success. They are collectively called TrailGuides. The addition of human expertise can provide users with a deeper understanding of how features support commission goals.
Skousen praised his team’s efforts in helping him complete the rebrand.
Joan Daly of IRE
“Not only do you choose a name, but you also choose a license, a domain and everything else that goes into it,” Dailey said. “But it was a fun exercise and we learned a lot.”
Alyssa Harper of IRE
Skousen said the evolution of the brand and product gave them a fresh start, a unified foundation that can now be further refined for users. Not having to sift through the debris of multiple acquisitions to determine what stays and what goes away certainly frees up executive teams to refocus on the market.
“It’s like bringing the tribes together on ‘Survivor,'” Daly said of the long-running reality show. “We could all wear the same new headscarf.”
“This unifies it as a new thing that we can get behind,” Harper said. “There’s been a lot of positive reactions internally, but the most important thing is that we come together.”
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