Scaling an acquired SaaS to 350K enterprise users.
Inside Real Estate acquired dashCMA in 2020 and kept Danubio on as the engineering team. Five years and 1M+ presentations later, the product is used across major national brokerages, including RE/MAX, eXp, and Berkshire Hathaway HomeServices.
Where agents turn a listing into a branded, client-ready deck.
From regional pricing tool to national platform.
dashCMA had proven what a focused pricing tool could be: regional, specific, carrying a small, loyal user base into listing appointments every week. Inside Real Estate saw the product and the team behind it. They acquired dashCMA in 2020 and kept Danubio on as the engineering team.
What came next was much bigger. The product had to carry the whole listing-appointment conversation, join the Inside Real Estate suite through a single sign-on, and handle the branding, analytics, and administrative demands of enterprise brokerages. Inside Real Estate kept Danubio on as the engineering team for that next phase. Five years later, the same team is still building it.
- Regional MLS coverage
- Pricing CMA only
- Standalone product
- Static presentation output
- One presentation shape
- Centralized nationwide data
- Full presentation platform
- One sign-on with the suite
- Interactive and branded
- Four purpose-built workflows
How the product evolved.
The product evolved in stages. Each shift below came from a concrete need and extended what the product could do. Over five years, those shifts turned a pricing tool into the surface agents pitch every listing from.
From static CMA output to presentation platform
Where the old product generated a pricing report, the new product authors a presentation.
The slide library covers the whole listing conversation: Why Am I the Right Fit, What’s Your Home Worth, Market Analysis, Marketing and Buyer Activity, and Next Steps. Three visual themes give brokerages a starting point: luxury, modern, and traditional. Agents rearrange, add, and edit freely.
The output exists as a live web experience and a branded PDF, and stays editable after the meeting ends.
From one workflow to multiple agent scenarios
Listing appointments aren’t the only conversation an agent has. We built four purpose-built flows, each with its own creation wizard and presentation shape: pitching to sellers, preparing buyers, representing either side, and walking a prospective buyer through a tour. Shared infrastructure, different shapes for different rooms.
Workflow selection.
From individual usage to brokerage-grade customization
Enterprise brokerages need consistent branding across tens of thousands of agents; individual agents need enough flexibility to feel like themselves. The answer was a four-level inheritance model - brokerage, office, team, agent - with the ability to lock or unlock any setting at any level.
White-label goes a step further: brokerages can ship the product under their own domain, with their own palette, their own login, their own session.
Brand inheritance admin.
From sent presentations to measurable engagement
A presentation used to be a PDF. Now it is a surface agents follow. Every slide reports view time and clicks.
Sellers and buyers leave feedback categorizing why a pitch did or didn’t land. Office and team leads see per-agent, per-office, per-period breakdowns. Agents receive suggested follow-up emails they can send without rewriting.
What Inman called a data-enriched coaching tool started here.
Four decisions beneath the surface.
Product shift is one story. These are the engineering decisions that made the shift possible.
Part of the suite, through one sign-on
CORE Present stayed its own product, with its own codebase. What it needed was to belong to the Inside Real Estate suite, so it joined through single sign-on: an agent in the kvCORE CRM opens CORE Present and the SSO flow carries them straight in, and there is no separate CORE Present login to keep. dashCMA kept running until its existing contracts expired and was phased out by the end of 2022, with those customers offered CORE Present in its place.
Single sign-on let the product belong to the suite while staying its own product.
Swapping the listing data source without touching the product
dashCMA pulled from one regional provider through a clean abstraction. When the product moved to the parent company’s centralized nationwide data, that abstraction paid back. We wrote a new adapter conforming to the same interface; the slide engine, the pricing logic, and the agent-facing UI did not change. What could have been a rewrite became a provider swap.
The foresight in the original architecture turned a migration into a maintenance task.
Making four-level inheritance feel obvious
Inheritance with four levels, overrides at each, and locks that prevent levels below from changing a setting is the kind of complexity that becomes unusable without care. The admin surface had to show the current state at a glance: what is locked, what is inherited, what is overridden, and by whom. The mechanics were simpler to specify than to make feel natural.
The four-level model was straightforward. Making its state legible in the admin UI was the work.
Closing the loop between presentation and coaching
Agents will not voluntarily fill out a post-listing form. Sellers will, if it is the last screen of the presentation they just watched. The feedback system was built around that - a form that reads as part of the experience, not a separate administrative chore. Responses categorize automatically into decision barriers. Brokers see them rolled up by office and time period. Agents get suggested follow-up emails that pre-compose a reply.
The analytics surface earned its place because the collection surface was built to be invisible.
What a platform looks like, years in.
- 50,000+ RE/MAX agents onboarded through the enterprise rollout
- Used across major national brokerages including RE/MAX, eXp, Berkshire Hathaway HomeServices, NextHome, and Weichert
- Expanded from a focused pricing tool into a multi-workflow presentation platform
- Part of the suite through single sign-on, while staying its own product
- Danubio remained the engineering team from acquisition through scale-up
“Turned a presentation tool into a unique, data-enriched coaching tool that transcends the software’s own category.”
Danubio built the original dashCMA with me, and they’ve kept building every chapter since: the acquisition, the integration, the enterprise rollout, the years of scaling. Having the same engineering team the whole way through is what made it work.
Frequently asked questions
What is CORE Present?
CORE Present is the product dashCMA became after Inside Real Estate acquired it in 2020. Danubio had built dashCMA as the engineering team behind the original founder-led product, and stayed on through the acquisition to keep building it as part of the Inside Real Estate platform. Since then it has grown from a startup product into enterprise software used across major national brokerages. The continuity is the notable part: the same engineering team that built the product before the acquisition carried it forward afterward, so the deep knowledge of how the system works moved with the product instead of being lost in the transition. It runs on React and Laravel with PostgreSQL and AWS, and Danubio has been its engineering team for five years and counting.
How widely is the product used?
CORE Present is used at enterprise scale across major national real-estate brokerages, including RE/MAX, eXp, and Berkshire Hathaway HomeServices. Over five years it has reached more than 350,000 users and been used to create over a million presentations. That reach is what makes the engagement a scaling story: a product that began with a single founder now serves some of the largest brokerages in the United States, which demands a different standard of reliability, performance, and enterprise readiness than its early version ever needed. Danubio has been the engineering team carrying the product through that growth, building the features and the platform work required to support enterprise customers at that size while keeping the software dependable for the agents who use it every day.
What happened to the engineering team after the acquisition?
After Inside Real Estate acquired dashCMA in 2020, the engineering team stayed: Danubio has been the engineering team behind the product, now CORE Present, ever since, five years on. That continuity is unusual in an acquisition, where the team that built a product often disperses and the acquirer inherits software no one fully understands. Here the opposite happened. The engineers who built the original product kept building it inside Inside Real Estate, so the institutional knowledge of why the system works the way it does stayed attached to the people doing the work. For an acquired product that then had to scale to 350,000+ enterprise users, keeping that context in place is a large part of why the product could grow without a costly rebuild.
Scaling a product you’ve already proved?
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