CREity CRM — Overview

Built by brokers, inside a working brokerage

CREity CRM

The private operating system for commercial real estate.

Sales and leasing on one board, with a lease lifecycle for every suite rather than every building. Written inside a commercial brokerage in Bellingham, Washington, and now opened to a few others.

ForBrokerage principals FromTroy Muljat · Muljat Group Commercial List$175 / licensed broker / mo

Before anything else

We are a brokerage.
We are not a software company.

Muljat Group Commercial sells and leases commercial property in Bellingham, Washington. We wrote this because our own shop needed it — not because we set out to be in the software business. Every screen in this deck is our real book, running today.

630

Suites tracked across 98 buildings, 1.19 million square feet

15,000+

Live listings across WA, ID and OR, reloaded weekly

3

Pipelines on one board — sales, leasing and leads

Every figure here is computed from the deals underneath — not typed into a slide.

Why we stopped buying software

We graded the field.
Nothing got past a B minus.

We ran the same stack you do, and we were honest about it. Every tool did one part well and the rest badly — and each one was a separate line item with a platform fee stacked on top. None of them were bad. None of them were good enough to run a brokerage on.

C+

The pipeline CRM

Built for widgets, skinned for real estate. Didn't know what a suite was.

B–

The OM product

Made a nice document. Knew nothing about the deal it came from.

C+

The listing site

Another subscription, another place to keep in sync by hand.

→

So we took the best of each

Kept what worked, wrote the parts nobody had, put it in one record.

That's the whole origin story. Not a startup idea — a brokerage that got tired of a C+.

So we wrote it

It fits like it was built
in‑house, because it was.

The CREity CRM dashboard — pipeline value, active deals and a twelve-month trend

1

System — pipeline, OM, listing site and comps in one record

0

Platform fee. Admins and assistants do not take a seat

Live

In production in the brokerage that wrote it — this is the real dashboard

It knows what a suite is, what a stacking plan is, and where a listing has to be posted the day it goes live — because it had to.

The four things nobody else sells

Recognised in the demo.
Hard to copy.

01

Syndication that flips

Hit Listed and the deal page prints where it has to go. Close and the same list becomes the take‑down.

On the record, not in someone's head

02

Traffic you keep

The portals keep a rolling 7 / 30 / 90 day window. We archive the monthly figures permanently.

What a landlord wants at renewal

03

A suite, not a building

Eight lease stages per suite, with a stacking plan, WALT and rent roll computed underneath.

The spine, not a field

04

It fixes itself

Report a problem in your own words. The fix — or the new tool — comes back overnight, for your approval.

No other vendor does this. At all

The first three a general CRM cannot bolt on. The fourth is the one that changes what owning software means — we'll come back to it.

The spine

A building is
not one deal.

Every suite runs its own eight‑stage lifecycle — Analyze through Listed, Lease Signing, Collect. Bind a deal to a suite and the two stay in step. Six hundred and thirty suites are tracked this way in the brokerage that built it.

Stacking planFloor by floor, block width to scale, coloured by expiry year. You see rollover instead of reading about it.

ComputedOccupancy, vacant SF, WALT and average in‑place rent are calculated from the suites — nobody maintains a second spreadsheet.

Critical datesLease expirations and option notice windows come off the suite record and land on the calendar before they slip.

Rent rollThe rent roll is a view of the suites, not a document somebody rebuilds every quarter.

This is the part that is structurally hard to copy — it is the data model, not a feature.

Lease by lease

Upload one lease.
Get the whole portfolio.

Drop in the PDF. It is read into tenant, rent, term, options and critical dates — and it calculates the commission off the terms, without a side spreadsheet. Do it for a building and you have the building. Do it for the book and you have the portfolio.

AbstractedTenant, rent, term, options, expense treatment and every critical date — off the document, not off memory.

CommissionCalculated from the lease terms as it reads them. The number is on the deal before you've closed the file.

Rent rollLive and interactive across a property or the whole portfolio — not a document somebody rebuilds every quarter.

On your calendarExpirations, renewal windows and option notice deadlines land on the calendar with enough runway to actually do something.

You stop finding out a lease expired. You start deciding ninety days out — renew it, re-trade it, or market the space before it goes dark.

The one nobody writes down

Where this listing
needs to go.

When a deal changes stage, the deal page tells you what the outside world still needs to be told. Not a static checklist — one that changes with the stage.

Hit ListedThe page prints the list: CBA and the MLS, CoStar, LoopNet, Crexi, the sign, the website, the flyer.

In flightEach one is ticked off on the deal — so the next person can see what is still out there.

Close or withdrawThe same list flips to the take-down version. Nothing sits live on Crexi three months after it leased.

MarketingThe public offering memorandum and its QR code start from the same page — not a separate product.

Every shop already does this. Almost nobody does it on the record.

The renewal conversation

The portals forget.
You shouldn't.

What the portals give you

A rolling window

CBA, CoStar and Crexi show the last 7, 30 or 90 days
Last quarter's numbers are simply gone
Nothing to hand a landlord who asks what the year did
Screenshots in a folder, if somebody remembered

What this keeps

A permanent series

Monthly figures archived on the listing, forever
The full history when the lease comes up for renewal
Evidence for a price conversation, not an opinion
Owned by you — it survives switching portals

Small feature. It is the one landlords notice.

Where the week starts

Three pipelines.
One board.

The CREity CRM pipeline board — sales, leasing and leads

3

Sales, leasing and leads — each with its own stages and its own rules

1

Record the whole shop reads — group by building or filter to one pipeline

↻

Removed deals go to an archive and restore in one click

Offers tracked on the card from received through accepted. Closed and lost stages ask for the fields that matter — and nothing else.

Every deal run the same way

Every stage fires
the checklist.

You define the plan once — for a listing for sale, for a listing for lease, for every stage in between. The deal hits that stage and the to‑dos appear, assigned, dated, on the calendar. Not a template somebody remembers to open. The way your shop runs a deal, enforced by the system.

You set it

Once

The checklist you actually want run on every deal — yours, not a vendor's idea of best practice.

Editable per stage, per pipeline

It fires

Every time

Stage changes, tasks appear. Nobody has to remember, and nobody gets blamed for forgetting.

Assigned, dated, notified

And it bends

Without breaking

Change a plan on one deal without touching the template. Retire the steps that stopped making sense.

Your process, not a vendor's

Your newest broker runs a deal the way your best one does — because the system carries the standard, not the person.

The leads section

Tell it what your buyer wants.
It goes and looks.

Build a standing buyer or tenant profile — asset type, size, submarket, price, whatever the requirement actually is. The system searches the listing universe against it and brings the matches back to you. The requirement stays live after the meeting instead of dying in your notes.

Standing

Profiles for buyers and tenants — set once, they keep working

15,000+

Listings searched against every profile, reloaded weekly

Back to you

Matches surface on the lead — you make the call and the introduction

The requirement you took down in March is still shopping in August — whether or not anybody remembered to look.

Every property, with receipts

The market feed is
wired in.

The property record — parcel, assessor and market data in one place

API

Commercial MLS integrated — 15,000+ listings across WA, ID and OR, reloaded weekly

Regrid

Nationwide parcel, owner and coordinates, plus the county assessor record — pulled, not keyed

Comps

Closed‑won deals become sale and lease comps automatically — out of your own book

Nobody keys the parcel number in, so nobody keys it in wrong — and the market data is a feed, not a monthly export somebody forgets.

The other product you stop buying

A BPO off
your own database.

The broker price opinion is built into the system and runs against everything already in it — your closed comps, the MLS feed, the parcel and assessor record, the rent roll. You are not rebuilding the property from scratch in a Word template at nine at night.

How it goes now

Two hours, minimum

Hunt for comps across CoStar, a folder and your memory
Re-type the parcel, the SF, the zoning, the taxes
Rebuild the same template you built last month
Hope the numbers still match the ones in the CRM

How it goes here

Off the record

Comps pulled from deals you already closed
Property facts already on the record, already verified
One source of truth — the BPO can't disagree with the CRM
Ready while the owner is still on the phone

Every BPO you run makes the next one faster — because it all lands back in the same database.

The line items you stop buying

The offering memorandum
ships from the deal.

A public offering memorandum generated from the deal record

OM

Public offering memorandum built off the record — not a separate subscription

QR

Code on the sign and the flyer points at the live page

Deal room

Click‑accept confidentiality agreement with a signer log

One source of truth. Change the deal and the marketing changes with it.

Scoped to your book, not to the internet

When the data isn't there,
it says so.

Ask about the pipeline and the answer is computed from live rows. It is sandboxed to your CRM and to commercial real estate. It does not invent a number to fill a sentence.

MODEL

Grok or Claude

Switched from the panel. Your organisation's own keys, under Integrations.

MEETINGS

Notes in, tasks out

Paste the notes from the tour. The assigned tasks come back out and land on the calendar.

LEASES

Abstracted

Lease PDFs read into tenant, rent, term, options and critical dates.

VOICE

On the drive back

Voice entry for a new deal before you've pulled out of the parking lot.

Email intake reads the CC'd inbox and files it against the matching open deal — and asks a human when it isn't sure.

One calendar for the whole shop

Typed once.
Everywhere it belongs.

Tasks, showings, meetings and critical dates on one grid

1

Grid — tasks, showings, meetings, sale dates and lease dates, filtered per teammate

Auto

Action plan templates fire a checklist when a deal changes stage

11

EOS scorecard KPIs pulled from the pipeline and frozen weekly

The work an action plan created shows up here without anyone typing it twice.

Not just the pipeline

Run the whole
brokerage.

A CRM tracks deals. A brokerage has to pay people. Commissions, splits and invoicing live on the deal itself — so the number the broker sees, the number you invoice and the number in the pipeline are the same number.

SPLITS

Lead, co‑list, house

Set on the deal card, with a co‑broke toggle. Everyone can see how it lands.

BILLING

Billed, paid, payer

Invoice status tracked on the deal, so nothing closes and then quietly goes uncollected.

LEDGER

Across the book

Every closed‑won deal in one commission view — by broker, by period, to the dollar.

PRODUCTION

Who is actually producing

A leaderboard off real closings, not off what anyone says at the Monday meeting.

Straight answer on what it doesn't do: it doesn't post itself into your accounting system yet — that hand‑off is still a person.

A log you cannot edit

Rewriting history
breaks the chain.

Database triggers write every change to an append‑only log with a SHA‑256 hash chain. Not a settings toggle, not an admin feature — it happens underneath the application, where nobody can turn it off.

Append-only

Written by database triggers, not by the app

SHA‑256

Hash chain — an altered row breaks every link after it

Every

Connection listed on the integrations page with its live row count, including the ones switched off

The same discipline runs through the product: it tells you what is connected and what isn't.

The part we think matters most

Report a problem.
Wake up to the fix.

Every page has a button. You describe what's wrong, or what's missing, in your own words — no ticket format, no support portal, no waiting on a vendor's roadmap.

YouClick it and say what's wrong — or what you wish it did. One sentence is enough.

The systemCaptures the page and the exact state you were in, so nobody has to reproduce it.

OvernightClaude writes the fix — or builds the new tool — and the software comes back changed.

Your adminApproves it before it ships. Nothing reaches your team without a superuser saying yes.

Every other vendor's answer is "we'll add it to the roadmap." This is software that adapts to how you work, at the speed you noticed you needed it.

Before you ask

Things we will not claim.

There is a version of this deck with a row of customer logos on it. We don't have those yet — so here is the other half of the truth instead.

—

One brokerage runs this in production today: the one that built it. You would be early. We would rather you know now than find out later.

—

No CoStar integration. Market data comes from the CBA feed. A CoStar export still has to be loaded by hand.

—

Commissions stop at the deal. Splits and invoicing are tracked and reported, but nothing posts itself into your accounting system — that reconciliation is still a person.

—

No e‑signature. The deal room is a click‑accept confidentiality agreement with a signer log, which is not the same thing.

—

Parcel lookup is nationwide via Regrid — an admin pastes the token. Coverage is only as good as Regrid is in that county.

Pricing · the list is public

One licensed‑broker price.
Admins are free.

Shop · 1–3 licensed brokers

$1,750

per licensed broker / year
$146 / mo effective

Or $175 / mo, from six brokers up
White‑glove migration included
Admins and assistants are free

Volume · 4–15 licensed brokers

$1,500

per licensed broker / year
$125 / mo effective

The break after three
$2,500 onboarding, credited in full at ten
Admins and assistants stay free

Firm · 16–50 licensed brokers

$1,300

per licensed broker / year
$108 / mo effective

Migration and onboarding included
Stages, fields and action plans configured with you
Quarterly roadmap call

$0

Platform fee — the most‑hated line in this category

$0

Per admin or assistant. They do not count as a broker

10%

Of the gross commission on one $5M sale, for a ten‑broker firm, for the year

How access works

Introduction, walkthrough,
live.

We open CREity CRM one brokerage at a time. There is no card form and nothing to sit through before you see the live system.

i · Two minutes

Introduce your brokerage

Tell us about your team and your market. A person reads it and replies personally.

ii · A working session

A private walkthrough

Not a webinar. Inside the live system, on the workflows your team actually runs.

iii · Before you switch

Migrated, then live

Your pipelines, properties and people come across first. White glove, not white paper.

A direct line to the people who write the code, and a real voice in what gets built next. The first few outside firms get a founding rate — timeboxed, and written down.

The short version

Built inside
a working brokerage.

We had to use it on Monday, so it knows what a suite is. It replaces a stack instead of skinning a CRM. And when it can't do something, this is the deck that told you so first.

Troy Muljat · Muljat Group Commercial Bellingham, Washington creity.com — request access

By invitation.

We are a brokerage.We are not a software company.

We graded the field.Nothing got past a B minus.

It fits like it was builtin‑house, because it was.

Recognised in the demo.Hard to copy.