“It's been truly eye-opening how many areas we have uncovered to optimize, standardize, and uplevel our client experience in ways that when we started this process, we didn't know were going to be so impactful.”
// Challenge //
Manual data imports consumed 10 days of a 14-day onboarding window, anchoring the entire process
Brivity is a real estate SaaS platform providing CRMs, websites, AI solutions, and lead generation tools for real estate teams of all sizes. As the company scaled, the implementation team faced a data import bottleneck that was constraining their entire onboarding operation.
The turnaround time from receiving customer data to uploading into Brivity was 10-12 business days. For real estate agents, data becomes stale the moment it leaves a system. The team's target onboarding timeline was 14-21 days, but the import process alone consumed most of that window. Everything was done manually: collecting data, running reports, formatting files, and inspecting every record. A single file could take 5-10 hours of work, and when customers sent multiple files from different sources, combining and mapping them could stretch to a week and a half.
The manual nature of the work created consistency issues at scale. Human error was inevitable when spending that many hours on each file. The team ran everything through Excel, filtering for keywords to assign equivalent values in Brivity. The import timeline had become the anchor around which the entire onboarding playbook had to be built, limiting flexibility in every other area.
“We were spending 5 to 10 hours on a single file doing little clicks here and there to tighten up the data. It just was not scalable as our business grew. And when you have humans doing that type of work at that scale, we're just prone to human error.”
// Solution //
Dynamic Playbooks, Rubie's customer support team, and file combining capabilities built for their workflow
Hannah and Savannah had been trying to solve the data import problem internally. They had evaluated building a solution in-house, but it would have required significant engineering resources and impacted the product roadmap.
What set Rubie apart was the initial demo. The team demonstrated a clear understanding of Brivity's pain points and asked critical questions to ensure alignment on long-term solutions rather than band-aids. The availability of the Rubie support team was a significant advantage. Brivity's internal engineers had other priorities, and having dedicated support meant ideas could become reality quickly.
The implementation approach evolved from the original use case. Brivity started with the assumption that each competitor CRM would need its own playbook, then developed a dynamic playbook that could handle any file type, and finally when Rubie released Projects, implemented them for every customer onboarding. Each development continued building the foundation of a process that would work for the long-term.
Projects provided a scalable structure for their multi-playbook process. The Dynamic Playbook eliminated the week-plus effort of combining and mapping multiple source files. And quick data standardization, like fixing inconsistent state capitalization across thousands of records, could now be done in minutes rather than being ignored because manual correction wasn't worth the effort.
“Since implementing Rubie, we're running at virtually no backlog, which has freed up our support and onboarding teams to focus on customers instead of catching up.”
// Outcome //
Backlog eliminated, busy season conquered, and thousands of hours freed for higher-value work
The results were immediate and measurable. The average import turnaround time dropped from 10.6 days to 5.3 days, a 50% reduction. This directly translated to faster client launches: average time to launch decreased from 30 days to 25 days, with continued improvement expected toward their 14-21 day target. The efficiency gains totaled approximately 4,500 business hours saved, freeing capacity to scale and process more files.
The impact during the busy season from December through February, when realtors transition CRMs in their off-season, was particularly dramatic. Time intensive support tickets which used to take 30 days or more to close used to be the norm. Now, the persistent backlog of around 80 tickets has been virtually eliminated.
The downstream effects extend beyond the implementation team. Support ticket delays for post-launch data requests have decreased. The team no longer needs to turn away data requests due to capacity constraints or rely as heavily on virtual assistant resources for manual work. And while it's still early to tie directly to retention metrics, accurate and seamless data imports have a significant impact on database health. Agents with healthy databases are far less likely to churn.
Looking ahead, Brivity plans to expand into data extraction use cases. Clients would now be able to pull data from CRMs that don't offer easy exports. The goal is to differentiate from competitors by not just moving data, but making it better.
“We really don't want to move bad data from one place to another. We want to look at that bad data, clean it—that's something above and beyond what our competitors are doing. We want to be there as an advocate for our clients to have great data and be successful in their real estate business from day one.”