03: Rodriguez Real Estate Operations — Systems Design & Implementation
Internal Operator | Systems Build for Transaction-Generating Business
Internal Operator | Systems Build for Transaction-Generating Business
I joined my family’s real estate business at a point when it had no infrastructure — no CRM, no marketing systems, no brand materials, no operating standards, and no budget to hire outside help. My father and brother had strong sales ability but no tools, no process, and no structure to convert that ability into consistent, repeatable transactions. We were also supporting three households at the time, so failure to generate deal flow was not theoretical — it meant not paying bills.
Build the operational foundation required to generate and sustain real estate transactions without external funding, consultants, or existing systems.
Zero budget for software, design vendors, or consultants
All tooling had to be low-cost or free (Canva, Google Sheets, Constant Contact, FUB)
No prior systems maturity — I was building from true zero
High financial pressure — several months without sales was not an option
Needed to install structure without slowing down active deals
Built CRM (FollowUpBoss) and lead tracking system from scratch
Designed full marketing asset library (print & digital) for listings & open houses
Created standardized open house SOP (signage, tour flow, QR capture, follow-up)
Launched monthly email cadences via Constant Contact
Built competitor & pricing analysis templates to guide offer strategy
Developed scripts and templates for client communications and follow-up
Oversaw new website build (in-progress) for brand credibility and lead capture
Supported 10+ client events per year to drive referrals and retention
Primary risks included cashflow collapse if deals didn’t close, credibility risk without professional branding, data loss or disorganization without CRM, and lost leads from inconsistent follow-up. I mitigated by standardizing follow-up automation, enforcing CRM usage, establishing repeatable marketing workflows, and creating materials that elevated perceived professionalism without agency spend.
Business closed 20+ transactions in under 3 years after system build
CRM and follow-up workflows enabled repeat and referral deals
Professional materials increased conversion in competitive offer scenarios
Open house SOP increased lead capture and buyer pipeline generation
Business shifted from ad-hoc to process-driven execution
Enabled sustained income during high-cost period without external hires
I'm focused on project management roles in design and construction — where scope, budget, and schedule accountability matters, and where coordination across stakeholders drives successful outcomes.
Demonstrates solution-oriented execution: adapted a proven model to work within institutional constraints, navigating staffing gaps, governance processes, and resource competition.
Demonstrates analytical framing, executive-level communication, and steering decisions without authority.
Demonstrates owner-minded creation of a new offering: capacity planning, revenue logic, risk management, and stakeholder conversion.
Demonstrates investment logic, safety/compliance decisions, tenant strategy, and cost-risk tradeoffs in an owner environment.