CASE STUDIES
The Strategic Architect: How EMDUIT Builds “Agentic Journies” for top-tier real estate brokerages leveraging Relitix
The Challenge: Friction to transform 40,000 agents into 75 elite recruiting conversions.
An interview with Tia Lake
CEO, EMDUIT Brokerage Partners
The "Brokerage Blueprint" Reality
EMDUIT is an automation company that helps large real estate brokerages optimize their recruiting and retention efforts through AI tools and cutting-edge systems. Their mission is to help large brokerages grow business, build operational efficiency, and stay competitive. When it comes to agent talent pools, Tia finds that most brokers are stuck in a “tug-of-war” between supporting their current agents and trying to grow their firm with fresh talent. EMDUIT eliminates this friction by implementing specific systems to help with both—whether it’s coaching agents with better data or performing more surgical agent recruiting, leveraging data-backed insights.
The Pivot: From "The Sea" to Surgical Targeting
When EMDUIT integrates Relitix into a brokerage’s infrastructure, the shift focuses to mission-critical needs. With one of her largest clients in Chicago, Tia proved that success is found by leveraging Relitix to provide positive outcomes for recruiting agents in a highly populated area. The client didn’t have a problem finding agents; they had a problem isolating which ones were all-stars in their market—not just in stats, but predictively, looking at their current behavior patterns and forecasting future potential.
Tia first implemented a process where the brokerage searched the Chicago market for top agents, then applied a Switch Risk filter to gauge which agents were showing signs of leaving. This allowed her client to filter through a default “sea” of 40,000 agents and narrow it down to a “doable” list of 400 local agents showing great potential. The real breakthrough was implementing a Commute Friction tactic: identifying elite agents who sold in the broker’s “neighborhood” but traveled 10+ miles to their current office. This allowed the broker to play into the reality of a Chicago commute and recruit agents based on where they actually lived. She then narrowed the search to agents within a 7-mile radius of a specific office, putting an agent’s workplace closer to home, further refining the list to 75 agents.
Operationalizing the "Clone Profile" & Rookie Rockstars
With other clients, EMDUIT moves the data past the recruiting desk and into the cultural fabric of the firm. Using Clone Profiles, Tia sets up agent profile parameters who mirror the firm’s top-tier talent, ensuring cultural alignment before the first call. She also leverages the Relitix Rookie Potential Metric to fuel internal competition, providing real-world proof to aspire new agents to push to the next level. By showcasing hard data of high-producing peers, Tia helps brokers replace the generic “get some business” advice with undeniable evidence of what is possible in an agent’s specific market.
For Tia, Relitix isn’t just a tool—it’s the engine that empowers brokers to transition their coaching approach from a “how can I help you?” mentality to a proactive, data-backed plan of action derived specifically from Relitx’s coaching cues, which evaluates individual agents on multiple sales dimensions, providing real-world coaching tips.
“You wouldn’t be an active real estate agent without access to the MLS. Relitix is the MLS for agent data—it’s the only way to be a truly empowered broker who knows exactly who they are talking to.”
The Win by the Numbers
- 99% Noise Reduction: Filtered a sea of 40,000 agents down to a surgical “Hot List” of 400 targeted local prospects.
- Geographic Conversion: Leveraged “commute pain” data to onboard 20 elite agents in just 12 months for a single Chicago client.
- Proactive Coaching: Identified agents whose sales “flatlined” over 18 months, allowing brokers to offer specific scaling support rather than generic tools.
- Administrative Zero: Created an effortless data sync across systems, removing the “secretary dig” and freeing brokers to focus solely on recruiting and converting.
The Bottom Line
Tia Lake and EMDUIT utilize Relitix as the “MLS for Agent Data,” transforming raw metrics into an automated Agentic Journey. By replacing manual MLS searches with surgical “Clone Profiles” and geographic targeting, Tia empowers brokers to lead with knowledge rather than generic tools. This consulting-first approach identifies specific brokerage pain points—such as commute friction—turning a sea of 40,000 potential agent recruits into a high-velocity growth engine that recruits elite, targeted salespeople that can be managed effectively.
Tia Lake’s philosophy is direct: You wouldn’t be an agent without the MLS; you shouldn’t be a broker without Relitix. By removing the administrative friction of data gathering, she allows leadership to transition from “Support Mode” to “Power Mode.” EMDUIT doesn’t just automate systems; they automate growth, ensuring every broker has clarity, a plan, and rockstar data to dominate in their local market.
How EMDUIT uses Relitix to drive brokerage growth
See also:
About Relitix
Relitix, a leader in AI-powered brokerage management, supports real estate leaders across 180+ U.S. markets. Profiling over 1.2 million agents and brokers, Relitix delivers unparalleled insights to help brokerages recruit, coach, and retain top-performing talent while driving operational efficiency and growth. At the forefront of this innovation is the Relitix Office platform, a groundbreaking solution offering real-time intelligence on agents, offices and listings, including at-risk listings, agent performance, M&A opportunities, and competitive positioning. By leveraging advanced AI and data science, Relitix empowers brokerages to make smarter decisions, accelerate growth, and gain a definitive edge in an ever-evolving market.
Media Contact
Relitix LLC
Email: marketing@relitix.com
Website: relitix.com
By Rob Uhrina, Head of Marketing, Relitix
Published: February 10, 2025
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