by Jordan Johnson, a seasoned commercial real estate broker, is frequently seen testing the newest technology or sporting the newest device.
Over the course of his thirty-year career, entrepreneurship and technology have always captivated him.
In addition to being a self-confessed admirer of the newest and finest, Johnson took the world of entrepreneurship very seriously.
He established tech-focused businesses like eRealty.com, which is credited with being the first brokerage to offer the multiple listing service (MLS) database online; Xpressdocs.com, which transitioned from contract automation to high-end marketing collateral and served well-known brands like Century 21 and Coldwell Banker; and LonestarGourmet.com, an online business that specialized in Texas cuisine and which he later sold.
Johnson, a fifth-generation resident of Fort Worth, has a long and distinguished career as a commercial real estate dealer. He started early on with the growth of Dallas’ Deep Ellum neighborhood. After that, he moved into commercial retail and mediated a number of well-known deals, such as the selling of riverside real estate in his hometown to Pappas Restaurants.
According to Johnson, I have worked in brokerage for decades and have also been an early adopter of innovations that improve productivity.
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Therefore, it should come as no surprise that Johnson was unable to resist the expanding market for AI tools, especially when it came to investigating the potential applications of AI in the real estate brokerage industry.
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As a result, he founded Pecos Automations, an AI-driven automation platform based in Fort Worth that he thinks has the potential to transform brokerage operations and grow into other sectors.
“I know what true expertise looks like, having worked in commercial real estate for 30 years,” Johnson remarked. Expertise is accelerated by AI. It speeds up sales cycles, reduces learning curves, and takes the place of hectic work so that individuals can concentrate on what really important.
According to him, Pecos Automations creates intelligent solutions that automate monotonous operations, lead generation, and client communication so brokers can concentrate on sales, relationships, and strategy.
Things might slip between the cracks at small agencies, he said. A small firm may provide some of the same services as a larger agency and stay competitive with AI.
Johnson conducted research to determine the best tools and available technologies for the real estate industry before establishing Pecos Automations.
He said, “I tried one after another until I finally got to building our own platform.”
To provide workflow automation for the clients, the platform combines a few off-the-shelf technologies.
According to him, those tools are simply improving, therefore we’ll update and modify them as necessary to give our clients the newest versions.
Johnson recently drove two customers around looking at properties in Weatherford while using AI technologies. Johnson is currently a senior broker associate with Team & Vasseur Commercial Real Estate.
Johnson told his clients that he would record their conversations rather than stopping to take notes about the advantages and disadvantages of each option, as typical brokers would do.
Using AI techniques, Johnson provided them with a comprehensive report with bullet points detailing the places visited, the client’s demands, and the next stages in the process by the time they returned to their offices.
We’re on the road. Taking notes is challenging. That’s the kind of power these instruments have, he continued, and you just can’t, so this just confirms everything we’ve discussed.
AI-powered lead generation, automated follow-up processes, CRM, real estate marketing, real-time text responses, revenue tracking dashboards, chatbots for brokers and clients, and marketing tools are some of the capabilities that Pecos provides.
Johnson said that by just submitting a brochure to his platform, AI can learn everything there is to know about a property.
According to him, if someone calls, it can provide them with a brochure about a property or immediately respond to their inquiries regarding square footage and other fundamentals. People who are wanting to purchase real estate frequently tell me, “I called the person about that property, and it’s been two weeks and I haven’t heard back yet.” This would put an end to the kind of thing that really irritates customers.
According to Johnson, the current generation of AI technologies are more widely available to smaller businesses as well as major corporations, allowing for greater creativity and acceptance.
Some of these tools may be used at low cost by smaller one- and two-person enterprises that traditionally had to wait for the price of new technology to drop, he said.
According to Johnson, the cost of Pecos Automations’ products will depend on the size of the real estate company.
We are a small business. “It will be very reasonable because we practice what we preach and AI makes us more efficient,” he said.
West Texas and the Big Bend region served as inspiration for Johnson’s Pecos brand, which celebrates open spaces and the flexibility to operate more efficiently from any location.
According to Johnson, the Pecos River is a metaphor. Automation allows you to be creative, present, and human when done properly.
Johnson sees uses for the platform across a variety of industries, including construction, roofing, healthcare, veterinary services, and food and beverage, even though Pecos Automations is starting off with a focus on commercial real estate.
He advises experimenting with AI now, as the technologies will only become more complex over the coming years.
He advised starting out slowly and working your way up. Things are changing rapidly.
Johnson is not the only company providing the real estate industry with AI and technological solutions.
The global property technology industry was estimated to be worth $36.6 billion in 2024 and is expected to increase from $40.2 billion in 2025 to $88.4 billion by 2032, according to a Fortune Business Insights analysis.
The Fort Worth Report’s business editor is Bob Francis. [email protected] is his email address.
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