Propio automates real estate valuation and marketing on WhatsApp
More than 1,100 real estate agents now pay to use Propio, an Argentine startup that automates property valuations, listing sheets, and social media marketing directly through WhatsApp, iProfesional reported.
From Personal Housing Search to Automated Real Estate Bot
Bruno Volcovinsky, Ariel Joaquín, and Alex Cywiner founded the company after Volcovinsky grew tired of spending hours combing through property portals to find an apartment. None of the three founders came from the real estate sector. Joaquín ran a clothing brand and programmed, Cywiner developed software at MercadoLibre, and Volcovinsky had built a crypto software venture. After successfully testing a property alert system with roughly 20 people, the founders realized that individual home seekers were not the right paying customers. They shifted their focus to the agents handling the listings.
By early 2025, the team launched automated property listing sheets. The company survived its first year on unpaid work from the founders and an initial investment of approximately $1 million dedicated to advertising and servers. Between January and September of this year, the paid client base multiplied by five, growing at a rate of 10% monthly. Subscriptions range from $8 to $30 per month.
Functionality and Pricing Tiers of the WhatsApp Tool
Propio operates entirely within WhatsApp without requiring users to download a separate application. Agents message a bot, personalize it with their name, photo, agency, logo, and license number, and immediately begin working. When an owner wants to sell a property, the agent sends details such as condition, surface area, number of rooms, and amenities to the bot. According to Volcovinsky, the system estimates an asking price in seconds and justifies it with comparable properties found by its artificial intelligence.
The platform generates photos and videos for social media marketing. Preparing five listing sheets, two publications, two videos, and a valuation takes less than ten minutes. Subscriptions are structured across a free tier to test features, a base plan costing $8 per month, and a comprehensive plan priced at $30 per month. The primary users hiring the service are family real estate agencies consisting of three or four people. Company data shows that more than 2,200 professionals using the tool belong to the RE/MAX franchise network and over 1,000 belong to Century 21.
Automated Surveys Help Agents Recover Lost Buyer Leads
The software includes a post-visit feature that allows agents to collect feedback and informal offers from interested buyers. Volcovinsky notes that agents often conduct ten visits a week and receive replies from only two prospects, leaving the status of the remaining eight unknown. The automated survey permits clients to leave written opinions and informal offers in a less direct format, helping agents recover leads they might otherwise lose.
For buyers, the platform currently offers search sheets based on links to any property. An upcoming automation slated for release in coming weeks will track portals and present options directly to clients, including the contact details of colleague agencies to encourage shared operations. A feature to retain memory of previous conversations is also in development.
Growth Metrics and Expansion Plans in Latin America
User registration metrics show an increase from approximately 6,000 registered users and 350 monthly active users a year ago to more than 17,000 registered users and roughly 2,000 active users by September. The platform currently processes about 20,000 properties per month. Argentine professionals make up 90% of the customer base, with Uruguayan and Mexican agents accounting for 5% each. Mexico represents the company’s first international expansion effort, though leadership notes a formal large-scale launch has not yet taken place.