Brynn Carmody’s burnout as a real estate agent sparked an AI platform for the entire industry

In the male-dominated space of real estate tech companies, 26-year-old Brynn Carmody stands out. 

“It is definitely hard walking into serious spaces like AI and being taken seriously,” Carmody said. “I’m young, I’m a woman and it’s a bootstrapped company, so I don’t have those typical signals people look for, for credibility, but what I do have is a product I actually built and the lived experience as a [real estate] agent that a lot of my competitors in this space don’t have.” 

Carmody’s experience as an agent inspired her to create Her Market Lab (HML), an enterprise AI infrastructure platform designed for individual agents. She officially launched the product on Monday. 

After studying marketing and advertising, Carmody entered the real estate space, first as a marketing and transaction coordinator before getting her real estate license and joining a two person real estate team.

“In that first year I had my license, I implemented systems I had honed as a transaction coordinator, and I drove our gross commission income growth by over $250,000,” Carmody said. “This showed me that systems were the answer to many common brokerage challenges.” 

But with herself as the center point of these systems, Carmody said she quickly found herself burning out. 

“Every follow-up, every piece of content, every listing prep for the team ran through me,” Carmody said. “So, every time deal flow picked up, which is the ultimate goal of everything, our back end and my brain, which was processing all of it, would be in chaos. Content would go dark, leads would slip through the crack — it was just a chaotic mess. I was simultaneously our biggest asset and the source of your biggest bottleneck, and it just burned me out. I had no way to keep up when things got busy.” 

Stepping back from the chaos

This burn out forced Carmody to take a step back and examine the challenge she and thousands of other agents were facing as they work to keep up with not only their business, but also the rapid pace of technology evolution. 

“Everyone was using some version of the same broken tech stack,” Carmody said.

This inspired her to create HML. Built on SaaS platform Go High Level, HML incorporates a smart CRM, email marketing capabilities, a social media publishing platform and a fully integrated AI layer, according to Carmody. 

“The AI layer is like having Claude or ChatGPT inside of your CRM. It has access to all of your business details, data and transactions,” she said. “We also have a brand studio built in, so agents can input their brand voice and the AI will pull from that when responding to leads.” 

In addition, agents can input compliance and regulatory documents to ensure that the response generated by the AI comply with local regulations. 

Building a community

While HML is a tech platform, Carmody is also using it to create a community of agents. 

“Not only are members getting a whole suite of business tools, from their CRM to AI employees, they are also gaining access to a community of [real estate professionals],” she said. “We do a weekly ‘lab’ where I teach them how to actually implement these AI tools into their business.

Carmody acknowledges that the onslaught of AI tools being marketed to agents can be overwhelming and agents don’t have hours to spend testing out new products to figure out what works best for them and their business. So, as part of HML she is earmarking time to research and try new products so she can help agents sort through all of the AI noise. 

“The weekly lab is a point where agents can come together and collaborate and learn from each other, so challenges and implementing new tools can be less overwhelming and more accessible.” 

HML is currently onboarding agents who wish to be beta testers. Agents who sign up before the end of the month will receive a discount on HML. Carmody also acknowledged the risk she is taking by marketing the platform specifically to female real estate professionals. 

“Right from the beginning agents and mentors of mine asked why I would cut out half of my potential audience by marketing specifically to women,” Carmody said. “I feel that real estate is a woman’s business. The numbers show that the majority of Realtors in North America are women. I think we are very relationship-based people, we’re empathetic and able to connect, and I think those are the qualities top agents build their businesses on.” 

Looking ahead, she says her immediate focus is proving that her model works and that there is a need for her product. 

“I want to gather real case studies and show what actually changes for an agent when they have the right infrastructure to build their business,” she said. 

In addition to this, she is currently working on integrating MLS data into the HML platform enabling agents to create and run their own IDX websites and set up listing alerts. In the future, she hopes to expand HML for teams and brokerages and find a way for agents who run ancillary operations like a coaching business to integrate all aspects of their business into the platform. 

“Big picture, I want Her Market Lab to become the default infrastructure for women in real estate, not just one of the options,” Carmody said.