Montreal Entrepreneurs Aim To Simplify Real Estate Pricing With Artificial Intelligence Tool

Montreal Entrepreneurs Aim To Simplify Real Estate Pricing With Artificial Intelligence Tool

For some businesses, the Covid-19 pandemic has delt a devastating blow. For others, it has been an opportunity for immense growth and innovation. It’s clear which category Jordan Owen and his three co-founders—who have launched not one, but two businesses in the past nine months—fall into.

After founding a Montreal-based reusable mask company at the onset of the pandemic, Jordan Owen, his brother Mark, and their two collaborators Sean Tasse and Benoit Thibault, decided to pivot toward a completely new project., their latest business endeavour, is an artificial intelligence driven residential real estate pricing solution. 

Part of the rationale behind starting an entirely new venture only a few months after they had launched Bien Aller was a desire to focus on the co-founders’ area of expertise: real estate and computer science. With Bien Aller the four co-founders felt that they had to act fast to fulfil a need within their community. With their latest project they can invest their time and energy in a field they are passionate and knowledgeable about. 

The industry knowledge that they bring to the project is key to its success. Three of the co-founders are real estate professionals and their fourth partner has a background in computer science. Their interdisciplinary collaboration is the secret ingredient behind their successful product.

“Developing tech solutions requires a lot of professional experience and the marriage of tech and business founders is key to the success of a new product” Jordan mused.

Jordan and his brother, Mark had been dreaming about starting a business in their industry for years, but they could never find the money or the time to fully commit themselves to the project. The stars aligned in this unusual year: Jordan has deferred his education at MIT and the team has access to revenue from Bien Aller to fund this latest business.

To price residential real estate units, first collects data, including public census data, public listings, and images. The AI then gets to work on quantifying the different location and design attributes that a unit might have. Design attributes include terrace size, unit dead space, and view quality, while location attributes include proximity to transit, grocery stores, and income distribution. In total, the pricing accounts for 200 different attributes, all of which have a price tag and affect the pricing of the unit. 

Finally, the platform monitors unit sales in real time and adjusts the pricing according to which clusters of attributes are selling the fastest. If units with a specific view are selling faster for example, the AI will increase the price of all units with the same view. 

Jordan and his co-founders were inspired by the pricing mechanisms in the airline and hospitality industry. Airlines and hotels around the world use machine learning to manage their rates depending on demand and optimize their revenue in the process. In the real estate industry, a large number of developers and other industry professionals track sales velocity through a spreadsheet with limited systematization or optimization. The originality of has been a significant advantage for the young entrepreneurs.

“There hasn’t been much change in the real estate world and people are looking for increased efficiency,” Jordan said. “They’re hungry for it.”

The user experience of’s products is designed to be as accessible as possible. The co-founders decided to create a software that emulates the appearance of Microsoft’s spreadsheet tool to make their clients comfortable with their new tool as soon as they started using it. They also integrated standard visualization methods like stacking plans.

“It’s designed to be user-friendly to give the developer ease of use,” Jordan said.’s simplicity has earned them clients across Canada, although many are concentrated in Montreal and the other East Coast hubs in Toronto and Ottawa. However, Jordan is confident that the offering could easily be extended to markets outside of Canada.

“What’s beautiful about our product is that it’s powerful in any market because we create a closed environment for individual projects, modeling the supply and demand curves for specific units, facades, or clusters of similar units,” Jordan said. 

One thing is for sure, Jordan and his collaborators aren’t ready to let their ingenious business idea go just yet. The young co-founders received a deluge of attention from investors after a local media outlet covered their business, but they intend to take advantage of their youth to push forward themselves for as long as possible.

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