RuListing is a networking platform for real estate that enables property owners to view demand for their neighborhood and message buyers and renters directly. With over 40,000 active buyers and renters posting profiles of where and what they're looking for and messaging with property owners online, RuListing helps people connect and qualify each other before meeting in person.
RuListing is a high-value consumer app, servicing advertisers and affiliates, and building user-profiled, geo-demand datasets and forecasting tools for residential and urban development. The company is looking toward the real estate industry of the future and is positioning for next-generation real estate Artificial Intelligence (AI) technology.
Having worked across leading Fortune 500 companies in CPG brand marketing, Founder and CEO of RuListing, Susan Joynt believes innovation calls for a market-first mindset and Market-Product-Fit approach to breakthrough today's digital barriers and accelerate success curves. Over Susan's career, her entrepreneurial ambitions centered on real estate as an Investor, Founder of Renovation Management Consulting, and published author of: "The Wise Renovator."
With real estate innovation accelerating, Susan's role, as CEO and Founder, centers on visualizing future market opportunities, competitor strategies, and defining RuListing's product roadmap. She extends to working intensely across all functional areas of business development, including digital campaigns, product development, finance, and IP.
Early in her career, Susan learned that leadership is about embodying a mission, inspiring and empowering others to join her cause. In today's environment, empowerment comes from creating a trust-based culture by caring about people's well-being, development, and growth.
Leadership should be gender-neutral, yet she has noticed women leaders tend to lean toward nurturing others forward in their development. Susan believes women are well-positioned to lead through change and a decentralized workforce. Although traditional authoritarian leadership creates fear, anxiety, and distrust, it still exists today as a managerial hangover from earlier days. She feels this style will become increasingly ineffectual as culture, sense of belonging, and motivation behind the corporate mission, erodes in a work-from-home environment.
As a woman leading a tech company, such as RuListing.com, with a well-defined data-driven business model, Susan operates in an ecosystem that is pre-conditioned to favor innovation from a defined demographic profile. Early in her CPG marketing career, gender was not an issue, and many women she worked with went on to hold C-suite, board, and corporate leadership positions. Surprisingly in 2020, Founder profiling exists and serves as a distraction from thoroughly assessing a business plan. As go-to-market digital barriers increase and growth rates stagnate, Susan is optimistic that ROI may be the catalyst for change toward assessing leaders on character, merit, and experience to implement their business plan.
Susan believes that transformational leaders should have a clear vision for the future of their industry, market needs, and emerging threats. They need conviction in their solutions and are primed with confidence to disrupt traditional models and structures to get there.
"Transformational leaders need to possess empathy for how change impacts their organization, employees, partners, customers, and possess strong communication skills to frame change across their entire ecosystem," opines Susan.
"Transformational leaders should be curious and willing to venture into unfamiliar, complicated subject matter to lead and inspire people across functional areas", she adds.
Susan looks at the industry direction and marketplace needs to innovate on the business model and position RuListing for future success. As an example, market leader Zillow, is pioneering industry transformation, leveraging its database toward owning the consumer journey. Zillow 2.0's mission of capturing the user journey and monetizing across the sales funnel will be industry ground-breaking and could secure the company's digital position as the next Amazon of real estate.
Susan aligns RuListing's product development roadmap with this industry direction and the understanding that RuListing's value lies in the company's database. She is focussed on delivering product innovation that offers new value to users that expands the customer journey, drives continued in-market usage, and further fuels RuListing's database.
Susan observes that today's leaders face swifter and deeper swings in company performance. Their roles are more directed to anticipate disruptive technologies and commit to investing in product development and transforming their business models. Additionally,
Additionally, the digital economy is facing an escalation in corporate consolidation of population and transactional data that is central to enabling disruptive technologies and in-market success. A leader's role today includes actively pursuing data partnerships and acquisitions with a mission toward vertically integrating their organization to compete in future marketplaces.
The Walmart/Oracle partnership with consumer app, TikTok, is an example of this and how Walmart/Oracle's leadership team is preparing for a future in the e-commerce marketplace where Amazon has a dominant digital foothold, cites Susan.
Susan says that she is excited about the industry, RuListing, and the future ahead since disruptive technologies can remove traditional barriers, improve the user experience, and drive cost efficiencies in the real estate transaction. Zillow is leading transformation, migrating away from servicing vendors toward monetizing from the transaction. RuListing recognizes their database value and are well-positioned for the future, offering multiple partnership, investment, and acquisition opportunities, amidst a Zillow-led industry transformation.
Susan advises emerging women leaders to believe in their unique, personal value and to lead with authenticity, nurturing a culture of personal growth and inclusivity. Leaders set the organizational culture that permeates throughout the company extending to customer relations and company success. This is particularly relevant in today's work-from-home model that affects relationships, team camaraderie, spirit, and energy and threatens an organization's ability to create and influence culture. "Leaders who are mindful of this will lead through our current times of cultural erosion and emerge in a position of strength on the other side," asserts Susan.
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