I’ve considered writing a blog in the past. I even started a couple of times but never continued. I didn’t feel I had anything interesting to say, so it was forced, inauthentic, painful to write, and most surely painful to read.

Recently, though, I’ve come to appreciate where I am and how I got here. I’m formally trained in architecture. It’s amazing to me how similar the design of software is to buildings when it comes to attention to detail, form and function. It’s an art as much as it’s a technical skill. I’ve also come to take pride in the fact that we’re creating something very special, something that’s one-of-a-kind. This chapter of my life has allowed me to meet and work with many exceptional people and it’s a privilege to do so. 

My inaugural blog would be missing something significant if I didn’t mention my friend, business partner and SaleFish co-founder Rob Nicolucci. We’ve worked together for many years and we’re proof that yin and yang is a thing. Working together has been and continues to be a great time!

To get to know SaleFish will be to get to know Rob and me, our staff, our clients and the challenges that we face. For people who know me, they’ll be shocked to learn that this blog won’t be at all planned out or pre-canned. 

There will likely be TV and movie references (like the title), it won’t be about the state of the industry at large (I think there’s enough of that), the blogs will be short (sometimes), they won’t be vanilla, they may be polite and apologetic from time to time (because we’re Canadian after all) and they’ll be raw and unedited. I think they’ll be insightful, and I hope they’ll get easier to write (one down). 

This blog will be dedicated to the life and times of the people and things that have touched SaleFish. Please stay tuned and follow us on Facebook, Instagram, Twitter or LinkedIn to get the latest blog notifications.

If you have questions about this blog or anything else, please email me at rick@SaleFishSoftware.com.

• Maximize revenue
• Reduce costs
• Mitigate risk
• Elevate customer experience

SaleFish streamlines every step of the real estate purchasing process. Within minutes, and with minimal staff assistance, a client can become a homeowner.

Through our software, users can select lots, homes, and add ons, move quickly through automatically generated paperwork, import their required ID, and electronically sign all documents. For example, at a sales office or opening event, using only a tablet, a prospective buyer could complete nearly every stage of the purchasing process instantly on site. 

Information is updated in real-time through our software, meaning that sales teams are all instantly updated on which properties have sold. This process eliminates any confusion, including double selling a home, which could lead to disappointment and frustration for customers.

Using SaleFish, buyers and sellers across the world can stay connected – all closing documents, signatures, and transactions can be completed from anywhere globally. 

Through our software, architectural restrictions are also fully automated, meaning any streetscape designs or neighbourhood pre-sets are automatically figured into purchases.

SaleFish reduces costs by automating a process that used to require dozens of staff and hours of work. The very real risk of human error when creating and processing documents is also removed – no more risk of a simple typo derailing an entire purchase.

Sales teams love SaleFish as well: our software eliminates complicated paperwork tasks and provides a quick and simple experience for buyers. An easier process translates to happier customers and better sales. 

Most importantly, SaleFish is adaptable – we can easily integrate into your existing sales software, or provide a full suite of sales options. Our mission is to provide you and your team with exactly what you need.

To learn more about how SaleFish could work for you, request a demo today.

SaleFish Software was born more than 15 years ago in the conference room of RN Design, in Toronto, Canada. Rob Nicolocci started doing design work for residential real estate developers back in 1991, and over the years he kept hearing the same complaint from his clients…

Rob would deliver all the renderings and floorplans for a subdivision or condo project, but the developers never had a way to organize those and sync them up with the available lots, restrictions, options, and other variables. Pre-siting was a mess.

Keep in mind, the residential real estate market at that time, was very hot. The sales offices were jam-packed and the sales managers had no way to keep track of anything. There was tons of paperwork and mass confusion… deals were getting lost in the shuffle.

Rob and Rick Haws, current SaleFish CEO, both had some experience with software development, and thought there might be an opportunity in that mayhem… a chance to devise some sort of programmable fix for that problem.

They started talking with the RN Design clients to learn about their frustrations with the sales process, with the existing tools and with technology in general. It turned out to be a much bigger issue than they ever imagined.

Talk about a can of worms. The more they dug, the more problems they exposed that needed fixing.

Start ups can be messy, especially when you’re trying to keep your day jobs, like Rob and Rick were. Their initial inclination was to solve everything, all at once. But the problem was just too complex… too nuanced. The more they worked on it, the bigger it got.

But when it comes to design and technology, you have to keep things simple.

They always refer back to that famous Einstein quote: “Everything should be made as simple as possible, but not simpler.”

So through a process of trial and error, they started weeding out the issues they couldn’t realistically address and honed in on the required elements…

It had to be intuitive, easy to learn and easy to support. So elegance was very important.

As Rick likes to say, “If the software is elegantly designed and programmed, you hardly need any support.”

It had to easily manageable from the back-end, so they developed an “Active Matrix” system that displayed the entire residential real estate project at a glance.

It had to provide comprehensive, real-time data, so salespeople wouldn’t duplicate their efforts or lose a sale.

It had to be user-friendly for prospective buyers, so we built it originally for iPads. Just touch and click.

In 2012 we released the first version of SaleFish Software with considerable success. Our beta testers were our clients at RNDesign, and the feedback they provided was invaluable.

Then it was just, iterate, upgrade and listen. Iterate, upgrade and listen. We’re still doing that today.

The latest iteration of SaleFish real estate technology is  better than ever.

We’re taking all the inventory from our developer clients and we’re putting it online for people to browse, select and purchase. So if you’re a real estate investor looking for new construction that’s sure to have a great ROI, you’ve come to the right place.

Or if you’re dreaming of a new home for your family, and you want an alternative to Zillow or the other online real estate buying options, you’ve come to the right place.