Today, Releaser turns a property into one shareable link. Everyone who clicks it completes your screening before they reach your calendar, and the ones who meet your criteria book a showing themselves. That link goes on Facebook, in a WhatsApp thread, on a listing site, and it does the same job in all three places.
That is a real piece of the leasing week, and it is live now. It is also the first piece. Here's what we're building next.
The ambition is easy to state. A firm running 200 units should be able to hand the entire top of the leasing funnel to software that knows their buildings, follows their rules, and writes in their voice — and get Tuesday back. Not a generic tool the firm bends itself around, but something shaped to how that specific company already works. Everything below is a step toward that.
What you can use today
One shareable property link per unit. Structured pre-screening the applicant completes before they reach your calendar. Self-serve booking for the ones who qualify. Applicant tracking in one place instead of four inboxes. And configuration that differs by property type, because a 14-unit walk-up and nine scattered single-family homes are not the same leasing job and should not be run through the same form.
Available to firms in the United States and Canada.
Agents that work the way your firm works
This is the centre of the roadmap, and it is the thing we are most confident about.
Every firm we talk to has rules. Showings on Saturdays but not Sunday mornings. First and last month's rent. Pets case by case, but never in the heritage building. Anything about a lease term goes to Marie, always. Those rules exist — they live in a leasing coordinator's head, a laminated sheet by the desk, and a Slack message from March that everyone half remembers.
We are building a layer that lets you write them down once, in your own words, and have your routine applicant correspondence follow them. Your hours. Your criteria. Your notice periods. Your tone — warm or brisk, first names or last. What always goes to a person instead. You author it, you own it, you change it in ten minutes when the policy changes, and you can read every line of it back at any time, including the line it acted on when you want to know why an applicant got the answer they got.
Tone is the part most firms expect to have to give up, and you won't have to. We're building your voice out of the mail your team has already sent, so a draft sounds like your office rather than like software — your greeting, your sign-off, the length of sentence your senior leasing agent actually writes. It arrives as plain text you can read and edit, the same as every other rule you set.
The rules will not be one flat set, either. A downtown walk-up with a super on site and nine scattered single-family homes across two suburbs are different leasing jobs, and they will get different rules: different hours, different questions, different things that go straight to a person. Set what is true for the whole firm once, and let a building differ where it genuinely differs.
The same goes for people. Who owns which buildings, who covers weekends, who gets pulled in when a downtown inquiry lands at five to six on a Friday — we're building that into the same configuration, so a conversation reaches the person whose building it is instead of a shared inbox everyone assumes someone else is reading.
And you draw the stop line yourself. The exact conditions where the software stops and fetches a human will be yours to set: a question about the lease term, anything touching a building you would rather handle personally, a tone in a message you want to see with your own eyes. Handing a conversation over is a first-class behaviour here: the software is built to know where its edges are and to bring you in cleanly, with the whole thread already attached.
That is what "an agent for your firm" will actually mean here: not a chatbot with your logo on it, but a configuration that is genuinely yours, answering the way you would answer. Two firms in the same city, running the same building type, will get visibly different behaviour out of Releaser — because they gave it different rules.
And it stays yours in the way that matters: the criteria are the ones you wrote, applied the same way to everyone, with a record of what was sent and when — and the approval itself stays your call.
A drafting partner for the work you do at your desk
The first capability we plan to ship is the one that lives entirely on your screen.
Writing the listing. Answering the fourteenth version of "is parking included?" Reading through what an applicant submitted and pulling out what you actually need. We're building Releaser to draft all three — listing copy for a unit from the details already in the system and in the voice your firm writes in, a suggested reply to an inquiry, and a clean summary of exactly what the applicant entered on their form, laid out the same way every time so your eye knows where to go.
You read it, you change what you want, you press send. Nothing leaves without you. In practice this is the difference between a Tuesday morning spent writing eleven near-identical emails and one spent approving eleven drafts in about the time it takes to finish a coffee.
One more thing belongs on the desk rather than in the inbox: a short briefing waiting for you when you sit down. What needs you today. Which showings are on. Which conversations have gone quiet past the point you said they should. Which units have had a week of clicks and no bookings. Coming to Releaser as a list of work in the order you chose, so the first ten minutes of the morning go on doing the day rather than reconstructing it.
An answer at 10pm on a Sunday
Inquiries do not arrive during business hours. They arrive when someone is scrolling listings on the couch, and the firm that replies first is very often the firm that gets the showing.
We're building out-of-hours applicant response so that message gets a real answer — about that specific unit, from the actual unit record, not a template — along with the link to book. Is there parking. When is it available. Is the laundry in the building. What does the screening ask for. Answered at 22:41 instead of 9:15 the next morning, with the booking already on your calendar by the time you open your laptop.
Those answers will come from the building, not from a general idea of buildings. The unit with the tandem spot and the coin laundry in the basement answers differently from the one with a garage and hookups in the suite, because the answer is drawn from what you recorded about that unit. Where you recorded nothing, the question comes to you rather than being guessed at.
It will answer in the applicant's language. English, French and Spanish are planned, each of them in your voice and under your rules — your policies written and approved in that language, not an English reply run through a translator on the way out the door. We are a Montreal company. Somebody writing in French and getting an English answer back is not a rounding error to us.
Then there is the part of the week nobody enjoys. Someone asks about a unit, sounds keen, and goes quiet. Someone starts the screening and stops halfway. Coming to Releaser: follow-up on your cadence — how many, how far apart, in what tone — that stops the moment they reply or ask it to, and never becomes the fourth email that costs you the applicant.
And when a unit falls through, the people who already asked about it are the warmest list you will ever have. We're building the waitlist to be worked the moment the unit is back, in the order they asked, so reletting starts that hour instead of the following Monday.
Anything outside what you told it to handle goes to you, with the conversation attached. That routing is something you configure, not something you discover.
Scheduling that fills its own gaps
The calendar is where the quiet losses happen. A no-show on Thursday is a slot you never get back, and the applicant who missed it usually just needed a nudge.
Coming to Releaser: a missed showing gets noticed and followed up the same afternoon, with a link to rebook, sent without you noticing it needed sending. Rescheduling in plain language — an applicant writes "any chance Thursday works instead?" and gets real options from your live availability, including the two or three exchanges it sometimes takes to land on a time that suits both of you, rather than a round of email tag that ends in neither of you being sure.
Real availability is the phrase that matters there. Every slot offered will come from your team's actual calendar — who is free, who is off, who is covering which building this weekend — so a confirmed showing is a showing that is genuinely in somebody's day.
We're building the geography in as well. Four showings scattered across a city is a day of driving; the same four clustered by neighbourhood is a morning. Where the calendar has room to choose, Releaser will offer applicants the times that group your showings sensibly, so a full Saturday of appointments doesn't turn into six hours in the car.
Taken together that is a calendar that repairs itself. Gaps get refilled, missed slots get rebooked, and the week that ends up in your calendar is the one you would have built by hand if you'd had the afternoon to build it.
The part of growth that used to mean another hire
There is a ceiling every growing firm hits. Somewhere past a certain number of units, the inbound stops fitting into the hours your team has, and the answer has always been the same: hire. Another coordinator to work the inquiries, screen against your rules, chase the no-shows, keep the calendar honest. More doors, more people, more payroll — in lockstep.
The work we are building these agents to carry is exactly that work. Not the judgment, not the relationships, not the decisions — the repetitive top-of-funnel volume that grows in direct proportion to your portfolio. When the agent absorbs the first pass on every inquiry and the scheduling churn behind it, taking on the next building stops automatically meaning taking on the next hire. The intent is that your headcount tracks the parts of the business that actually need a person, not the message volume.
Turnover is the sharper version of the same problem. A leasing coordinator takes months to become genuinely useful — not because the software is hard, but because your rules aren't written down anywhere. They live in one person's head: which building never takes pets, how you handle a co-signer, who gets the difficult call. When that person leaves, the knowledge leaves with them, and you spend the next quarter training a replacement back up to where you already were. That is real HR overhead, and it is mostly invisible until it happens.
This is where the policy pack earns its place twice over. Because your rules are written down once and held by the agent rather than carried in someone's memory, they don't walk out the door when an employee does. A new hire inherits a system that already knows how your firm works, instead of becoming the system. The agent doesn't quit, doesn't need re-onboarding, and doesn't forget the exception you explained in March. The institutional knowledge that used to be your most fragile asset becomes something you own and can hand to the next person on day one.
We're building this with the operators who run growing portfolios well. The economics of scaling a leasing operation are changing, and giving your firm's knowledge a home outside any one person's head is where that change starts.
Your brand, your portfolio, your build
As firms grow past a few buildings, the same question comes up: do I have to set this up again for every property?
We're building portfolio-level configuration so the answer is no. Set your screening criteria, your hours, your message templates and your escalation rules once at the firm level, and let individual properties or property types override what genuinely differs. Add a building and it inherits everything sensible on day one. Change your standard deposit policy and it changes everywhere it should, not in nineteen places you have to remember. Bigger portfolios will be able to segment further — by region, by owner, by manager — so the Ohio buildings and the Quebec buildings can run on different settings under one account instead of becoming two accounts.
For larger groups, white-label and custom builds are where we are taking Releaser next, and we are building the product deliberately so this is straightforward rather than heroic.
Planned: your branding and your domain on the applicant-facing flow, single sign-on for your team, choice of where your data lives with Canadian residency included, and an API so Releaser fits alongside the PMS you already run. That last one matters more than it sounds: when an applicant meets the criteria you set, they should arrive in the system your team already opens every morning, with everything they submitted attached, rather than being retyped out of one screen into another.
Beyond packaging, we take on custom work. If your firm has a leasing process that genuinely does not look like anyone else's, that is a conversation we want to have rather than one we deflect. Bring us the workflow and we will scope building it.
Tell us what to build
We are publishing this roadmap early on purpose. The sharpest version of every feature above gets shaped by an operator describing their actual week to us in detail — which buildings, which questions, which Tuesday.
So two questions, and we read every answer. What is the part of your leasing week you would hand over tomorrow if you could? And what is the one thing you would want to stay in your hands no matter how good the software got?
Tell us and we will build toward it. info@releaser.io.