Overview
You're building Rely's outbound pipeline by prospecting into multifamily real estate investment firms. You research firms, identify asset managers and acquisitions teams, and reach out via LinkedIn and email to book qualified meetings. You're the first SDR hire, so you're building the process from scratch.
Role Snapshot
| Aspect | Details |
|---|---|
| Role Type | Outbound SDR (first sales hire below founder/AE) |
| Sales Motion | 90%+ outbound, minimal inbound to work |
| Deal Complexity | N/A - focused on meetings booked, not deals |
| Sales Cycle | N/A - SDR doesn't own pipeline |
| Deal Size | N/A |
| Quota (est.) | 15-20 qualified meetings per month |
Company Context
Stage: Seed (7 employees total)
Size: 7 people
Growth: Processing 4x more deals week-over-week - real momentum
Market Position: Category creator. You're educating the market on AI for real estate due diligence.
GTM Reality
Pipeline Sources:
- 90% Cold outbound - you're building this from scratch
- 10% Warm referrals - occasional intros from investors or customers
SDR/AE Structure: You're the first SDR. You book meetings, AE (or founder initially) runs them.
SE Support: No SE. Founders do technical demos.
Competitive Landscape
Main Competitors: Manual processes, generic document AI tools, legacy real estate software
How They Differentiate: Purpose-built for multifamily DD with institutional-grade accuracy
Common Objections: "Not interested," "We have a process," "Send me info" (then ghosts), "Try me next quarter"
Win Themes: Compress DD timelines by 90%+, handle messy real estate documents, scale without hiring
What You'll Actually Do
Time Breakdown
Research (30%) | Outreach (50%) | Follow-up/Admin (20%)
Key Activities
- List Building: Spend 2-3 hours daily building lists of multifamily investment firms. You're Googling "multifamily acquisitions," checking LinkedIn for asset managers, looking at industry newsletters. Most SDR tools don't have great coverage of RE, so this is manual.
- Outreach: Send 50-75 personalized LinkedIn messages and emails per day. You're referencing their recent acquisitions, portfolio focus, or deals they've announced. Most get ignored. Some say "not interested." A few agree to a call.
- Follow-up: Chase prospects who asked for info or said "maybe later." Send articles about RE due diligence trends. Try to stay on their radar without being annoying.
- Qualification Calls: When someone bites, you jump on a 15-minute call to understand their DD process, deal volume, and pain points. If they're qualified (right firm size, active acquisitions, open to new tools), you book them with the AE.
The Honest Reality
What's Hard
- Real estate is slow to respond. People are focused on live deals. Your messages sit unread for weeks.
- You're cold calling a conservative industry. Real estate professionals are skeptical of AI and don't respond to generic outreach.
- Data quality is poor. Finding the right asset manager or acquisitions lead takes manual LinkedIn stalking. Titles vary widely.
- Rejection is constant. 95%+ of outreach gets ignored. You need thick skin.
- No playbook exists yet. You're figuring out messaging, channels, and targeting alongside the founders. What works changes weekly.
- Lonely grind. You're the only SDR at a 7-person startup. No team to commiserate with.
What Success Looks Like
- Book 15-20 qualified meetings per month consistently
- Build a repeatable outreach process (messaging, sequences, channels) that the next SDR can use
- Generate 3-5 serious opportunities per month that progress to late-stage pipeline
- Response rate improves from 2% to 5-8% as you refine targeting and messaging
Who You're Selling To
Primary Buyers:
- Asset Managers at multifamily investment firms
- VP/Directors of Acquisitions
- Deal team leads evaluating new assets
What They Care About:
- Speed: Can this help them close more deals or move faster?
- Accuracy: Will AI mess up their financial analysis?
- Credibility: Is this a real product or vaporware?
Requirements
- 0-2 years sales experience (SDR roles, internships, or first sales job)
- Comfortable with cold outreach and rejection
- Strong written communication (personalized messages, not spray-and-pray)
- Self-directed - no manager hovering over you, you own your day
- Curious and coachable - willing to learn real estate terminology and iterate on messaging
- Bonus: Interest in real estate or PropTech