Scale your business with SI,not more staff.
Others teach SI. I run on it.
I help real estate agents and business owners scale with SI, without hiring. The proof is my own business: I'm a working agent, nine and a half years selling homes in Adelaide, and my back office is run by Stirling, my SI chief of staff, and the 28 agents in five teams who report to him.
Not a demo. A business that's open.
Every number here was counted from the system's own logs. None of it is a projection, and all of it happened while I was out selling houses.
Measured 10 October 2026. Texts and duplicates: 20 July to 10 October 2026. Posts: 22 August to 7 October 2026.
Plenty of people can show you a clever prompt. I can show you a Tuesday.
Enquiries come in, listings go live, contracts get signed, and the system handles everything around them while I'm with clients. That's the difference between teaching SI and running on it. It's also the part nobody can copy, because it's real.
Three roles. One rule each.
Most automations fail because one piece tries to do everything. Mine is split into three kinds of worker, and none of them is allowed to do another's job.
Watchers notice.
They sit on the CRM, the inbox, the phone line, the socials and the calendar. A watcher never acts. It sees something change and hands it on.
- A new enquiry lands in Rex
- Someone comments or sends a DM
- A vendor signs an agency agreement
- A contract reaches a milestone
Doers act.
Each doer has one job and does it properly: reply to the lead, draft the contract, build the brochure, post the video, update the CRM.
- Drafts and sends the first reply
- Builds the signboard, brochure and drop
- Publishes content, then checks it went live
- Writes every step back into the CRM
The gate protects.
Nothing leaves without passing the gate. Duplicates are stopped, late-night messages wait for morning, and anything uncertain is held for me.
- 8,760 duplicate texts stopped
- No client is ever texted at midnight
- Unsure? It's held for a human
- Only Stirling is allowed to text me
The work that used to eat my evenings.
All of it real, all of it running today in my own business. I approve. I don't produce.
Lead response in minutes
A daytime enquiry typically hears back in about ten minutes. A website form gets a phone call back within five, 9am to 8pm, Monday to Saturday. Late-night enquiries are answered first thing next morning, never at midnight.
Every comment and DM answered
Georgie, my SI assistant, answers every Facebook and Instagram comment and DM, and signs as Georgie. Comment a keyword like CLONE and the guide arrives by DM, and the details go straight into my CRM.
The content machine
Videos, carousels, market updates and the weekly newsletter, scripted, designed and scheduled. I record and I approve. It does the rest.
Listings launched from one signed agreement
When a vendor signs, the listing pipeline builds the signboard, the brochure and the letterbox drop, and stages them for my approval.
Contracts drafted
Contracts are drafted for me to check, and every milestone is watched on a schedule, so the paperwork is ready when the buyer is.
CRM kept current
Every call, text, enquiry and appointment is written back into Rex, my CRM, without anyone touching a spreadsheet.
What runs while I'm out with clients.
- 8:15 amMorning digest: what matters today
- 10:00 amFirst round of outbound calls
- Every 15 minNew enquiries picked up and answered
- Every 20 minListing pipeline: boards, brochures, copy
- Every 30 minContracts and milestones checked
- 4:00 pmSecond round of calls
- All daySocial posts published and verified
- OvernightHealth checks. Replies held until morning.
One voice, not twenty-eight.
Twenty-eight agents in five teams report to Stirling, and he is the only one allowed to text me. So I get one clear voice, not twenty-eight notifications.
He knows every listing, reads my notes before he replies (96 of them in his brain so far), and checks his own work before he tells me something is done. His first day on the job was 19 July 2026.
Change the price on Northbri to $390–$420k
Done. Northbri is now $390,000 – $420,000 on the live listing. Read it back three ways to be sure.
Bigger one: the agency agreement still says $450,000. You can't advertise below that. Rebuild it at $390k and re-send?
Yes, change it and re-send
Rebuilt at $390k and sent. All three showing pending.
All three signed, within half an hour.
Six words from the car. He changed the price, then caught the agreement I'd have missed.
One chief of staff. Five teams.
Stirling runs 28 agents, organised into five teams. Each agent has one job. Each team has one purpose. And one team exists only to watch the others.
Leads & calls
Spots every new enquiry and call, and gets it answered fast.
- Rex lead watcher
- Inbound call monitor
- Lead critique
- Appraisal bookings
- Calendly bookings
- Post-appraisal
- Phone line health
- +4 more
Listings & deals
Launches listings and walks every contract to settlement.
- Listing workflow
- Listing health
- Rex listing monitor
- Contract monitor
- Rex agent
- SaleFunder watch
- Listing chatbot
- +4 more
Client contact
Every text, follow-up, comment and DM, sent once and on time.
- SMS sender
- Nurture scheduler
- Just-listed SMS
- Contact gap calls
- +1 more
Marketing
Scripts, designs and publishes the content, then checks it went live.
- Comments & DMs
- Social growth
- Script rotation
- Weekly video script
- Website sync
- Design audit
- +3 more
Oversight
The one most people skipWatches the other agents and catches them when they break.
- Morning digest
- Daily summary
- Messages watchdog
- Notes sync
- +1 more
7 + 7 + 4 + 6 + 4 = 28 agents+ Stirling = 29 on staff
The full roster, from the live agent registry, 10 October 2026.
Build the handbrake before the engine.
SI can always do the job. The hard part is stopping it doing the job twice. Early on, mine nearly texted my whole database twice. So every message now goes through one gate.
Between 20 July and 10 October 2026 the system sent 9,409 texts. The gate stopped another 8,760 that would have been duplicates. Nobody received them. That's the part I teach first.
20 July to 10 October 2026, from the gate's own log.
Yes, I cloned myself.
That's my SI clone walking past my own signboard. No camera crew, no shoot day. It's one small piece of a content machine that put out 100 posts in 46 days and a weekly newsletter to about 1,400 inboxes.
How I Run a Real Estate Business on SI.
No slides full of predictions. I show the system running, the numbers behind it, and the mistakes that taught me where the guardrails go.
Three doors. Pick yours.
Learn to build it yourself, keep building alongside me, or have it built and run for you.
The SI Back Office
How my back office is built, end to end, in one sitting.
- The whole system, start to finish
- Watchers, doers and the gate
- The guardrails I learnt the hard way
The Back Office Lab
A group for people building their own. A new build every month.
- A new build every month
- Build alongside other operators
- See what I add as I add it
Backbone
I build the system into your business and keep it running.
Backbone prices in AUD, ex GST, plus a one-off setup fee.
I still sell homes. Here's what clients say.
The system exists so I can spend my time with people. These are real reviews from my clients, word for word.
“We had another agent in mind when selling our house, but wanted a second opinion, so met with Matt. We were impressed with our very first meeting.”
“He is knowledgeable, confident, trustworthy and experienced. I was very anxious about making the big decision to sell but Matt was reassuring and answered any questions I had along the way.”
“He managed to get much more than we thought possible and communicated regularly, making us feel confident that he was really working for us.”
Take what's useful. It's free.
The exact checklists and setups I use. Pop your details in and it opens straight away.
Or comment the keyword on any of my posts and Georgie sends it by DM.
Watch the system at work.
My weekly Adelaide property newsletter. Produced by the content machine, read by about 1,400 people, every single week.
Read the archive →Speaking, training, or a system of your own.
The quickest way is twenty minutes on a call. Tell me what you're running and I'll tell you honestly what's worth automating.