Troy Palmquist writes that the first HomeCode Pitch Battle proved that real estate and tech connect best in ways that are less sales pitch and more get-together.
I love real estate conferences.
I love walking the expo halls, seeing new companies, evolving platforms and meaningful new product features. When it’s buzzing, the expo floor is one of the best places to take the pulse of where the industry is headed.
At the same time, there’s a feeling many of us recognize: the sense that there’s more flash than substance and that everyone you meet is looking for a way to pitch you.
That tension is what led me to host the first HomeCode Pitch Battle on the evening before Inman Connect New York started last week. The goal wasn’t to replace the expo hall. It was to complement it by giving attendees a way to see and learn about new technology without the pressure of being sold, scanned or followed up with afterward.
Before ICNY, I wrote that pitch battles are a great way to learn more about the proptech landscape in a low-stakes environment, so you can stay on the cutting edge without feeling that nagging sense of obligation. At that time, I wrote:
Want to know where the industry’s going? Go where the builders are. Even if you don’t adopt any new tools, you’ll rethink and refine how you run your business. You’ll experience fewer surprises because you’ll already have one foot in the future.
At this year’s pitch battle, I put that thesis to the test.
Where pizza, gaming and proptech converge
Our pitch battle brought together 15 real estate technology companies for a structured, fast-paced competition designed to force clarity and surface expertise.
Over the course of its three rounds, creators and start-up representatives went head-to-head, with each round producing a winner. Those three winners then faced off to crown first, second and third place overall.
By the end of the night, RealScout emerged as the grand champion, with founder Andrew Flachner taking home the championship belt, trophy and a Times Square billboard. UpFront and AutoReel earned round wins and podium finishes.
But the real value of the night wasn’t in who won. It was in what the format revealed.
The power of the environment
The setting for our pitch battle was OS NYC Gaming Lounge, a deliberate departure from traditional conference rooms. The venue’s massive LED video wall allowed founders to show their products in action, not just talk about them.
Interfaces, workflows and visuals became part of the pitch itself. That mattered, since seeing how a product looks and behaves under pressure is far more useful than hearing how it’s described in a sales conversation.
That resulted in an experiential pitch instead of one built on hypotheticals.
The power of an engaged crowd
At one point during the second round, a tie forced an unexpected solution: a dance-off to let the audience decide who advanced.
Drew Fabrikant (l) and Troy Palmquist
It was lighthearted and all in good fun, but it revealed something important. The crowd was engaged enough to care. They weren’t passively watching pitches, and this wasn’t just a popularity contest. Attendees were actively evaluating the presentations and allowing the cream to rise to the top.
Think about the last time you were pitched by a vendor or tech representative at a traditional product demo. Did you feel that level of engagement? That’s why this format works.
The power of sponsors who understand the assignment
Troy Palmquist and Stephanie Alfonso
Our event was supported by Constant Contact and Scout, whose involvement helped shape the tone of the night. It was emceed by Stephanie Alfonso from Constant Contact and Drew Fabrikant from Scout, who kept the competition moving while preserving the spirit of the format.
Their presence reinforced our goal: to build a space where technology is tested, not just talked about.
Why pitch battles work for agents
One of the arguments in my original article was that pitch battles compress the learning curve. Watching a founder explain and even demonstrate their product under time constraints tells you far more than a polished demo or a drip campaign ever will.
That proved true in real time.
With limited time and a live audience, founders answered the questions that matter most to agents, even if they weren’t explicitly asked.
- What problem convinced you this product needed to exist?
- Where does this tool actually save time in the workflow?
- Why is this solution better than doing what I’m already doing — or doing nothing at all?
For agents in the room, the benefit was immediate.
- First, the format helped to separate signal from noise. Some ideas were clearly early, while others showed real operational depth. A brief pitch made those differences obvious without requiring weeks of follow-up.
- Second, it allowed learning without commitment. Attendees could absorb insights about case studies, consumer expectations and workflows without feeling pressure to buy, book a demo, or justify their interest (or lack thereof).
- Third, it sharpened perspective. Agents are constantly pitching their own value. Watching which explanations landed and which didn’t created an unexpected side benefit: clarity about how the agents themselves communicate value — and what they can improve.
What it all means moving forward
My original article ended with a simple idea: if you want to know where the industry is going, go where the builders are. The first HomeCode Pitch Battle proved that advice holds up in practice.
Agents left the room smarter than when they entered. Founders left with clearer feedback and an immediate vibe-check. And no one felt like they had just walked through a gauntlet of “salesy” conversations.
This was our first pitch battle, but it won’t be the last, because the future of real estate shows up in rooms like this — pitched, challenged, refined and debated in real time. For agents who want fewer surprises and better decisions in the years ahead, those are the rooms worth being in.
Troy Palmquist is the founder and principal at HomeCode Advisors. Connect with him on LinkedIn.
