Accrued Markets:
From 2 agents to 20 without hiring ops.

The Before

Accrued Markets started as a two-person real estate operation in 2023. Michael Glynn, the founder, had deep technical expertise but zero operational infrastructure. Every new agent meant:

• Manual WordPress setup on shared hosting
• No centralized lead tracking — leads came in via DMs, emails, and phone calls with no unified system
• Security posture: "We have WordPress, it handles that"
• Marketing: sporadic, manual, unmeasured
• Every new agent onboarding: 2+ weeks of back-and-forth

"I could build anything, but I was spending 60% of my time on ops instead of growth. We needed systems that scaled without me babysitting them." — Michael Glynn, Founder, Accrued Markets

Security & Compliance

Real estate handles sensitive financial and personal data. Before our engagement, there was no structured security program.

What we built

Layer	What MDI implemented	Outcome
Access control	MFA on all AWS accounts, hardened SSH with key-based auth, IP whitelisting for admin panels	Eliminated credential-based breaches
Monitoring	CloudWatch → SIEM pipeline for anomaly detection on all infrastructure	Real-time alerting on unauthorized access attempts
Backups	Automated daily snapshots with 30-day retention, cross-region replication	RPO under 24 hours, tested recovery monthly
Compliance	Regular vulnerability audits, vendor risk assessment framework, SOP documentation	Audit-ready documentation, zero critical findings

Infrastructure

We architected a scalable AWS environment that could absorb new agents and brokerages without re-engineering.

• Containerized deployments: Docker-based WordPress environments with environment-specific configs
• Auto-scaling: EC2 auto-scaling groups for high-traffic listing pages and webinar events
• CDN: CloudFront for global asset delivery, cutting page load times by 60%
• Database optimization: RDS with read replicas, query caching, and automated maintenance windows

Web Presence

Each agent needed a branded site. We built a templated system that reduced setup from 2 weeks to under 4 days.

Component	Implementation	Scale
Agent sites	Elementor + custom ACF fields, brand-consistent templates	12+ deployed
Brokerage portal	Custom WordPress multisite with shared lead pool	20 agents, 3 brokerages
API integrations	MLS feed sync, CRM webhooks, calendar APIs, DocuSign embedding	7 third-party systems
Performance	Google PageSpeed API monitoring, automated image optimization, lazy loading	90+ PageSpeed scores

Marketing Systems

We didn't just build sites — we built the machinery that fills them with leads.

Lead tracking & attribution

• Meta Pixel + Google Tag Manager deployed across all properties with custom conversion events
• UTM parameter standardization for every campaign, every channel
• Lead source attribution from first touch to closed deal

Webinar funnels

• Automated registration → reminder → replay → follow-up sequences
• A/B tested landing pages with dynamic headline insertion
• CRM integration pushing attendees into nurture tracks based on engagement

Email automation

• Drip campaigns for new leads, past clients, and sphere-of-influence
• Behavioral triggers: listing alerts, price drops, market reports
• Re-engagement campaigns for cold leads with 22% open rates

Automation & CRM

The core operational layer — the stuff that happens while everyone sleeps.

• Lead routing: New inquiries auto-assigned based on territory, price range, and agent availability
• Follow-up sequences: 14-touch nurture for non-responsive leads with SMS fallback
• Calendar sync: Showings auto-scheduled with buffer times, driving directions, and reminder texts
• Document automation: Listing agreements, disclosures, and closing docs pre-filled and e-signed

Team & Operations

Scaling from 2 to 20 means hiring becomes a bottleneck. We built the systems to remove that bottleneck.

• Remote hiring pipeline: Structured interview rubrics, skills assessments, and reference checks for commission-based sales reps, Upwork contractors, and developers
• Onboarding SOPs: Loom video library, Notion documentation, and 30-60-90 day checklists
• Commission tracking: Automated calculation and payout workflows integrated with accounting

The After

18 months after our initial engagement, Accrued Markets operates as a fully distributed, technology-forward brokerage with:

• 20 active agents onboarded in under 4 days each
• Zero security incidents since hardening
• 90+ PageSpeed scores across all properties
• Fully automated lead-to-close tracking with real-time dashboards
• Marketing campaigns running 24/7 without manual intervention

"MDI didn't just build us a website. They built the infrastructure that let us scale without breaking. I went from 60% ops time to 90% growth time." — Michael Glynn, Founder, Accrued Markets