An agent opening the front door of a craftsman house for a young couple at an open house, late afternoon light

Your leads answered within the hour. Your open house turned into follow‑ups by morning.

A small crew of AI agents takes the desk work off your week: the reply to every lead, the follow-ups after every showing and open house, and the contract dates nobody should have to carry in their head. All of it in your voice, none of it sent until you say so, and your evenings go back to your clients and your family.

Built for agents and small teams.

Book a free 45-minute assessment

Why this exists

Most agents work alone, or with one assistant shared across a team. You're at a showing, the lender is calling, the inspection is Thursday, and the lead that came in from the portal at 8:40 is still sitting there. Very few agents have the help the job needs: someone on the leads, someone on the follow-ups after every open house, someone watching the contingency and closing dates, someone sending the Friday update every seller wants. The reason is margins, almost never effort. That kind of help is a salary, and in a slow quarter it's the first thing that goes.

A lead from the portal gets a reply the next afternoon, after three other agents have already called. The open-house sign-in sheet rides around in the car for a week. An inspection contingency gets noticed the day before it ends. A past client buys their next house with someone else because nobody kept in touch. None of it is hard. There's just too much of it, and all of it waits for the same person.

At some point we stopped thinking the answer was “find the money for one more salary” and started thinking there had to be a better way for an agent to support themselves. That's what Second Unit is.

It isn't for every agent. If you already have a transaction coordinator and an assistant you trust, you don't need this. If you don't, and you've been carrying all of it yourself between showings, we built this for you.

The lead that waits until tomorrow has already heard back from three other agents. They were serious at 8:40. By 9:15 someone else had the showing.

The same crew we run our own business on

Second Unit is built and run by Noettic Labs, a Los Angeles studio that builds with AI to solve real business problems. We build products that do real work, and we install crews that do it inside your business: the quotes, the follow-ups, the renewals, the records, the reports, the paperwork that keeps a company moving and keeps its best people from doing any of it.

The crew on this page is the system we use to run our own business. We sat down with the people doing the best work with agents, kept what held up under a real week, and wrote it into the job cards and rules every crew ships with. An install is that system, set up on your business, by hand, on a call.

Second Unit is one of several products from Noettic Labs. See what else we've built.

What we built for you

Job CardLead Desk
One Job
Job
Draft a reply to every lead within the hour, in your voice.
Reads
Your inbox, the portal leads, your active listings, your calendar.
Writes
A draft with two showing times, a note in your CRM.
Never
Sends. Quotes a price or a commission that isn't published. Writes anything that wouldn't pass a fair-housing read.
Reports to
Your Second Unit Lead, in the daily status.
Checked by
You, before anything goes out.

Second Unit is a service. There's no software for you to learn. We install a small crew of AI agents in your own accounts, one job each, and train each one on how your business works: your voice, your market, your listings, your brokerage's rules. A lead desk that drafts a reply to every inquiry within the hour. A follow-up agent that turns an open house or a week of showings into personal notes by morning. A transaction tracker that reads every contract and never lets a contingency date slip past. Between them they take hours of desk work off every week, and you approve every one before it goes out.

A word about AI, and about the rules. These are tools for the desk work. They answer the inquiry, keep the file current, and draft the update. They never give legal advice, never change a price or a commission, never write anything that wouldn't pass a fair-housing read, and never send without you. The negotiation stays with you.

The name comes from film. On a set, the second unit shoots everything that doesn't need the director: the establishing shots, the inserts, the driving scenes. The director keeps the scenes that need them. Same deal here. The agents take the replies, the follow-ups, and the dates. You keep the showing, the negotiation, and the client.

An agent at the sign-in table of an open house talking with a visiting couple in a bright living room
Sunday's open house. Photograph the sign-in sheet in the car, and by Monday morning every name is in your CRM, every visit is logged, and a personal note is drafted for each one, ready for you to read and send.

Three jobs, one agent

Draft · not sent
ToMarcus & Dana HillSubjectRe: 418 Linden Street, is it still available?

Marcus and Dana, thanks for reaching out about 418 Linden. Yes, it's available, and there's real interest, so I'd suggest seeing it soon. I can show it Thursday at 5:30 or Saturday at 10:00.

The listing sheet with the full details and the disclosures link is attached. If you're working with a lender already, bring the pre-approval and we can move quickly if it's the one.

Best,
Jordan

Lead Desk

Every lead from the portals, your website, your inbox, and the texts you forward gets a drafted reply within the hour, in your voice, with two showing times and the listing sheet. It knows what's published and what isn't. It flags the ones who are pre-approved and ready to you the same hour.

Reads: your inbox, the portals, your listings. Writes: a draft, a note in your CRM. Never: sends, quotes a price or a commission that isn't published.

Monday morning, in your drafts

Marcus and Dana, thank you for coming · second showing offered
Mr. Okafor, good to meet a neighbor · market update offered
Jun and Priya, thank you both · May timeline noted
Tom, thanks for bringing your buyers · disclosures sent
Helena, the roof question · inspection report year attached
1 line unreadable, left for you
Five people read, four new contacts, five drafts, one line for a person to fix.
Showing Follow-up

Photograph the sign-in sheet in the car and upload it. By Monday morning every name is in your CRM, every visit is logged, and every person has a personal note waiting in your drafts. After private showings, the same thing from your calendar. Nobody who signs the sheet goes quiet.

Reads: the photo, your calendar, your CRM. Writes: contacts, visits, drafts. Never: guesses an email, sends.
Draft · 5 days out
ToMarcus & Dana HillSubject418 Linden: inspection contingency ends Friday

Hi Marcus and Dana,

A quick note on where we are. The inspection contingency on 418 Linden ends this Friday at 5 p.m. The report came back Tuesday; the two items we talked about are the water heater and the gutter on the north side.

If you'd like to request repairs or a credit, we need to send it by Thursday so the seller has time to respond. Shall we talk tomorrow at 10?

Best,
Jordan

Transaction Tracker

Drop the contract in a folder. The agent reads the dates, the contingencies, and the parties, puts every deadline on your calendar, and drafts the client note five days before each one. You stop finding out the day before.

Reads: the contract, your calendar. Writes: the deadlines, a reminder, a draft. Never: changes a term, a price, or a date.

Want a different agent first, or the whole crew at once? Client Updates, Past-Client Nurture, Listing Marketing, and Social are all on the menu. Ask on the call.

Meet the crew

Each agent is set up for one job, the way you'd brief a new assistant on day one: the instructions for that job, the rules it works inside, the skills it needs, and nothing else. Your lead desk knows your listings. Your follow-up agent knows who came Sunday. Your tracker knows every contract date.

Start with one. Add the next when you're ready. The Second Unit Lead comes with any setup and ties them together.

Needs youMarcus and Dana Hill's reply about 418 Linden
ApproveNot now
Done today17 tasks · 4 agents
Daily status sent, one thing waiting on youSecond Unit Lead
Drafted 6 replies to new leadsLead Desk
Read Sunday's sign-in sheet, 9 notes draftedShowing Follow-up
418 Linden inspection contingency in 5 days, note draftedTransaction Tracker
  1. Second Unit LeadIncluded with any setup

    Your first agent. Runs the daily status, keeps your queue to one request at a time, and walks you through changes to the other agents so you never need us for a small tweak.

  2. Lead DeskLaunch agent

    Drafts a reply to every lead from the portals, your website, and your inbox within the hour, with two showing times and the listing sheet.

  3. Showing Follow-upLaunch agent

    Reads the sign-in sheet or your showing calendar, logs every visit in your CRM, and drafts a personal note per person by morning.

  4. Transaction TrackerLaunch agent

    Reads every contract into your calendar and drafts the client note five days before each contingency and closing date.

  5. Client UpdatesOn the menu

    The Friday update every seller wants: showings, feedback, and what's next, in your voice.

  6. Past-Client NurtureOn the menu

    Home anniversaries, a quarterly check-in, and the market note, so the referral comes to you.

  7. Listing MarketingOn the menu

    Listing descriptions, just-listed and just-sold notes, and the open-house invite, from your notes and photos.

  8. SocialOn the menu

    The post calendar for the month, a caption per listing photo, and replies to the DMs you forward.

Once you say yes: what you get in the first week

Nothing is left for you to figure out. This is what we set up, and when.

  1. Day 1Installed and Running.

    Your Second Unit Lead and your Lead Desk are set up on your own accounts, interviewed on your voice, your listings, and your brokerage's rules, and one real lead is answered before we end the call.

  2. Day 2The Leads Stop Waiting on You.

    Every new lead has a drafted reply within about an hour, with two showing times and the listing sheet. You read it between showings, edit if you like, and send.

  3. Day 3First Check-in.

    We read the week's drafts together, note what you changed, and tighten the rules so the next ones need less of your hand.

  4. Day 7Your First Number.

    How many drafts went out untouched. It's the one figure we track from here, and it tells you whether this is giving you your evenings back.

Have an open house in week one? Photograph the sign-in sheet in the car and the follow-ups are drafted before you're home.

How it works

  1. Assessment.

    A free 45-minute call. We find the tasks that are eating your week between showings and match them to the agent that can take them over.

  2. Install.

    Everything works from day one, and you don't set up a thing alone. We help you sign up for Grok Bot, and for Notion if you don't have it yet, both on your own accounts. Then, in one screen share, we install the agents, connect your email and calendar from your side, and run the interview that teaches them your voice, your listings, and your brokerage's rules. We walk you through the whole thing and check every piece before we hand them off to you.

    Runs on
  3. Two Weeks of Tuning.

    We read the drafts with you every few days and tighten the agent until most go out with no edits. Then a monthly check-in, and the next agent setup when you want it.

  4. Most real estate agents are running within a week of the assessment.

Everything that comes with a crew

One price, once. Beside each piece is what the same work costs when you buy it as a person's time. Rough US figures, so you can see what you're getting.

We start four new businesses a month.By hand, on a call, so each one gets the tune-up it needs.
What's in the BoxThe Three-Agent Crew
  1. The Assessment45 minutes with us to find the tasks eating your week and the agent for each.
    $250
  2. Install DayOne screen share. Agents installed in your own accounts, email and calendar connected from your side.
    about $1,200
  3. The InterviewYour voice, your prices, your rules, written into every agent before it drafts a word.
    about $600
  4. Three Launch AgentsLead Desk, Showing Follow-up, Transaction Tracker. The same three jobs as hires.
    $5,000 to $12,500 a month
  5. Your Second Unit LeadDaily status, one request at a time, and the walkthrough for every small change.
    included
  6. Two Weeks of TuningWe read the drafts with you on days 3, 7, 10, and 14, and tighten the rules each time.
    about $1,000
  7. Job Cards and Rules, Yours to KeepEvery agent's instructions on paper, in your Notion, so the crew stays with you.
    about $500
Bought as people and consultants, the first month aloneabout $8,500 to $16,000
Your crew, once$2,500 to $6,000
Then about $50 a month in software, paid to Grok Bot and Notion.
The Tune-up Guarantee.

If most of your drafts aren't going out untouched by the end of the two-week tune-up, we keep tuning at no charge until they are.

What it costs

Priced to the size of your business, and settled on the assessment call, not before. A solo agent sits at the low end of each range. A team of five to twenty sits at the high end.

Setup, per agentRange
One Agent, Set Up and Tuned
The assessment, the install, the interview, and two weeks of tuning.		$1,000 to $2,500
The Three Launch Agents Together
Lead Desk, Showing Follow-up, Transaction Tracker.		$2,500 to $6,000
The Whole Crew
All eight agents, installed a week apart so each gets its tuning.		$6,500 to $16,000

Then Pick One of Two Paths

Ongoing Care

$100 to $750 a month per agent, scaled the same way. A monthly check-in, tuning as your business changes, support when something's off, and the next agent when you want it. Ninety days minimum, then month to month with 30 days' notice.

Setup Only

No monthly fee. Your Second Unit Lead agent walks you through changes to the other agents yourself, and when you'd rather we did it, we're on call by the hour.

The assessment call is free, and there's nothing to decide until it's done. You pay for your own software: about $30 a month for Grok Bot and about $10 a month per seat for Notion, paid to them, not to us.

What the Same Help Costs as People

Rough US figures for hiring the equivalent, so you can see what you're getting. These are estimates.

If You Hired People$60,000 to $150,000a year
  • Licensed assistant on leads and showings$40,000 to $55,000 / yr
  • Transaction coordinator$45,000 to $60,000 / yr
  • Marketing coordinator$45,000 to $65,000 / yr
  • Social media manager, freelance$1,000 to $2,500 / mo
  • Inside sales agent for lead follow-up, part-time$1,500 to $3,000 / mo

Before payroll taxes, before benefits, and before they've learned how you like things done.

Your Second Unit Crew$2,500 to $6,000once, the three launch agents$6,500 to $16,000once, the whole crew
  • Works every day, including the weekend of the open house
  • Trained on your voice, your listings, your brokerage's rules
  • About $50 a month in software, paid to Grok Bot and Notion
  • Ongoing care from $100 a month per agent, or setup only with support on call
  • Yours to keep. If we part ways, the crew stays with you

Three agents for about one month of one salary.

What the agents won't do

What changes

The lead that came in at 8:40 has a reply in your drafts by 9:15. Sunday's sign-in sheet is nine follow-ups on Monday morning, and you send them from the car. The contingency conversation happens five days early instead of the night before.

You still write the important emails. You just stop writing all of them.

Book a free 45-minute assessment Not ready? Read what the agents won't do and see exactly what they read, write, and never touch.
A real estate agent with a tablet and keys in the driveway of a listing at golden hour
Every name on the sheet is a conversation someone has to have.