Kelsey Lee serves as director of S.MPLE, SERHANT.’s proprietary AI-driven productivity platform that reimagines how real estate professionals manage their daily operations. Lee conceived and built the system from the ground up, translating complex agent workflows into intuitive “recipes” powered by a proprietary tech stack of large language and action models. The result is a mobile-first solution that automates repetitive tasks, enhances collaboration and frees agents to focus on client relationships and business growth.
Lee bridges the gap between technology and real-world real estate practice. By acting as both architect and translator between agents and engineers, she ensures that every feature—whether a frictionless task request, gamified engagement element or team-based collaboration tool—drives measurable outcomes. Her leadership also introduced integrations with multiple large language models, including OpenAI, Claude and Perplexity, and the deployment of Large Action Models to simplify and accelerate key agent activities.
The impact has been profound. Since launch in late 2024, S.MPLE has facilitated more than 12,000 completed requests, achieved 80% repeat usage and an NPS of 80, and helped agents collectively reclaim nearly 1 million minutes of working time — equivalent to nearly 2,000 standard workdays. Agents who have fully adopted the platform report up to 150% increases in sales volume, while teams are scaling revenue without expanding headcount.
Through Lee’s product vision and human-centered design approach, S.MPLE has evolved from an internal innovation into a model for how intelligent automation can redefine efficiency, collaboration and growth across the modern real estate organization.
Name:
Kelsey Lee
Title:
Director of S.MPLE
Company Name:
SERHANT.
