Case Study: How Graystone Capital Advisors Efficiently Scales High-Touch Services

Graystone Capital Advisors is a fully remote commercial real estate brokerage founded with a clear mission: to deliver a more strategic and client-centric alternative to the traditional brokerage model. “My team handles all the systems and processes for our brokers,”explained Kevin Fitzpatrick, Executive Vice President and Director of Operations.  “We seek to remove operational burdens from brokers so they can focus exclusively on serving clients and helping them close deals. As our firm scaled from five to over forty brokers, that commitment remained—but the systems supporting it began to buckle.”

The Challenge

From day one, Graystone’s goal was to free agents from administrative overhead. “We try to take everything that isn’t helping the client off the agents’ plates,” said Fitzpatrick. But, spending hours in InDesign, customizing each asset by hand, was beginning to be a challenge as the number of brokers scaled.

“We tried other platforms, but we outgrew both the production capabilities and their customer support,” Fitzpatrick explained. “We needed a tool that could help us deliver customized, hand-touch assets, but that was also scalable, reliable, and easy enough for our brokers to use to make minor adjustments.” 

The Solution

After evaluating a range of platforms, the team quickly realized that most tools on the market offered AI as an assistant—not AI as a platform. Henry.ai stood out by really demonstrating the ability to build exactly what the Graystone team needed to be built. “There was a small learning curve because this was actually new technology,” Fitzpatrick admitted, “but it ultimately led to huge improvements in speed and efficiency. It’s not an assistant that helps us, but a tool that actually gets the job done.”

With Henry, the Graystone team is able to build out polished marketing packages and client presentations in under 30 minutes—compared to the 4–6 hours of manual effort required previously just to get to a first draft. Iteration cycles that previously took days are completed in minutes.

Fitzpatrick noted “Henry.ai can consolidate information about a marketplace, highlight key aspects that we call out, and compile that into material that is ready for use for our agents in about 15 minutes of work. That has completely changed the way we think about operating our business.”  

Results

Graystone continues to scale at a rapid clip, looking to onboard many more brokers this year.  Fitzpatrick is delighted that Henry gives his team the foundation to support that growth without concerns of bottlenecks. 

“From day one our focus has been to give the agents the time to worry about what their clients need, and not worry about the paperwork or the marketing materials,” shared Fitzpatrick. “That is exactly what it does. Henry.ai makes high-quality marketing materials and contract management an afterthought. It allows our agents to pay 100% of their attention to the clients.”

“Henry.ai makes high-quality marketing materials and contract management an afterthought. It allows our agents to pay 100% of their attention to the clients.”

Kevin Fitzpatrick, EVP and Director of Operations at Graystone Capital Advisors.