TrueNorth Accelerates Deal Flow and Cuts Costs with Henry.ai
The True North commercial real estate team, led by John Swartz, operates under Compass and specializes in multifamily properties across Southern California. With over 15 years of industry experience, Swartz and his team have positioned themselves as trusted advisors to families seeking to build and preserve wealth through multifamily investments, 1031 exchanges, and strategic asset management.
In addition to serving direct clients, True North collaborates closely with Compass residential agents, acting as an extension of service for clients who require commercial expertise while allowing residential agents to remain focused on their core business.
The Challenge
Before adopting Henry.ai, the True North team relied on a small in-house marketing staff to manually produce Broker Opinions of Value (BOVs) and Offering Memorandums (OMs). While templates existed, marketing materials were largely assembled using Adobe InDesign and Photoshop—tools that demanded specialized skills and often made even minor updates cumbersome. “We had a couple marketing people putting together our BOVs and OMs,” explains Swartz. “Special tools like InDesign and Photoshop meant even small tweaks were hard to implement.”
This manual process not only consumed significant time but created operational vulnerability. If key marketing staff were unavailable, critical deliverables stalled, creating delays in responding to opportunities in a market where speed and agility are paramount. “Given where we’re at in the tech cycle in real estate, speed and efficiency along with accuracy are everything,” says Swartz.
The Solution
True North implemented Henry.ai to transform how marketing materials are produced. The platform enables the team to generate BOVs and OMs in dramatically shorter timeframes, while offering direct editing capabilities for minor changes—eliminating dependency on specialized design software and staff availability. “With Henry, we can just go in and make a quick fix on our end for things like typos and be done with it,” notes Swartz.
Henry.ai’s automation has reduced document production timelines from 2-2.5 weeks down to just 1-2 days, allowing True North to deliver proposals and valuations faster and capitalize on market opportunities that demand rapid response.
The Results
Since adopting Henry.ai, True North has experienced significant operational improvements and cost savings. Projects that previously required several weeks to complete are now finished within a day or two, dramatically accelerating the team’s speed to market. This enhanced efficiency has enabled True North to increase the volume of BOVs and proposals they produce, resulting in greater client engagement and the ability to pursue more opportunities simultaneously.
Additionally, the firm has achieved meaningful cost savings by reducing reliance on in-house marketing staff for routine document production, replacing what was previously a substantial overhead expense with a scalable, subscription-based solution.
As John Swartz affirms, “We’ve only benefited from using Henry. There are no downsides. It makes any team more effective and effectively automates your marketing team.” Through the adoption of Henry.ai, True North has positioned itself for faster deal cycles, lower operational costs, and a more agile response to the dynamic demands of the Southern California multifamily market.
“We’ve only benefited from using Henry. There are no downsides. It makes any team more effective and effectively automates your marketing team.”
John Swartz, Principal/Founder of True North CRE
