The Story Behind Voomero

A few days ago, I was at Antimatter’s company offsite with my teammates. During the closing ceremony, our CEO, David Gurle, said something that stayed with me:

“What makes a company different isn’t its codebase or even its people. It’s the story those people build and tell together.”

I kept thinking about it for days, and without even realizing it, I found myself replaying my entire professional journey, from my first days as a software engineer until today.

The more I thought about it, the more I agreed with him.

Code changes. Architectures get rewritten. Technologies become obsolete. Even people eventually move on. But what remains is the story a company builds for itself, its employees, and its customers. The story that explains why the company exists and what problem it is trying to solve.

I’ve always looked at businesses as systems that keep changing. Every successful product is an answer to a real problem, and every new generation of products is born from the limitations of the previous one. If there isn’t a real problem, there is no reason to build a new product.

I spent almost ten years of my career at Rechat, a company building technology for the real estate industry in the United States and Canada. During those years, I had the opportunity to work on many different parts of the product, from building new features and designing complex systems to architecting software used every day by thousands of real estate agents.

But the most important thing I learned during those ten years wasn’t technology.

I learned that understanding an industry takes time. During your first few years, you’re still learning its language: how people work, what they actually need, and which problems aren’t obvious from the outside. Only after a few years do you begin to see beyond individual requests and recognize the recurring problems that truly matter.

During my last years at Rechat, I was working on a product called Marketing Center, a platform built to help real estate agents create marketing content. That was when I realized there was still a significant gap between what users actually needed and the tools we were giving them.

I had many ideas about how to close that gap. But like many mature products, infrastructure constraints, business priorities, and the cost of change made fundamental shifts difficult. Those decisions weren’t necessarily wrong. Every company has its own constraints.

But they left behind one question:

If this problem could be solved from day one, without the constraints of a decade-old product, what would that product look like?

That question became the first spark behind Voomero.

To answer that question, it’s worth taking a step back and looking at the real estate software landscape.

After spending more than a decade in this industry, working with countless products, hundreds of users, and thousands of real-world requests, one thing kept standing out. Much of the real estate software ecosystem moves more slowly than the rest of the technology world. Many products have complicated user interfaces, frustrating user experiences, and workflows that have simply accumulated more layers over time.

Yet people continue using them. Not because they’re great, but because they’ve learned to live with them.

On the other side, products like Canva have raised the bar for design and user experience. They’re beautifully designed and incredibly polished. But they’re built for a general audience, not for the very specific workflows of a real estate professional.

As a result, creating great marketing content still requires users to make dozens of creative decisions themselves: choosing layouts, colors, typography, animations, music, image sequencing, and countless other details.

For years, one question kept coming back:

If I’m building marketing software specifically for real estate professionals, should users really have to make all of those decisions themselves?

I didn’t think so.

I believe software should handle complex decisions for users instead of giving them even more tools to learn. People shouldn’t spend hours learning how to use software. Software should understand what they’re trying to achieve, understand their preferences, and produce the best possible outcome for that goal.

For a long time, that idea felt too expensive to build properly. It was not impossible, but it required too much manual work, too much engineering, and too much time before I could even test whether users wanted it.

Then the technology started to make the first version of the product realistic. Things that used to take months of research and experimentation could now be prototyped in weeks. Instead of spending a long time building before talking to users, it became possible to build a smaller version, learn from it, and keep improving.

For me, though, AI has never been the goal.
AI is simply the tool that makes this product possible. If tomorrow a better technology comes along, I’d happily use that instead. What matters to me isn’t AI itself. What matters is solving a real problem.

That’s when Voomero truly started to make sense.

I never wanted to build just another AI video generator. If the goal were simply to generate videos, there are already plenty of products doing exactly that.

The problem I’m interested in is much bigger.

I want to remove a large part of the repetitive, time-consuming, and creative decision-making that real estate professionals deal with every time they market a property. I want software that understands the objective, understands the user’s taste, and produces the best possible outcome for that specific situation.

Video is simply the first expression of that idea.

From day one, I never imagined Voomero as just a video generator. To me, video is only one way of telling a property’s story. The work I’m trying to help agents do is much bigger than an MP4 file, and over time it will take many different forms.

For now, I’d rather not say much more than that. Part of the fun of building a product is letting the product tell its own story over time.

Maybe five years from now I’ll read this article again and realize many of my ideas have changed. Maybe Voomero itself won’t even look like what I’m imagining today.

But I hope one thing never changes:

I want Voomero to exist to solve real problems, not simply to chase the latest technology trend.

For me, Voomero started with more than ten years in the real estate industry, thousands of hours of software engineering, and years of thinking about one simple question:

If I were designing the real estate marketing experience from scratch today, would I build the same tools the industry already has?

My answer was no.

And Voomero is my attempt to find a better answer.

This is where the story begins.