According to Khaleej Times, 54% of readers on a poll with over 2,800 responses experienced bait-and-switch tactics with real estate agents. We sat down with my sibling Nicole, who was always passionate about real estate, and thought: How can we use our experience to simplify this journey? So what does purpose bring to the table that strategy can't? But our purpose — to transform the real estate experience — became our fuel. In our early days, we ran design thinking workshops with a few of our personas, but we were missing a key one: the real estate agent.