David Choi joins Propic as Chief Commercial Officer

David Choi joins Propic as Chief Commercial Officer

$6M investment sparks recruitment surge for proptech startup

People-first property intelligence start-up, Propic, has appointed David Choi as Chief Commercial Officer + Strategist, effective immediately. Choi joins the senior leadership team at Propic tasked with converting the $6M injection of Series A funding from ACM’s Antony Catalano and Alex Waislitz announced earlier this year into three-fold growth.

Dubbed as the “go-to-guy” for proptech innovators in Australia, Choi believes Propic’s goals are ambitious but achievable as more agency leaders seek to take advantage of Artificial Intelligence (AI) technologies to automate out-dated real estate systems, and better anticipate people’s buying, selling and rental choices. 

“Propic has the right technology at the right time for what real estate leaders want and need, right now,” he says. 

And he would know: Choi has been chief strategist behind some of Australia’s leading property and fin-tech businesses over the last 20 years. He was one of the founding members of Homepass, and led commercial and tech innovation at Domain Group and Realestate.com.au for several years. 

He served as Chief Commercial Officer for global marketing automation platform ActivePipe, and was appointed to the Propic board as a non-executive director in 2020. 

Propic founder and CEO, Jeff Gray, says the recruitment coup lands at a pivotal point in the company’s growth trajectory: “With the right focus and team on board, it’s reasonable to expect our Annual Recurring Revenue (ARR) to be tripled in 12-18 months. David’s calibre of experience and character, his deep connections, and passion for technology transforming real estate makes him a great fit at Propic, and we value having him on board full-time now.”

David Choi adds: “Real estate is a highly emotional transaction experience and can be stressful. We know 70% of real estate inquiries happen after hours, between 7pm and 10pm, and people sometimes wait 48-72 hours to get a response from an agent. There’s no other advanced industry where that type of customer service would be acceptable. Propic conversational AI answers all those after-hours questions in real-time, which also relieves stress on agents to respond to 1000s of questions instead of doing what they love about their jobs, connecting with people that our predictive technology tells them are ready to buy, sell or move home,” he says.