RexLabs alumni reunite to launch performance intelligence platform Sonar AI

A powerhouse trio of proptech veterans has officially unveiled Sonar AI (getsonar.ai), a sophisticated performance intelligence platform designed to bridge the critical sales data gap in real estate agency management.

Founded by Damian Merchan (CEO), Asad Parvez (CTO) and Mitch Burgin (COO) – who all worked at leading CRM, RexLabs – Sonar AI was born from a shared observation that while real estate offices are flooded with data, principals and managers lack a single, unified source of truth to drive revenue performance.

Real-time visibility for modern principals

For years, real estate leadership has been bogged down by cumbersome spreadsheets, manual data entry and running reports in CRMs. 

Sonar AI replaces this laborious, outdated approach by gathering a multitude of data sources into one intuitive command centre. The result is real-time insights into real estate business performance. 

The Sonar AI platform replaces fixed charts with high-impact, interactive data visualisations and a traffic light system that provides instant health checks on the activities that drive revenue. At a glance, managers can monitor:

• Appraisal & Listing Volume: Identifying pipeline gaps before they become revenue problems.

• Sales & Auction Activity: Tracking conversion rates and clearance success in real time.

• Performance Comparisons: Seeing how agent and agency performance compares to suburb standards.   

• Settlements & GCI: Gaining total transparency over earned and forecast Gross Commission Income (GCI).

  
  

Built on experience, driven by data

The founding team brings a unique pedigree to the sector. Their time at RexLabs provided them with an intimate understanding of the technical hurdles and operational frustrations faced by top agencies.

"Throughout my career across both real estate and technology, I’ve learned one fundamental truth: real estate runs on relationships, but it’s won with data," said Damian.  "That’s why I founded Sonar AI – to give high-performing agencies the AI-powered insights they need to make smarter decisions and manage their sales teams with real-time data. We aren't just giving them numbers; we're giving them the clarity to lead and help their teams smash their targets."

A tool for growth, not just reporting

Sonar AI is built specifically for the high-performance segment of the market – offices that are no longer satisfied with retrospective monthly reports. Through sophisticated AI-driven data analytics, Sonar AI is able to surface trends and performance dips before they impact the bottom line and agent earnings. 

In doing so, it supports principals to move from being reactive managers to being proactive coaches and team leaders. "We’ve lived and breathed real estate tech for years," said Damian. "We knew the industry didn't need another place to store data; it needed a way to make that data work. Sonar AI is the engine that turns information into income."

Damian said the diversity of data sets all feeding into a central platform, made it an invaluable tool for running high performance teams. 

“For years, principals have had to run their teams using data that, by virtue of how hard it was to assemble, meant they only had a view of the past,” he said. “With Sonar AI, we’ve created a dynamic tool that shows the metrics that matter so teams can course-correct quickly and achieve record-breaking results.”

Sonar AI is integrated with the Rex and Agentbox CRMs and is available for agencies across Australia. New CRM integrations will be announced soon. 

For more information or to book a platform demonstration, visit getsonar.ai.