From Community to Commerce: How Radius Agent Built an 85,000-Strong User Base Without Marketing Spend

From Community to Commerce: How Radius Agent Built an 85,000-Strong User Base Without Marketing Spend

Most PropTech companies begin by building a product, then struggle to find users. Radius Agent did the opposite – they spent four years building a community before monetizing it. In a recent episode of Category Visionaries, CEO Biju Ashokan revealed the strategic thinking behind this unconventional approach that led to their rapid expansion across seven states.

The Community-First Hypothesis

While competitors were spending heavily on agent recruitment, Radius made a contrarian bet: build a social network for real estate agents first. “When we started off as a social network for real estate agents, I’ve always had this one vision of having agents and a lot of agents on my platform and giving them the option to pick and choose whichever tools and services that they need,” Biju explains.

This wasn’t just a marketing strategy – it was a fundamental rethinking of how to build a PropTech company. The traditional playbook, as Biju notes, involves companies that “wine and dine with agents and teams, even pay them to join.” Instead, Radius invested in building genuine connections between agents.

Building the Growth Engine

Rather than relying on paid acquisition, Radius leveraged the natural network effects of their community. “We relied heavily on agents inviting other agents to the network, like any social network should ideally be,” Biju shares. “We used referral network as a way of getting people in. We used educational content distributed within the community to get more agents interested.”

The key was creating value before asking for anything in return. Their mobile app became the primary channel for agent acquisition, offering genuine utility rather than just promotional content. This approach led to what Biju describes as “pretty very low acquisition costs because we haven’t spent a dollar on marketing. It’s just the agents in our community raise their hand and say they’re interested in using some tools.”

The Platform Evolution

Instead of forcing technology adoption, Radius let their community guide product development. “We kind of help them with every single thing that the agent needs to have to build a company,” Biju explains. This evolved into a comprehensive platform offering everything from “recruiting other agents, whether it is educational, fintech support, transaction support, listing management, offer management, client management.”

This approach recognized a fundamental truth about their market: “The typical real estate agent is like 45 to 50 years old and it’s a woman,” Biju notes. “We need to target that audience… we want to make tech so simple that anyone can use it.”

From Community to Commerce

The transition from free community to paid services followed a natural progression. Rather than pushing for immediate monetization, Radius waited until they had built genuine value. As Biju describes it, they kept “building the features of the product set in the community, which helped us grow the community base to 85,000. And that has been our top of the funnel.”

This patient approach paid off. When they finally launched their brokerage services, they had a built-in audience of potential customers who already trusted their platform. “We probably grew like five X this year when most other companies in real estate are not showing growth at all,” Biju shares.

The Blueprint for Community-Led Growth

For B2B tech founders, Radius’s journey offers several key lessons:

1. Build genuine value before monetization
2. Let the community guide product development
3. Focus on natural network effects rather than paid acquisition
4. Create tools that solve real problems for your target users
5. Be patient with monetization until you’ve built true engagement

Today, Radius operates across “California, Colorado, Texas, Florida, Oregon, Georgia and Washington,” with plans to expand globally. Their story demonstrates that in B2B tech, sometimes the best way to build a business is to build a community first. As Biju puts it, “real estate agents are exactly like founders… They don’t get a salary. Everyone thinks they make easy money, they work really hard to be where they are and have taken a lot of risk to be there.” By understanding and serving this entrepreneurial community, Radius built something far more valuable than just another tech platform.