There is a moment most real estate agents know well. You are juggling three transactions, a client who just texted, an inspection scheduled for tomorrow, and a deadline you are pretty sure you did not miss but cannot fully confirm. Something is always about to slip, and the only thing standing between you and a lost deal is your ability to hold every detail in your head at once.
Subi was built for that moment. On a recent episode of AI Agent Advantage, JMan sat down with Michelle Schubert, founder and CEO of Subi, to break down how this AI transaction platform is changing what it means to manage a deal from contract to close.
The conversation covers what Subi does, who it is built for, how it handles the learning curve, and what is coming next for the platform. If you have ever wished you had a transaction coordinator working around the clock without the overhead cost, this is worth understanding.
The Real Reason Agents Lose Deals
Most agents do not lose transactions because they are not capable. They lose them because the systems they are using were not built for the pace at which real estate moves. When you are managing one deal, it is manageable. When you are managing three, five, or eight at once, the gaps start showing up. Missed earnest money deadlines. Unsigned addenda. Follow-up emails that never went out.
Subi addresses this by functioning as a proactive AI transaction coordinator rather than a reactive tool. The difference matters. A checklist waits for you to use it. Subi watches your transaction timeline and acts before you have to think about it.
"We want humans to be humans.
Sitting down with people, eye contact, conversation, relationships.
And let the robots be robots."
— Michelle Schubert
How Subi Actually Works
Subi operates through a natural language interface, which means you communicate with it the way you would talk to a person, not the way you would interact with software. Instead of navigating menus and filling in fields, you tell Subi what you need and she handles the execution.
The practical application is straightforward. When Subi detects that earnest money is due tomorrow and it has not been marked complete, she surfaces a notification and asks whether you would like her to text your client with a reminder. She shows you the message before it sends, confirms the recipient, and waits for your approval. No automation runs without your sign-off.
This human-in-the-loop design is intentional. Agents are not comfortable handing off client communication entirely, and managing brokers dealing with vicarious liability cannot afford blind automation. Subi gives you speed without sacrificing control.
Who Subi Is Built For
Subi serves three distinct user types, and the value proposition is a little different for each.
- Individual agents get hours back each week. They stop manually tracking deadlines, drafting routine emails, and trying to remember what needs to happen next. Subi handles the 75% of every transaction that is repetitive, so the agent can focus on the 25% that requires a human.
- Transaction coordinators can scale their volume significantly. The average TC who can handle 30 files at once may be able to double or triple that capacity with Subi managing the tracking, drafting, and proactive flagging that typically consumes most of their day.
- Brokerages and managing brokers get standardization across their entire agent roster. Subi can be configured to flag missing documents, ensure compliance checklists are complete, and notify agents when something required is absent from a transaction file.
Why Natural Language Interface Changes Everything
One of the most compelling parts of the conversation with Michelle is her breakdown of why natural language interface represents a genuine shift in how professionals interact with software, not just a feature upgrade.
She traces the arc of how humans have always communicated. Spoken language came first. Writing came later. Typing replaced handwriting when keyboards became standard. But technology is now advanced enough to loop back to speaking as the primary input method, which is the most natural way humans give instructions.
For real estate agents, this means the learning curve is almost flat. As Michelle puts it, if you know how to talk, you can probably use Subi. There are only ten buttons in the app. The interface was designed to feel more like texting a smart assistant than operating software.
"If you know how to talk, you can probably use Subi."
— Michelle Schubert
What Is Coming Next for Subi
Two developments on the near-term roadmap are worth paying attention to.
The first is a universal document processor. Currently, Subi works with the forms and documents it has been trained on. The universal processor will allow Subi to read and engage with any real estate document from any state, including vacant land contracts, condo agreements, and transactions in attorney-closing markets. Drop a document in, and Subi extracts every deadline, populates your calendar, and begins managing the timeline automatically.
The second is a universal integration layer. This will allow Subi to connect with any tool in an agent’s existing tech stack, including MLS platforms, showing services, CRM systems, and transaction management software. The practical implication is significant: an agent could tell Subi to schedule three showings, map the most efficient route starting from a specific city, add them to the calendar, and notify the client, all through a single voice command.
The Wise Agent Integration
For agents already using Wise Agent as their CRM, a direct integration between the two platforms is coming in the next quarter. This will allow agents to send a transaction from Wise Agent into Subi through a voice command, giving the two platforms the ability to work together as a complete system. The CRM manages relationships and pipelines. Subi manages the transaction from contract to close. They communicate through natural language.
How to Get Started in 15 Minutes
Michelle’s recommendation for anyone who wants to try Subi is simple: do not wait until you have a clean slate transaction. Drop a current deal in, even if it is already halfway done. Subi will surface the tasks she believes still need to be completed, you can mark anything already handled with the built-in done button, and the active portion of the transaction takes over from there. The whole onboarding process takes less than five minutes per file.
From there, Subi’s team offers a 20-minute onboarding session to walk you through integrating your calendar, email, and any transaction management tools you are already using. The team is small and direct. If you have feedback or feature requests, they are listening.
Guest Bio:
Michelle Schubert is the founder and CEO of Subi, an AI transaction platform built to eliminate the administrative burden of real estate transactions. Before entering the tech space, Michelle competed in Division I athletics, completed nearly a decade of global missions work, and built an international economic development career. She also competed on both Survivor and American Ninja Warrior. Michelle built Subi because she saw firsthand how much time, energy, and revenue real estate professionals were losing to paperwork, and she knew technology had finally caught up to solve it.
Website: oksubi.com
LinkedIn: https://www.linkedin.com/in/michelle-schubert-92b259158/
Instagram: https://www.instagram.com/withsubi