Interviews
Modularity to the Listing Input Process: A Conversation with Hayden Rieveschl
October 17, 2025
By Modern Marketing
Hayden Rieveschl is the visionary behind Ocusell, an innovative solution tailored for real estate brokers and teams to streamline the listing workflow. This mission to simplify the listing process was born out of a desire to modernize an industry often plagued by complexity. At its heart, Ocusell is a breath of fresh air for brokers, offering a centralized platform that takes the hassle out of listing properties across various MLSs. No more juggling multiple interfaces - now, it's as easy as a few clicks on one user-friendly platform. Ocusell is more than just a software solution; it’s a catalyst for collaboration, boosting productivity and visibility for agents and staff alike. In a world where time is money, Ocusell frees up valuable resources to focus on what really matters: serving clients.
As the Founder and CEO, Rieveschl doesn't just talk the talk - he's been through the trenches himself. He knows the challenges firsthand and has weathered the storms to bring Ocusell to life. His journey is one of resilience and adaptation, navigating obstacles with creativity and determination. And it's this human touch that sets Ocusell apart. It's not just about the technology; it's about the people behind it. With Rieveschl leading the charge, Ocusell isn't just another software product - it's a story of passion, perseverance, and the relentless pursuit of a better way. Join us as Rieveschl shares the compelling narrative behind Ocusell's genesis.
The Ocusell Story
Can you tell us the story behind the founding of Ocusell?
In 2017 I invested in a visual media company that provided visual media services for brokers and agents. One of the things we did was help our clients centralize storage of visual media so it wasn’t all over the place in multiple cloud storage platforms - super easy, but impactful. As a result, I spoke with many of our clients, and one broker in particular mentioned that he loved how we centralized his visual media process, and then made an interesting comment. He said, “if you could only do this for the listing process…”. He caught my attention. I asked what he meant by that and he said, “the listing process is complicated, chaotic, and fragmented… why don’t you come into the office and I’ll show you.” The next morning I walked into his office and five admins were sitting in front of their five individual computers on five different (what looked to be very old) MLS systems. The broker explained that his admin needed to add a new listing into five different markets, leveraging five different difficult-to-use MLS systems. As I observed the process I quickly realized how complicated, arduous, and fragmented this seemingly simple task was… not to mention expensive and time-consuming. I left his office with the idea for Ocusell.
What was that original idea?
The original idea for Ocusell was to simplify and streamline the listing process and serve as a bridge to multiple MLSs. The idea that the listing process was so complicated, fragmented, and archaic was beyond me. Little did I know there was much more to this than I expected.
What has been the biggest roadblock you’ve faced?
After developing our MVP, we began to focus on our launch of the Cincinnati market. We integrated with the MLS to provide our solution to a handful of brokers who had helped in the development of the product. We were given a “private API” from the MLS’s vendor with dated documentation and zero transparency into their business rules (which are essential to successfully publish a listing and enforce compliance). When we asked the MLS for documentation, they had none.
We ultimately solidified the rules set in Cincy through a very painful process of parsing proprietary syntax into readable English. Other MLSs were in the same position (i.e. no documentation of their rules) and it presented a major scalability issue. Fast forward 30 days - we attended our first RESO in Sarasota, FL. Our mission was to ask as many MLS executives as possible if they documented their rules and maintained that documentation over time. The result was that not a single MLS had business rule documentation except for Sara Fogg at Prime MLS. Big shout out to Sara! The concern was real and served as a major roadblock to scaling the business.
How did you address this lack of business rules documentation?
Our team rallied the day we got back from the conference and turned the problem into a solution for MLSs. Our Business Rules Audit came to life. This would allow MLS’s complete and up-to-date documentation of their rules. As soon as we began offering the service, it caught on quickly and doors began to open. This service was game-changing for our early-stage company and led us to productize the offering. This year, we completed our proprietary Rules Engine, Rulesetta Stone. Rulesetta is not only used to help our platform scale via dynamic rule execution but it’s also a critical piece of infrastructure for any MLS by offering a front-end of choice.
Products & Services
What are the key products & services Ocusell offers?
Ocusell now offers a suite of AI products & services – Ocusell.ai, our proprietary AI driven listing solution is the core of our business and presents the most innovative “input of choice” on the market. The platform has a wow factor to it but it’s our Business Rules Audit and our Rules Engine (Rulesetta Stone) that makes it all possible. In addition, we just launched Meridian which is an API gateway that allows any MLS to leverage the RESO Web Add/Edit API which is game changing in a world of RETS. All of our products and services drive RESO standards and achieve interoperability and modularity for MLS organizations.
What have you done to differentiate yourself from a crowded PropTech market?
We are the only AI driven input of choice on the market today. Our proprietary AI, built from the ground up and specifically for real estate, has given us an edge. Instead of taking an out of the box AI and trying to mold it to fit the needs of our industry, we have the ability to train and adapt the AI to an evolving industry. In addition, our intuitive front-end design streamlines the listing workflow unlike anything seen before. There are dozens of pain points in the listing process today and our solution solves these through an interconnected and collaborative workflow.
How have your Business Rules Audits impacted clients?
The vast majority of MLSs don’t have complete documentation of their rules set which makes integrations, data shares, system conversions, or transitions extraordinarily expensive and time-consuming. Our Business Rules Audit provides full transparency, allowing MLSs to firmly understand their rules and identify inconsistencies/issues. We work with their vendors to remediate these issues so MLS organizations can reduce costs, save time, and remove the barrier to innovation. We have saved dozens of MLS organizations a massive amount of time, money, and heartache by remediating these issues and providing and maintaining complete documentation.
What would you say is Ocusell’s biggest accomplishment to date?
Opening two of the largest markets in Georgia (and the country) simultaneously, Georgia MLS (GAMLS) and First MLS (FMLS), and implementing our solution with some of the highest volume brokerages in the country is the company’s biggest accomplishment. The fact that these clients have embraced the tech - and love it - is the cherry on top.
Growth & Impact
How do you plan to expand Ocusell’s market presence?
We believe collaboration is key to providing solutions that benefit everyone. This collaboration comes from everywhere including internally, our MLS partners, our brokerage and team customers, our partners, and tech vendors. Everyone is a key member to our team internally. Each person brings a wealth of knowledge and experience to the table and allows us to make strong ideas a reality. We want to be in every market and provide cutting edge solutions to the industry. This is done through great partnerships with MLSs, brokerages & teams, and our tech partners. With our vast array of experience in PropTech and other industries we have seen the trials and tribulations of scaling.
What are some key lessons learned in scaling your business?
Scaling our business has been an enlightening journey, one filled with valuable lessons and growth opportunities. Through this process, we've learned the importance of scalability, not just in terms of infrastructure but also in mindset and culture. We've discovered that effective communication and transparency are essential as we expand, ensuring that everyone remains aligned with our mission and values. Adaptability has proven to be a cornerstone, allowing us to pivot and evolve in response to changing market dynamics and customer needs. Additionally, we've come to appreciate the significance of delegation and empowerment, trusting our team members to take ownership and initiative as we scale. Perhaps most importantly, we've learned that success is not solely measured by revenue or market share, but by the impact we make on our customers, employees, and communities. As we continue to grow, we remain committed to learning, iterating, and staying true to the principles that have guided us thus far.
What impact do you aim to have on the industry?
Ocusell’s impact will ultimately achieve modularity and interoperability for the entire industry which is key to unlocking a truly innovative future where MLSs, brokers and agents flourish. We built the platform alongside brokers and listened to the industry to identify the most complex problems of the day. Most of the brokers we work with operate in multiple markets, so creating a single point of entry and automating input through proprietary AI was a clear win. The listing process of old was hugely complex, disconnected and time consuming.
When we launched in Atlanta, we prioritized feedback from our brokerages and teams to establish connectivity to all their products and services to create an unencumbered, streamlined process to reduce time on their administrators. We hope to ultimately reduce time to market by 70%, which allows their admins, agents and staff to focus on revenue driving activities. When the listing process is entirely automated, brokerages can grow very quickly and have the agility to make rapid changes.
Culture & Team
How would you describe Ocusell’s company culture?
Our culture is a mixture of respect, collaboration, and innovation. We believe in fostering an environment where every individual's voice is heard and valued. Our core values serve as our compass, guiding us through challenges and successes alike. Integrity forms the cornerstone of everything we do. Above all, humility grounds us, reminding us that there is always room to learn, grow, and improve. We always say, “check your ego at the door” and practice this every day. Together, we strive to create a workplace where passion meets purpose, and where each day presents a new challenge and an opportunity to make a positive impact.
How do you cultivate creativity and innovation amongst your team?
We understand the importance of fostering a healthy work-life balance, and we take fun just as seriously as we take our work. We believe that laughter and enjoyment are essential ingredients for a thriving workplace. From regular team-building activities and wellness initiatives to impromptu coffee breaks and Friday afternoon socials, we ensure that there are ample opportunities for our team to unwind, connect, and recharge. Whether it's a friendly game of golf, a team outing to explore the local community, or celebrating the holidays, we're always looking for ways to infuse joy and camaraderie into our daily routine. By prioritizing both productivity and play, we create an environment where our team members can flourish both personally and professionally.
What is an interesting/fun fact about Ocusell?
An interesting fact about us that many people may not know would be that our home office is located in OTR, short for Over-the-Rhine. It is in the heart of Cincinnati and is an amazing place full of history. There are cobblestone streets lined with beautifully restored 19th-century buildings and there is a myriad of eclectic boutiques, art galleries, restaurants, and breweries. It's a place where locals and visitors alike come together to celebrate the spirit of Cincinnati, forging connections, and creating lasting memories.
Personal Questions
How do you stay grounded in such a demanding industry?
I am a family man. My family keeps me grounded and remind me every day of what truly matters. My wife, Bonnie, and I love our two boys, Kemper and Briggs. They bring so much joy to our lives by filling each day with boundless energy (sometimes more than we can handle), laughter, and love. From their contagious giggles to their heartfelt hugs, every moment spent with them is a precious gift.
What is your favorite business book?
Zero to one by Peter Thiel
Where is your favorite Vacation location?
30A (Grayton Beach, FL)