About the client
Spicerhaart Group Ltd is one of the largest independent estate agency networks in the UK. Founded in 1989 and headquartered in Colchester, the group operates through 7 brands (haart, Chewton Rose, Felicity J Lord, Haybrook, Howards, Butters John Bee, and Darlows), covering residential sales, lettings, and financial services.
They offer a full-service property experience, from valuations and listings to mortgage advisory, conveyancing, surveying, and property management. Spicerhaart is known for combining traditional estate agency expertise with a forward-thinking approach to digital transformation.
Business context
Spicerhaart’s marketing teams needed to produce branded property tour videos quickly and consistently, but their existing process was inefficient. Agents filmed using smartphones and third-party hardware (gimbals, microphones, tripods), and manually managed the editing, titling, and uploading process. This slowed down the listings workflow and created inconsistencies across brands and branches.
The client addressed Geniusee to create a custom mobile solution that would eliminate manual steps, enforce brand consistency, and integrate directly with their internal systems.
“The way Geniusee collaborated with us really stood out. They listened, understood our needs, and delivered exactly what we asked for in just six weeks. The app has been well received by our teams, who love how simple it is to use.”
Steve Lamb
CIO at Spicerhaart
Complex, multi‑device setup
Agents had to use smartphones with DJI gimbals, tripods, and external microphones to capture property tours. Switching between devices and managing multiple accessories slowed down production and increased the risk of errors.
Manual post‑production workflow
After filming, videos were manually transferred to PCs for trimming, titling, and branding. This process involved downloading, editing, and re‑uploading files, consuming hours of agents’ time per property.
Inconsistent branding and output quality
Without standardized editing tools or automation, videos varied in quality and lacked uniform branding. Different branches produced content that didn’t always align with Spicerhaart’s professional image.
Solutions we implemented
We developed cross-platform iOS and Android applications using React Native to enable agents to record, edit, and upload property videos directly from their mobile devices, with CRM and brand logic built in. The solution included:
Authentication & user control
To ensure secure and unified access to verified Spicerhaart employees, we integrated with Spicerhaart’s Azure AD tenancy.
CRM integration
Next, we tackled CRM connectivity. Team members can directly enter a property reference code from their CRM to fetch associated metadata (address, description, price, branding, agent name). Custom APIs communicate with the Rex CRM and push video links post-upload.
Brand-aligned video creation
One goal was to design end-screens dynamically adjusted with each agency’s identity (HAART, Chewton Rose, etc.). The app ensured every video reflected the right brand and included a personalized CTA with the agent’s contact info, also sourced from the CRM.
Simplified in-app editing and upload
The final step was to streamline video editing in the app. Our team ensured that built-in clip trimming features were included to eliminate the need for external post-production tools. Once finalized, the videos are uploaded directly to Vimeo, and the video link is posted back to the CRM.
Frontend
Authentication
Secure login with Azure Active Directory
The app integrates directly with Spicerhaart’s Azure AD tenancy, ensuring only verified employees can access the platform. Role‑based permissions control available functionality, and secure token management prevents unauthorized usage or data exposure, which is critical for protecting property and client information.
Property lookup by reference code
Agents enter a unique 3‑letter + 9‑digit property code, instantly retrieving the listing’s address, price, description, images, and branding details from Rex CRM. This removes manual data entry and ensures all video content is linked to accurate, up‑to‑date property information.
In‑app video recording, uploading, and editing
Agents can record property tours directly within the app or upload existing ones. Built‑in trimming tools allow them to cut unwanted clips without requiring third‑party editing tools.
Dynamic branding and personalization
Every video automatically applies the correct agency branding (logo, colors, and typography) and generates an end‑screen CTA with the agent’s name and contact info, pulled directly from CRM data
Automated upload and CRM integration
Once finalized, the video is uploaded to Vimeo, and the hosting URL is instantly written back into the CRM against the correct property record. This closes the loop for internal access, marketing campaigns, and property portal listings.
By consolidating filming, editing, and publishing into a single mobile app, production time was slashed by 75%, from hours to ≈10 minutes from start to finish.
With the app’s intuitive interface, automated property data fetch, and built-in branding, the Spicerhaart network ensured a high adoption rate among agents across different branches.
Automated branding logic impacted consistency and streamlined brand operations, without hardware setups and post-production tool workflows.
By enabling agents to publish branded property tours almost instantly, Spicerhaart accelerated the time-to-market for new listings.
