Troy Palmquist has spent more than two decades in real estate helping agents, teams, brokerages and technology companies understand where the industry is going — and what it takes to grow when the market changes.
He is the founder of HomeCode Advisors and HomeCode Reviews, where he works at the intersection of real estate, technology, media and operator-led strategy. Through HomeCode Advisors, Troy advises proptech companies, real estate teams and brokerage leaders on product positioning, agent adoption, go-to-market strategy, brand storytelling, content, partnerships and growth. Through HomeCode Reviews, he is helping create a more useful conversation around real estate technology by giving agents, brokers and operators a place to share practical feedback on the products they actually use.
Troy’s perspective comes from experience on almost every side of the business. He has sold thousands of homes, managed and coached agents, launched independent brokerages, built local brands, worked inside a national cloud-based brokerage and advised technology companies trying to serve the real estate industry more effectively.
Before founding HomeCode Advisors, Troy served as vice president of growth and product marketing for eXp Realty and director of growth for eXp California. Prior to that, he founded The Address, an independent Southern California brokerage that grew from a single office in the Channel Islands Harbor into multiple offices across the region. He later launched DOORA Properties, a brokerage and real estate services brand built around the full homeownership experience.
That operator background shapes the way Troy looks at technology. He believes the best products in real estate are not built in a vacuum. They are built with a clear understanding of how agents work, how brokerages make decisions, how consumers move through the homeownership process and where the friction really exists.
As a writer and industry commentator, Troy contributes to Inman News, HousingWire and RealTrends, covering real estate technology, brokerage strategy, leadership, agent growth, marketing, consumer expectations and the future of homeownership. His writing often connects what is happening in the broader world — technology, culture, the economy, entrepreneurship and the American dream — back to what agents and industry leaders can actually do next.
Throughout his career, Troy has been drawn to the space between ideas and execution. He understands the excitement of launching something new, the pressure of growing a brokerage, the challenge of getting agents to adopt technology and the responsibility of building products and companies that actually solve problems.
His work today is focused on helping the real estate industry move forward with more clarity, better storytelling and stronger alignment between the people building the tools and the professionals using them every day.
Outside of work, Troy’s favorite role is husband to Carrie and dad to Rhett. Whether it is an early morning walk near the beach, a family trip, a weekend at the river or a conversation about what comes next, Troy believes the best parts of life and business are built around relationships, curiosity, service and showing up with intention.
What Troy Does Today
Troy works with real estate technology companies, brokerage leaders, teams and industry brands on:time on
- Real estate technology reviews and market education
- Founder interviews and product storytelling
- Thought leadership, content and media strategy
- Brokerage growth, recruiting and retention strategy
- Event programming, panels and industry conversations
- Agent adoption and customer feedback
- Go-to-market strategy and product positioning
Work With Troy
If you are building a real estate technology company, growing a brokerage or team, preparing for an industry launch, or trying to better connect your product or message with agents and brokers, Troy can help bring an operator’s perspective to the conversation.
For speaking, media, advisory, interviews or collaboration opportunities, connect with Troy through the contact form below.
