About George Reyna
Real estate owners call me when technology starts getting in the way.
I am George Reyna, Founder and Fractional CTO at REI Strategy. I help owners make better technology decisions, lead important work, and build systems that support the business.
About REI Strategy
Fractional CTO and technology strategy for growing real estate investment businesses.
REI Strategy is a fractional CTO and technology strategy firm for growing real estate investment businesses. Founded by George Reyna, the firm helps owners improve CRM systems, automation, AI, data, integrations, vendors, and operating processes.
George Reyna, Founder and Fractional CTO
Why I Built REI Strategy
Technology work needs one accountable owner.
I built REI Strategy around a problem I kept seeing in growing real estate businesses. Owners had capable people, useful software, and ambitious plans. Their systems, decisions, vendors, and implementation work lacked one experienced owner who could connect the pieces and carry the work forward.
My role sits across business strategy and technical execution. I help decide what matters, organize the people and priorities, and stay close enough to implementation to make sure the solution works in the real operation.
Clients can bring me in for a focused decision, a complete roadmap, hands-on delivery, ongoing advice, or fractional CTO leadership. Every engagement is built around clearer ownership, simpler systems, stronger execution, and measurable progress.
When Owners Bring Me In
The technology problem is usually affecting more than technology.
I usually enter the business when a systems issue starts affecting revenue, capacity, visibility, execution speed, or the owner’s focus.
The CRM no longer reflects the business.
Pipelines, fields, permissions, reporting, and follow-up rules grew in different directions. People work around the system and important information becomes difficult to trust.
Systems and vendors operate separately.
Software overlaps, data moves inconsistently, and each vendor works from a different set of priorities. The owner becomes the connection point for every decision.
Automations create rescue work.
Broken triggers, missing data, and incomplete workflows force people back into manual tasks. Failures stay hidden until a lead, task, or customer experience is affected.
Important projects keep stalling.
Requirements move through several people, ownership stays unclear, and vendors wait for decisions. The project remains active while progress slows.
Reporting cannot answer basic questions.
Data lives in several places and leadership lacks one reliable view of leads, operations, vendor performance, and business results.
AI activity has no operating plan.
New tools enter the business before the workflow, owner, data, success measure, and implementation path are defined.
How I Help
Advice, leadership, and implementation in one relationship.
Advise
I help owners evaluate technology decisions, pressure-test ideas, review vendors, prioritize investments, and choose the next action with confidence.
Explore Technology AdvisoryLead
I own the technology agenda, establish priorities, manage vendors and initiatives, create decision cadence, and keep important work moving.
Explore Fractional CTO SupportBuild
I design, configure, connect, test, document, and launch CRM, automation, AI, data, reporting, and operational workflow solutions.
Explore Implementation SupportHow I Work
Clear ownership creates better execution.
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Start with the business outcome
Every technology decision begins with the operating problem, the desired result, and the people responsible for using the solution.
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Make the work visible
I document priorities, decisions, owners, dependencies, and success measures so leadership, staff, and vendors work from the same plan.
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Build for real operating conditions
The solution must work with actual data, actual handoffs, actual users, and actual constraints. Testing and rollout are part of the work.
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Leave the business stronger
Documentation, training, ownership, and performance measures support continuity after a project launches.
Verified Client Work
Technology work should create a visible business result.
Anonymized Real Estate and Professional Services Company
Cut invoice turnaround time by 60%.
The business needed help replacing manual accounts payable and receivable work with a reliable operating workflow. I was responsible for the automation strategy, systems design, implementation, and workflow documentation. The work included QuickBooks, Bill.com, Monday.com, Google Sheets, approval rules, invoice tracking, and automated handoffs. The documented result was a 60% reduction in invoice turnaround time during the post-launch operating period.
“The completed workflow reduced invoice turnaround time by 60% and removed recurring manual work from the financial operation.”
Documented REI Strategy implementation result
Anonymized National Financial Services Enterprise
Moved a 40,000-user operation to a modern CRM.
The organization needed to replace a legacy CRM while protecting access, workflow continuity, security, and employee adoption. I was responsible for product ownership, migration strategy, requirements, pilot delivery, stakeholder coordination, and enterprise rollout. The work included the legacy CRM, modern CRM architecture, Active Directory, custom permissions, pilot testing, access migration, and phased adoption. The documented result was a successful progression from a controlled 35-user pilot to a modern CRM environment supporting 40,000 monthly users during the enterprise rollout.
“The migration began with 35 pilot users and expanded into a modern CRM environment supporting 40,000 users each month.”
Documented enterprise CRM transformation result
Anonymized National Financial Services Enterprise
Increased monthly chat volume from 30,000 to 135,000.
The organization needed to expand digital service capacity while maintaining dependable customer communication across established channels. I was responsible for product strategy, channel optimization, vendor coordination, feature delivery, and performance improvement. The work included virtual assistants, proactive chat, vendor platforms, routing logic, operational workflows, and the existing customer inbox. The documented result was a 350% increase in monthly chat volume, from 30,000 to 135,000 interactions, while maintaining more than 10,000 monthly inbox interactions during the channel expansion.
“Monthly chat volume grew from 30,000 to 135,000 while the customer inbox continued supporting more than 10,000 interactions each month.”
Documented enterprise digital-service result
Media, Interviews, and Speaking
Technology guidance for real estate owners and operators.
George Reyna contributes practical guidance on technology strategy, fractional CTO leadership, CRM, AI, automation, systems integration, and operational scale for real estate businesses.
Podcast appearances
- Inside CTOx Trust, Boundaries & Leadership | Inside CTOx with George Reyna Nov. 13, 2025 Watch episode
Expert commentary
- REI Strategy Tech Strategy for Real Estate: A Fractional CTO's Perspective Aug. 4, 2025 Watch feature
Workshops and speaking engagements
- REI Integrator Workshop Predictive Index Results Mar. 17, 2024 Watch session
- Integrator in a Box Day 1: Operational Groundwork, Identifying Gaps, and Visionary-Integrator Synergy Mar. 16, 2024 Watch session
- Integrator in a Box Day 2: Tool Mastery, Process Streamlining, and Automation Mar. 17, 2024 Watch session
- Integrator in a Box Day 3: Success Metrics, Team Expansion, Delegation, and Scaling Mar. 17, 2024 Watch session
The REI Strategy Team
One connected team across strategy, delivery, and development.
I lead the technology direction and remain accountable for the work. Vilma manages every engagement alongside me. Charlo supports mobile application delivery, and Ethan specializes in automation, operational workflows, and applied AI.
George
Founder and Fractional CTO
Relevant expertise
Technology strategy, systems architecture, CRM, automation, AI, data, vendor leadership, and implementation.
Client engagement role
Sets the direction, leads major decisions, owns solution quality, and remains accountable from strategy through delivery.
Vilma
Project Manager · Agile Certified
Relevant expertise
Agile delivery, engagement planning, requirements coordination, workflow management, status visibility, risks, and dependencies.
Client engagement role
Works alongside George on every engagement, manages the delivery cadence, coordinates participants, tracks decisions, and keeps approved work moving.
Charlo
Mobile Application Developer
Relevant expertise
Mobile application development, interface implementation, API integration, testing, issue resolution, and deployment support.
Client engagement role
Supports mobile application engagements through development, integration, testing, technical problem solving, and launch support.
Ethan
Automation, Workflow, and AI Specialist
Relevant expertise
Workflow automation, AI-assisted processes, system integrations, operational logic, testing, monitoring, and documentation.
Client engagement role
Designs, builds, tests, and documents automations and AI workflows connected to approved business processes and operating outcomes.
Questions about working with me
My core work serves established real estate businesses and owners whose technology affects lead management, acquisitions, dispositions, operations, reporting, vendor performance, and growth.
Bring Me the Technology Problem
Tell me what is getting in the way.
Share what is happening, what the business needs, and where the work is stuck. I will help determine the right next step.
JOIN THE INNER CIRCLE
Practical technology insight for real estate owners and operators.
Get one focused email each week covering CRM, automation, AI, data, vendors, operations, and the technology decisions shaping real estate businesses. Expect useful ideas, real examples, and clear actions you can apply.