Alasant

April LeMond and her co-founder Mike had spent 11 years running a data analytics platform for real estate developers when Rancho Mission Viejo approached them in 2017 with a novel request: build us a mobile app. The timing was perfect. They understood the industry, the consumer behavior within residential real estate, and they had deep relationships. Rather than hire an app developer without industry context, Rancho Mission Viejo believed April and Mike were the right team to envision a product that could be transformative for their community. April saw the $30-40 trillion residential real estate industry as a massive opportunity to expand beyond web analytics.

Development took nine months from a blank screen. Mike, the technical co-founder, assembled a global outsourced team across iOS, Android, and backend infrastructure. The secret weapon: unprecedented access to Rancho Mission Viejo's entire operation—development, marketing, operations, and community lifestyle teams. This 360-degree view prevented them from solving problems in one area while creating them elsewhere.

When they launched to 2,000 residents in the fall of 2017, they made two critical architectural decisions. First, the app was white-labeled to the specific community, not branded as "Alasant." Second, they built the content database so a single backend could serve different user personas (55+ residents, all-age residents, home shoppers, community staff) with personalized views. Within 90 days, over 90% of residents were using the app—a signal that lit the bulb for a much bigger opportunity.

April and Mike didn't blast shotgun messages. They identified the 50 fastest-growing master plan communities (published twice yearly by industry consultants) and built a database of their developers. They sent LinkedIn InMails asking for informational interviews, leveraging Paul Johnson at Rancho Mission Viejo and the Urban Land Institute as credibility anchors. The strategy: "we will be known by the company we keep."

After launching, they quickly closed Johnson Development Corporation in Texas, which brought 10 communities into their portfolio. But then patience became essential—the next customer took six months. April realized they were creating a new category: the community-branded app. They had to convince prospects of both the *why* and the *what*.

Early feedback revealed they'd over-engineered the login process with complex password requirements. Residents struggled on small screens. They simplified passwords to be intuitive—variables well-known to the user—and saw immediate friction reduction. They also added a web version to complement iOS and Android, realizing not everyone wants a mobile app.

On the sales side, April learned the timing of when a community is "ready" is critical. The sweet spot: when 20% of homes are sold. At that point, developers still need to market (to close the remaining 80%) *and* deliver on lifestyle promises (to retain early buyers). Before or after that window, the motivation isn't as strong.

The Urban Land Institute became their strongest channel—the C-suite of major developers congregate there. They also pioneered a land-and-expand strategy: prove value in one community, then expand across a developer's entire portfolio. Toll Brothers is a prime example: they started with one luxury community and now serve many across their system.

Alasant has crossed $2M ARR with 82 communities across North America, 200K+ logged-in residents, and 100% customer renewal rates so far. Most contracts run 3-5 years. The business remains bootstrapped, with a lean 7-person team in Bozeman, Montana (founders, sales, and customer success). They maintain a monthly cadence with every client to keep content fresh and bring new features.

April has overcome a limiting belief—initially, she didn't think a "boomer" could sell software. She discovered the opposite: her big-business experience and ability to translate technology vocabulary into physical, tangible terms resonated deeply with developers who build physical communities, not tech. Now she's the face of the company.

Looking ahead, April is focused on moving upstream in the home-buying journey. With rising interest rates making sales more competitive, developers increasingly want to market not just the house but the *lifestyle*—and Alasant is positioned to bridge the gap between home-shopper curiosity and move-in day engagement. They're also exploring autonomous shopping integrations and digital access control, watching iOS and Android for new capabilities like augmented reality. The vision: within five years, every named community will have an app.