Phillip Ray

Led marketing, content, and operations for a RealTrends top team — ranked #4 in Virginia and the top Alexandria team by 2025 sales[1]RealTrends Verified — 2026 Best Mega Teams in Virginia (2025 data): ONE Residential ranked #4 in the state — $302.28M volume, 504.5 sides — and the top-ranked Alexandria team on the list; also RealTrends "Top Team" and "The Thousand."realtrends.com ↗ — through 2 direct reports who each managed their own functional reports. Owned the dashboards, CRM workflows, onboarding infrastructure, and automations that drove productivity.[2]Phillip Ray's profile on ONE Residential's company site lists his title as Director of Operations & Marketing and describes his operations, CRM, dashboards, and onboarding scope.oneresre.com ↗

• Built an agent onboarding system with 8 role-specific workflow tracks, Kanban boards, milestone reviews, and automated progression.
• Built and maintained executive KPI dashboards — transaction volume, agent goals, lead conversion, rolling year-over-year — and a real-time performance scoreboard with goal-pacing logic.
• Rebuilt the leadership operations dashboard into a role-scoped analytics product (11 reporting views) with automated data-quality monitoring.
• Remediated a CRM data-integrity defect that had inflated a production table to 99.7% duplicates (6.9M → 21K records) — shipped a null-safe fix, controlled cleanup, and an automated drift watchdog.
• Integrated GA4, Google Search Console, and Google Ads into a unified analytics hub (GA4 dashboard with 6 KPI cards, search-performance reporting, campaign management).
• Deployed a scheduled automation that replaced a 20-minute weekly manual process, cutting report-prep time ~75%.
• Built an n8n commission-tracking automation (Gmail-triggered: parses payment emails, deduplicates, and updates the sheet in real time).
• Architected ONE Platform with AI-assisted, agentic development — a custom React/Vite brokerage CRM (oneres.app) integrating Follow Up Boss CRM, IDX/MLS, LLM-powered workflows, automated marketing-asset generation, and 15+ tools.[3]ONE Platform is a live deployed product: the oneres.app web manifest reads "Agent Nexus — Real Estate CRM for ONE Residential," and the app's production config connects to the Follow Up Boss API, IDX Broker, and Sentry.oneres.app ↗
• Ran recurring operational reporting and a backend intranet; created custom internal workflows; produced executive narratives and content.

Advised a mix of real estate agent and team clients on operations and CRM, while continuing an active real estate practice.

• Built custom automations, reports, workflows, and SOPs for agent and team clients.
• Implemented Follow Up Boss / Airtable CRM systems and client-lifecycle automation that closed handoff gaps and improved reporting reliability.

Owned operations, marketing, technology, HR/payroll, and bookkeeping for one of Arlington's top-producing real estate teams[4]Arlington Magazine (editorial survey of Arlington-area sales volume): Kay Houghton & Associates listed in the top "$20,000,000+" team and agent tiers (2021 and 2024 editions).arlingtonmagazine.com ↗; led a team of roughly eight (all staff reported to me).

• Owned and administered the team's Salesforce environment — built workflows, dashboards, reports, and commission-calculation logic as the backend admin/developer.
• Built a Power BI dashboard analyzing sales and mortgage data with likelihood-to-sell modeling and market insights.
• Designed deal-lifecycle and transaction process maps to coordinate handoffs across the team.
• Served as the central coordination point across agents, transaction coordination, finance/bookkeeping, and brokerage partners — including leading the team's KW Metro Center → eXp Realty transition end-to-end (license transfers, DPOR filings, training, rebranding).
• Led the CRM migration from Salesforce to Follow Up Boss — phased rollout, training, RealScout integration, and lead-routing automations.
• Ran the full back office — payroll (Zenefits), QuickBooks bookkeeping, and HR-generalist functions; coordinated the team's brokerage transition from KW Metro Center to eXp Realty.
• Grew Fairlington market share from 19% to 27% of closed listings (52 of 191, 2022); ran email campaigns at a ~53% open rate.

Directed projects for a residential property & association-management firm (condo/HOA association portfolios).[5]Roost DC — Washington's employee-owned residential property & condo/HOA-association management company (a Nest DC spin-off; contracts transitioned to EJF in 2023).linkedin.com/company/roost-dc ↗

• Directed maintenance, renovation, and improvement project pipelines across condo/HOA association portfolios, cross-functional teams, and vendors.
• Applied continuous-improvement methodologies to streamline cross-functional workflows, handoffs, and compliance tracking.
• Negotiated vendor contracts and oversaw vendor performance and budget adherence.
• Built tenant- and stakeholder-communication systems to keep all parties aligned across active projects.

Directed daily operations for a residential sales, leasing, and property & association-management firm — condo/HOA portfolios run on compliance, reporting, and data integrity.[6]Citylights Realty Group, archived during this tenure (Nov 2018): a Washington DC residential property-management, sales & leasing firm (condo/HOA association management) — not commercial.citylightsrealtygroup.com — archived 2018 ↗

• Directed operations across condo/HOA association and residential portfolios — the closest analog in my background to running an income-restricted operating platform.
• Owned regulatory compliance and data integrity across portfolios while optimizing asset performance and reporting accuracy.
• Implemented and optimized CRM tools for operational tracking and stakeholder/data management.
• Recruited, trained, and mentored property managers; negotiated and managed service-provider contracts.

Led marketing and operations for a Long & Foster real estate team.[7]The Sky Group, archived 2017: a 9-agent team operating under Long & Foster Real Estate, Inc. (Bethesda, MD).theskygroup.com — archived 2017 ↗

• Implemented Salesforce and GoHighLevel CRM systems and workflow-automation tools to streamline operations.
• Integrated CRM solutions to optimize sales and operational processes.
• Conducted in-depth market research and data analysis to inform strategic planning.

Bridged marketing strategy and real estate expansion for a multi-location dental group.

• Directed strategic procurement and site selection for multi-location facility expansion.
• Oversaw vendor negotiations, contract management, and compliance for new-location buildouts.
• Aligned expansion decisions with operational requirements and managed advertising budgets.

Directed operations for a top-producing DC real estate team (top 1% nationally) that scaled from 6 to 13 full-time agents and $300M to $410M+ in sales volume (450 → 500+ properties) as it moved from Coldwell Banker to Keller Williams.[8]The Bediz Group's own site, archived during Phil's tenure: the Jul 2014 capture lists "Phillip Ray" on the team at 6 agents / $300M / 450 properties under Coldwell Banker; the Dec 2016 capture shows 13 agents / $410M+ / 500+ properties after the move to Keller Williams.bediz.com — archived 2014–16 ↗

• Directed day-to-day operations and financial planning as the team scaled from 6 to 13 agents and $300M to $410M+ in sales volume (450 → 500+ properties sold).[8]The Bediz Group's own site, archived during Phil's tenure: the Jul 2014 capture lists "Phillip Ray" on the team at 6 agents / $300M / 450 properties under Coldwell Banker; the Dec 2016 capture shows 13 agents / $410M+ / 500+ properties after the move to Keller Williams.bediz.com — archived 2014–16 ↗
• Oversaw multi-million-dollar transaction coordination and strategic vendor partnerships.
• Developed and automated CRM workflows to improve response times and operational efficiency.
• Recruited, trained, and mentored the team and support staff.

A custom real estate operations platform — built with AI-assisted, agentic development and LLM-powered workflows — unifying CRM data, automation, and marketing for a growing residential team.

• Shipped a 43-route production brokerage app (React + Vite PWA) with MLS/IDX search, neighborhood guides, and an agent directory.[3]ONE Platform is a live deployed product: the oneres.app web manifest reads "Agent Nexus — Real Estate CRM for ONE Residential," and the app's production config connects to the Follow Up Boss API, IDX Broker, and Sentry.oneres.app ↗
• Integrated Follow Up Boss CRM via GCP-hosted sync services and consolidated 15+ agent workflow tools.
• Built an automated branded marketing-asset generation pipeline; built real-time analytics dashboards and a performance scoreboard.

A standalone production scoreboard and role-scoped analytics product giving leadership a real-time view of team performance.

• Built and deployed scoreboard.oneres.app — a real-time performance scoreboard with goal-pacing logic that flags behind-pace outliers before quarter-end.
• Imported 1,036 agent submissions and wired live Google Sheets sync for leadership review.
• Rebuilt the leadership operations view into a role-scoped analytics product (11 reporting views) with automated data-quality monitoring.

Consolidated Google's marketing-analytics surfaces into a single hub for traffic, search, and paid performance.

• Built a GA4 reporting dashboard with 6 KPI cards and 4 analysis tabs — traffic sources, audience, landing pages, and conversions.
• Synced Google Search Console queries and index status and auto-submitted sitemaps for faster indexing.
• Added Google Ads campaign management — campaign CRUD, ad-group/keyword management, and UTM auto-generation.

Diagnosed and remediated a production CRM data-integrity defect, then automated detection to prevent recurrence.

• Diagnosed a defect that had inflated a production table to 99.7% duplicate records (6.9M → 21K).
• Shipped a null-safe fix and a controlled cleanup with preservation guarantees.
• Built an automated drift watchdog with stage-contradiction and source-integrity checks on live CRM data.

An 8-track onboarding system that standardizes ramp for every new hire.

• Designed 8 role-specific onboarding tracks with Kanban boards, milestone reviews, and automated badge progression.
• Standardized new-hire ramp with structured checkpoints and progression gates.

Led the full rollout of Follow Up Boss as a strategic replacement for Salesforce.

• Ran a phased rollout with team training materials and a standardized follow-up protocol.
• Integrated RealScout and built lead-management and nurturing automations.
• Identified systemic inefficiencies in the prior Salesforce setup and drove adoption of a more effective solution.

Architected an automated, closed-loop lead-capture engine for marketing events.

• Built a direct Eventbrite to Follow Up Boss API integration that created and tagged leads in real time.
• Triggered instant SMS alerts to the assigned agent and standardized the team's response protocol.
• Eliminated manual data entry and laid the foundation for accurate event ROI tracking.

Owned the end-to-end recruitment and onboarding of a Director of Sales.

• Sourced, vetted, negotiated, and onboarded a senior leader in under six weeks.
• Drafted the offer and corrected critical employment-status details; troubleshot a blocking HRIS issue to ensure an on-time start.