Case | HBS Case Collection | February 2011 (Revised December 2014)


by Thomas Eisenmann and Liz Kind


RentJuice, founded in mid-2008, provided a subscription software service—sold via phone and live online webinars—that allowed real estate professionals like brokers and agents to manage and market rental listings, communicate with clients, and complete transaction paperwork (e.g., tenant applications, credit screening, lease documents), all through a single, intuitive, web-based interface. The case explores RentJuice's early development and the challenges it confronted in scaling its direct sales effort.

Keywords: Renting or Rental; Product Launch; Software; Property; Business Startups; Salesforce Management; Product Marketing; Real Estate Industry; Information Technology Industry;


Eisenmann, Thomas, and Liz Kind. "RentJuice." Harvard Business School Case 811-069, February 2011. (Revised December 2014.) (request a courtesy copy.)