An old real-estate agent's valuation plugin for fellow agents: 396 users, almost all people he knows
What it is A free Chrome extension for Argentine real estate agents that pulls comparable listings on sites like Zonaprop and generates a valuation report branded with the agent's name.
Why it took off The author is a training instructor with an agent community and paid courses. He pushed the plugin to peers as a "leave your email, get it free" gift, and within two days it had 122 users, with reviews full of "thanks Leandro."
CHow you could apply it If you already have an audience in an industry, follow the same approach on another country's or industry's listing sites: build a free extension that produces client-ready reports, trade the email for the install link, then move people into your paid service.
379 users · rating 5.0 (30)
An Argentine real estate agent and training instructor with over thirty years in the business built a Chrome extension that helps agents pick comparable properties on listing sites and produce a valuation report with his logo. Six weeks after launch it had 396 installs and 30 reviews, all 5 stars. It took off not through the store and not mainly through the product, but through the peer network the author already had. What you can learn from this is the playbook, not the product.
"71 m², 230k dollars, expensive or cheap?"
In 2026 Sep 17, Leandro Borges Do Canto, an agent in Ituzaingó, Buenos Aires Province, posted on X: "230k dollars, 71 m². Expensive or cheap? ... I built a plugin that tells you directly." Four days later, on Sep 21, the plugin "Valuador Inmuebles con Zonaprop, Argenprop y MercadoLibre" went live on the Chrome Web Store.
The next day, Sep 22, a batch of five-star reviews appeared: "Muy buena herramienta. Gracias Leandro." (Very good tool, thanks Leandro), "Gracias Leandro! Excelente herramienta para agilizar nuestro trabajo!", "mil gracias, gracias por compartir esta herramienta!" (thanks so much for sharing this tool). Of the 10 reviews with visible text, 9 were written that day, several calling him by name.
The reviewers know him personally. That largely explains how this plugin got its start.
What it does
It provides ACM (comparable market analysis) for Argentine real estate agents. Before meeting an owner to take a listing, an agent needs a basis for "this is what your place should list for." Previously that meant flipping between several listing sites and copying into spreadsheets. The plugin moves the whole process into the browser:
- On listing pages on Zonaprop, Argenprop, and MercadoLibre, it shows directly how similar each property is to yours (area, layout, age, distance) and the price per m² in USD; one click on "+ Testigo" adds it to the comparable set.
- It adjusts each comparable to the target property for area, age, condition, and parking, and ranks them on a price scale from "reasonable, sellable" to "overpriced, won't sell," giving a likely sale price, a suggested list price, and the maximum room for negotiation.
- It connects to the monthly transfer and mortgage data from the Buenos Aires Province and the capital's notary associations.
- It generates an A4 report branded with the agent's logo, colors, and photo, with a cover, map, and QR code, which can be saved as PDF from Chrome and shown to the owner.
- After 30 days, a "recheck" re-reads the comparables and tells you which have cut prices and which have been taken off the market.
- To use AI to write copy, enter your own Claude or ChatGPT key.
Free, no in-app purchases, no official price list. The landing page opens with "Llegá a la entrevista con el precio justificado": walk into the listing meeting with a price you can back up. Only someone who negotiates listings every day would write that line.
Where users come from: enter your email first, then get the link
You can install it straight from the store, but the author pushes a different entry point: modo.borges.com.ar/acm. The page says "Suscribite y te enviaré el vínculo a la herramienta a tu mail": subscribe, and I'll email you the tool link.
So the extension is an email bait. The author's background is what makes it work: a lawyer, auctioneer and public broker, a CRS Argentina training instructor, and commercial director at local agency Estudio GALAS. He runs a broker community called "Comunidad de Innovación Inmobiliaria" (borges.com.ar): 10 free real-estate GPTs, a weekly Friday email, a weekly Tuesday Zoom, and a WhatsApp group. Paid offerings include courses on Tokko Broker CRM, a 14-day "win-listings" sprint, and a ManyChat course.
The places he sends people to this landing page are all his own accounts:
| Channel | What's visible |
|---|---|
| X @leanborges | 9-17 the "cheap or expensive?" video |
| Instagram Reels | Multiple Reels end with "Obtené el evaluador en modo.borges.com.ar/ACM" |
| YouTube @leanborges | About 490 subscriptions, including one titled "Por qué compartí esta herramienta con todos mis colegas inmobiliarios" (why I shared this tool with all my real-estate colleagues) |
| The WhatsApp group, Zoom and email inside the community | Not visible in the source (joining or subscribing is required). The curve below looks like a inferred single push |
These accounts are small. A YouTube video typically gets a few dozen to a couple hundred views, but the viewers are all Argentine brokers.
The curve fits too (third-party extension stats, as of 11-06): 122 users two days after launch, 10-04 by 220,10-31, 379,11-06 by 396 on the store page. A step up in the first two days, then a few new users a day with no acceleration. 30 ratings against 396 users, about 7.7%; Chrome extensions usually land under 1%. That ratio comes from friends showing support, which means the community drove it, not that strangers think it's good.
Where the money comes from: not the extension
The extension itself is free. Users pay for their own AI, so the author's costs are close to zero. The return comes from outside the extension: his email list feeds paid courses, the "AI-savvy broker trainer" brand gets stronger, and his agency GALAS features "we are ACM experts" on its website.
So don't read it as a "free extension, earns $X a month" story. It's a lead-generation tool for a trainer, and 396 users may already be worth it to him.
Who it's competing with
The Argentine niche of "calculating price per m² and valuing properties on listing pages" has spawned several tools in the past 2026 years, but each is small:
| Product | Scale (store page) | How it differs |
|---|---|---|
| Zonaprop's built-in valuation | Argentina's largest property portal | One-click valuation for owners. You can't pick comparables by hand, and it doesn't produce broker-branded reports. |
| Propulsear Extractor | 94 users | Scrapes data to feed its own paid SaaS |
| Flipping Master | About 400 users | Calculates profit for flip investors |
| Mi Nido Clipper, TodoProp, m² calculator | A few dozen users | Shows buyers price per m², aimed at consumers |
| Tokko Broker, Duckotto and other CRMs | Tokko is the leading local real-estate CRM | ACM is just one module in a paid CRM. You'd have to switch systems and pay. |
Mature equivalents exist abroad: Propbar and PropertyData in the UK, CASAFARI in Europe, each with roughly 10k users, all doing the same thing of layering data on top of listing sites. I didn't see anyone copy this exact package (comparables plus branded report plus 30-day recheck).
Feature-wise it's the most complete of its kind, which probably explains why people in the group are willing to use it and pass it on. But getting from 0 to 400 came from the author's community, not the feature set.
If it were you
C. There's a clean playbook to learn here, but I wouldn't chase the product itself. Its users are colleagues the author built relationships with over years, which you can't copy. The market is Argentine brokers, in the hundreds to thousands. And nothing shows people will pay for this.
Who it suits: people who already have a group of peers who listen to them, like industry trainers, operators of practitioner communities, or creators with a few thousand followers in a vertical. You don't lack a product. You lack a free tool you can use every day and show clients.
Who it doesn't suit: indie devs with no audience who hope organic installs will build up from the Chrome Web Store. This niche's search volume is tiny, and ranking first in store search only brought a trickle. If you want a SaaS that sells subscriptions, your competitor is the ACM module already bundled in local CRMs.
How to do it: pick a website people in an industry keep open all day (property portals, job boards, used-car sites), build an extension that works right on the page, make an output you can hand to end clients (a PDF with the user's own branding), and add a reason to come back periodically (like its 30-day recheck). Since AI runs on the user's own key, you carry no cost. The model travels to other countries' property sites: Mexico's Inmuebles24, Colombia's Fincaraíz, Spain's Idealista, Brazil's ZAP / VivaReal. The catch is you need peers in those markets, or a partnership with local trainers or broker associations who'll use it as their own bait.
How to get users: follow its path. Don't pitch the extension as a product. Pitch it as a gift for subscribers: in a short video, ask "cheap or expensive?" about a real listing, end with a landing page, and trade the email for the install link. Then bring it into your community and demo it in a weekly session.
How early should you move: no rush. This playbook doesn't rely on a time window. It relies on whether you have that group of people.
Signs we've misread this: ① its user count climbs from hundreds into thousands without the author noticeably pushing it, meaning the product spreads by word of mouth among brokers and could work on its own; ② the author starts charging for the extension and the user count holds, meaning brokers will pay for that step, making a paid version abroad worth trying; ③ a similar extension appears in Mexico or Spain and grows to thousands through organic store traffic.
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Data and sources: Chrome Web Store listing and reviews page (11-06,396 users, 30 rating, 5.0; review dates and original text); daily user counts from third-party extension stats (9-23 to 11-06); modo.borges.com.ar/acm landing page, modo.borges.com.ar/politicas, borges.com.ar, galas.com.ar (11-06); X post by @leanborges 2026-09-17; YouTube @leanborges; Instagram Reels, where only search snippets were visible; competitor figures from their respective store pages. The community push is inferred from the install curve and review dates. It wasn't seen directly in the source.
Research notes: competitor table, acquisition evidence, full research report
- Competitors
Name Where Launched Scale How it differs from this one Zonaprop Valuador/Tasador Big-company features Years ago Argentina's top property portal, built in One-click valuation for owners. No hand-picked comparables or manual adjustments, and no reports with a broker's brand. Propulsear - Extractor Inmobiliario Chrome 2026 (v1.18.1,10-14 update) 94 users / 3 reviews Scrapes data to feed its own paid SaaS. No on-site similarity matching or price scale. Flipping Master Chrome 2026-04-13 About 400 users / 2 rating Calculates profit for renovation investors, not broker listing reports Mi Nido Clipper Chrome 2026 Very small Helps buyers save listings and rank value for money, aimed at consumers Calculadora de Precio por m² / TodoProp Chrome 2024–2025 33 / 56 users Only calculates price per m² and neighborhood averages, aimed at consumers Monclair Chrome 2026 (coming soon) Not listed Aimed at tenants: spotting overpriced rent, avoiding scams, guarantor pre-screening Propio Other 2025–26 Not verified A WhatsApp bot fills in data and outputs an ACM PDF. It doesn't operate on the portal page. Tokko Broker / Duckotto / VicinoProp / 2clics / Fichai Web Reached 2026 over the years Tokko is Argentina's leading property CRM. The rest are small SaaS tools. ACM is a module in a paid CRM, so you have to switch systems and pay. Valuador is free and runs right on the portal page while you browse. CASAFARI AI / Propbar / PropertyData Chrome 2018–2023 about 10k users each Same model of layering data on portals, but built for the European and UK markets - Where users come from
- Confirmed Email-for-tool lead magnet: modo.borges.com.ar/acm landing page. After subscribing, the tool link is sent to your email.
- Confirmed Instagram Reels: several reels end their CTA with "Obtené el evaluador en modo.borges.com.ar/ACM"
- Confirmed YouTube: @leanborges (about 490 subscribers) has videos on the ACM tool and "why I shared this tool with all my colleagues"
- Confirmed X: 2026-09-17 posted "Creé una extensión que te lo muestra directo" (I built an extension that shows it to you directly)
- Inferred Push through his own community (WhatsApp group / weekly Zoom / newsletter): the author runs Comunidad de Innovación Inmobiliaria. Two days after launch there were 122 users, and ratings clustered on days 2–4.
- Inferred Store search: the title is stuffed with portal names. It ranks first for related searches, but this niche's search volume is very small.
Valuador Inmuebles con Zonaprop, Argenprop and MercadoLibre: why it got traction
Chrome extension pjfkijpjageglbhfnfbbclcibdgdckip, listed 2026-09-21, v1.3 (updated 2026-09-29). As of today (2026-11-06) the store page shows 396 users, 30 ratings, 5.0 stars.
Bottom line
It didn't grow on its own through the store or the product itself. It's a lead magnet for Leandro Borges Do Canto, an Argentine real estate agent who runs training, (lead magnet). To get the extension, you first leave your email at modo.borges.com.ar/acm, and he sends it out to his own agent community (WhatsApp groups, a weekly Zoom, a newsletter, Instagram short videos). The install curve shows 122 people within two days of launch, then a slow, steady linear climb, and most ratings cluster on days 2–4, which fits perfectly with pushing it once to his existing audience. The product is genuinely the most complete in its category, but what made it take off was the ready-made peer network the author already had, i.e. his distribution.
1. What it is
An extension for Argentine real estate agents (corredores inmobiliarios) to run an ACM (Análisis Comparativo de Mercado, comparative market analysis). What it does:
- On Zonaprop / Argenprop / MercadoLibre listing pages, it shows how similar each listing is to the target property (size, layout, building age, distance) and its USD/m². Click "+ Testigo" to add a listing to the comparables set. On list pages, the listing details are filled in automatically in the background.
- It adjusts each comparable for size, building age, condition and parking against the target property, and ranks them on a price scale from "fair, sellable" to "overpriced, won't sell." It gives a likely sale price, a suggested listing price and a premium threshold.
- It pulls the monthly transaction and mortgage data from the PBA / CABA notary association (Colegio de Escribanos), plus the number of active listings on each platform and the chance of a sale within 3/6/12 months.
- It generates an A4 report with the agent's own logo, colors and photos (cover page, map, QR code, "how we work" page). Save it as a PDF from Chrome.
- Review every 30 days: it re-reads the comparables and market data and tells you which listings cut prices and which came off the market.
- Optional AI copy: users enter their own Claude or ChatGPT key.
- All data is stored locally. No official pricing, no in-app purchases.
(Source: Chrome Web Store listing page, read via 2026-11-06)
2. Who the author is: this changes everything
- The store listing names the developer as "leandro" with the email [email protected]. The privacy policy link points to modo.borges.com.ar/politicas, which names the responsible party as Leandro Borges Do Canto (address in Ituzaingó, Buenos Aires).
- His background: lawyer, auctioneer and public broker (martillero y corredor público), trainer for CRS Argentina, and business director of the local agency Estudio GALAS (Ituzaingó / Castelar / Padua). He says he has been in the business for 30 years. (Sources: x.com/leanborges bio, ar.linkedin.com/in/leanborges, borges.com.ar)
- His "Comunidad de Innovación Inmobiliaria" (borges.com.ar) includes 10 free real estate GPTs (one, "Ana Liza," is built specifically to assess listing strengths and weaknesses for an ACM), a weekly newsletter on Fridays (hosted on Systeme.io), a weekly Tuesday Zoom called "Martes #ModoAPleno," and a WhatsApp group (the site shows screenshots of group chats). Paid products include CRM PRO (a course on using Tokko Broker), a 14-day "Sprint de Captación," a ManyChat course, and InmoCoach.
- His content channels: YouTube @leanborges with about 490 subscribers and 237 videos, usually getting tens to a couple hundred views each. Instagram @leanborges. X @leanborges (mostly quote cards). All small accounts, but the audience is a targeted group of fellow agents.
3. Where users come from: growth tactics (with evidence)
| Channel | Evidence | Confirmed |
|---|---|---|
| Email-gated tool (lead magnet) | The modo.borges.com.ar/acm landing page is titled "VALUADOR - ACM" and says "Suscribite y te enviaré el vínculo a la herramienta a tu mail" (subscribe and I'll email you the tool link). You subscribe first, then the link arrives in your inbox. | Yes |
| Instagram Reels funnel | The CTA at the end of several reels is "Obtené el evaluador en modo.borges.com.ar/ACM" or "El ACM está en modo.borges.com.ar/acm" (e.g. instagram.com/reel/DO8aom4jsTM and /reel/DeckGSdD6y7, seen through Jina search snippets). | Yes |
| YouTube explainer videos | The channel has "Tasación inmobiliaria: qué responsabilidad tiene el profesional al usar el ACM" (what responsibility the professional has when using the ACM) and "Por qué compartí esta herramienta con todos mis colegas inmobiliarios" (why I shared this tool with all my real estate colleagues). The English-dubbed version's description says: how to use the ACM tool at modo.borges.com.ar/acm. | Yes |
| X posts | Posted 2026-09-17 (4 days before launch): "¿230k dólares, 71 metros. Caro o barato? … Creé una extensión que te lo muestra directo" | Yes |
| Pushes inside the community (WhatsApp group / weekly Zoom / newsletter) | The curve is: 09-23 launched as 0,09-25 and went from 122,10-04 220,10-31 379,11-06 392–396 (extops data, see the recall card). 29 reviews cluster in days 2–4 after launch. That doesn't look like organic store traffic. It looks like a single community push plus members showing support. | Inference (I didn't get the original group messages) |
| Store search / SEO | The title is packed with "Zonaprop, Argenprop y MercadoLibre" and "Valuador Inmuebles," and it ranks first for the search "extensión chrome ACM testigos Zonaprop" (Jina search). But search volume for this niche is itself very small. | Partial |
| Ads | Not found. Our ad library only tracks products on our list, so not finding it doesn't mean it didn't run. | No |
The reviews situation: 30 reviews correspond to about 390 users, a ratio of about 7.7%. Chrome extensions typically sit below 1%. The reviews cluster on days 2–4, a classic "friends in the community supporting it" pattern. That's a legitimate way to launch, but it means these reviews don't reflect the reputation among strangers.
Where the money comes back: the extension itself is free, AI runs on the user's own key, so operating costs are close to zero. The return is indirect: (1) emails land in his Systeme.io list, which then convert into paid courses like CRM PRO / Sprint / ManyChat / InmoCoach; (2) it strengthens his personal brand around "AI for real estate agents" and vouches for his agency GALAS. The GALAS website's main selling point is "we are ACM experts."
4. Competitors
Argentina's niche of "see price per m² on listing pages / do an ACM" is crowded, but every player is small:
| Name | Where | Launched | Scale | How it differs |
|---|---|---|---|---|
| Zonaprop Valuador / Tasador | Big-brand features (web) | Years ago | Zonaprop is Argentina's largest property portal | One-click valuation for property owners. No branded agent report, no hand-picking comparables, no manual adjustments. |
| Propulsear - Extractor Inmobiliario | Chrome + SaaS(propulsear.com) | 2026, v1.18.1 (updated 10-14) | 94 users / 3 reviews | Only scrapes data (prices, sizes, photos, contacts) to feed its own SaaS ACM. No on-page similarity scoring or price scale. |
| Flipping Master | Chrome | 2026-04-13 | About 400 users / 2 rating | Similar user base, but aimed at renovation investors calculating profit, not at agents building listing-appointment reports. |
| Mi Nido Clipper | Chrome | 2026 (updated 10-10) | Very small (the store doesn't show user counts) | Helps buyers save listings and calculates a "value-for-money index." Consumer-facing. |
| Calculadora de Precio por m² - Zonaprop + Promedios | Chrome | 2025 | 33 users | Only calculates price per m² and compares it with neighborhood averages (data from Mudafy). |
| TodoProp | Chrome | 2024 | 56 users | Finds cheap listings (m², UVA, blue dollar rate). Consumer-facing. |
| "Analizador Inmobiliario m2" | Chrome | Not verified | Store page currently won't load | m² normalization plus days on market |
| A m² extension built by a Reddit r/argentina user | Chrome / open source | 2024 | Community post | Personal tool |
| Monclair | Chrome (marked "coming soon") + web | 2026 | Not published | Aimed at renters: whether the price is too high, fraud protection, guaranteed pre-approval |
| Zoneo / realstateaianalyzer.com | Web | 2026 | Not verified | Paste a link to calculate ROI / AI-parse listings. Aimed at investors. |
| Propio(propio.com.ar / .uy) | WhatsApp bot + SaaS | 2025–26 | Not verified | Enter data in WhatsApp and get a PDF ACM |
| Duckotto's ACM module, VicinoProp, 2clics, Zapprop, Fichai, Tokko Broker | SaaS / CRM | Reached 2026 over the years | Tokko is the mainstream real estate CRM in Argentina. The rest are small SaaS tools. | The ACM is a module inside paid CRMs, so you have to switch systems and pay. Valuador is free and works right on the portal you're already browsing. |
| CASAFARI AI, Propbar (10k), PropertyData (10k) | Chrome, Europe / UK | 2018–2023 | about 10k users each | Same "overlay data on portal pages" model, but for other countries. |
Is anyone copying it? I haven't seen a direct copy of it (collecting comparables on portal pages + a branded ACM report). But around its launch, similar extensions like Propulsear, Mi Nido Clipper and Flipping Master all appeared in 2026, which suggests many people are working on the "Argentine portal + extension" idea at the same time.
5. Differentiation, and whether that's why it broke out
The product difference is real. It's the only one in its category that covers the full ACM workflow: judging similarity live on the portal page → adding comparables with one click → adjusting and justifying each one → notary association transaction data → an A4 report with agent branding → review every 30 days. The product language is also built backward from the "listing appointment" scenario ("Llegá a la entrevista con el precio justificado": arrive at the meeting with a justified price). Only a working agent who runs ACMs every day, and who also trains other agents, would write that. Rivals either only calculate m² prices (consumer tools) or are a module inside a paid CRM.
But that's not why it went from 0 to 400. Look at the curve (it hit 122 in two days, then climbed linearly with no acceleration) and the rating distribution: nearly all users came from the author's existing community and content channels. The product is good, probably why it keeps people and why group members pass it around (10–November grew linearly by about 170). The total is still stuck in the hundreds, which suggests it hasn't made it out of the author's circle yet.
6. How many people see it now
Almost nobody knows about it yet. No revenue data (it's free, so there's none), no press coverage, and on X there are only the author's own posts (x-radar searches for "leanborges" and "zonaprop extension" over the last 90 days each return 0 results). Its spread is limited to the author's Argentine real-estate agent community, a few hundred to a thousand or so people.
7. What others can learn
- "Training / community person + a free vertical extension" as a lead magnet: the extension sits on the portal page, gets used every day, and naturally has high frequency. Users' workflow ends up tied to the author's brand. Trade the email for the install link, then convert toward paid courses. Cost is close to zero, and AI lets users bring their own key.
- Make the output something end clients can see: a PDF report with the agent's branding gets shown to property owners by the agent, so the tool becomes the agent's storefront, not just a calculator.
- "Recheck every 30 days" gives users a reason to come back, and gives agents a reason to follow up with owners.
- The model could transfer to other countries and platforms: Mexico's Inmuebles24, Colombia's Fincaraíz, Spain's Idealista, Brazil's ZAP/VivaReal. The prerequisite is having an audience of peers first.
8. Still unclear
- The original text and dates of the WhatsApp group and newsletter pushes weren't retrievable (they require login / subscription); the community-push part of this is inferred from the curve.
- How big the community is can't be verified. The official site says "cientos de colegas" (hundreds of colleagues), and install counts are in that range.
- Activity and retention after install are unknown; the Chrome Web Store user count only reflects people who still have it installed.
- He was already mentioning "Valuador IA" and "el evaluador" on Instagram 2025 years ago, possibly as a GPT or web form, and the extension is the 2026-09 productized version. Details of the earlier form weren't verified.
- Whether it will ever charge, and how, is completely unclear for now.
Sources
- Chrome Web Store listing: chromewebstore.google.com/detail/pjfkijpjageglbhfnfbbclcibdg… (2026-11-06:396 users, 30 rating, v1.3)
- 90-day extops curve from the recall card (/home/ljr/fanout/why/cards/chrome_pjfkijpjageglbhfnfbbclcibdgdckip.json); chromestore library item_snap 2026-11-01 records, 379 users / 30 ratings
- modo.borges.com.ar/acm (trade email for the tool), modo.borges.com.ar/politicas, modo.borges.com.ar/
- www.borges.com.ar/ (community, 10 GPTs, paid courses)
- www.galas.com.ar/(Estudio GALAS)
- x.com/leanborges/status/2100561124156440938(2026-09-17)
- www.youtube.com/@leanborges (about 490 subscribers)
- Instagram reels (only seen via Jina search snippets): /reel/DO8aom4jsTM, /reel/DeckGSdD6y7
- Competitor store pages: Propulsear (mfonolbaikamabdejliafbjplgmdlian, 94 users), Flipping Master (bajmjmnhgkjikhdlmlcgcbijbimfmgmb, 400 users), Calculadora m² (bpbaligdekjocagoemcmkdiobdehfkic, 33 users), TodoProp (jifciimnokoiaokmgchijhllgcaceaba, 56 users), Mi Nido Clipper (hhiofhlbcfehdfohndchlndobdbdlmfo), Propbar / PropertyData (10k each); www.monclair.com.ar/extension, zoneo.com.ar/landing, propio.com.ar/blog/que-es-acm-analisis-comparativo-mercado, duckotto.com/modulos/acm, vicinoprop.com/vs-tokko-broker/, www.zonaprop.com.ar/tasador/