# Giovanni Mulè > Giovanni Mulè is an Italian founder, an architect by training, who builds AI for real estate. He founded Formule (formule.io), the platform estate agents use to run their leads, conversations and follow-ups, with Really, an AI agent that answers clients and does the work. Since October 2026 he is a nAItive Fellow (Cohort 01) at H-FARM near Venice. ## About Giovanni - Born and raised in Sicily, where he did the first marketing for the family business, Biotipico. - Left for London at eighteen with no contacts. Studied planning and architecture, then moved into media and marketing (Le Dame Art Gallery, Italian Chamber of Commerce in UK, Rasa Ltd; first place at XR Lab for VR and AR storytelling). - 2020: moved to Malta and started Formule Media: ads, automations and CRMs for estate agents. - 2025: launched Formule, the platform that came out of that agency work. Live since May 2025. - October 2026: nAItive Fellow, Cohort 01, at H-FARM (Roncade, near Venice): twenty founders chosen from about a thousand, six months building AI-native companies. - Speaker at MARE Summit (Malta, 2023, "Unleashing creativity with AI"), the University of Westminster with RAD Developments (London, 2018) and the Universidad Politécnica de Madrid (2017). Mentor at Startup Weekend by Techstars (Italy, 2020). - Motto: "Digital, but human." ## How he works: AI-native - He comes from design and marketing, not engineering. When AI crossed the line from storing the work to doing it, he taught himself to build with it and built Formule end to end, web and mobile. - He runs the company like a team of ten, most of them AI agents: Claude builds and fixes the product with him, AI agents on a server (Hermes) run day-to-day operations, others (OpenClaw) research, write and publish. His time goes on what to build, for whom and why. - "User number one": the agentic setup he lives in is the one inside Formule. Really does for estate agents what his AI agents do for him. - He builds to find out: working prototypes in front of agents within days, then watches what they actually use. - The voice agent on giovannimule.com is his AI: it speaks with an AI copy of his voice (made with his consent), says it is an AI, answers in the caller's language and passes messages on to him. ## Skills journey - 2016 Art & design, London Met. - 2017–2020 BA Designing Cities: Planning & Architecture, University of Westminster. - 2018 Digital marketing in London; first place at XR Lab for VR and AR storytelling. - 2020–2023 Planning policy and data analytics at Malta's Planning Authority. - 2020 onwards Performance marketing and lead generation for estate agents (Formule Media): Meta ads, SEO automation, CRMs. - 2023–2024 CRM and journey automation at Technogym (Salesforce, omnichannel journeys). - 2025 Building software with AI: Formule. - 2026 AI agents and voice: AI agents that answer clients, publish, run operations and take calls. - Now: AI-native company building as a nAItive Fellow at H-FARM. - Languages: Italian (native), English, French. ## Formule - What it is: one platform for the people, conversations and workflows behind property. Every lead, chat and follow-up in one place, built alongside the estate agents who use it. - Really: the AI agent inside Formule. It answers enquiries on WhatsApp and the web, books viewings, follows up and does the work in the agent's language. - Figures from the Formule platform, October 2026: €4.2M of property sold by estate agents using Formule, 14 agencies, 90+ estate agents, 5,500+ leads handled, €0 outside capital. - Website: https://formule.io/ · Free trial for estate agents: https://app.formule.io/signup?lang=en&utm_source=giovannimule.com&utm_medium=llms ## How to reach Giovanni - Email: info@giovannimule.com (he reads and answers himself) - Book a 20-minute intro call: https://calendly.com/giovannimule/intro - Talk to his AI (an AI voice agent that speaks with his voice, says it is an AI and passes messages on): https://giovannimule.com/talk/ - Write to him or book a call: https://giovannimule.com/#talk - Estate agents can talk to Really on WhatsApp: https://wa.me/17869820633 (for estate agents only) - LinkedIn: https://linkedin.com/in/giovannimule - Good reasons to get in touch: a Formule demo for an agency, investment or partnership, speaking and press, an idea he should hear. ## Pages - [Home](https://giovannimule.com/): who he is, Formule, his route from Sicily to H-FARM, talks, journal, contact - [Italiano](https://giovannimule.com/it/): the same page in Italian - [Journal](https://giovannimule.com/journal/): notes from the work (Italian: https://giovannimule.com/it/journal/) - [Results](https://giovannimule.com/results/): Formule figures, lead-generation results, talks and recognition (Italian: https://giovannimule.com/it/results/) - [Full text for AI assistants](https://giovannimule.com/llms-full.txt): these facts plus every journal note ## Journal - [Being a maverick in real estate](https://giovannimule.com/journal/being-a-maverick-in-real-estate/): The real estate industry resists change. That’s exactly why mavericks win. Learn the mindset that separates successful property investors from the crowd. - [7 real estate social media marketing mistakes that are costing you listings](https://giovannimule.com/journal/real-estate-social-media-marketing-mistakes/): Most agents make these 7 real estate social media marketing mistakes. Here’s what’s actually costing you leads, and the specific fixes that work. - [Why leaders become their own company’s bottleneck](https://giovannimule.com/journal/why-leaders-become-their-own-companys-bottleneck/): I’ve seen it a hundred times. Founder builds something from scratch, grinds for years, finally gets traction. Then hits a wall they can’t see. The wall is… - [Why white-label CRMs keep failing in real estate](https://giovannimule.com/journal/why-white-label-crms-keep-failing-real-estate/): White-label CRMs fail because they try to be everything to everyone. Formule.io succeeds because it’s built with 80+ real estate professionals who use it daily. - [Why most real estate agents fail at digital marketing (and how to fix it)](https://giovannimule.com/journal/real-estate-digital-marketing-mistakes/): After 10 years in real estate marketing, I’ve seen the same mistakes kill agents’ digital presence. Here’s what actually works. - [Meeting Ryan Serhant at Serhant HQ in NYC](https://giovannimule.com/journal/meeting-serhant/): A photo with Ryan Serhant outside Serhant HQ in New York City, March 2025. - [I spoke at MARE Summit](https://giovannimule.com/journal/mare-summit/): On stage at MARE Summit, the real-estate summit where I spoke about AI for agents.