Evil Genius Labs01
Knows the real problem.
He's lived every one of them from the agent's side, so we build for what actually slows people down.
Co-founder · Chief Thinker
Sam Loya
Sam designs the idea and the experience: what a tool should do, how it should feel, and every screen you touch. Twenty years in real estate media taught him what people actually need, and as co-founder of Go Further Group he runs a real business on the tools he designs.
In the lab
What Sam brings.
02
Designs the experience.
From a rough sketch to the screen you tap. If it doesn't make sense the first time, it isn't done.
03
Asks what-if.
The ideas others call too early. That's usually where the next tool is.
The road here
Twenty years, one problem.
2005
Behind the camera
Photographing homes for Coldwell Banker Associated Brokers Realty, and seeing firsthand how much the photo decides the outcome.
Next
Virtual tours and property sites
Founded virtual-tour and property-media companies serving agents across California.
Then
Software for agents
Co-built a CRM and IDX marketing suite used by agents on the nation's largest MLS.
Also
Go Further Group
Co-founded Go Further Group, an employee management company handling payroll and HR for California businesses.
Aug 2025
Evil Genius Labs
Co-founded the lab with Ryan to build the tool he'd wanted for twenty years.
Jun 2026
Luster goes live
Took Luster into a brokerage office the month it hit the App Store. Most of the first users came from that room.
2026
Beyond Real Estate
Built beyondreg.com for a brokerage that helps families through the hard chapters: a site that works as a set of tools, not just listings.
Bring us a problem
What's broken?
Tell us. We'll tell you how we'd fix it.