Tech Brokerages See Bundling, Salaries As The Future Of Real Estate

During an Inman Connect session on Thursday, executives from Homie and Orchard advocated an approach that includes bundling more services under one roof and treating consumers — not agents — as brokerages’ primary customers.

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Court Cunningham believes homebuyers and sellers, not agents, are the true customers in the real estate industry.

“At Orchard, our customer is the consumer,” Cunningham said, referring to the company he co-founded and leads as CEO. “They’re paying Orchard they’re not paying the agent.”

Cunningham made the comments Thursday during an Inman Connect panel dubbed “the Rise of the Neo-Brokers.” The panel also included Mike Peregrina, co-founder and chief financial officer for Homie.

In many ways, the panel was an extension of a somewhat intense conversation a day earlier between Redfin CEO Glenn Kelman and Keller Williams President Josh Team. During that session, the two executives debated the pros and cons of paying agents on salary verses having them work on commission. Kelman advocated for the salary model, and for treating buyers and

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