United Real Estate

What United Real Estate does

United Real Estate, founded in 2011 and headquartered in Dallas, Texas, is a privately held U.S. residential real estate brokerage that operates through a hybrid model combining company-owned offices with independently owned franchises. The company targets licensed residential real estate agents, offering a 100%-commission structure in which agents retain 100% of their gross commissions and pay the company a flat transaction fee per closed deal; United Real Estate also serves home buyers and sellers indirectly through its affiliated agent network. The company has scaled from a single agent at founding to more than 21,000 agents across 630+ offices in 32+ states, generating $30.3 billion in closed sales volume and more than 74,000 transactions in 2025. The company is a division of United Real Estate Group, which also encompasses United Country Real Estate, and has pursued an aggressive M&A strategy — acquiring Allison James Estates & Homes, MORE Realty, Pearson Smith Realty, Benchmark Realty, Virtual Properties Realty, and Charles Rutenberg Realty, among others — to consolidate alternative-compensation brokerages under a single national brand.

Name

United Real Estate

Legal name

United Real Estate

Website

https://unitedrealestate.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

United Real Estate is a privately held U.S. residential real estate brokerage that operates 630+ offices and a 21,000+ agent network across 32+ states, serving agents through a 100%-commission flat-fee model and buyers and sellers through affiliated agents, with $30.3 billion in 2025 sales volume.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (53121), Offices of Real Estate Agents and Brokers (531210)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

akta.pro secondary industries

Buyer Representation Services (BPAJAAAJ), Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)

Keywords

• Residential real estate brokerage
• Flat fee real estate
• Real estate franchise
• Agent productivity platform
• Cloud based MLS tools

Headquarters

HQ city

Kansas City

HQ country

United States

HQ region

North America

Offices124 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Transaction Fee Model: Agents retain 100% of their gross commissions under a flat-fee, transaction-based model. United Real Estate earns revenue through transaction fees rather than commission splits, allowing agents to maximize earnings while the company benefits from high transaction volume growth.
2. Franchise Fees: Revenue generated from independently owned franchise operations under the United Real Estate brand, providing technology, training, and support services in exchange for franchise fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

United Real Estate is a residential real estate brokerage that operates under a 100% commission model in which affiliated agents pay the company a flat transaction fee rather than a percentage of commission. The firm supports its agents and franchisees with proprietary technology, including the Bullseye™ cloud-based productivity platform, training programs, marketing resources, and back-office services, while its agents deliver traditional buyer and seller representation to residential real estate consumers.

Product overview

United Real Estate operates a platform-plus-modules architecture centered on its proprietary Bullseye™ Cloud-Based Productivity Platform. The core platform integrates SEO, lead generation, CRM, marketing automation, and transaction support. AI capabilities are delivered through BullseyeAI (featuring autonomous agents 'Sofie' and 'Rosie' for sphere management and recruiting), while supplementary tools include LeadBoost for lead generation and VideoFizz for video marketing. The company also offers value-added programs: URESI for agent investment education and SmartDollar for financial wellness. Strategic portal partnerships like Zillow Preview extend market reach. The 100%-commission model with flat-fee transaction structure is supported by technology at no additional cost to affiliates.

Differentiator

Problem solved

Functional benefit

Brands

• BullseyeAI: AI-powered productivity suite launched in February 2026 that automates workflows and enhances agent performance through voice or text commands, featuring AI assistants 'Sofie' for sphere of influence management and 'Rosie' for recruiting workflows.
• URESI (United Real Estate Investment)
• SmartDollar
• Bullseye
• LeadBoost
• United DTW Experts

Products and services

• United Real Estate Brokerage Affiliation Core brokerage affiliation product in which licensed residential real estate agents join United Real Estate under a 100% commission model, paying a flat transaction fee per closing in exchange for access to the Bullseye platform, training, marketing tools, and brand support. Designed for independent contractors seeking higher net commission income.
• United Real Estate Franchise Program National franchise offering enabling entrepreneurs and existing brokerage owners to operate a United-branded residential real estate brokerage under license, with access to the Bullseye technology stack, training, and the differentiated 100% commission agent value proposition.
• Bullseye Cloud-Based Productivity Platform Proprietary cloud-based productivity platform that consolidates CRM, MLS, and transaction management for United Real Estate agents and franchisees. It is provided as part of brokerage affiliation and franchise licensing and is the firm's central technology asset.
• BullseyeAI Artificial intelligence feature layer for the Bullseye platform that assists affiliated agents with productivity, content generation, and workflow automation within the United Real Estate ecosystem.
• LeadBoost Lead generation service that provides affiliated United Real Estate agents with consumer real estate leads to supplement their pipeline and transaction volume.
• SmartDollar Personal finance and budgeting education resource offered to affiliated United Real Estate agents to support their financial wellness and retention with the firm.
• VideoFizz Video marketing platform that enables affiliated United Real Estate agents to create consumer-facing real estate marketing videos as part of their listing and lead-nurturing activities.

Quantifiable outcome

• 447% increase in transactions from 2019 to 2020 (4,987 to 27,292)
• +5 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature7 records

Partnerships

13 partnerships are on record, tiered core and minor.

• RealtracscoreTechnology or Integration · 1 May 2026Realtracs expanded its listings to include active listings from United Real Estate, providing agents with expanded MLS access and broader property visibility across markets.
• Allison James Estates and HomescoreStrategic or Co-development Partner · 2 April 2026Acquisition of Florida-based brokerage with 725 agents across seven states and D.C., enhancing United's national presence. The acquisition aims to leverage United's collaborative model and AI-driven BullseyeAI platform.
• ZillowcoreTechnology or Integration · 17 March 2026United Real Estate participates in Zillow Preview program as initial launch partner, enabling agents to publicly list pre-market homes on Zillow and Trulia with elevated search placement and revenue share opportunities.
• MORE RealtycoreStrategic or Co-development Partner · 10 February 2026Acquisition of MORE Realty expanding United's presence and network capabilities.
• KMS RealtyminorStrategic or Co-development Partner · 30 July 2025Merger in Tucson, Arizona expanding services and reach for United Real Estate Specialists.
• Real Estate Resource GroupminorStrategic or Co-development Partner · 15 May 2025Merger expanding United Real Estate Partners' presence in Greater New Orleans area to three offices and nearly 200 agents.
• RiverCity Blues RealtyminorStrategic or Co-development Partner · 22 March 2025United Real Estate Richmond completed merger with RiverCity Blues Realty to form RVA Blue Realty.
• SunWest Real Estate AdvisorsminorStrategic or Co-development Partner · 17 December 2024SunWest Real Estate Advisors joined United Real Estate Kansas City operations (Platinum Realty), expanding Midwest presence.
• REAL Dallas Properties & ManagementcoreStrategic or Co-development Partner · 30 July 2024Merger expanding North Texas operations to over 800 agents and 1,800+ statewide, including transition to transaction-fee model for agents.
• Pearson Smith RealtycoreStrategic or Co-development Partner · 25 July 2022North Virginia-based Pearson Smith Realty merged with United Real Estate's national network, expanding service footprint across multiple U.S. states and enhancing network to over 21,000 agents.
• Virtual Properties RealtycoreStrategic or Co-development Partner · 31 December 2020Atlanta-based Virtual Properties Realty (VPR), Georgia's largest privately held residential brokerage, merged with United Real Estate in 2020, bringing 4,000+ agents and 14 offices.
• Benchmark RealtycoreStrategic or Co-development Partner · 31 December 2020Nashville-based Benchmark Realty merged with United Real Estate, bringing 1,300+ affiliates and goal of creating $1 billion in transaction efficiencies by 2025.
• Charles Rutenberg Realty - Fort LauderdalecoreStrategic or Co-development Partner · 31 October 2019Major merger joining two innovators of the alternative compensation model to expand service in South Florida market with approximately 1,000 agents.

Scale indicators16 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• HomeSmart International: Residential brokerage operating on a 100% commission, flat-fee model with a national franchise footprint; directly comparable agent value proposition and franchise economics.
• The Real Brokerage: Tech-enabled residential brokerage using a transaction-fee revenue model with a growing agent base; competes head-to-head on agent take-home pay and proprietary technology.
• eXp World Holdings: Cloud-based residential brokerage operating on a 100% commission model with a transaction-fee structure; closely mirrors United's agent-centric, low-overhead approach with a national virtual network.
• Compass: Large national residential brokerage competing on technology, brand, and agent services; comparable urban/suburban market overlap and premium-agent recruiting focus.
• Redfin: Tech-forward residential brokerage with proprietary consumer platform and agent network; competes for both agents and the underlying buyer/seller consumer relationship.

Broad incumbents

• Keller Williams Realty: Largest U.S. residential brokerage by agent count with a franchise model; a broader incumbent that competes for productive agents and market share.
• Coldwell Banker (Anywhere Real Estate): Established franchise brokerage under Anywhere Real Estate with national brand recognition; competes for franchisees and agents at scale across United's markets.
• Berkshire Hathaway HomeServices: National franchise network affiliated with Berkshire Hathaway; comparable franchise-driven residential model with premium brand positioning.

Emerging players

• EXIT Realty Corp. Franchise-based residential brokerage with a single-level revenue share program and national footprint; comparable franchise/agent economic model in the same niche.
• Howard Hanna Real Estate Services: Large privately held regional brokerage in the Midwest/Northeast that has grown through acquisitions; a rollup-style peer targeting productive agents and franchise conversion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/unitedre
• Xx.com/united_re
• LinkedInlinkedin.com/company/united-real-estate

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries10 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about United Real Estate