Assist 2 Sell
Assist 2 Sell is a Reno-based franchisor licensing the Assist-2-Sell brand to independent real estate brokerage offices across the US and Canada. Founded in 1987, it offers full-service residential buying and selling at flat fees instead of traditional percentage commissions.
- Company typePrivate
- Founded1987
- HeadquartersReno, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Assist 2 Sell does
Assist 2 Sell, legally Assist-2-Sell, Inc., is a Nevada-incorporated, privately held franchisor headquartered in Reno that licenses the Assist-2-Sell brand to independently owned and operated real estate brokerage offices across the United States and Canada. Founded in 1987 by Lyle Martin and Mary Lameres-Pomin, the company is positioned as a discount real estate franchise offering full-service brokerage at flat fees rather than the industry-standard 6% percentage-based commission. Customer-facing services span home selling, home buying, MLS exposure, and FSBO paperwork assistance, with transaction economics structured around low fixed fees (example: as low as $2,995) and a 3% add-on only when an MLS agent brings the buyer.
The core product is "Full Service with Savings," supplemented by the MLS for Less program, Seller Assist / Paperwork Only sub-products, and Home Search Services for buyers. Technology consists of a web-based platform with MLS integration, a property valuation tool accessed via SearchAllProperties.com, and a content-marketing blog. The site and real estate engine are built and maintained by technology partner Pinput, LLC. Go-to-market is sales-led through the franchise network: franchisees conduct local marketing, lead generation, and direct customer interactions, while the corporate entity provides brand, technology, and franchise infrastructure.
The company earns revenue through two streams: (1) transaction-based flat fees (and contingent 3% co-buyer fees) collected by franchise offices from home sellers and buyers, and (2) franchise fees and royalties paid by independent franchise operators to the parent. Customer segments are horizontal — residential home sellers (primary), residential home buyers (primary), and FSBO sellers (secondary) — with no disclosed enterprise or institutional accounts. The franchise model means end-customer relationships sit with franchisees, while the corporate entity monetizes primarily through the licensing/royalty stream.
Assist 2 Sell firmographics
Firmographics- Name
- Assist 2 Sell
- Legal name
- Assist-2-Sell, Inc.
- Website
- https://assist2sell.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Assist 2 Sell is a Reno-based franchisor licensing the Assist-2-Sell brand to independent real estate brokerage offices across the US and Canada. Founded in 1987, it offers full-service residential buying and selling at flat fees instead of traditional percentage commissions.
- Ownership category
- akta.pro rank
Assist 2 Sell industry classification
Industry- Product category
- Discount Residential Real Estate Brokerage
- NAICS
- Offices of Real Estate Agents and Brokers (5312)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Buyer Representation Services (BPAJAAAJ)
Keywords
Where Assist 2 Sell is headquartered
LocationHeadquarters
- HQ city
- Reno
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Assist 2 Sell business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Flat Fee Commission - Seller Services: Assist-2-Sell offices charge a low, flat fee commission for full-service real estate brokerage. Example given is as low as $2,995. Sellers pay only the flat fee if buyer comes directly through Assist-2-Sell. If MLS agent brings buyer, additional 3% is typically added. Full service includes showing homes, negotiations, paperwork, inspections, and closing coordination.
- Franchise Fees: Revenue from franchising the Assist-2-Sell brand to independent operators. The company is the exclusive franchisor of Assist-2-Sell franchises worldwide.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard Full Service - Low Flat Fee |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Assist 2 Sell product offering
Product offeringCore offering
Assist 2 Sell is a discount real estate franchise company that provides full-service residential brokerage (home buying and selling) at a low flat-fee commission instead of the traditional percentage-based commission. It complements the core offering with an MLS for Less listing program, a Seller Assist paperwork-assistance program, and a Paperwork Only option for FSBO sellers, all delivered through independently owned franchise offices across the United States and Canada.
Product overview
Assist2Sell is a discount real estate franchise company offering full-service real estate brokerage under a low flat fee commission model, positioned as 'North America's Leading Discount Real Estate Company.' The core product is the Full Service with Savings offering, which provides complete buying and selling services at a fraction of traditional commissions. Supporting products include the MLS for Less Program for MLS exposure with reduced fees, the Seller Assist Program for FSBO paperwork assistance, and Home Search Services for buyers. The company operates through independently owned and operated franchise offices across the United States and Canada. Content marketing through a Real Estate Blog provides educational material to attract and inform customers.
Differentiator
Problem solved
Functional benefit
Brands
- MLS for Less: Program that adds the benefits of MLS while offering home sellers the opportunity to pay only a low flat fee should the home buyer purchase directly through Assist-2-Sell.
- Seller Assist
- Paperwork Only
Products and services
- Full Service with Savings
- MLS for Less Program
- Seller Assist Program
- Paperwork Only Program
- Home Search Services
- Assist 2 Sell Franchise Opportunities
Quantifiable outcome
- Customers report saving $14,220 to $16,500 in commissions compared to traditional agent fees
- +2 more outcomes
Companies that use Assist 2 Sell
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles4 records
Assist 2 Sell technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature2 records
Assist 2 Sell partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
Assist 2 Sell competitors and assessment
Company assessmentDirect peers
- Help-U-Sell Real Estate: Help-U-Sell is a discount real estate franchise system using a flat-fee and set-fee model. It is the closest comparable to Assist 2 Sell in structure, target customer (cost-sensitive home sellers), and franchise-based delivery model.
- Redfin: Redfin is a technology-enabled residential brokerage that discounts commissions relative to traditional agents and offers a full-service experience. It competes directly for the same cost-conscious buyer and seller segment that Assist 2 Sell targets.
- Purplebricks: Purplebricks is a flat-fee real estate brokerage serving US and Canadian markets, directly competing with Assist 2 Sell's core value proposition of full service at a low fixed fee rather than percentage-based commission.
- HomeSmart: HomeSmart operates as a flat-fee and 100%-commission brokerage with a national franchise-like agent network. It competes with Assist 2 Sell for cost-conscious agents and the home sellers those agents serve.
- REX Homes: REX Homes is a discount real estate company that uses a flat-fee model to sell homes. It targets the same price-sensitive seller segment as Assist 2 Sell with a competing low-cost service offering.
Broad incumbents
- eXp Realty: eXp Realty is a cloud-based, agent-centric brokerage with a revenue-share model and global agent network. It competes with Assist 2 Sell for real estate professionals seeking alternative economics to traditional brokerages.
- Berkshire Hathaway HomeServices: Berkshire Hathaway HomeServices is a large traditional residential real estate franchise network. While it operates on percentage-based commissions, it competes for the same agents considering affiliation with Assist 2 Sell's franchise offering.
Emerging players
- Clever Real Estate: Clever Real Estate is a tech-enabled discount brokerage that matches sellers with local agents offering reduced commissions. It competes for the same cost-conscious consumer base and offers a modern alternative to traditional and franchise discount models.
- Houwzer: Houwzer is a full-service real estate brokerage and home-buying platform that offers reduced commissions alongside integrated mortgage and closing services. It competes with Assist 2 Sell for the value-oriented full-service seller.
- Ideal Agent: Ideal Agent is a discount real estate referral service that connects sellers with full-service agents at reduced commission rates. It overlaps with Assist 2 Sell's value proposition of full service at lower cost.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Assist 2 Sell social profiles
Digital presenceAssist 2 Sell financial estimates
Financial estimateRevenue estimate
Valuation estimate
Assist 2 Sell leadership team
Management profileNumber of profiles
Profiles4 records
Assist 2 Sell funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Assist 2 Sell M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Assist 2 Sell
What does Assist 2 Sell do?
Assist 2 Sell is a discount real estate franchise company that provides full-service residential brokerage (home buying and selling) at a low flat-fee commission instead of the traditional percentage-based commission. It complements the core offering with an MLS for Less listing program, a Seller Assist paperwork-assistance program, and a Paperwork Only option for FSBO sellers, all delivered through independently owned franchise offices across the United States and Canada.
Is Assist 2 Sell a public or private company?
Assist 2 Sell is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Assist 2 Sell founded?
Assist 2 Sell was founded in 1987. It employs 11 to 50 people.
Where is Assist 2 Sell based?
Assist 2 Sell is headquartered in Reno, United States, in the North America region.
How does Assist 2 Sell make money?
Two revenue lines are on record. Flat Fee Commission - Seller Services are the primary driver. The others are franchise Fees.
Who are Assist 2 Sell's main competitors?
Direct peers on record are Help-U-Sell Real Estate, Redfin, Purplebricks, HomeSmart and REX Homes. Broad incumbents are eXp Realty and Berkshire Hathaway HomeServices. Emerging players are Clever Real Estate, Houwzer and Ideal Agent.
Does Assist 2 Sell have an API?
No public API is recorded for Assist 2 Sell.
What industry is Assist 2 Sell in?
Assist 2 Sell's product category is Discount Residential Real Estate Brokerage. Its primary akta.pro industry code is BPAJAAAJ, Buyer Representation Services. Its NAICS code is 5312 and its SIC code is 6531.