1 Percent Lists

What 1 Percent Lists does

1 Percent Lists is a private discount residential real estate brokerage franchise founded in 2015 by Kelly and Grant Clayton and headquartered in Covington, Louisiana. The company provides full-service listing representation — MLS listing, professional photography, marketing, showing coordination, negotiation, and closing support — to homeowners for a flat 1% listing commission, compared to the traditional 5-6% industry rate. Distribution is franchise-based: as of October 2025, 65 independently owned franchise locations operated across 24 US states under the 1 Percent Lists brand, with each franchisee paying a 5% royalty to corporate.

The technology stack supporting the franchise network centers on Boldtrail, an AI-infused CRM providing custom websites, IDX home search, transaction management, mass texting, social media marketing, and Facebook Ads integration. This is paired with Boldtrail Backoffice for Dotloop-powered e-signatures, the proprietary Tacklebox agent intranet, the One Click SEO digital marketing platform (which includes a proprietary schema generator producing a Knowledge Graph for Google AI Overviews, ChatGPT, and Gemini), the Google Gemini-powered Keep It Calculator for instant home valuation, and a custom-trained "Ask Our AI" assistant. Most of the underlying AI/CRM infrastructure is licensed from third parties (Boldtrail, Google Gemini) rather than built in-house.

Revenue is generated through two streams: (1) franchise royalties and fees from the 65-unit franchise network (5% royalty plus initial fees and technology markups), and (2) the indirect franchisee-level 1% listing commission collected on each transaction (retained at the franchise level, not consolidated to corporate). The company has cumulatively sold 10,000+ homes and generated $65M+ in client commission savings, with no institutional capital, parent company, or M&A activity disclosed.

Name

1 Percent Lists

Legal name

1 Percent Lists Franchises, LLC

Website

https://1percentlists.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

1 Percent Lists is a private, franchise-based discount residential real estate brokerage offering full-service listings at a flat 1% commission, operating 65 franchise locations across 24 US states as of October 2025.

Ownership category

akta.pro rank

Headquarters

HQ city

Covington

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Supply Chain

Revenue model

1. 1% Listing Commission: Transaction-based fee charged to home sellers at closing. The company charges a 1% commission on the sale price of homes sold through its franchise network, significantly below the traditional 6% real estate commission rate.
2. Franchise Royalties: Ongoing royalties and fees paid by franchisees for using the 1 Percent Lists brand, technology platforms, and operational support systems. Revenue stream derived from the franchise business model.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

1 Percent Lists is a discount real estate brokerage franchise that provides full-service residential listing and selling representation for a flat 1% commission, materially below the 5–6% industry standard. Services include MLS listing preparation, professional photography, online marketing, showing coordination, contract negotiation, and transaction management through closing, delivered through 65+ independently owned franchise locations nationwide and supported by proprietary technology platforms (Boldtrail CRM, Tacklebox, One Click SEO).

Product overview

1 Percent Lists is a technology-focused discount real estate brokerage franchise offering a unified platform of tools and services. The core offering is full-service real estate brokerage for 1% listing commission, supported by proprietary technology including Boldtrail (AI-infused CRM with custom websites and IDX search), Boldtrail Backoffice (transaction management with Dotloop e-signatures), Tacklebox (agent intranet), custom AI tools (Ask Our AI assistant, Keep It Calculator with Google Gemini), and a proprietary schema generator for AI search optimization via One Click SEO partnership. The tech stack integrates Boldtrail CRM, Tacklebox intranet, and One Click SEO digital marketing to serve 65+ franchise locations nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• Boldtrail: CRM and backoffice platform providing custom websites, real-time IDX home search, AI-infused automation for transaction management, and marketing tools including mass texting, social media, single property landing pages and Facebook Ads.
• Tacklebox
• Keep It Calculator
• One Click SEO

Products and services

• 1 Percent Lists Real Estate Brokerage Full-service residential real estate brokerage offering listing, professional photography, MLS marketing, online marketing, contract negotiation, transaction management, and closing support for a flat 1% listing commission across 65+ franchise locations nationwide.
• Boldtrail CRM Platform AI-infused customer relationship management platform providing every 1 Percent Lists agent and local office with custom websites, real-time IDX home search, personalized mobile app, transaction management, mass texting, social media marketing tools, single property landing pages, and Facebook Ads integration.
• Boldtrail Backoffice Transaction management module integrated with Dotloop e-signatures, consolidating documents, messages, and tasks in one place with U.S. ESIGN and UETA compliant electronic signatures for real estate closings.
• Tacklebox Agent Intranet 1 Percent Lists proprietary intranet platform providing agents access to marketing materials, industry updates, and collaborative tools to share experiences across the franchise network.
• Savings Calculator Web-based calculator that shows home sellers estimated commission savings comparing 1 Percent Lists' 1% listing commission versus traditional 3% listing commission rates.
• Keep It Calculator AI-powered instant home valuation tool using Google Gemini to estimate property values from publicly available tax, sales, and rental data, while also demonstrating commission savings based on current market value.
• Ask Our AI Custom-trained AI assistant providing instant voice and text responses that answer customer questions about low-cost real estate brokers and 1 Percent Lists services.
• AI-First Digital Ecosystem (One Click SEO integration) Unified multi-site digital platform for 1 Percent Lists integrating Boldtrail CRM, Tacklebox intranet, and One Click SEO AI-driven content intelligence, providing Knowledge Graph structured data and local SEO optimization for the franchise network.
• 1 Percent Lists Real Estate Franchise Turnkey real estate brokerage franchise offering independent operators the right to use the 1 Percent Lists brand, proprietary technology platform (Boldtrail, Tacklebox, One Click SEO), and operational support for a low entry cost and ongoing 5% royalty.

Quantifiable outcome

• $65M+ saved for clients
• +1 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability6 records

Feature4 records

Partnerships

One partnership is on record.

• One Click SEOcoreTechnology or IntegrationTechnology partnership for digital marketing platform integration. One Click SEO provides the digital marketing infrastructure used by 1 Percent Lists franchisees for lead generation and online visibility. This integration supports the franchise technology stack alongside BoldTrail CRM and Tacklebox systems.

Scale indicators4 records

Recent moves9 records

Expansion highlights3 records

Emerging players

• REX Homes: Tech-enabled discount residential brokerage using an AI-driven platform and lower listing fees. Comparable to 1 Percent Lists' technology-led low-commission model, though at an earlier stage of scale and traction.
• Offerpad: iBuyer offering sellers a direct cash offer and quick-close alternative to traditional listings. Adjacent to 1 Percent Lists as another lower-cost, technology-enabled home-selling option competing for the same cost-conscious seller segment.

Broad incumbents

• Coldwell Banker: Iconic national real estate franchise network operating under full-service traditional commission structures. Represents the traditional 5-6% incumbent model that 1 Percent Lists explicitly competes against on price.
• Compass: Large national residential brokerage with proprietary technology platform. Competes with 1 Percent Lists in tech-enabled real estate services, but at full-commission pricing and at significantly larger scale.
• HomeSmart International: Large national residential brokerage with a franchise and agent-franchise model offering aggressive commission splits. Comparable to 1 Percent Lists in franchise-based distribution and low-fee positioning versus traditional brokerages.

Direct peers

• Redfin: Tech-enabled residential brokerage offering discounted listing commissions versus traditional agents. Directly competes with 1 Percent Lists in the discount-brokerage category and shares a technology-led, low-cost value proposition targeting home sellers.
• Homie: Discount residential real estate company offering flat-fee listing services to home sellers. Directly comparable to 1 Percent Lists' value proposition of lower-cost alternatives to traditional 5-6% commission models.
• The Real Brokerage: Technology-driven residential brokerage using a cloud-based agent revenue-sharing model. Comparable to 1 Percent Lists in targeting cost-conscious agents and sellers with a tech-first, low-fee approach.
• eXp Realty: Cloud-based real estate brokerage operating on a revenue-sharing, agent-centric model with national reach. Most directly comparable to 1 Percent Lists' franchise-led, technology-enabled, low-overhead distribution structure.

Others

• Doorify MLS: Multiple listing service and data infrastructure provider powering residential brokerages. Adjacent to 1 Percent Lists as an ecosystem enabler whose data underlies franchise agent workflows and IDX search features.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/1PercentLists
• LinkedInlinkedin.com/company/1-percent-lists

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about 1 Percent Lists