HomeSmart International
HomeSmart International is a privately held U.S. residential real estate brokerage operating in 48 states with 25,000+ agents, 250+ offices, and 60+ franchise partners, offering a 100% commission model backed by proprietary RealSmart technology and affiliated title, mortgage, and warranty services.
- Company typePrivate
- Founded2000
- HeadquartersScottsdale, United States
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingServices
What HomeSmart International does
HomeSmart International, LLC is a privately held U.S. residential real estate brokerage headquartered in Scottsdale, Arizona, founded in 2000 by Matt Widdows as the originator of the 100% commission, full-service brokerage model. The company operates a national network of 250+ offices across 48 states with 25,000+ affiliated agents and 60+ franchise partners, providing residential real estate services to home buyers, sellers, and real estate professionals through a hybrid company-owned and franchise distribution structure.
The company's core technology is the proprietary RealSmart platform, developed and maintained by an in-house team in Scottsdale, AZ. The platform suite includes RealSmart Agent (transaction management, CRM, document handling with SmartDocs eSign, AI-integrated marketing suite), RealSmart Broker (brokerage operations and BI), RealSmart Client (consumer property/agent search), the HomeSmart Agent and Client mobile apps on iOS and Android, the Marketing Design Center (AI-powered customizable marketing templates, video editing, print-on-demand), SmartSigns (connected yard signage), and Franchise Manager (franchise performance dashboard). Integrations include RPR for property data via SSO/Deep Links, Google Maps, and YouTube APIs.
HomeSmart generates revenue through three primary streams: flat transaction fees paid by agents on closed deals (with agents retaining 100% of commission), franchise royalties and fees from 60+ independently owned franchise partners, and affiliated business services including Equitable Title Agency, Minute Mortgage, and Platinum Home Warranty. The company is controlled by founder/CEO Matt Widdows with no disclosed venture capital or private equity backing. Customer acquisition combines direct agent recruitment through career services and field sales teams, franchise development through a dedicated sales team, and consumer demand generation through SEO, content marketing, social media, events (notably the annual Growth Summit), and the distributed agent network.
HomeSmart International firmographics
Firmographics- Name
- HomeSmart International
- Legal name
- HomeSmart International, LLC
- Website
- https://homesmart.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- HomeSmart International is a privately held U.S. residential real estate brokerage operating in 48 states with 25,000+ agents, 250+ offices, and 60+ franchise partners, offering a 100% commission model backed by proprietary RealSmart technology and affiliated title, mortgage, and warranty services.
- Ownership category
- akta.pro rank
HomeSmart International industry classification
Industry- Product category
- Real Estate Brokerage
- NAICS
- Offices of Real Estate Agents and Brokers (5312)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Residential Real Estate Brokerage (Buy/Sell) (FSAEAJAA)
- akta.pro secondary industry
- Home Sale & Home Purchase Assistance (HSAKAJAC)
Keywords
Where HomeSmart International is headquartered
LocationHeadquarters
- HQ city
- Scottsdale
- HQ country
- United States
- HQ region
- North America
Offices9 records
Markets served
HomeSmart International business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Agent Transaction Fees: HomeSmart generates revenue through flat transaction fees charged to agents on each closed residential transaction. Agents retain 100% of their commission and pay only a monthly base fee, flat transaction fee, and standard risk reduction fee. No commission splits are taken. Fee plans vary by market and agent production level.
- Franchise Royalties and Fees: The company operates a national franchise network with 60+ franchise partners across 48 states. Franchise partners pay royalties and fees for access to the HomeSmart brand, proprietary technology suite, operational support, and national marketing. Franchise partners retain operational autonomy while leveraging centralized systems.
- Affiliated Business Services: HomeSmart generates revenue through affiliated business services including Equitable Title Agency (title and escrow services) and partnerships with preferred mortgage providers. These services support a complete transaction experience for agents and consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | 100% Commission with Flat Transaction Fee |
| Transaction based/ take rate | Pay-as-you-go | Traditional Brokerage Comparison Example |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
HomeSmart International product offering
Product offeringCore offering
HomeSmart International is a real estate brokerage and franchisor that provides residential brokerage services through a national network of affiliated agents operating on a 100% commission payout model. The company supplies affiliated agents and franchise partners with the proprietary RealSmart end-to-end technology platform (covering CRM, transaction management, lead generation, marketing, and e-signature), as well as ancillary services through subsidiaries Equitable Title Agency, Minute Mortgage, and Platinum Home Warranty. Consumers access the network via the HomeSmart Connect directory, mobile apps, and franchise offices.
Differentiator
Problem solved
Functional benefit
Brands
- RealSmart Agent: All-in-one transaction management, marketing, and business operations platform for agents with transaction management, document upload and review, CRM/contact management, automated and AI-integrated marketing suite, training access, and real-time document review status.
- RealSmart Broker
- RealSmart Client
- SmartDocs
- SmartSigns
- HomeSmart Agent App
- HomeSmart Client App
- Marketing Design Center
- HomeSmart Helps
Products and services
- RealSmart Agent Platform RealSmart is the proprietary end-to-end agent platform that HomeSmart developed in-house to replace the typical patchwork of third-party tools. It bundles CRM, lead routing and generation, transaction and listing management, document/e-sign workflows, a marketing design center, and reporting into one dashboard for the company's affiliated real estate agents.
- RealSmart Broker Dashboard The RealSmart Broker Dashboard is the proprietary enterprise view built on top of the RealSmart platform for brokerage principals and franchisees. It provides real-time visibility into agent activity, transactions, compliance, and revenue with reporting and management workflows for managing agents and franchise operations.
- HomeSmart Agent App The HomeSmart Agent App is the iOS/Android mobile companion for affiliated agents, providing on-the-go access to the RealSmart CRM, transaction tools, lead capture, and real-time agent productivity features.
- HomeSmart Client App The HomeSmart Client App is the iOS/Android mobile application for home buyers and sellers. It offers home search, saved listings and favorites, real-time agent communication, and a more connected transaction experience throughout the buying or selling journey.
- Real Estate Brokerage Services The company operates full-service residential real estate brokerage services through its 250+ offices, 25,000+ affiliated agents, and 48-state footprint. Agents receive 100% commission with a flat transaction fee, and transactions are supported by RealSmart technology and HomeSmart's in-house support operations.
- HomeSmart International Franchise HomeSmart International Franchise is the company's franchising program that grants qualified broker-owners the right to operate a regional HomeSmart-branded brokerage. Franchisees receive the RealSmart technology stack, marketing/branding assets, training, and corporate support, while earning revenue from their affiliated agents. More than 60 franchises operate across the U.S.
- Equitable Title Agency Equitable Title Agency is a HomeSmart subsidiary offering title insurance and escrow services. It supports smoother, integrated closings for HomeSmart agents and their clients, providing in-house vertical integration into the transaction.
- Minute Mortgage Minute Mortgage is a HomeSmart subsidiary that provides home loan origination services, allowing HomeSmart agents and their clients to access integrated mortgage financing through the brokerage ecosystem.
- Platinum Home Warranty Platinum Home Warranty is a HomeSmart subsidiary offering residential home warranty plans that protect a buyer's property after closing, providing an additional vertical-integration service inside the HomeSmart transaction suite.
Quantifiable outcome
- Agents closing $10M in volume could save tens of thousands of dollars annually compared to traditional 70/30 split models, though exact savings vary by market and plan.
- +4 more outcomes
Companies that use HomeSmart International
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
HomeSmart International technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability5 records
Feature6 records
HomeSmart International partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered strategic and core.
- Rockstar ConnectstrategicHomeSmart announced an exclusive Rockstar Connect partnership with Steven David Elliot. This strategic move unlocks relationship-driven nationwide growth potential as the initiative kicks off on the East Coast. The partnership aims to drive expansion through relationship-based networking and referrals.
- Guild MortgagecoreHomeSmart named Guild Mortgage as a Preferred Lender in a partnership designed to enhance the real estate journey for home buyers. Guild Mortgage is an award-winning mortgage lender, and the partnership provides HomeSmart agents and their clients with access to Guild's mortgage services as part of a comprehensive transaction experience.
- RPR (Realtors Property Resource)coreHomeSmart and RPR announced a partnership to integrate RPR's data and tools into HomeSmart's RealSmart Agent platform through secure single sign-on (SSO) and Deep Links. This integration allows HomeSmart's 25,000+ national agents to access property reports, seller reports, and market data directly within their existing RealSmart workflow. Over 11,500 agents already held active RPR accounts at the time of the announcement. The integration is designed to increase productivity, streamline listing and transaction tasks, and lower security risks.
- LowercoreLower, a mortgage lender pursuing top-10 lender status within five years through strategic M&A, forged a partnership with HomeSmart's 25,000-agent network. The partnership targets expanded distribution for Lower's mortgage products while providing HomeSmart agents and their clients with preferred mortgage lending options.
Scale indicators12 records
Recent moves7 records
Expansion highlights6 records
HomeSmart International competitors and assessment
Company assessmentDirect peers
- Redfin: Redfin is a tech-enabled residential brokerage and consumer platform with salaried agents and an integrated search experience. It competes with HomeSmart for consumer mindshare and agent talent, particularly in major metros where both operate.
- eXp Realty: eXp Realty is a cloud-based, 100% commission brokerage with a global agent network. It is the most directly comparable peer to HomeSmart in terms of commission model, agent-centric value proposition, and reliance on proprietary technology for agent productivity.
- Compass: Compass is a tech-enabled residential brokerage operating across major US metros with proprietary agent technology. While Compass focuses on higher-end agents and premium service rather than 100% commission, it competes directly with HomeSmart for tech-savvy agents in overlapping markets.
- Realty ONE Group: Realty ONE Group operates a 100% commission model with a strong franchise component, similar to HomeSmart's structure. It is a direct peer in the franchised, agent-centric brokerage space and competes for both agents and franchise partners.
Emerging players
- LPT Realty: LPT Realty is an emerging 100% commission, tech-enabled brokerage that rapidly scaled to ~15,000 agents. It represents a newer competitive threat in the same agent recruitment and franchise-style growth playbook as HomeSmart.
Others
- eXp World Holdings (parent of eXp Realty): eXp World Holdings is the publicly traded parent of eXp Realty and adjacent technology-enabled services. It is relevant as a comparable public-market valuation benchmark for a 100% commission brokerage model similar to HomeSmart.
Broad incumbents
- RE/MAX: RE/MAX is a globally recognized franchised residential brokerage with a large agent network. As a broad incumbent, it competes with HomeSmart in the same agent recruitment and franchise sales funnel, especially for independent-minded agents.
- Keller Williams Realty: Keller Williams is the largest US residential brokerage by agent count and operates with a high-commission, market-center model. It is a broad incumbent that HomeSmart competes against for agent recruitment and franchise ownership ambitions.
- Berkshire Hathaway HomeServices: Berkshire Hathaway HomeServices is a national franchised brokerage network leveraging the Berkshire Hathaway brand. It is a broad incumbent competitor in residential brokerage services across many of the same geographies as HomeSmart.
- Coldwell Banker Realty: Coldwell Banker Realty is a national franchised brokerage operating under the Realogy network. It competes with HomeSmart for agents and consumers in residential markets nationwide.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
HomeSmart International social profiles
Digital presenceHomeSmart International financial estimates
Financial estimateRevenue estimate
Valuation estimate
HomeSmart International leadership team
Management profileNumber of profiles
Profiles10 records
HomeSmart International subsidiaries and ownership
Company hierarchySubsidiaries3 records
HomeSmart International funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HomeSmart International M&A and investment
M&A and investmentM&A4 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HomeSmart International
What does HomeSmart International do?
HomeSmart International is a real estate brokerage and franchisor that provides residential brokerage services through a national network of affiliated agents operating on a 100% commission payout model. The company supplies affiliated agents and franchise partners with the proprietary RealSmart end-to-end technology platform (covering CRM, transaction management, lead generation, marketing, and e-signature), as well as ancillary services through subsidiaries Equitable Title Agency, Minute Mortgage, and Platinum Home Warranty. Consumers access the network via the HomeSmart Connect directory, mobile apps, and franchise offices.
Is HomeSmart International a public or private company?
HomeSmart International is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HomeSmart International founded?
HomeSmart International was founded in 2000. It employs 5,001 to 10,000 people.
Where is HomeSmart International based?
HomeSmart International is headquartered in Scottsdale, United States, in the North America region.
How does HomeSmart International make money?
Three revenue lines are on record. Agent Transaction Fees are the primary driver. The others are franchise Royalties and Fees and affiliated Business Services.
Who are HomeSmart International's main competitors?
Direct peers on record are Redfin, eXp Realty, Compass and Realty ONE Group. LPT Realty is listed as an emerging player. eXp World Holdings (parent of eXp Realty) is listed as an others. Broad incumbents are RE/MAX, Keller Williams Realty, Berkshire Hathaway HomeServices and Coldwell Banker Realty.
Does HomeSmart International have an API?
No public API is recorded for HomeSmart International.
What industry is HomeSmart International in?
HomeSmart International's product category is Real Estate Brokerage. Its primary akta.pro industry code is FSAEAJAA, Residential Real Estate Brokerage (Buy/Sell), with a secondary code of HSAKAJAC, Home Sale & Home Purchase Assistance. Its NAICS code is 5312 and its SIC code is 6531.