Social House Group

What Social House Group does

Social House Group is a tech-enabled residential real estate brokerage founded in 2019 by Erik Wright and headquartered in Detroit, serving home buyers and sellers across Southeast Michigan (including the Metro Detroit area). The company distributes brokerage services through a network of 40+ licensed Realtors and emphasizes differentiated listing marketing — paid Facebook and Instagram advertising (50,000-100,000+ impressions per listing), professional photography and video tours, direct mail to 300+ neighbors, and a local good-news media site (Social House News) — positioning itself against the typical Michigan Realtor that the company states invests little beyond MLS exposure.

The brokerage platform is supplemented by an integrated technology stack provided to agents at no additional cost within their commission cap: Dotloop (e-signature and transaction management), Canva (branded design templates), Earnnest (electronic earnest money deposits), ShowingTime (showing coordination), and Social House Academy (an internal e-learning platform with on-demand training videos). Operational support includes a full-time transaction coordinator, in-house social media management, listing video production, and 1:1 coaching from co-owner James Morgan. The partner ecosystem spans mortgage (Next Door Lending), title (Gravity Title), inspection (HomeTeam), HVAC, painting, window, and cleaning services.

The business model is a standard real estate brokerage transaction-fee structure: the company retains 30% of agent commissions until the agent hits an annual cap, after which agents keep 100% for the remainder of the calendar year, and there are no monthly fees. Cumulative track record since founding includes $300M+ in closed sales volume and 1,300+ homes sold. Ownership is founder/management-held across Erik Wright, Jessica Jones, and James Morgan, with no disclosed external investors.

Name

Social House Group

Legal name

Social House Group

Website

https://socialhousegroup.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Social House Group is a tech-driven residential real estate brokerage founded in 2019 in Southeast Michigan, serving home buyers and sellers through 40+ licensed Realtors using paid social media marketing, an integrated SaaS tool stack, and an internal training academy.

Ownership category

akta.pro rank

Headquarters

HQ city

Detroit

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Real Estate Commission - Sellers: The company earns commissions when its agents successfully sell homes for sellers. Commission structure includes 70/30 split until agent's cap is reached, then 100% commission for the remainder of the year. No monthly fees are charged to agents.
2. Real Estate Commission - Buyers: Agents represent buyers in home purchases, earning commission on completed transactions. The same commission split structure applies to buyer-side transactions.
3. Agent Recruitment Fees: Revenue is generated through agent recruitment. When agents join the brokerage, they pay towards their commission cap, which the company retains until the cap is paid. After cap is reached, agents keep 100% of their commissions.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Social House Group is a residential real estate brokerage that provides home buyer and seller representation services in Southeast Michigan through a network of 40+ licensed Realtors. The brokerage distinguishes itself with paid social media advertising, professional listing videos, and bundled technology tools, while also recruiting and supporting agents with a 70/30 commission split, zero monthly fees, a full-time transaction coordinator, 1:1 coaching, and access to Dotloop, Canva, Earnnest, and the Social House Academy e-learning platform.

Product overview

Social House Group is a single-platform Southeast Michigan real estate brokerage founded in 2019. The core offering is the Social House Group Brokerage Platform, which provides home buying and selling services through a network of 40+ agents. The platform is supplemented by integrated technology tools including Dotloop (e-signature), Canva (branded design templates), Earnnest (electronic earnest money deposits), and ShowingTime App (showing coordination). Supporting products include Social House Academy (internal e-learning platform with training videos), social media management and paid advertising services, 1:1 coaching and business strategy sessions, and Social House News (a local good-news media platform). Together, these products form a unified brokerage ecosystem centered on innovative marketing, technology-enabled transactions, and agent professional development.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Buyer Representation Residential real estate brokerage services representing home buyers in Southeast Michigan, including home search, offer submission, contract negotiation, inspection, appraisal, and closing support. Designed for individual home buyers and families purchasing primary residences.
• Home Seller Representation Residential real estate brokerage services representing home sellers in Southeast Michigan, featuring professional photography, video tours, paid social media advertising, direct mail campaigns, expert pricing strategies, and negotiation support. Designed for individual homeowners seeking maximum exposure and sale price.
• Real Estate Brokerage Services for Agents Brokerage affiliation services for licensed real estate agents, providing a 70/30 commission split until cap, then 100% commission, zero monthly fees, full-time transaction coordination, social media management, listing videos, 1:1 coaching, and access to integrated technology tools (Dotloop, Canva, Earnnest, Social House Academy). Designed for licensed Realtors seeking a supportive brokerage in Southeast Michigan.

Quantifiable outcome

• Over $300 million in sales volume closed
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor.

• Next Door LendingminorChannel Partner/ Reseller/ DistributorMortgage lending partner providing financing options for home buyers. Next Door Lending offers home loan products through their website integration with Social House Group.
• Tidy SmartminorChannel Partner/ Reseller/ DistributorCleaning service partner for real estate professionals. Tidy Smart offers consultation services specifically designed for real estate agents preparing homes for sale.
• Heating and CoolingminorChannel Partner/ Reseller/ DistributorHVAC service partner providing heating and cooling services. Mario Services Heating and Cooling serves real estate clients in the Southeast Michigan area.
• HomeTeam InspectionminorChannel Partner/ Reseller/ DistributorHome inspection services partner. HomeTeam Inspection provides professional inspection services for home buyers and sellers in the Livonia area.
• Expertise PaintingminorChannel Partner/ Reseller/ DistributorPainting services partner for home preparation and improvement projects.
• Gravity TitleminorChannel Partner/ Reseller/ DistributorTitle services partner providing title insurance and closing services for real estate transactions.
• WindowstillminorChannel Partner/ Reseller/ DistributorWindow services partner providing window installation and replacement services for home improvement projects.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• @properties: Midwest-headquartered residential brokerage rapidly expanding nationally with strong regional brand in markets including Chicago and Detroit; similar mid-size growth trajectory and agent-recruiting playbook.
• Compass: National tech-enabled residential brokerage recruiting agents with competitive splits, proprietary platform, and premium marketing support — directly comparable business model, target agent, and consumer base.
• The Real Brokerage: Tech-forward cloud brokerage with competitive agent splits and equity participation; directly comparable recruiting model and tech-enabled value proposition to independent agents.
• Homie: Tech-driven brokerage using flat-fee and technology-enabled model to disrupt traditional commission economics; comparable tech-forward approach to serving buyers and sellers with reduced friction.
• eXp Realty: Cloud-based, agent-centric brokerage with aggressive commission economics and revenue-share model; competes for the same licensed-Realtor talent that Social House recruits in Michigan and beyond.

Broad incumbents

• Redfin: Public, tech-enabled national brokerage with both agent and direct-to-consumer models; broader scale and platform depth but overlapping value proposition for agents and home-buyers/sellers.
• Better Homes and Gardens Real Estate: National franchise brokerage with growing Midwest presence; competes for agents and clients in overlapping geographies with traditional franchise support and brand recognition.
• Coldwell Banker: Established national residential real-estate franchise brand; competes for the same local-agent talent and provides an alternative brokerage option for Michigan consumers and Realtors.

Others

• Zillow Group: Largest consumer-facing real estate platform with Premier Agent lead-generation channel; not a direct brokerage competitor but heavily influences lead flow and agent economics across the industry.

Emerging players

• Opendoor: Tech-enabled iBuyer operating in select markets including parts of Michigan; emerging alternative seller-disposition path that competes for the same listing inventory Social House agents traditionally source.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/socialhouseRE
• Facebookfacebook.com/socialhousegroup
• LinkedInlinkedin.com/company/socialhousegroup
• Instagraminstagram.com/socialhousegroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Social House Group