HomeSmart Realty

What HomeSmart Realty does

HomeSmart Realty, legally HomeSmart Holdings, Inc., is a privately held U.S. residential real estate brokerage headquartered in Scottsdale, Arizona, at 8388 E Hartford Dr, Suite 100. The company operates a dual-format distribution model: a franchise system under which independent brokerage owners operate under the HomeSmart brand across multiple U.S. states, and a direct network of licensed real estate agents engaged as independent contractors. The company recruits agents through a "Join HomeSmart" program anchored on 100% commission plans, where agents retain the full commission while HomeSmart collects a transaction fee or desk fee per closing. Consumer revenue is generated through real estate transaction commissions on the buy and sell side, while franchise revenue is generated through recurring fees paid by franchisees to operate under the HomeSmart brand.

The company's core technology is a real estate brokerage platform built around two proprietary mobile applications: the HomeSmart Client App, which allows home buyers, sellers, and renters to search properties and manage transactions, and the HomeSmart Agent App, which provides real estate professionals with tools to manage clients, listings, transactions, and commission tracking. The platform is supported by a consumer-facing website with property search, agent lookup, and home seller inquiry functionality, plus an active social media presence across Facebook, Instagram, LinkedIn, TikTok, X, and YouTube. The company does not disclose third-party integrations, APIs, or AI/ML capabilities.

HomeSmart serves three primary customer segments: home buyers (first-time and repeat), home sellers, and licensed real estate agents ranging from new licensees to seasoned REALTORS. The company addresses agent pain points around high commission splits and desk fees through its 100% commission structure, and addresses consumer pain points around property discovery and qualified agent access through its nationwide agent network and search platform. The company is privately held, reports no external parent, no private equity backing, and no venture capital investment in the source data, and reports no corporate M&A, leadership changes, or funding rounds over the observed period.

Name

HomeSmart Realty

Legal name

HomeSmart Holdings, Inc.

Website

https://homesmartintl.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

HomeSmart Realty is a privately held U.S. residential real estate brokerage that operates a franchise model and a network of independent-contractor agents across multiple states. It serves home buyers, sellers, and real estate agents through proprietary client and agent mobile apps and a 100% commission plan.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

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

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 Real Estate Brokerage (Buy/Sell) (FSAEAJAA)

Keywords

• Real estate brokerage
• Residential home sales
• Real estate franchise
• Agent commission plans
• Property search platform

Headquarters

HQ city

Scottsdale

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, Technology or R&D, Operations, Infrastructure

Revenue model

1. Real Estate Transaction Commissions: HomeSmart earns commissions on real estate transactions (buying and selling homes). The company offers 100% commission plans to agents, retaining a portion through transaction fees or desk fees.
2. Franchise Fees: Revenue generated from franchise partners who pay fees to operate under the HomeSmart brand name and utilize its platform and resources.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

HomeSmart Realty is a residential real estate brokerage that helps consumers buy, sell, and rent homes through a network of licensed agents and independently owned franchise offices. It recruits real estate agents under 100% commission plans (retaining a portion via transaction or desk fees) and supports agents and consumers with proprietary mobile applications (HomeSmart Client App and HomeSmart Agent App). Revenue is generated from real estate transaction commissions and recurring franchise fees paid by independent brokerage owners operating under the HomeSmart brand.

Product overview

HomeSmart Realty operates as a real estate brokerage platform offering technology-enabled services for buying, selling, and renting homes. The company provides two main products: the HomeSmart Client App for consumers seeking properties and the HomeSmart Agent app for real estate professionals. Together, these products form an integrated brokerage ecosystem connecting home buyers, sellers, and renters with agents through mobile technology.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Real Estate Brokerage Services (Buy / Sell / Rent) Full-service residential real estate brokerage delivered through licensed HomeSmart agents who represent buyers and sellers and assist renters. For consumers searching for homes, marketing a home for sale, or working with an agent to complete a real estate transaction.
• HomeSmart Client App Mobile application for home buyers, sellers, and renters to search for properties, connect with agents, and manage their real estate transactions.
• HomeSmart Agent App Agent-facing mobile application that provides real estate professionals with tools to manage clients, listings, transactions, and commission tracking.
• HomeSmart Franchise Program Franchise offering that allows independent brokerage owners to operate a real estate brokerage under the HomeSmart brand, accessing the company's platform, brand, and operational resources in exchange for franchise fees.
• HomeSmart Agent Training Training and education program offered to HomeSmart real estate agents to support their professional development and productivity under the HomeSmart brokerage.

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators2 records

Recent moves4 records

Expansion highlights6 records

Direct peers

• RE/MAX: Large franchise-based residential real estate brokerage with a globally recognized brand. Closely comparable to HomeSmart's franchise distribution model and multi-state U.S. agent network.
• Compass: Technology-forward residential brokerage competing for the same agents and consumers. Overlaps with HomeSmart on agent economics, proprietary tech platform, and luxury/mainstream U.S. urban/suburban markets.
• Redfin: Tech-enabled residential brokerage and search portal serving U.S. home buyers and sellers. Comparable to HomeSmart on consumer-facing property search experience and brokerage service, though it employs a salary-plus-bonus agent model rather than 100% commission.
• eXp World Holdings: Public residential brokerage with a cloud-based, 100% commission agent model and a similar franchise-like agent network. Most directly comparable to HomeSmart on commission structure, agent recruiting wedge, and technology-led GTM.
• Keller Williams Realty: Largest U.S. residential brokerage by agent count, with a heavily agent-centric profit-sharing and high-split model. Comparable to HomeSmart in targeting agents with attractive commission economics and a national footprint.

Broad incumbents

• Sotheby's International Realty: Luxury-leaning international residential brokerage with a U.S. franchise network. Comparable to HomeSmart on franchise structure but operates at higher price tiers and a broader global footprint.
• Better Homes and Gardens Real Estate: Nationally franchised residential brokerage leveraging a consumer-brand parent. Comparable to HomeSmart on U.S. franchise distribution of residential real estate services.
• Coldwell Banker: Established national residential brokerage franchise with broad consumer brand recognition. Competes with HomeSmart for U.S. home buyers and sellers but operates as a broader incumbent across more price tiers and segments.
• Century 21 Real Estate: Global franchise residential brokerage with significant U.S. footprint. Comparable to HomeSmart as a multi-state U.S. franchise competitor with national consumer brand awareness.
• Berkshire Hathaway HomeServices: National residential brokerage franchise backed by a large consumer brand. Comparable to HomeSmart on U.S. franchise-led residential brokerage distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/HomeSmartIntl
• YouTubeyoutube.com/HomeSmartFilms
• Facebookfacebook.com/homesmart
• LinkedInlinkedin.com/company/homesmart-realty
• Instagraminstagram.com/homesmart
• TikToktiktok.com/@homesmartintl

Revenue estimate

Valuation estimate

Number of profiles

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 HomeSmart Realty