What True Home Realty does

True Home Realty is a privately held, single-agent residential real estate brokerage operated by Mark Spray, serving the Phoenix-Scottsdale metropolitan area and surrounding Maricopa County, Arizona, with extended service into Prescott, Payson, Sedona, and Wickenburg. The firm's primary offering is buyer and seller representation in residential transactions, with a discernible tilt toward the luxury segment of Scottsdale and Paradise Valley, evidenced by featured listings ranging from $374,900 to $37 million. The company also serves a small base of real estate investors seeking Arizona market advice.

The company's digital surface is an IDX-enabled property search platform hosted at findhomesinmaricopacounty.com, built on the CINC (Commissions, Inc.) technology platform, which is part of the Fidelity National Financial (FNF) real estate technology ecosystem. The website integrates data from the Arizona Regional Multiple Listing Service (ARMLS) to surface 1,756+ active listings, supports advanced filtering, and presents curated neighborhood guides for communities such as DC Ranch, Grayhawk, and Paradise Valley, plus a featured listings showcase and a Home Estimate Tool powered by third-party HomePulse reports. Transaction management is handled via SkySlope, and client feedback collection through RealSatisfied. The GTM motion is direct-to-consumer via the website (organic search and content marketing), supplemented by the CINC CRM for lead management and personalized outreach by the agent.

Revenue is generated entirely through transaction commissions on buyer and seller representation, with rates negotiated individually per client and not publicly disclosed. The unit economics of a single-agent brokerage cap the addressable revenue at the personal production of the agent, and there is no disclosed capital, M&A activity, or hiring pipeline in the available data to suggest an intent to scale beyond the current structure.

Name

True Home Realty

Legal name

True Home Realty

Website

https://findhomesinmaricopacounty.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

True Home Realty is a single-agent residential real estate brokerage operated by Mark Spray, providing buyer and seller representation across the Phoenix-Scottsdale metropolitan area and Maricopa County, Arizona, through an IDX-enabled website powered by the CINC platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Buyer Representation Commission: The company earns commission when representing home buyers in transactions. Commission rates are not publicly disclosed and would be negotiated individually with clients.
2. Seller Representation Commission: The company earns commission when representing home sellers in transactions. Services include listing properties on MLS and the company's website, coordinating showings, and managing transaction logistics.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

True Home Realty is a single-agent residential real estate brokerage operated by Mark Spray that provides buyer and seller representation across Maricopa County, Arizona. The company runs an IDX-enabled property search platform at findhomesinmaricopacounty.com (powered by CINC) that aggregates ARMLS listings and offers advanced filtering, neighborhood guides, and a home valuation tool to support transactions. Services include full representation from initial property search or listing through closing, with a visible focus on luxury properties in Scottsdale and Paradise Valley.

Product overview

True Home Realty operates as a residential real estate brokerage serving Maricopa County, Arizona. The company's primary digital offering is an IDX-enabled property search platform (findhomesinmaricopacounty.com) built on the CINC technology platform, which aggregates Arizona Regional Multiple Listing Service (ARMLS) data. The platform consists of a core property search engine with advanced filtering capabilities, a featured listings showcase highlighting premium properties, a Home Estimate Tool for seller valuations, Neighborhood Guides for community information, and Buyer Resources for educational content. Agent Mark Spray provides traditional brokerage services including buying and selling representation. The product architecture is unified rather than modular, with all components accessible through a single website platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Buyer Representation Services Full-service buyer representation in Maricopa County, Arizona, provided by agent Mark Spray. Includes property search assistance using the IDX platform, home showings, negotiation, coordination of inspections, and transaction management through closing.
• Seller Representation Services Full-service listing representation for residential property sellers in Maricopa County. Includes listing on ARMLS and the company's website, coordinating showings, marketing through the featured listings showcase and home estimate tool, and managing transaction logistics.
• Property Search Platform IDX-enabled online property search platform at findhomesinmaricopacounty.com providing real-time MLS listings from the Arizona Regional MLS with advanced filtering by price, beds, baths, square footage, property type, and neighborhood.
• Home Estimate Tool Free home valuation tool providing property owners with current market value estimates and local market activity reports (HomePulse) for properties in Maricopa County.

Quantifiable outcome

• Closed transactions for repeat clients and investors across multiple years
• +1 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• CINC (Commissions, Inc.)coreTechnology or IntegrationCINC is the core technology platform powering True Home Realty's website, providing lead generation, CRM functionality, and website management capabilities. The platform is part of Fidelity National Financial's real estate technology ecosystem and helps drive consistent pipeline growth for the brokerage.
• Fidelity National Financial (FNF)coreTechnology or IntegrationFNF supports an organization of real estate technologies including CINC, Real Geeks, SkySlope, RealSatisfied, Agent Pronto, and HelloCondo. True Home Realty's website is powered by these FNF-backed technologies.
• Arizona Regional Multiple Listing Service (ARMLS)coreTechnology or IntegrationThe company's listings are sourced from the Arizona Regional Multiple Listing Service, providing access to comprehensive property data and broad market distribution for listings.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Homie: Tech-enabled Utah-based brokerage expanding into Arizona markets. Comparable digital-first brokerage model targeting the same value-conscious and self-directed buyer segments in the region.

Broad incumbents

• Compass: National tech-enabled residential brokerage with active Phoenix/Scottsdale operations. Overlaps in luxury segment and tech-forward platform strategy, but operates across multiple geographies.
• Coldwell Banker Realty: Established national residential brokerage with strong Phoenix metro and Scottsdale presence. Broad incumbent competing for the same luxury and traditional buyer/seller pool.

Direct peers

• Redfin: Tech-enabled residential brokerage serving Phoenix metro. Comparable on IDX-driven search experience and digital lead funnels, though operating at national scale.
• eXp Realty: Cloud-based, agent-centric residential brokerage with significant Arizona agent count. Comparable on agent-driven model and tech-enabled operations, though operating at vastly larger scale.
• HomeSmart: Arizona-headquartered residential brokerage with significant Phoenix metro presence. Comparable agent-centric model serving the same Maricopa County buyer and seller segments.
• West USA Realty: Arizona-based residential brokerage with deep Phoenix metro coverage. Direct competitor for listings and buyer representation in the same Maricopa County submarkets.
• The Agency: Luxury-focused residential brokerage with a Scottsdale office. Directly comparable on luxury buyer/seller focus and Scottsdale/Phoenix positioning.
• Realty ONE Group: Residential brokerage founded in Arizona with strong Phoenix/Scottsdale operations. Competes directly for the same residential buyer and seller pool in Maricopa County.
• Russ Lyon Sotheby's International Realty: Largest luxury-focused residential brokerage in Arizona, headquartered in Scottsdale. Directly comparable on luxury Scottsdale/Paradise Valley positioning, target clientele, and Phoenix metro geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/true-home-realty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 True Home Realty