Since its impactful Super Bowl marketing campaign, Homes.com has experienced a remarkable surge in brand visibility and agent performance. Unprompted consumer awareness skyrocketed from 4% to 36%, leading to a 61% increase in listing wins for member agents. The platform emphasizes agent branding and listing integrity without data commingling or lead diversion. As Homes.com expands, with its agent force expected to reach 500 by June, it challenges established industry practices amid scrutiny from commission lawsuits and evolving brokerage models. The landscape of real estate listings may witness significant shifts due to renewed tensions over MLS regulations.
Unprompted consumer awareness of the brand rose to 36% in Q1 2025, compared to only 4% before February 2024.
Agents don't want to have their leads sold back to them; Homes.com puts agents front and center with their names, their branding, their listings.
The rapid rise of Homes.com coincides with deepening scrutiny of long-held industry norms, including listing practices and the Clear Cooperation policy set by NAR.
New tensions over MLS rules and lead diversion models may accelerate change in how and where agents publish listings.
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