As we look back over the past 40-50 years, we saw the franchise real estate brokerages dominate. First Century 21, then Remax, and then Keller Williams. Each brand tweaked a little over the previous, to offer their agents more.
Keller Williams was very disruptive because this brand was the first to offer profit sharing to the agents who helped grow the company. This unique agent benefit helped KW have amazing growth, and eventually go on the be the largest traditional franchise in the US.
In 2009, Glenn Sanford founded eXp Realty. Unlike the analog brands before him, Sanford's goal was to create a non-franchised brand, that had no offices.
This new type of real estate brokerage is cloud-based, offers stock ownership to their agents, and also shares gross revenue with the agents who help grow the company.
Since eXp has been on the playground, there have been a few other brokerages that have come about, with the same type of agent offerings.
If we look back at how title/escrow companies grew, we also see an evolution. For decades, title companies would court real estate brokers and agents, and bring them food and other extras.
Then, in the early 2000's the Joint Venture was created. The title companies would sell up to 49% of the title company to real estate agent and broker partners.
This JV model dominated because real estate agents could now share in the revenue with the title companies. This was very disruptive to the title industry.
Now, in 2023, the vast majority of the title companies are joint ventures.
Now, with the cloud-based, publicly traded, non-franchised brokerages in the market place, what will happen?
I believe, like with title companies, this will be the new model. When national brokerages offer stock awards and revenue share with their agents, and that becomes the norm, how can traditional brokerages and legacy brick and mortar franchises compete?