In an era marked by significant transformation in the real estate sector, The Real Brokerage has reported notable organic growth in its agent network, rising from 13,650 agents at the end of 2023 to a striking 23,000 in early 2024. This surge comes amid changes in business practices following the National Association of Realtors’ (NAR) settlement and ongoing commission lawsuits, yet it is the firm's expansion that has captured attention.
Tamir Poleg, the CEO and chairman of Real, reflected on this period of growth, stating, “We are seeing bigger and bigger opportunities to grow organically through larger and larger teams and independent brokerages that are considering joining us or engaging in conversations with us.” He noted a shift in their target prospects; whereas in the past, the firm primarily attracted organisations with 100 to 150 agents, they are now engaging with those boasting 400, 500, or even 600 agents.
Looking ahead, Poleg expressed optimism for 2025, anticipating continued growth driven by a commitment to providing value to agents. As he explained, “Going into 2025, we are remembering the fact that this company was built in order to constantly provide value for agents.” This focus has been vital for Real, especially in a changing real estate landscape marked by challenges that require strategic responses.
Throughout 2024, Real's provision of guidance and educational resources has played a critical role in supporting its agents. However, Poleg has indicated that moving into 2025, the emphasis will shift towards technological advancements aimed at enhancing the home-buying experience. He characterised the current process as “broken,” citing deficiencies in transparency, speed, and control. Poleg firmly believes that technology can remedy these shortcomings while ensuring agents remain central to transactions.
A major aspect of Real's strategy will involve the development and integration of artificial intelligence (AI) technologies. According to Poleg, the firm is positioning itself aggressively in AI, which he sees as a means to facilitate rather than replace agents’ roles. “We are betting big on AI and AI’s ability not to replace our agents, but to replace them having to do some of the tedious tasks that they need to complete every day,” he explained. By automating routine tasks with AI, agents will have the opportunity to enhance their availability and service quality for clients.
Upcoming initiatives include the launch of products such as Leo CoPilot and Leo for Clients, with the latter expected to debut in the second quarter of 2025. Poleg posited that the proprietary nature of Real’s technology offers a competitive edge in the market, as they have constructed their platform to fully integrate AI capabilities across their operations.
Despite the shift towards AI, Poleg has also reiterated the importance of ancillary services, notably in the mortgage and title spheres. He emphasised the necessity of streamlining the entire transaction process, aspiring to create cohesive ties among these essential services to improve overall efficiency.
Real’s approach has evolved from envisioning a consumer-facing application to recognising the prevalent use of text for communication between agents and clients. “Eighty percent to 90% of the conversations between our agents and their clients are done via text,” he noted, elucidating their strategy to integrate AI with existing service offerings into a textual platform.
Poleg envisions a comprehensive solution for homebuyers, summarising his goal as “the Holy Grail” of real estate service. With this clear objective, The Real Brokerage appears set on honing its technological offerings and enhancing the operational capabilities of its agents as it ushers in 2025.
Source: Noah Wire Services