{"id":2929,"date":"2022-03-14T14:05:25","date_gmt":"2022-03-14T14:05:25","guid":{"rendered":"https:\/\/preprod.realtrends.com\/blog\/2022\/03\/14\/opinion-the-companies-coming-after-your-commissions\/"},"modified":"2025-03-13T02:40:49","modified_gmt":"2025-03-13T02:40:49","slug":"opinion-the-companies-coming-after-your-commissions","status":"publish","type":"post","link":"https:\/\/preprod.realtrends.com\/blog\/2022\/03\/14\/opinion-the-companies-coming-after-your-commissions\/","title":{"rendered":"Opinion: The companies coming after your commissions"},"content":{"rendered":"\n<p>The biggest real estate tech companies \u2014 <strong>Zillow<\/strong>, <strong>Compass<\/strong> and <strong>Opendoor<\/strong> \u2014 have set their sights on agent commissions as a source of revenue and profit growth.<br><br><strong>Why it matters<\/strong>: Agents remain the backbone of the industry, generating around $100 billion in commissions annually.&nbsp;That commission pool is a rich target for big tech companies to tap into. Zillow&#8217;s new strategy&nbsp;(<a href=\"https:\/\/mikedp.us15.list-manage.com\/track\/click?u=bc08d9a05ce4a7baada0a3bfc&amp;id=ed8aa82d63&amp;e=7bfa474041\" target=\"_blank\" rel=\"noreferrer noopener\">Zillow 3.0<\/a><a href=\"https:\/\/mikedp.us15.list-manage.com\/track\/click?u=bc08d9a05ce4a7baada0a3bfc&amp;id=9d06c98a9d&amp;e=7bfa474041\" target=\"_blank\" rel=\"noreferrer noopener\">: Back to Basics<\/a>) is centered on extracting an&nbsp;<em>additional<\/em>&nbsp;$1.5 billion from agents by 2025, for a total of $2.9 billion annually.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2022\/03\/Screen-Shot-2022-03-14-at-10.07.18-AM.png\" alt=\"Screen-Shot-2022-03-14-at-10.07.18-AM\" class=\"wp-image-22940\" width=\"645\" height=\"338\"\/><\/figure><\/div>\n\n\n\n<p>Compass wants to pay agents less. In its own words, <a href=\"https:\/\/preprod.realtrends.com\/blog\/we-read-compasss-10k-so-you-dont-have-to\/\" target=\"_blank\" rel=\"noreferrer noopener\">Compass<\/a> has a demonstrated track record of &#8220;improving economics with agents&#8221; of 1% per year.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Compass provides&nbsp;<a href=\"https:\/\/mikedp.us15.list-manage.com\/track\/click?u=bc08d9a05ce4a7baada0a3bfc&amp;id=c0de961ef2&amp;e=7bfa474041\" target=\"_blank\" rel=\"noreferrer noopener\">multiple slides<\/a>&nbsp;that highlight its plans and ability to reduce commission splits paid to its agents over time.<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2022\/03\/Screen-Shot-2022-03-14-at-10.07.27-AM.png\" alt=\"Screen-Shot-2022-03-14-at-10.07.27-AM\" class=\"wp-image-22941\"\/><\/figure><\/div>\n\n\n\n<p>In other words, if you&#8217;re a Compass agent, the company&#8217;s plan for profitability hinges on reducing your commission split over time.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2022\/03\/Screen-Shot-2022-03-14-at-10.07.36-AM.png\" alt=\"Screen-Shot-2022-03-14-at-10.07.36-AM\" class=\"wp-image-22942\"\/><\/figure><\/div>\n\n\n\n<p>Opendoor&nbsp;continues to use its scale to push buyer agent commissions \u2014 one of its biggest expenses \u2014&nbsp;lower.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>In Atlanta, Opendoor has experimented with buyer agent commissions ranging from 1.5% to 3%, having finally settled on 2.25%.<br>&nbsp;<\/li><li>Interestingly (and I don&#8217;t think I can take credit for this), Opendoor dropped its lowest 1.5% buyer agent commission&nbsp;<em>ten days<\/em>&nbsp;after I published about the&nbsp;<a href=\"https:\/\/mikedp.us15.list-manage.com\/track\/click?u=bc08d9a05ce4a7baada0a3bfc&amp;id=a4ab9fc996&amp;e=7bfa474041\" target=\"_blank\" rel=\"noreferrer noopener\">iBuyer War on Real Estate Commissions<\/a>.<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2022\/03\/Screen-Shot-2022-03-14-at-10.07.44-AM.png\" alt=\"Screen-Shot-2022-03-14-at-10.07.44-AM\" class=\"wp-image-22944\"\/><\/figure><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-some-perspective\"><strong>Some perspective<\/strong>&nbsp;<\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li>Opendoor sold 20,000 houses in 2021. A 0.75% savings in buyer agent commissions is about $53 million annually.<br>&nbsp;<\/li><li>Compass&#8217;s medium term goal of a 2.5% commission split improvement on its 2021 revenues is $160 million annually.<br>&nbsp;<\/li><li>Zillow wants to generate an additional $250\u2013$300 million from agents per year.<\/li><\/ul>\n\n\n\n<p><strong>Yes, but<\/strong>: These companies aren&#8217;t simply raising prices; they&#8217;re offering increased value to agents.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Opendoor promises partner agents increased deal flow and less time spent on each transaction.<br>&nbsp;<\/li><li>Compass promises its agents increased deal flow and efficiency from its brand and tech platform.<br>&nbsp;<\/li><li>Zillow provides agents with exclusive access to pre-qualified buyer leads<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>The bottom line<\/strong><\/h4>\n\n\n\n<p>Big Tech has big plans to extract hundreds of millions of dollars from real estate agents in the coming years.\u00a0Amidst a landscape of new models, disruptors, tech innovation and &#8220;super apps,&#8221; there remains one consistent way to make money in real estate: commissions.<\/p>\n\n\n\n<p><em>This column does not necessarily reflect the opinion of RealTrends\u2019 editorial department and its owners.<\/em><\/p>\n\n\n\n<p>To contact the author of this story:<br>Mike DelPrete at\u00a0<a href=\"mailto:Mike@mikedp.com\" target=\"_blank\" rel=\"noreferrer noopener\">Mike@mikedp.com<\/a><\/p>\n\n\n\n<p>To contact the editor responsible for this story:<br>Tracey Velt at&nbsp;<a href=\"mailto:tvelt@realtrends.com\" target=\"_blank\" rel=\"noreferrer noopener\">tvelt@realtrends.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Big tech is coming after agent commissions. However, they are also offering increased value. What&#8217;s the impact?<\/p>\n","protected":false},"author":15802,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3255],"tags":[],"coauthors":[2227],"class_list":["post-2929","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Opinion: The companies coming after your commissions - RealTrends - Blog<\/title>\n<meta name=\"description\" content=\"Big tech is coming after agent commissions. However, they are also offering increased value. 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