{"id":3191,"date":"2022-06-10T10:30:00","date_gmt":"2022-06-10T10:30:00","guid":{"rendered":"https:\/\/preprod.realtrends.com\/blog\/2022\/06\/10\/the-special-lists-the-wild-volume-world-of-listing-only-agents\/"},"modified":"2025-03-13T02:43:57","modified_gmt":"2025-03-13T02:43:57","slug":"the-special-lists-the-wild-volume-world-of-listing-only-agents","status":"publish","type":"post","link":"https:\/\/preprod.realtrends.com\/blog\/2022\/06\/10\/the-special-lists-the-wild-volume-world-of-listing-only-agents\/","title":{"rendered":"The special-lists: The wild volume world of listing-only agents"},"content":{"rendered":"\n

As Ralph Harvey explains his business strategy, one can hear a whoosh and ping of messages filling his phone.<\/p>\n\n\n\n

But Harvey does not miss a beat as he describes being a listing agent for over 3,253 U.S. home sellers in 2021, or about nine people a day, 365 days a year.<\/p>\n\n\n\n

\u201cSome love us. Some hate us. Some tolerate us. Some talk dirt to us,\u201d Harvey said about List WithFreedom.com<\/strong>, a Boynton Beach, Florida-based real estate brokerage.<\/p>\n\n\n\n

\u201cThe truth is that we\u2019re helping agents,\u201d he declared. \u201cWe are helping to preserve the industry from its inevitable death.\u201d<\/p>\n\n\n\n

Harvey had the second highest number of deals of any U.S. agent in 2021, according to the RealTrends + Tom Ferry The Thousand <\/strong>(RT1000), which ranks the country\u2019s most productive agents<\/a> by transaction sides and sales volume. He is ranked No. 4 individuals by sales volume.<\/p>\n\n\n\n

He is also typical of the agent who tops the transaction side list.<\/p>\n\n\n\n

Like the top agent, the #3 agent, #5 agent, #6 and<\/em> #8 as well as #9, Harvey is not cleaning a home to prepare it for a sale or scheduling showings or negotiating with a buyer\u2019s agent. He is simply entering the home on the local Multiple Listings Service.<\/p>\n\n\n\n

\u201cMLS only\u201d agents, as Steve Murray, senior advisor at RealTrends dubbed them, have been around for decades. Per research Murray did for the Federal Trade Commission<\/strong>, they represent just 2% of all real estate listing agents in the country.<\/p>\n\n\n\n

But recent developments in software let MLS-only agents scale in a way they haven\u2019t before, Murray said.<\/p>\n\n\n\n

There lies a tension between the MLS-only agent and a more traditional agent who is usually representing the buyer in the sale.  <\/p>\n\n\n\n

\u201cGiven the scarcity of inventory, agents know they have to work with them and try and get paid a commission,\u201d Murray said.<\/p>\n\n\n\n

They list the homes<\/strong><\/h2>\n\n\n\n

Ben Caballero<\/a> of HomesUSA<\/strong> is the proverbial Michael Jordan of an agent who uses software to put homes on the MLS. The Dallas-headquartered agent yet again topped the RealTrends\u2019 list with a staggering 4,671 sales.<\/p>\n\n\n\n

But Cabellero works with homebuilders including Toll Brothers<\/strong> and Trophy Signature Homes<\/strong> to put newly constructed abodes on the market in bulk.<\/p>\n\n\n\n

On the other hand, runners-up including Harvey, Jonathan Minerick of Homecoin.com<\/strong>, and Stephen Hachey of Flat Fee MLS Realty <\/strong>largely accumulate clients one seller at a time.<\/p>\n\n\n\n

ListWithFreedom.com was started in 2005 by Jim Tymanski, a software engineer who turned out to live a few blocks away from Harvey.<\/p>\n\n\n\n

\u201cI went over and talked to him about all the ways he could expand,\u201d recalled Harvey. \u201cI touched a nerve with him.\u201d<\/p>\n\n\n\n

\u201cWe came to terms with me buying the company, and him handling all the tech issues,\u201d Harvey said.<\/p>\n\n\n\n

For home sellers, ListWithFreedom.com presents options similar to their local car wash. There is the $89 silver package, the $149 gold package, the $199 platinum offering, and then platinum plus for $299.<\/p>\n\n\n\n

The differentiator between the packages lies in how many photos the home seller may place on the MLS, with the $89 silver package requiring a solitary photo of the front of the house. Also, the platinum packages include assistance with an open house.<\/p>\n\n\n\n

The pitch to homesellers is simple, \u201cList your home on the MLS and save thousands.\u201d<\/p>\n\n\n\n

And it is generally accurate.<\/p>\n\n\n\n

Under the National Association of Realtor\u2019s<\/strong> more than 100-year old arrangement<\/a> in how commissions are paid, the home seller is responsible for paying the buyer\u2019s agent. Harvey counsels customers to pay the buyer\u2019s agent 2.5% of the sale price, which is an industry standard.<\/p>\n\n\n\n

If the seller employed a full-service agent, they would pay each sale side 2.5%, or 5% of the sale. In other words, if a home sells for $500,000 then $25,000 would go to the respective agents. If a seller used the ListWithFreedom platinum offer, $199 goes to Harvey and $12,500 routes to the buyer\u2019s agent. The seller in this hypothetical saves $12,301.<\/p>\n\n\n\n

Harvey claimed that once the model gained traction it was easy for ListWithFreedom.com to expand its customer base and become licensed brokers in 44 states.<\/p>\n\n\n\n

\u201cHopefully, when the property sells there are happy people bragging about all the money save,\u201d Harvey said. \u201cThe seller winds up being the billboard for us.\u201d<\/p>\n\n\n\n

Other MLS only brokerages have almost identical models.<\/p>\n\n\n\n

Three-and-a-half hours northwest of ListWithFreedom.com lies the Tampa headquarters of Flat Fee MLS Realty.<\/p>\n\n\n\n

The company with a staff of six people reported representing the seller on 812 deal sides in 2021. It offers listing packages of $69, $199, and $399, with the most expensive package offering professional photography.<\/p>\n\n\n\n

San Diego-based Homecoin, which reported 1,116 sides in 2021 has a similar model.<\/p>\n\n\n\n

\u201cWe have a one-time fee of $95 per listing and that is it,\u201d said Jonathan Minerick, broker of Homecoin. \u201cWe are a software company that has a broker\u2019s license and uses it when we need it.\u201d<\/p>\n\n\n\n

Long live the MLS<\/strong><\/h2>\n\n\n\n

In theory, the MLS agent appeals to the rugged do it yourselfer who especially does not need help in this high-demand market<\/a>.<\/p>\n\n\n\n

\u201cThe consumer is becoming more educated and savvier,\u201d Harvey said.<\/p>\n\n\n\n

\u201cIf you need hand-holding,\u201d said Steve Koleno, of Exit Strategy Realty<\/strong> in Chicago, who mostly lists homes for corporate landlords as well as smaller investors. \u201cI\u2019m not the agent for you.\u201d<\/p>\n\n\n\n

But the MLS only agent benefits from the status quo, namely the essential role of the MLS, the hundreds of listing services across the country in which only dues-paying National Association of Realtors<\/strong> members may post.<\/p>\n\n\n\n

Sonia Gilbukh, a professor at Baruch College<\/strong> who has studied the MLS system, has noted<\/a> that it is actually impossible to discern how many MLSs exist nationally, and even sometimes the main MLS of a particular market.<\/p>\n\n\n\n

Nevertheless, NAR requires its member agents to post all home sales on the local MLS within 24 hours a day, in what is colloquially known as the pocket listings ban. And in the last year, Zillow<\/strong> has joined Redfin<\/strong> and Realtor.com<\/strong> in almost entirely aggregating their listings from MLS internet data exchange feeds.<\/p>\n\n\n\n

The pocket listing ban<\/a> and Zillow action<\/a> are the subject of two separate, well-financed lawsuits.<\/p>\n\n\n\n

But for now, home sellers depend on the MLS. Harvey argued that benefits him and traditional agents.<\/p>\n\n\n\n

\u201cThe truth is that we\u2019re helping agents,\u201d The ListWithFreedom.com broker said. \u201cBecause if it weren\u2019t for us, 95% of those deals would be for-sale-by-owner with no agents involved.\u201d<\/p>\n\n\n\n

\u201cAgents take shots at us,\u201d Harvey added. \u201cBut there\u2019s also agents out there who think we\u2019re great and are happy to work with us on the buy side of the deal.\u201d<\/p>\n\n\n\n

Besides the unusual symbiosis between the MLS only broker and traditional agent, another question for the niche industry is how to differentiate the companies.<\/p>\n\n\n\n

Caballero carved out a corner working new home sales in the Southwest, and Koleno is perhaps doing the same for Midwest single-family landlords.<\/p>\n\n\n\n

But the benefits between having ListWithFreedom literally entering your information on the MLS compared to, for example, Flat Fee MLS Realty are hard to discern.<\/p>\n\n\n\n

The pitch from Hachey of Flat Fee MLS Realty is they are a \u201cmom-and-pop operation,\u201d and, \u201cAll my staff knows Florida real estate inside and out.\u201d<\/p>\n\n\n\n

Hachey showed emails that his company sends out to sellers with tips like to leave the house during a showing because it can make the prospective buyer nervous. He also said the company responds to seller questions.<\/p>\n\n\n\n

Other MLS only agents including Jason Sapphire at HomeZu <\/strong>in Sharon, Massachusetts and Chris Carr at Lafayette Hill, Pennsylvania-based Simple Choice Realty<\/strong> claim a regional focus.<\/p>\n\n\n\n

Harvey, on the other hand, has his sights set nationally.<\/p>\n\n\n\n

\u201cLocale by locale people are beginning to accept us,\u201d he said. \u201cWe think we are supporting the industry, while exposing its weaknesses and inefficiencies.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

The RealTrends + Tom Ferry The Thousand is replete with agents with one job: Put the home on the MLS.<\/p>\n","protected":false},"author":16592,"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":[736],"class_list":["post-3191","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"\nThe special-lists: The wild volume world of listing-only agents - RealTrends - Blog<\/title>\n<meta name=\"description\" content=\"The RealTrends + Tom Ferry The Thousand agent and team rankings are replete with agents with one job: Put the home on the MLS.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/preprod.realtrends.com\/blog\/2022\/06\/10\/the-special-lists-the-wild-volume-world-of-listing-only-agents\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The special-lists: The wild volume world of listing-only agents\" \/>\n<meta property=\"og:description\" content=\"The RealTrends + Tom Ferry The Thousand agent and team rankings are replete with agents with one job: Put the home on the MLS.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/preprod.realtrends.com\/blog\/2022\/06\/10\/the-special-lists-the-wild-volume-world-of-listing-only-agents\/\" \/>\n<meta property=\"og:site_name\" content=\"RealTrends - 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