RealUmbrella seeks to shut agents out of transactions

RealUmbrella, a new site for home buyers and sellers that launches today in California, will not make many friends in the real estate brokerage industry, but it's not supposed to.

At its Web site, the company states that brokers, Realtors and agents that exist today "are being re-purposed for tomorrow. Stand by for the real estate market shakeup."

The company seeks to link for-sale-by-owner buyers and sellers directly in an online platform that features digital documents and electronic signatures for a flat fee.

Flat-fee real estate business models are nothing new.

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