In what can be described as the “Uber-ization” of real estate, Real, a Houston brokerage, is setting up shop in New York — but the forward-thinking broker is doing everything remotely.

  • Houston brokerage Real recently moved its headquarters to New York.
  • Real currently has 500 agents working remotley in 14 states across the country.
  • The brokerage just announced $6 million in funding.
tamir poleg

Real co-founder Tamir Poleg

In what can be described as the “Uber-ization” of real estate, Real, a Houston brokerage, is setting up shop in New York — but the forward-thinking broker is doing everything remotely.

Despite its name, Real co-founder and CEO Tamir Poleg is adamant that his company isn’t just a real estate business.

“In a traditional brokerage, about 50 percent of their expenses go into real estate,” he said. “By not having that in every specific location, but being able to leverage technology in order to scale, we can save a lot of costs.”

Real has more than 500 agents representing the company remotely across 14 states. “We are a technology company,” Poleh said before revealing that Real’s investors are venture capitalists and technology investors. The company recently announced $6 million in funding.

The digital office

Real was originally based out of Houston, but as the firm grew (which it did quickly in its two years), Poleg could not deny the advantages of being surrounded by billboards and the people who make them work.

“At some point we realized that if we wanted a powerful marketing team, New York has a lot of talent to offer,” he said. “I think this was probably the main reason for us to choose New York as our new base.”

Real has real estate licenses in Texas, Colorado, Pennsylvania, Virginia, Iowa, New York, Florida, Washington D.C., Maryland, New Jersey, Georgia, Mississippi, and New Mexico.

Through Real’s software, agents are essentially always in their own office. They can order business cards through the platform, chat with sellers and buyers and are provided with a personalized website hosted by Real.

Poleg has mapped out the direction he wishes to take Real, and that road leads to the agent. By providing a platform for agents to communicate with each other, Real is able to rely on itself for internal support — something he says is one of the software’s most popular tools.

A different view of brokers

“At the end of the day, we think that by solving a lot of small problems they have, we can improve both their productivity and performance and life quality,” Poleg said.

Again referencing the traditional brokerage mindset that the consumer is the client, he asked “Why not treat the agent as the client?”

Servicing the agent’s needs isn’t always easy, but Real passes on its lack of overhead expenses through 15 percent commissions and no annual fees. Again, similar to the “only get paid while you drive” model from Uber: if you want it, go get it.

This is also what is driving Poleg to push Real to be one of the biggest brokerages in the country (although with 500 agents currently, he’s going to need some serious marketing to top the 100,000-plus agents of Keller Williams).

“If you build it correctly from the technology point of view, and the agents understand that you get a great service, then we don’t have to spend a lot of money to provide a good service,” he said.

Email Britt Chester

Show Comments Hide Comments
Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription