How eXp Realty is tackling portal threat with new agent tech

  • EXp Realty has partnered with Commissions Inc. to provide a consumer-facing website that integrates with MLS data, a CRM platform and three mobile apps to its agents.
  • The cloud-based brokerage offers in-house lead generation for agents and emphasizes competing with third-party portals to provide agent leads.
  • This is CINC's first enterprise deal and will add 1,800 clients to the company's roster.

When a real estate brokerage is almost completely virtual and it’s at least partially owned by its agents, the pressure’s on for any tech company that commits to power its lead generation. That’s especially true when the brokerage aspires to remain relevant to agents in the face of competition from third-party portals, such as Zillow and realtor.com. Real estate marketing software company Commissions Inc. (CINC) has taken up the challenge.