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Home61 launches flat-fee service aimed at increasing efficiency, decreasing costs of home-selling


The traditional way isn’t the only way.

A Miami real estate-tech startup is offering owners a flat-fee service to sell their house or condo, rather than paying the traditional 3 percent.

Until now, Home61, which uses technology to streamline the residential home buying process, was primarily tackling the buying side of the market. But on Thursday, Home61 launched a flat-fee service that provides homeowners with dedicated agents who use  a data-driven platform to efficiently list, market, schedule viewings and close the sale of their properties.

“We are now entering the sell side with this flat fee structured home-selling service, aimed at offering a better service at an honest price to homeowners,” Olivier Grinda, CEO and co-founder of Home61, told Starting Gate. “Our ambition at Home61 has always been to become the real estate ecosystem for our clients. Adding the sell side offering was the natural next step.”

The fee, $6,100, would be lower than the traditional 3 percent real estate agent commissions for listing most homes . For any home selling for about $332,000 – the median existing-home sales price in South Florida – the service would save more than $4,000. On a $500,000 home or condo, the savings would be about $9,000. Home61 aims to sell over 200 homes through the service in 2018 and double that number in 2019.

“Our agents will maintain their commission split on deals with buyers, but for selling properties, the clients will work with a specialized team that has been trained on selling homes and work with the flat fee model,” said Grinda (pictured below), who was raised in France and moved to Miami from Brazil in late 2013. “We see both sides of the business as complementary, as managing listings brings new buyers to our traditional team and buy side clients will eventually sell.”


Home61 tested the service with a client in December. That client introduced Home61 to other clients and it ended up with seven properties under management. Two properties have already sold. “We did not anticipate such a ramp-up and had to hire more people faster,” Grinda said.

Home61 has about 65 real estate agents and expects to reach 100 agents by June on the buy side. In 2017, it generated more than $100 million and sales and completed its 1,000th closing of homes and rentals. Home61 expects to do 800 closings this year. [Read about its startup story here.]

Last fall, Home61 raised a $4 million round of financing from FF Angel, Founders Fund’s early stage investment vehicle, global marketplace investment firm FJ Labs, co-founded by brother Fabrice Grinda, and Miami Angels, South Florida's largest angel network formerly called AGP Miami, to help fund its national expansion.

“This new service is a continuation of our aim to bring honesty and transparency to the real estate industry,” said Grinda. “Innovation is sorely lacking in the space, and consumers end up paying the price for it – they pay overinflated commissions for sub-par service. Adding on this service allowed us to take a more holistic approach in addressing this problem by serving both sides of the market, buying and selling.”