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While many brokerage leaders experiment with reimagined commission models and marginal tweaks, The Real Brokerage is playing a different game altogether. “Most companies in our space focused on reworking the business model,” says CEO and founder Tamir Poleg. “We’re going deep into pure tech innovation.” That focus on technology is what Poleg says will propel the firm’s growth.
Only three years ago, The Real Brokerage was ranked for the first time on the RealTrends Verified Brokerage Rankings. Now, they are in the top 10: No. 6 by transaction sides and No. 5 by sales volume.
“We’ve always been focused on making agents’ lives better,” says Poleg. “That was our north star from the beginning, and it continues to guide us as we grow and adapt.”
The formula for attraction
When asked why agents are coming to Real, Poleg doesn’t point to just one factor. Instead, he says, it’s a mix of autonomy, financial upside, and cultural alignment.
“Agents consistently mention five things: freedom and flexibility in building their businesses, better economics compared to traditional models, cutting-edge technology, our collaborative culture, and the opportunity to create multiple income streams beyond just commission,” he says. Those additional streams include equity incentives, revenue sharing, and JV opportunities in title services.
Doubling down on tech innovation
With dramatic growth comes the next evolution of the firm. That, says Poleg, is to double down on technology.
“We’re not focused on business model innovation like many others before us. We’re investing in pure tech innovation,” Poleg explains. “The next couple of years will be about building a meaningful competitive advantage for our agents through technology.”
Artificial intelligence is central to that vision. Internally, AI will streamline agent operations such as paperwork and compliance support. Externally, it’s about elevating the client experience. “We’re building AI tools that help agents serve their clients better,” he says, “and we’re thinking long-term about the expectations of the next generation of homebuyers.”
Learning from industry giants
Over the years, real estate firms have shone a pattern of several years of ascent followed by a plateau. A new competitor comes into the market and agents start to shift. According to industry stalwart Steve Murray, founder of RTC Consulting, “Firms that once commanded the market and struck fear into their competitors are no longer as dominant. Over the past 40 years, we have seen the rise of Century 21, Coldwell Banker, RE/MAX, Keller Williams, and, most recently, eXp Realty — each achieving a period of market dominance before being either overtaken by new players or losing their sizzle via subdued growth or accelerated declines relative to the housing market.”
While Poleg understands that, he says, “There’s still a long runway before we reach the scale of companies like Keller Williams or RE/MAX. The difference is, while they focused on business model innovation, we’re reimagining the consumer experience through technology.”
He believes that shift — putting the consumer first through better tools and experiences — will insulate Real from stagnation. “Younger generations won’t tolerate the outdated processes of today’s real estate transactions. We’re building now for their expectations 10 to 20 years from today.”
From agent-centric to consumer-aware
While Real’s origin story was firmly rooted in serving agents, its evolution is starting to take a broader view.
“At the start, we had no intention to focus on consumers,” Poleg admits. “But if we truly care about our agents, we have to care about their clients. That means investing in experiences that make agents more valuable in the eyes of buyers and sellers.”
That shift represents a significant strategic expansion that aligns with the industry’s larger reckoning around transparency, value, and efficiency.
As The Real Brokerage continues its upward climb, Poleg remains focused on what he believes sets the company apart: a relentless commitment to agent empowerment, paired with a forward-thinking investment in technology that redefines the client experience.
