In Florida, homebuyers are beginning to bypass traditional agents, opting instead for artificial intelligence to navigate the homebuying process. This shift includes searching for properties, creating offers, and preparing contracts all on their own.
According to the technology startup Homa, at least ten transactions have successfully closed through its AI-driven platform, with more deals currently in escrow. This trend may disrupt a commission-based industry already shaken by a recent settlement involving the National Association of Realtors.
The Homa platform enables buyers to represent themselves, which reduces agent fees—usually around 2.5% to 3%—allowing them to either save money or apply those funds toward closing costs.
DJ, a 32-year-old pharmacist, shared that he utilized Homa to purchase a $420,000 home in the Tampa Bay area, saving approximately $10,500 in agent fees. “When I heard about this, I thought, why not?” he said.
He also noted that the platform makes it clear that by purchasing in stages, you can save at least 2.5% off the final price.
Another user, Vicki Lin, a physical therapist assistant who made the move from California to Vero Beach, said she bought a $313,000 home and saved around $8,000, which went directly toward her closing costs. “It was a breeze,” she commented about the process, likening the contract system to TurboTax’s easy interface.
Homa was co-founded by Arman Javaherian, who previously worked at Zillow. He saw a gap in the market after observing how buyers often did most of the legwork only to see agents earn hefty commissions. “There are inefficiencies everywhere,” Javaherian noted, adding that buyers frequently do extensive searches on their own, yet agents still pocket thousands when a sale closes.
The new pressure for buyers to sign contracts with agents—stemming from the NAR settlement—has made them more aware of how much those agents actually earn. Javaherian stated, “Many are reconsidering their options.”
Homa’s system streamlines the process, allowing users to easily search for homes, schedule tours, receive AI-generated price analyses, and create contracts, enabling offers to be submitted much quicker than the traditional timeline.
The firm launched a free version earlier in the year, and a paid option called Homa Pro for $1,995, which includes a licensed broker to assist with the trade and ensures buyers get rebate commissions.
However, some agents worry that relying solely on AI might oversimplify a business that thrives on human judgment and localized information. Ivan Chorney, a broker at Compass, emphasized that AI’s advice can often lack the nuanced understanding that many deals require, such as local developments that could affect a property’s value.
Despite these concerns, buyers using Homa are drawn to the control it offers them, avoiding potential miscommunication and pressure from multiple agents, which can complicate the buying process.
While Homa’s AI is not entirely independent—it’s designed to be reviewed by human brokers—the company aims for high levels of autonomy, acknowledging the importance of human oversight in significant transactions.
Currently operating exclusively in Florida, Homa plans to extend its services to Texas and California next year and is looking to raise additional funding. The future of AI in real estate seems uncertain; will it stay a niche tool or develop into a mainstream option? As pressure mounts on traditional agents, buyers may increasingly choose to navigate the homebuying landscape with the help of AI.
