Previous Allison LaForgia of HousingWire and Ryan Smith, Senior Business Development Executive at Homes.com, outlined why the company’s agent-first philosophy is designed to reverse that trend not just in messaging, but in execution.
Smith describes how Homes.com fundamentally differs from traditional real estate marketplaces. “We put the agent first compared to the other platforms that are out there that practice lead diversion models,” he said, noting that many agents don’t realize how often their listings are used to generate leads for competitors.
That distinction sits at the center of Homes.com’s strategy. While other platforms rely heavily on pay-to-play lead diversion, Smith explained that Homes.com connects consumers directly with the listing agent. “We primarily show the listing agent with their contact information, brand, and then we directly connect the consumer with the listing agent,” he said. “Unlike the other platforms, we’re not built on a pay-to-play type model.”
According to Smith, lead diversion has created a longstanding disconnect between consumers and agents. “Consumers believe they’re getting the listing agent who truly knows the property, but then end up getting connected to another agent who really doesn’t know the listing — they just paid for that connection,” he said. “Not only is it misleading to the consumer, but it’s pretty unfair to the listing agent.”
Visibility and brand recognition, Smith added, are no longer optional for agents. With virtually all home searches now starting online, agents need platforms that elevate their expertise. “Homes.com delivers that visibility and recognition as a local expert,” he said, pointing to neighborhood pages, school content, agent directories, and listing displays that showcase the professional behind the transaction.
Those features are designed to help agents tell a more complete story to today’s informed buyers and sellers. “We’re showcasing them as true local experts with knowledge about the area, the schools, the neighborhoods,” Smith said. “When a potential homebuyer or seller is researching these pages, they have a true expert they can connect with.”
That local context also builds trust. Smith emphasized that buying a home goes far beyond the structure itself. “You’re not just buying the four walls and the land — you’re buying the community, the lifestyle,” he said. “It’s one of the biggest financial decisions you’ll ever make, so we want consumers to feel confident about who they connect with and where they’re buying.”
Beyond exposure, Smith said long-term agent success requires more than traffic or leads alone. “Homes.com offers so much more than just leads,” he explained. “You get brand recognition, innovative tools like our contact targeting listing presentation tool, and ways to reconnect with your sphere and past clients.”
Support is another differentiator. Rather than a transactional relationship, Homes.com emphasizes an ongoing partnership. “We value customer success and dedicated account executives,” Smith said. “From onboarding to monthly educational reviews, they oversee the entire program and ensure agents know how to use the tools to be more successful.”
Smith stated that continued investment in content and technology, such as expanded neighborhood content and the inclusion of CoStar Group’s Matterport acquisition in Homes.com memberships, will strengthen the partnership and add value in 2026 and beyond. “It’s about helping agents grow their brand, stay top of mind, and amplify the most important parts of their business,” he said.
As the industry evolves, Smith believes agent-first platforms will play a critical role in restoring balance to the digital marketplace. “We differentiate ourselves by putting agents first,” he said. “That’s how professionals grow stronger, not just now, but well into the future.”
