by Jill Butler | Jun 12, 2025 | Industry, News Feed
CEO and founder Jill Butler offers insights to help you build something that reflects the heart of your company and provides the space for your agents to accomplish big things.
Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with the Inman Community, and gain insights from hundreds of leading minds shaping the industry. If you’re ready to grow your business and invest in yourself, this is where you need to be. Go BIG in San Diego!
Thirteen years ago, I started RedKey Realty Leaders in a single room at the Frontenac Hilton. It was modest — just a desk, a vision and a passion for reshaping what a real estate company could be.
Now, as we prepare to celebrate our 13th anniversary and the opening of our brand-new flagship office in Clayton, Missouri, I find myself reflecting on how far we’ve come — and what this move means not just for our team, but for our industry.
Relocating an office — especially your headquarters — is never just about square footage. It’s about values. It’s about culture. And if done right, it’s about vision.
I’m sharing a behind-the-scenes look at our journey to our new space in the hopes that it may inspire other brokers who are reimagining how their physical space can serve their people, their clients and their growth.
Why we moved
The decision to leave our long-time Frontenac, Missouri, location wasn’t taken lightly. That office held history. It was the first physical manifestation of RedKey’s heartbeat — filled with energy, creativity and big dreams.
But as we’ve grown, we realized that our flagship office needed to evolve. We weren’t just looking for a place to work; we needed a space that reflects who we are now and who we’re becoming.
In the post-pandemic real estate world, the purpose of a physical office has changed. It’s no longer about rows of desks and assigned seating. It’s about collaboration. Flexibility. A space that welcomes, inspires and supports a hybrid workforce. We wanted to create an environment where agents actually want to come in — not because they have to, but because the energy is magnetic and the support is tangible.
Finding the right space
When we began our search, we were clear about three things:
- We wanted to be closer to the core of St. Louis. Clayton offered a central, prestigious location that’s easily accessible.
- We needed a space that we could make our own, open to renovation and reinvention.
- It had to allow for future expansion; we’re not done growing.
We toured countless buildings, but when I walked into 1034 S. Brentwood Blvd, I saw potential. It didn’t look like RedKey, yet. But it had the bones: a mezzanine level, flexible layout and plenty of natural light. Most importantly, I could picture our agents thriving there.
Designing with purpose
Renovation began with a single question: What do our agents need to be at their best?
We brought in workplace designers who understood our culture and started from scratch. The result is a thoughtfully designed, modern space that still feels warm and inviting.
It includes:
- Two conference rooms for private client meetings and team trainings
- Access to the building’s gym
- A mix of open-desk areas and private offices to support different workstyles
- Places to socialize and comfortable lounges that encourage spontaneous collaboration
- A mezzanine level that adds vertical energy and a sense of discovery
We also created areas for quiet reflection and focus. Real estate is a high-energy business, and we all need moments to breathe, reset and recharge.
Culture comes first
One of the most important lessons I’ve learned over the years is that culture doesn’t just happen. You have to build it intentionally. And the physical environment plays a huge role.
At RedKey, our culture is built on love, service and fun. That means creating a space where people feel valued, where help is always available and where laughter echoes down the halls.
We made choices in the design process that reflect those values. For example, the kitchen is at the center of the office, not tucked away in the back, because we believe connection happens over coffee and casual conversation. Our training room is wired for hybrid events because we want every agent, regardless of office location, to feel included and empowered.
Lessons for other brokers
If you’re thinking about upgrading or relocating your office space, here are a few takeaways from our experience:
- Start with your people: Your agents aren’t just employees — they’re your brand ambassadors. Ask them what they need. What helps them thrive. What frustrates them. Their feedback will guide your decisions and ensure buy-in from the start.
- Think beyond today: Design for the company you want to be five years from now. Build in flexibility. Modular furniture, multiuse rooms and tech-friendly infrastructure will future-proof your space.
- Culture isn’t a luxury — it’s a strategy: Don’t underestimate the ROI of a positive workplace culture. At RedKey, we’ve been named a Top Workplace in St. Louis for multiple consecutive years, and I firmly believe that’s because we invest in our people, not just our processes.
- Make it feel like home: Real estate is personal. Our agents deal with families, hopes, dreams and major life transitions. Give them an environment that reflects that warmth, a place where they feel proud to bring clients.
- Celebrate the journey: Moving offices is a milestone worth honoring. Our open house on June 26 isn’t just a party — it’s a reminder of how far we’ve come and where we’re headed.
A new chapter begins
Standing in our new office, I’m filled with gratitude. Gratitude for the team that made this move possible, for the clients who trust us, and for the communities in and around St. Louis — our forever home.
This office isn’t just a building. It’s a symbol of our values, our ambition, our commitment to being a local, independent brokerage, and our belief in what’s possible when people are supported, seen and set up to succeed.
If you’re a broker wondering whether now is the time to rethink your space, I encourage you to do it. Build something that reflects the heart of your company. Give your people a space that fuels their success. You’ll be amazed at what unfolds.
by Jill Butler | Sep 4, 2024 | Industry, News Feed
Whether it’s refining your business model, mastering new technologies, or discovering strategies to capitalize on the next market surge, Inman Connect New York will prepare you to take bold steps forward. The Next Chapter is about to begin. Be part of it. Join us and thousands of real estate leaders Jan. 22-24, 2025.
With all the media coverage of today’s real estate industry, if you’re a concerned real estate licensee you’re not alone.
With confusion over “inflated commissions,” “conspiracy,” and “consumer’s rights,” allow me to shine a light on the matter. It is not just about the money — it’s the perception of behaviors within the Realtor trade organization’s systems and policies and the control it imposes.
In my opinion, at the core is the limiting of capitalism, free enterprise and the stifling of competition. At the heart of it all is antitrust. There is a ray of hope, because, in simplest words, you do have a choice.
Key Realty Group (KRG) is the only real estate brokerage independent of the National Association of Realtors (NAR) that is native to the Berkshires in Massachusetts, and with careful research, you can find other brokerages across the nation that have made the same choice as we did to become independent.
Why did we make the choice to leave NAR?
KRG was licensed in 2022 so that it could broker real estate transactions free from the control of NAR. As an independent, KRG had no affiliation and, therefore, no influence from NAR over policies.
KRG’s new economic paradigm was motivated by a desire to give consumers a choice and to provide transparency within the real estate transaction, all while giving real estate licensees more control over their own business plans, advertising and transactions.
What’s the difference between a licensed broker vs. a licensed Realtor?
So, let’s first understand the distinction between a licensed real estate broker versus a licensed real estate broker who is also a Realtor. The term Realtor is often used interchangeably with agent.
All licensees must complete the same educational hours and the same training and pass the same test to obtain the license, and the salesperson licensee must be affiliated with a supervisory broker before they can act as a fiduciary to a consumer.
While all licensees are educated, trained and licensed to do the very same job, and all are held to the state’s ethical and professional standards of that profession, the autonomy of a non-Realtor real estate broker versus a Realtor real estate broker is not the same. The choice to pay and join a trade organization is the sole act that makes that licensed real estate broker a Realtor.
A Realtor, as a trade organization member, must abide by the policies and rules dictated by the organization, whether they believe in them or not. A few policies within the NAR trade organization were the focus of the Sitzer | Burnett suit and the basis for the federal verdict that found Realtors guilty and awarded damages of $1.78 billion.
Rejecting the complacency requirement of a Realtor membership is how KRG first began.
The commission lawsuits emerge
In 2020, I learned of the first suit — U.S. Department of Justice v. National Association of Realtors (NAR). It was a case alleging antitrust violations. With looming questions in my mind, I began to research to find a better, independent way.
In 2021, I implemented change. In 2022, our team successfully licensed the KRG-Key Realty Group (KRG) brokerage, and in January 2023, KRG began servicing clients.
While KRG was plowing the path for the new brokerage with new ideals, NAR would find itself in another antitrust lawsuit (the aforementioned Sitzer | Burnett), which would be in the headlines throughout 2023.
In a Federal courtroom in October 2023, in less than two hours, a jury of average consumers would render a guilty verdict for antitrust behaviors and policies against NAR and award a historic sum of damages in the amount of $1.78 billion.
Fast forward to today. While the Realtor community was scrambling to meet the Aug. 17, 2024, deadline imposed upon them within the NAR’s settlement agreement, some may have missed the point. The atmosphere is hyper-focused on how to reallocate and redefine the compensations that came under scrutiny in this antitrust case.
Perhaps taking a good look at how attorney Michael Ketchmark was able to win against NAR — the largest, most powerful trade organization in real estate — will shed some light. The win was based on the perception that they had no choice. Consumers, unaware of the differentiation of real estate brokers and Realtor real estate brokers, felt they had no choice. The fee the Realtor broker was charging — the consumer felt they had no choice. The Realtor broker or agent may have also felt they had no choice since their trade organization controlled them and restricted creativity or business diversity.
Now, in the aftermath of that verdict, some licensee professional brokers are lashing back. They are bitter about more limitations and more control placed upon them by NAR’s universal settlement agreement. It’s an agreement that affects every NAR member (every Realtor broker, not every non-Realtor broker). It’s another agreement that they had no voice in crafting. Disappointed with a system that has held them hostage for decades, some have filed their own suit against NAR.
Maybe it’s about time they fight back. The undue influence would begin as early as the inception of the Realtor-owned MLSs. Looking at the history “once an MLS reached critical mass in a particular marketplace, brokers might find their business drying up if they didn’t join.”
It seems even back then, they had no choice.
In light of this past year, Realtor brokers and non-Realtor brokers alike are determined to change the system for the good of consumers. Many didn’t like NAR’s influence or control in the first place, nor did they feel an overpowering need to be involved as a political lobbyist just to run a small successful local real estate business.
Now, the real estate industry is changing, and that is a good thing. Hold on tight. When you let loose the number of brilliant, resourceful and moral entrepreneurs these brokers are, things are gonna change. I see opportunities everywhere I look. Opportunities for different business models, more services or fewer services, and more creativity.
Brokers have a choice
All brokers have choices, too. Brokers can be Realtor brokers or non-Realtor “independent” brokers. A broker can be proactive or reactive. With the power of a broker’s license, the professional can affiliate within multiple brokerages all at one time or just one brokerage.
The broker can open their own brokerage and affiliate hundreds of agents with them, or they can be a lone-ranger broker. A broker has a vast array of business model choices, some of which may not have even been invented yet.
The brokerage can utilize hundreds of advertising menus and social media platforms; subscribe to websites; and participate in one multiple listing service (MLS), several MLSs, or no MLS at all.
A broker can be a managing broker overseeing agents or an active, boots-on-the-ground broker helping consumers buy and sell or both. A broker can specialize in services to a seller, services to a buyer, or services to both buyers and sellers. There are many types of business models.
Brokers have choices. It’s all about choices. I can see opportunities for entrepreneurs within the real estate sales industry and for those all around it. Opportunities for advocates, negotiators, mediators, facilitators, estimators, contractors and, of course, more opportunities for fiduciaries than ever before. Buyers, sellers, agents and brokers have choices. Everyone has choices.
Nadine Hiser, broker associate, Key Realty and Broker of Record, KRG – Key Realty Group. Connect with her on Twitter, Linkedin and Instagram.
by Jill Butler | Aug 27, 2024 | Industry, News Feed
Whether it’s refining your business model, mastering new technologies, or discovering strategies to capitalize on the next market surge, Inman Connect New York will prepare you to take bold steps forward. The Next Chapter is about to begin. Be part of it. Join us and thousands of real estate leaders Jan. 22-24, 2025.
In just a few short weeks, real estate’s ultimate Lone Star state gathering — Inman Connect Austin — will touch down at Brazos Hall in Texas on Oct. 9.
Inman Connect Austin will bring together the brightest minds in the industry — leaders, innovators and top agents — for a one-of-a-kind, supercharged event.
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This is more than just another conference — it’s your chance to gain critical insights, forge powerful connections and equip yourself with strategies that will ensure your business thrives in today’s fast-evolving market.
Here’s a look at some of the key speakers who will be sharing their expertise, helping you stay ahead of the curve and offering you the tools you need to excel.
Kumara Wilcoxon
Global Real Estate Advisor, Sotheby’s International Realty
Kumara Wilcoxon | Sotheby’s Realty
With over 20 years of experience, Wilcoxon has become synonymous with luxury real estate in Austin.
As the top agent for Sotheby’s International Realty worldwide, Wilcoxon’s influence and expertise are unmatched. Her deep understanding of the luxury market, coupled with her dedication to her clients, offers invaluable insights for breaking into or advancing in high-end real estate.
With more than $2.5 billion in sales, Wilcoxon embodies success and strategic thinking.
At Inman Connect Austin, you’ll gain a better understanding of the intricacies of the luxury market from one of the best in the industry.
Sarah Liu
Partner, Real Estate Technology Investment Team, Fifth Wall
Sarah Liu | Fifth Wall
Liu, a partner on the Real Estate Technology Investment team at Fifth Wall, is at the forefront of tech innovation.
At Fifth Wall, the largest asset manager focused on the built world, her expertise centers on identifying and investing in cutting-edge technology currently transforming the real estate landscape.
Liu’s work spans finance, insurance, construction and real estate, making her insights invaluable to understanding how technology can future-proof business.
Liu’s expertise in tech investment offers a unique perspective on the tools and innovations driving the industry forward. You’ll learn from a leader who is shaping the future of real estate technology.
Cord Shiflet
Realtor, Moreland Properties
Cord Shiflet | Moreland Properties
For 15 years, Shiflet has been recognized as the No. 1 individual agent in Austin by the Austin Business Journal. His reputation for professionalism, trust and hard work has made him a cornerstone of the Austin real estate market.
Shiflet’s approach and ability to understand the needs of each client make him a standout in a crowded market. His experience with Austin’s top-tier clients and properties provides invaluable lessons on personal branding.
As a Connect Austin speaker and one of the city’s most successful agents, Shiflet will share insights that have kept him at the top of his game for over a decade.
Ryan Rodenbeck
Broker-owner, Spyglass Realty
Rodenbeck is a visionary in the real estate industry, transforming his solo agent operation into a thriving brokerage with over 100 agents.
Ryan Rodenbeck | Spyglass Realty
Rodenbeck’s expertise in agent productivity, recruitment, technology and automation has made him a sought-after speaker and advisor. His focus on leveraging technology to scale operations is relevant in today’s market, where adaptability and innovation are key to staying competitive.
Attendees at Inman Connect Austin will gain insights into the systems Rodenbeck has implemented to drive growth at his brokerage, providing actionable takeaways that can be applied to any real estate business.
Catherine Lee
President of New Development, Texas, Douglas Elliman
Catherine Lee | Douglas Elliman
Lee is a powerhouse in Texas real estate, leading Douglas Elliman’s expansion across the state.
With deep expertise in new development marketing and traditional real estate sales, Lee’s strategic vision has been key to the success of numerous high-end projects.
Her journey from managing large-scale franchises to leading one of the state’s top real estate firms offers invaluable lessons for anyone looking to expand their business.
Be part of the future this fall
This may be Inman’s first event in Texas, but it’s not our first rodeo. Inman has been bringing together tens of thousands of real estate professionals for decades to provide dedicated time and space for the industry to connect, learn and grow.
Inman Connect Austin is a powerhouse experience designed to deliver maximum value and propel your career forward.
These speakers, each a leader in their field, will provide you with the knowledge and strategies needed to navigate today’s market and come out ahead. Whether you’re seeking to break into luxury real estate, harness the power of technology or stay ahead of the competition, Inman Connect Austin is the place to be.
This is merely a glimpse of who you’ll meet at Inman Connect Austin. Get ready to be inspired by the expert lineup. Register now. We’ll see you in Austin!
by Jill Butler | Aug 21, 2024 | Industry, News Feed
Thumbtack for Real Estate is an agent-facing co-branded experience that lets licensed professionals deliver an intuitive workflow for task management, from moving company provisioning to room renovation.
Whether it’s refining your business model, mastering new technologies, or discovering strategies to capitalize on the next market surge, Inman Connect New York will prepare you to take bold steps forward. The Next Chapter is about to begin. Be part of it. Join us and thousands of real estate leaders Jan. 22-24, 2025.
Thumbtack, the company known for making homeownership easier, has launched a real estate-specific product to help consumers, through their agent, stay on top of the ever-increasing myriad of tasks required to buy and sell a home.
Available as of Aug. 20, Thumbtack for Real Estate is an agent-facing, co-branded experience that lets licensed professionals deliver an intuitive workflow for task management, from moving company provisioning to room renovation.
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A service category already common in real estate and the proptech space, it can be argued that Thumbtack’s tenure in the house- and service-provider-management ecosystem lends particular credibility to what it can provide in the category. Many agents, for example, will use blogs, email campaigns or marketing materials as logistical resources for clients, forms of content that lack customization and connectivity, and especially personalization.
Thumbtack for Real Estate is delivered as a closing gift to the buyer, in one use case, along with a financial credit of the agent’s discretion.
“By delivering high-touch service at a moment when buyers and sellers need all the help they can get, real estate agents can close deals more efficiently, secure referrals and provide clients with peace of mind as they begin this new stage of their life,” the press release stated.
LiveEasy, CORE Home and Milestones are additional examples of home sale and property oversight solutions, each with its own set of tools and approaches to safeguarding the consumer against the hassles and hurdles of settling into a new home.
Thumbtack used the release to argue that agents need to do as much as possible to prove their value to clients, and the tools and tech with which they partner are part of that, to the extent that those tools can soften or shrink the process.
The mature mobile experience, heavily consumer-forward, is a compelling argument for Thumbtack. It quickly builds the user’s profile based on location, home type and transaction side, and from there curates a list covering the countless things needing to be done by the buyer or seller.
Nekst is another application that offers a similar, automated list-driven workflow system for agents and transaction coordinators, who can then deploy a client portal for ongoing transaction management and relocation insights.
Email Craig Rowe
by Jill Butler | Aug 13, 2024 | Industry, News Feed
The “Prefab Hiking House” series of homes designed by OneSpaceHub includes a split-level 40-foot property featuring a sun deck for $48,000 and a single-story home with a terrace priced at $19,000.
Whether it’s refining your business model, mastering new technologies, or discovering strategies to capitalize on the next market surge, Inman Connect New York will prepare you to take bold steps forward. The Next Chapter is about to begin. Be part of it. Join us and thousands of real estate leaders Jan. 22-24, 2025.
Better known for books and appliances, online retailer Amazon has rolled out a trio of new tiny homes for sale — including a terraced model for $19,000 — in the face of rising property costs and sagging affordability.
The “Prefab Hiking House” series of prefabricated, compact homes features a 40-foot home with two levels and a sun deck priced at $48,000; a single-story build with a terrace priced at $19,000; and a similar model without a terrace priced at $16,570. Each is priced well below that of the typical home.
OneSpaceHub is the manufacturer of the latest tiny homes to hit Amazon, the New York Post reported Monday. The 5,000-pound home can be shipped in a month’s time, and is easy to assemble and relocate.
Though the home provides comfortable living, it was built for sustainability, according to the Amazon listing. The eco-friendly home was constructed with durable stainless steel and aluminum materials meant to minimize environmental impact.
The home features a customizable living space and outdoor space. Other features include a rooftop deck (depending on the selected style) and a functional kitchen and bathroom.
No customer reviews are available for the space yet, but the listing indicates that the home is ideal for couples or individuals interested in living off the grid or for outdoor adventures such as hiking.
Tiny homes have grown in popularity since the coronavirus pandemic, particularly in areas where zoning law have been updated to allow for accessory dwelling units (ADUs).
It is projected that the tiny house market will grow significantly in the years ahead, reaching $28 billion by 2031.
Email Richelle Hammiel
