Innovation is in our DNA at Inman — that’s why we’re excited about August’s Technology and Innovation Month. We’ll kick it off by celebrating the companies and individuals pushing the industry forward with an expanded slate of Inman Innovator Awards at Inman Connect Las Vegas. Then, we’ll continue to celebrate the brightest minds in real estate all month long.

A Philadelphia brokerage will launch an auction-based platform for buying and selling homes in September, Inman has learned.

Rock Smart Realty, led by broker RJ Timlin, will launch a website called moversandshakers.ai (not yet live) to help consumers and agents buy and sell homes in an open-offer, transparent environment, according to an Aug. 6 press release.

“This cutting-edge platform integrates MLS distribution and Rock Smart’s exceptional marketing with advanced auction technology to offer a comprehensive and versatile property sales strategy,” the release stated.

Inman reached out to Rock Smart to view the platform early but was told it’s not yet ready for viewing.

The release said that sellers and their listing agents can publish a wide range of supporting information about a property for consideration and communicate directly with interested buyers or their agents. Open houses can be scheduled, images reviewed and MLS-provided property data will power listing content.

Timlin said in a statement that moversandshakers.ai “revolutionizes the real estate market,” citing its ability to level the playing field.

“With a 2 percent total commission, either paid by the seller or split evenly, we ensure a fair and cost-effective process for everyone involved,” Timlin said. “We combine two major marketing platforms, typically reserved for the rich and famous, and make them accessible to hard-working Main Street America.”

That commission comes in part from the company’s belief that agents’ duties are changing with a more a complex market, one in which they take on more duties in overseeing the transaction and thus, lower the cost for the consumer.

Moversandshakers.ai will focus on the everyday buyer and the agent who needs to stimulate a lagging listing marketing plan.

“Consistency is key. For homebuyers, some in shock with new rules putting them on the hook to compensate their agent, we offer a single-page, non-exclusive agency agreement with a flat $4,995 agency fee bonus if sellers provide compensation, and all monies over are given to buyers as actual cash rebates, including for new construction,” Timlin said in reference to the Aug. 17 implementation of buyer agency changes. “By staying informed and adopting modern marketing strategies, sellers can successfully navigate the changing landscape and achieve their real estate goals.”

The auction model gained significant momentum in 2021 when Realogy and Sotheby’s jointly acquired luxury real estate auction Concierge Auctions, founded in 2008.

Inman spoke with Chad Roffers, CEO and founder of Concierge Auctions, in February 2024. He discussed the elite list of powerful buyers the company has amassed over the years.

“So when we put a property on that platform, the audience is engaged from minute one and even if you had $20 [million], $30 million to try to build a database like that, which is what we spend, the money is the easy part,” he said.

Another open-offer solution, Final Offer, launched its listing marketing platform in 2022. In a five-star Inman review, the company was lauded for its tiered offer benchmarks, engaging marketing environment, clear term sheets and negotiation experience.

“Beyond its core pricing concept, Final Offer gives buyers an elegant search experience, a UI that lists all activity on a home, alerts agents and even interested buyers to changes and new offers, and plainly lists what it’ll take to meet the seller’s terms, as well as offering calendar views of all activity and a history of homes sold on the platform,” the review stated.

Email Craig Rowe

Inman Connect is moving from Las Vegas to San Diego in 2025 and it’ll be bigger, better and bolder than ever before. Join us for Inman Connect San Diego on July 30-Aug. 1, 2025 with the brightest minds in real estate to shape the future of the industry. Reserve your spot today for an exclusive discount.

As luxury home prices soared to an all-time high in Q2 2024, according to Redfin, high-end buyers were active, paying little mind to relatively higher interest rates.

Kiplinger reported that nearly half of luxury homebuyers in 2024 purchased using cash. Although luxe buyers weren’t afraid to pay top dollar, they were often very selective, particularly when evaluating a home’s amenities. Although wellness spaces are likely the most sought-after amenities among luxury buyers in 2024, other important features include smart home integrations, eco-friendly upgrades and indoor-outdoor living spaces. 

Wellness and lifestyle spaces

The trend of “health as the new wealth” has grown exponentially since the COVID-19 pandemic shuttered gyms, spas and other wellness centers. Luxury buyers continue to seek out these spaces in their home search, making fitness centers, spa-like bathrooms, massage rooms, cold plunges and other wellness and lifestyle spaces one of the top high-end home amenities.

Fitness centers

High-income earners choose to exercise at home more often than at the gym, generating more demand for in-home fitness centers among luxury buyers. Home gyms aren’t a novel idea, but the pandemic fitness craze caused millions of Americans to buy at-home exercise equipment or build home gyms. Today, luxury buyers want the option to exercise at home, making fitness centers something of a necessity for luxury homes in 2024.

Luxury, spa-like bathrooms

Forget taking a trip to the spa — luxury buyers want the at-home spa experience every time they step into their bathroom. Wet rooms with freestanding tubs, heated floors, backlit vanities and digital shower systems are a few of 2024’s bath amenities high-end buyers love to see.

Massage and meditation rooms

Massage rooms, meditation rooms and zen gardens are other wellness-themed amenities attracting luxury buyers. With the rise in mobile massage services (34 percent of massage therapists reported working from their client’s homes), luxury homebuyers are increasingly interested in dedicating rooms and spaces in their homes to destressing.

Saltwater pools and cold plunges

Though the pandemic pool boom is over, luxury buyers are still interested in saltwater pools and cold plunges. Celebrities, longevity experts and successful business leaders often tout the benefits of cold plunges, while saltwater pools appeal to high-end buyers because they’re gentler on the skin, hair and eyes.

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Eco-friendly, energy-efficient features

Sustainable living has emerged as one of the leading trends in recent years. LEED-certified homes consistently sell faster and for higher average sales prices than comparable non-green homes and are more energy efficient and environmentally friendly.

In urban markets, green roofs are a more sustainable roofing solution and offer the added benefit of a private outdoor space. From sustainable building materials and native landscaping to insulation and EV charging, these and other eco-friendly, energy-efficient features now get the nod of approval from luxury buyers.

Smart-home features

Home hubs, high-tech security, smart appliances and automated lighting controls are just a few of the integrated smart-home features luxury buyers are looking for in 2024. As the global smart-home market swells, luxury buyers have embraced artificial intelligence (AI), favoring integrated convenience and automation features.

Indoor-outdoor living spaces

Dinner parties are back in vogue, and indoor-outdoor living spaces are becoming one of the top amenities luxury buyers have their eye on when shopping for a new home. Outdoor kitchens, fire pits and pools are optimal for entertaining and can distinguish one luxury listing from its competition.

Finished outdoor living spaces — like patios, porches and pergolas — that flow seamlessly from the home’s interior can also help create the ideal environment for entertaining or unwinding. 

Jonathan Pressman is a Realtor who writes on a wide range of financial topics. Connect with him on LinkedIn and Instagram.

Inman Connect is moving from Las Vegas to San Diego in 2025 and it’ll be bigger, better and bolder than ever before. Join us for Inman Connect San Diego on July 30-Aug. 1, 2025 with the brightest minds in real estate to shape the future of the industry. Reserve your spot today for an exclusive discount.

One of the most impactful decisions you can make from the get-go is to hire a virtual assistant. I personally believe that the first day you get licensed is the day you should hire an assistant. This isn’t just about having help; it’s about recognizing that your primary role is to prospect, list or sell homes and negotiate agreements. Many agents get into a massive bad rhythm, thinking they have to do it all by themselves. 

A virtual assistant (VA) can take on your time-consuming administrative work, which can be especially cost-effective when hiring from places like the Philippines, where the cost of living allows for competitive wages that are beneficial for both parties. 

It has been my experience that when we create leverage in our business and delegate things that do not give us the highest return on our time, our business grows, we thrive, and our stress level decreases.

For more than 20 years, we have hired virtual assistants and succeeded and hired and failed. We currently employ 15 virtual assistants, primarily from the Philippines, with the longest being employed for more than five years.  They are part of our team. They are highly skilled and provide great services, and most importantly, they are good people who love the opportunity to provide for their families while supporting ours. 

There are several companies, services and programs that hire, train and develop real estate-specific assistants, both domestic and virtual, and we have had both great and not-so-great experiences. The key is to vet the company, talk to current and past clients, and make your decision on who to engage based on research rather than opinion or gut feelings.  

Immediate VA support: A strategic move for agents

Hiring a virtual assistant is a strategic move that sets you up for success. It’s about understanding the value of your time and ensuring that every hour you spend is contributing to your business’s growth.

Here are a few things to consider before implementing a virtual assistant:

1. Economic efficiency: A virtual assistant from the Philippines can provide exceptional service at a cost-effective rate, with the average full-time VA costing anywhere from $600 to $2,000 per month. The higher end would be using a third-party company to hire, train and support your VA. 
2. Around-the-clock productivity: With the time zone difference, tasks can be completed while you sleep, so you wake up to progress every day, enhancing your responsiveness and service to clients. This is amazing when doing task-oriented work, including marketing, video editing, social media posting and file management.
3. Scalability from the start: Having a VA handle administrative tasks allows you to lay the groundwork for scalable business practices that will support your growth as your client base expands. Your assistant should be creating an operations manual (with videos) on how you want things done — on how to do each task. This operations manual and system will allow you to grow and scale as needed, as well as remove the stress in the event of turnover in that position. 

Hiring a remote virtual assistant

Our teams have hired so many virtual assistants that we have systematized the process of hiring in the Philippines. We’ve hired dozens of virtual assistants and have learned some valuable tips along the way — both cultural and logistical. 

Here’s a step-by-step overview of how we hire from the Philippines:

1. Define the role: Determine the specific tasks you need help with, whether it’s managing listings, scheduling, client follow-ups, social media, video editing, data entry or presentation creation. 
2. Leverage online job platforms: Platforms like onlinejobs.ph have valuable resources for finding qualified Filipino VAs.
3. Screen candidates carefully: Use targeted tests, like asking applicants to include a specific word in their response, to filter out those who lack attention to detail or comprehension.
4. Conduct thorough interviews: Interview candidates via video calls to assess their communication skills and compatibility with your business culture.
5. Offer clear contracts: Discuss and agree on contract terms, including responsibilities, payment (considering the $400 weekly average as a benchmark) and expectations.
6. Implement a trial period: A trial period, such as the 60-day evaluation with upfront payment, can help you assess the VA’s fit with your team.
7. Understand cultural differences: Acknowledge and respect cultural practices, such as the 13th-month pay, which is an expected bonus in the Philippines.

Creating leverage with your virtual assistant

The concept of leverage is about making the most of your resources, and a virtual assistant epitomizes this principle. By offloading tasks — such as data entry, market research, and administrative duties — you free up your time to focus on what you do best: selling real estate and nurturing client relationships.

Consider the daily tasks that don’t require a license to complete and that consume your time but don’t necessarily contribute to your bottom line.

I’d encourage you to list out all the activities you do on a normal day. In the column to the left of your list, simply put a yes or no to the question: Would you pay someone $100 an hour to perform those tasks?

If the answer is no, then those are the tasks you should delegate to your virtual assistant. This mindset shift is crucial in understanding the true value of a VA. By outsourcing tasks for less than $100 an hour, you’re effectively increasing your own productivity and earning potential.

The unique advantage of having a VA in a different timezone, like the Philippines, is that work continues even when your day ends. Assign tasks at the close of your business day, and wake up to completed projects and progress reports. This round-the-clock productivity can significantly shorten turnaround times and improve client satisfaction.

It’s clear that nobody can tell another what they must do, however, if you listen to experienced agents, team leaders and coaches, they will all tell you that getting help is the next step to success.  

Hiring a virtual assistant as soon as you get your real estate license is a strategic investment in your business’s future. With the right VA, you can focus on what you do best — selling homes and building relationships — while enjoying the peace of mind that comes with knowing the details are taken care of.

Embrace this opportunity to work smarter and set yourself up for long-term success in the competitive world of real estate. With a VA’s support, you can leverage time differences, reduce overhead costs, and ensure that your business operates smoothly, giving you the freedom to reclaim your time and focus on high-value activities that drive revenue and growth.

Verl Workman is founder and CEO of Workman Success Systems. Connect with him on LinkedIn or Instagram.

Inman Connect is moving from Las Vegas to San Diego in 2025 and it’ll be bigger, better, and bolder than ever before. Join us for Inman Connect San Diego on July 30-Aug. 1, 2025 with the brightest minds in real estate to shape the future of the industry. Reserve your spot today for an exclusive discount.

Hanna Holdings is fighting back against an antitrust lawsuit alleging it conspired with other members of the National Association of Realtors to inflate buyer agent commissions, leading to inflated home prices paid by buyers.

On Aug. 5, the parent company of the brokerage Howard Hanna Real Estate Services filed a motion to dismiss the suit, which is one of several commission suits brought by homebuyers. While nationwide settlements have been announced in major commission cases brought by homesellers, such as Sitzer | Burnett and Moehrl, none cover buyer claims.

The filing asked the U.S. District Court for the Eastern District of Pennsylvania to either toss the case “with prejudice” (meaning permanently) or to transfer it to the Western District of Pennsylvania, where Howard Hanna is based.

“This is a case that should not have been brought, and if it had to be brought, it should not have been brought here,” the filing reads.

“The Complaint is nearly identical to amended complaints filed in another court by the same counsel, also on behalf of home buyers, bringing the same claims challenging National Association of Realtors (NAR) guidelines.”

Homebuyer Scott Davis filed the suit, which seeks class-action status, on May 31. Davis’s counsel, Korein Tillery and Lowey Dannenberg, also represent plaintiffs in three other buyer commission suits known as, Batton 1, Batton 2 and Lutz, after their lead plaintiffs. In March, the Batton 2 plaintiffs dismissed Howard Hanna from their suit without prejudice, meaning the claims could be filed at a later time.

Davis, a North Carolina resident, bought a home in Greensboro in 2022 using a buyer broker from Hanna Holdings subsidiary Allen Tate Real Estate. Hanna’s motion to dismiss argues that Davis’s agreement with Allen Tate included a mediation clause that states “[i]f a dispute arises out of or [is] related to this Agreement or the breach thereof . . .the parties agree first to try in good faith to settle the dispute by mediation before resorting to arbitration, litigation, or some other dispute resolution procedure.”

“Plaintiff failed to honor his contractual requirement to mediate before filing this lawsuit” and therefore the suit should be dismissed, the motion says.

The complaint alleges Hanna Holdings violated federal and state antitrust laws by participating “in the establishment, maintenance, and implementation” of several NAR rules alleged to be anti-competitive, including the trade group’s cooperative compensation rule, also known as the Participation Rule, which requires listing brokers to make an offer of compensation to buyer brokers in order to submit a listing to a Realtor-affiliated multiple listing service.

Hanna’s motion to dismiss contends that Davis doesn’t have the right to sue under those laws.

“Plaintiff lacks standing to bring nearly all of his state law claims because plaintiffs may only sue under the laws of states in which they reside or were injured,” the motion reads.

“Plaintiff sues under the laws of 35 states but resides and purchased his home in just one: North Carolina. All other state law claims must therefore be dismissed.

“Plaintiff also lacks antitrust standing to sue under the Sherman Act and many state laws — including North Carolina law — because, as the Batton court recognized, home buyers are not direct purchasers of the allegedly overpriced buyer-broker services.

“Accordingly, not only are home buyers barred from seeking damages under the Sherman Act and many state laws …, they also cannot obtain an injunction under the Sherman Act or damages under North Carolina’s antitrust statute (or its consumer protection statute) because home seller plaintiffs are more efficient enforcers of the antitrust laws …”

Attorneys for Hanna also argued that Davis “has not plausibly alleged either an agreement among Defendant and the purported coconspirators or a relevant antitrust market.” Davis’s complaint does not name any other defendants but does list several parties as co-conspirators of Hanna, including Anywhere (formerly Realogy), RE/MAX, Keller Williams, HomeServices of America, Compass, eXp World Holdings, Redfin, Weichert Realtors, United Real Estate Group, Douglas Elliman, NAR, local Realtor associations, Realtor-affiliated MLSs, and franchisees and brokers of Hanna Holdings.

A pretrial conference in the case is set for Aug. 20. A trial has not yet been scheduled.

Inman has reached out to the plaintiff’s attorney, Carol O’Keefe of Korein Tillery, for comment and will update this story if and when a response is received.

Read the motion to dismiss:

Email Andrea V. Brambila.

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Innovation is in our DNA at Inman — that’s why we’re excited about August’s Technology and Innovation Month. We’ll kick it off by celebrating the companies and individuals pushing the industry forward with an expanded slate of Inman Innovator Awards at Inman Connect Las Vegas. Then, we’ll continue to celebrate the brightest minds in real estate all month long.

The National Association of Realtors’ business investment vehicle, Second Century Ventures, has announced its latest commercial cohort — or group of backed companies — to participate in the REACH Commercial program, Inman has learned.

The seven startups each promise to advance the way commercial brokerages service the industry, ranging from a green building resource solution to a pro-small business engine to help entrepreneurs own their real estate. To date, the chosen companies have more than $150 million of funding in their coffers. Second Century aims to bolster that money with business intelligence, education, leadership insights and go-to-market support.

This year’s REACH Commercial cohort, selected from our most competitive application pool yet, is set to significantly impact the industry,” said Bob Gillespie, managing partner of REACH Commercial, in the release. “They are addressing major challenges in our rapidly evolving field with innovative solutions in lowering carbon emissions, leveraging artificial intelligence and big data, and creating better fintech solutions to drive real estate transactions. We are excited about this outstanding group and their potential for substantial growth.”

The cohort is made up of a geospatial land research platform called Acres, the AI lead-generation and market experiences solution Infinityy, as well as Incentifind for green building incentives and Premise HQ, which “automates complex data management across commercial and industrial properties,” according to the release.

Cohort member Prophia is centered around AI to provide investors and operators access to ways to maximize building operations for investment purposes while Rensiar boasts being the “world’s first certified air quality ecosystem” and Withco can help turn community business leaders into property owners to ensure long-term profitability and expense control.

Dave Garland is the managing partner of Second Century Ventures and said in a statement that the most recent lineup is posted to “drive innovation.”

“By investing in and supporting these forward-thinking businesses, we ensure that commercial real estate professionals have access to the latest technologies, empowering them to enhance operations, make informed decisions and deliver value to their clients,” Garland said.

The REACH program sprang to life in 2013 and has since been a part of 200 companies looking to better the way real estate interacts with its stakeholders, from agents and property inspectors to first-time homebuyers and mortgage brokers. Some of its alumni include Notarize, Inman Innovator Award Winners Courted and Inspectify, Zillow-acquired Areyo, HighNote and Rental Beast, among others.

In its mid-year outlook on the commercial sector, JP Morgan said that multifamily, retail and industrial are powering the market and that prolonged high interest rates are undercutting liquidity strategies.

“While commercial real estate is eager for interest rate relief on loans, lower rates also mean lower returns on liquidity,” JP Morgan reported, as office occupancy rates remain dismal nationwide.

Email Craig C. Rowe