A
new proptech company, Homa, has launched in Florida with the goal of helping buyers purchase a home without an agent. Founded by Arman Javaherian, a former senior director of product at Zillow, Homa uses artificial intelligence to provide buyers with tools and guidance throughout the transaction process. The platform offers a comparative market analysis, suggests a data-driven offer price, and allows buyers to schedule home tours.

    Unlike traditional real estate agents, Homa does not represent buyers in transactions but instead aims to be a cheaper, DIY option that supplies all the necessary tools. Javaherian believes the timing is right for this approach, citing increased awareness of commission fees among consumers following antitrust lawsuits and settlements in the industry.

    Homa's AI-powered platform will test whether homebuyers are ready to use technology in lieu of agent representation. The company has chosen Florida as its launchpad due to its friendly regulatory environment and a large population of experienced buyers willing to try new tools. Javaherian expects a slow, steady rollout to other states with different regulatory rules.

    Homa's co-founder emphasizes that the platform is not meant to replace listing agents but rather support them by providing unrepresented buyers with a quicker and more efficient transaction process. The company plans to transition from free tools to a flat fee in the future.