H
omeSmart’s president, Stacey Onnen, has joined the firm with a clear mission: keep agents from feeling isolated in a market that’s leaning heavily toward automation and consolidation. While she acknowledges that certain tasks can—and should—be automated, she remains wary of brokerages that replace human support entirely with AI.
The real‑estate industry is witnessing a wave of consolidation, producing a handful of large players. Onnen warns that this trend could squeeze out the variety of business models that agents need to thrive. Instead, HomeSmart positions itself as a tech‑savvy, agent‑first alternative that values human interaction over pure automation.
Onnen, who took the helm in September after stints at Keller Williams and eXp Realty, was drawn to HomeSmart by founder Matt Widdows’ blend of a robust technology platform and a compensation structure that benefits agents. “When I’m having a bad day, I want a broker who will answer,” she says, underscoring the need for a human presence that can step in when an agent faces a tough deal or a mistake.
She sees AI as a tool that should serve agents, not just investors. “Some processes can be automated, but the real value comes from ensuring agents never feel stranded,” she explains. With many tech‑forward brokerages on the market, the differentiator is the human touch.
Consolidation also threatens agent autonomy. Onnen stresses the importance of preserving choice among different brokerage models. “Different models appeal to agents for different reasons,” she notes. “If we shrink the number of options, agents may lose control over their own businesses.”
Protecting the agent’s voice is central to HomeSmart’s philosophy. The industry was built by individual agents, and consolidation could erode that foundation. Onnen believes that in a landscape dominated by a few giants, it will be the agents who decide which model best suits them.
HomeSmart’s strategy is to remain a stable, agent‑centric, tech‑forward firm while others chase automation or mergers. Widdows, who quietly grew the company over 25 years, is now stepping into the spotlight, as evidenced by a recent logo and brand overhaul. Onnen’s role includes expanding the firm’s visibility so agents can discover HomeSmart.
Widdows’ low‑ego, agent‑mindset leadership is a key differentiator, Onnen says. “He runs the company with humility and a focus on the agent,” she adds.
