O
wnli, a Denver‑based tech startup, is pushing AI and machine learning to overhaul the traditional real‑estate agent model, aiming to let buyers and sellers handle transactions themselves, cut commissions, and keep more money in their pockets. CEO and co‑founder Blake O’Shaughnessy, a former Realtor who sold $200 million in homes, says the industry feels “outdated and unfair.” A Colorado native and University of Denver graduate, he moved from the oil and gas sector—where productivity is paramount—to real estate, where he saw inefficiencies and a stubborn resistance to lowering costs despite soaring home prices.
MyOwnli.com offers a way to bypass the typical 5‑6% commission on a sale. In July, the platform launched a self‑directed buyer service for a flat $999 fee to find and purchase a home. Two weeks later, it will add a $1,999 flat fee for sellers listing as “for‑sale‑by‑owner” (FSBO). In Denver, the median single‑family price in August was just under $650,000. A 6% commission would cost $39,000; a 5% commission $32,500. Cutting the commission in half via FSBO could save $14,250–$17,500 after paying Ownli’s fee. Buyers can also ask sellers to cover the $999 fee instead of paying a 2.5‑3% buyer agent commission.
Jacob Sherman, CTO and co‑founder, notes that home shoppers already do much of the legwork. Ownli’s platform adds advanced filters and AI‑driven search, using large language models to identify indicators beyond neighborhood or school proximity, predicting which areas may interest buyers. The site provides a competitive market analysis to help sellers price fairly, addressing criticism that FSBO sellers leave money on the table. Templates, guided workflows, scheduling tools, and a preferred vendor list keep users on track.
A key innovation is an AI tool that interprets home inspection reports, prioritizing repairs and flagging minor issues. By analyzing faults common in a neighborhood or builder, the tool aims to predict future repairs. A chat function lets buyers negotiate directly with sellers or agents, with AI drafting messages. State‑specific real‑estate forms are available throughout the process. When drafting contracts, MyOwnli.com auto‑populates data and walks users through a simplified Q&A format, demystifying legal jargon.
FSBO has existed for decades, yet only a small fraction of consumers choose it. Sellers often cover buyer agent commissions, even after a court ruling last year that made it easier for them to refuse. O’Shaughnessy argues that brokers have convinced buyers that the market is too complex for self‑representation, denying consumers credit and ignoring the leveling effect of technology. Ownli positions itself as pro‑consumer, not anti‑agent.
Denver Realtor Cooper Thayer notes that while many professionals support consumer choice, Ownli’s marketing—“How the Real Estate Cartel’s Scam Works”—can feel pushy. He welcomes AI’s potential but prefers a hybrid model that keeps humans involved, citing concerns that Ownli’s advice lacks fiduciary duty. O’Shaughnessy clarifies that Ownli is a tech platform providing tools, guidance, and standardized forms, but does not act as an agent and disclaims any fiduciary relationship.
The real‑estate commission model has long resisted change, even as middlemen vanish in other industries. Denver’s own disruptor, Trelora, launched in 2013 with flat fees ($1,700 sellers, $3,000 buyers) but was eventually acquired without achieving its vision. Other flat‑fee firms—Houszeo, OwnerEntry.com, Flat Fee Susie—exist in Colorado but lag in market share. Even national discount brokerages like Redfin, which offer verifiable savings, have seen declining share in recent years.
Other models have remained agent‑centric, delivering lower service quality. Ownli’s goal is to empower customers through technology to complete transactions themselves. It targets consumers willing to do more legwork for lower costs. Sellers would handle listing prep, open houses, and negotiations; buyers would find prospects, schedule showings, order inspections and appraisals, and draft offers.
Colorado’s average listing fee is 2.8%, and bypassing an agent can save about $15,287, per a Clever blog post. In roughly 40% of FSBO sales, the seller already has a buyer lined up, potentially saving $30,520 if that buyer has no agent. However, FSBO sales typically price about 13% below comparable Realtor‑assisted sales, per the National Association of Realtors. On a median Denver home, that discount equates to $76,310—far exceeding commission savings.
Victor Lund, managing partner at WAV Group, cautions that AI can draft listings but cannot close deals. Generative AI can polish descriptions or automate communication, but it cannot resolve inspection disputes, negotiate repairs, or guide buyers through financing. These human challenges often cause FSBO deals to fail. He notes that transactions can falter when one side lacks experience, though future AI agents might negotiate deals swiftly without emotional baggage. Until then, he favors AI‑rich platforms like Homepie.com, which allow FSBO owners to add a full‑service agent at any point (though Homepie.com is not licensed in Colorado). O’Shaughnessy plans to offer a human agent option for customers desiring higher personal service.
