Most sellers focus on sale price. Few calculate equity drag. We built Real Estate FU to change that.
Traditional agents take a huge cut of the money YOU actually made. We take 2-4% of your equity with full-service real estate at 1% commission. Keep the profit you earned.
Example: Bought at $750k, selling at $1M?
Traditional agent takes $50k (20% of your $250k equity).
We take $11,495 (4.6% of your equity). You keep $38,505 more.
Saved On Your Home Sale
Nationwide Expansion 2026
25+ Years Experience
See how commission structure impacts your net — and your long-term wealth.
What your savings could become
* Illustrative purposes only. Past performance does not guarantee future results. Assumes 8% average annual return, compounded annually.
🔓 Unlock Your Full Equity Strategy →Free consultation · No obligation · Speak with Troy directly
Real estate should serve you, not the other way around. We're cutting out the middleman and putting control back in your hands.
Traditional agents take 20-40% of the money you actually made. We take just 2-4%. On a typical sale, that's $30,000-$50,000 more in YOUR pocket — not your agent's.
Don't confuse low cost with low service. You get everything a traditional agent provides — professional MLS listing, HDR photography, expert negotiation, transaction coordination.
Save on listing fees, then help your buyers save on financing. As a licensed mortgage professional (NMLS #01131869), we offer low-fee financing that makes your home more attractive.
Every fee disclosed upfront. Every step clearly explained. You control your transaction — we just execute it professionally at a fraction of the cost.
"I was so happy I came across Troy and his team. They were quick to respond and answered my questions promptly. Troy explained that the buyer is responsible for paying their broker, not me. I did pay the buyer's agent commission, but the buyer agreed to increase the sales price.
"Troy negotiated and saved me an additional $9,500 on top of my commission savings!"
Troy toured our home and gave us several tasks to complete before photography. Our backyard was in need of repair. Troy had his team lay new sod and wood chips — the home looked great and we had a solid offer within 7 days. We closed 21 days later.
"Strategy first led us to a quick sale and reduced listing commission. Troy also represented us on the home we purchased — his mortgage knowledge made it possible to assume a below-market rate mortgage."
I was selling a tenant-occupied home of 10 years and insisted we start at a higher price point. Once we implemented Troy's strategy, we sold the home to the dollar Troy said it would sell for.
"Troy knows the market and buyer behavior. If I had trusted the system instead of a co-worker's advice, we would have closed escrow a month sooner."
No complex processes. No hidden fees. Just a smarter way to sell.
Full MLS exposure on Zillow, Redfin, and Realtor.com from day one.
Troy handles the contracts and terms — you handle the door.
Low-fee mortgages for your buyers mean faster, cleaner closings.
Full transaction support at a fraction of the traditional cost.
The NAR lawsuit wasn't just a legal battle — it was the consumer finally saying "enough."
For decades, the real estate industry has operated on an outdated model that serves agents and lenders, not you. Traditional 6% commissions plus 2-3% in mortgage origination fees cost Americans over $150 billion annually.
The industry fought transparency. They protected their margins. They made it impossible for buyers and sellers to connect directly.
We're starting in California — and building the infrastructure that will transform real estate nationwide.
Consumers demand lower fees and full transparency
Technology makes direct transactions possible
The old model is contracting — we're building what comes next
Agents who relied on high commissions and opacity are being left behind. Real Estate FU is built for what comes next.
"I warned realtors about this in 2019. The lawsuit was inevitable. The consumer has spoken."
— Troy Huerta, Former Bank President & Licensed CA Real Estate Broker (25+ years)
Real Estate FU isn't a tech startup disrupting for disruption's sake. It's a company built by someone who has been inside the industry for 25+ years — as a licensed California Real Estate Broker, licensed mortgage originator, former bank president, and advisor to some of the world's most prestigious resort developers.
We understand both sides of the transaction: real estate AND financing. We saw this coming. We tried to warn the industry. Now we're building the infrastructure the consumer demanded all along.
Licensed California Real Estate Broker
DRE #01028204
Licensed Mortgage Professional
NMLS #01131869
See exactly how much of your equity you'll keep with Real Estate FU vs. a traditional agent.
Calculate My Equity Savings