The Zillow Effect — Equity Intelligence

How much equity are
you actually keeping?

Traditional commissions can consume 20–40% of your equity. Calculate the real cost — then decide if you're okay with that.

Calculate My Equity Impact Get the Free Book
$120K Avg Lifetime Commission Leak*
1% REFU Listing Commission
30% Equity Lost at 6% on Typical Sale
Wealth Lens Calculator

Run Your Own Numbers

See exactly what a traditional 6% commission costs versus REFU's 1% — as a percentage of your equity, not just your sale price.

Traditional Commission Cost
$45,000
30% of your equity
REFU 1% Commission Cost
$7,500
5% of your equity
Equity Preserved with REFU
Money that stays in your pocket
$37,500
At 8% annual return, $175,000 in 20 years · $377,000 in 30 years
Your Next Move

What to Do Next

You've seen the math. Here's how to act on it — whether you're selling, buying, or advising clients.

Sellers
Keep More of What You Built
  • Calculate your equity impact above
  • Download the free book — share it before you list
  • Ask any agent the 5 questions from Chapter 10
  • List with REFU at 1% and keep the difference
Book a Seller Strategy Call →
Buyers
Close Intelligently
  • Understand how buyer comp is now negotiated
  • Model your total cost including financed fees
  • Read Chapter 8 before signing any buyer agreement
  • Work with a buyer's agent aligned to your equity
Book a Buyer Consultation →
Advisors
Serve Clients Holistically
  • Real estate is the #1 household asset class
  • Share this book with clients before they list or buy
  • Commission friction compounds across a lifetime
  • Partner with REFU for referral alignment
Partner with REFU →
Free Resource

Download the Book

The Zillow Effect — the clarity guide thousands of sellers, buyers, and advisors are using to understand the new model.

The Zillow Effect
Why the Commission Model Is Fading and What Educated Buyers and Sellers Do Now
Troy Huerta
Founder, Real Estate FU

The book the industry didn't want written.

30+ years of insider knowledge distilled into a clarity tool for anyone buying or selling a home. Understand the equity drag, run the math, and make an informed decision — before you sign anything.

Download Free PDF →
No email required · Instant download · © 2026 Troy Huerta