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Real Broker · Lubbock, Texas
Join the future of real estate in Lubbock with a brokerage that puts agents first — built around Tech, AI, Finance, and the freedom to build real wealth.
Why Real Broker
Real is a publicly traded real estate experience company built from the ground up for agents — not management. Agents keep more, earn ownership, and build income that goes well beyond the closing table.
The Full Picture
Most brokerages offer one: commissions. Real was built to give agents a complete platform for building income and wealth — not just a closing check.
Splits & Cap
No franchise fees, no monthly desk fees, and one of the best splits in the industry — before and after cap.
Once you pay $6,000 in post-cap transaction fees in a year, you reach Elite Agent status. Here's what that unlocks:
Your per-transaction fee drops from $285 to $142.50 — half price for the remainder of your anniversary year.
Culture Award earned by teaching classes on the Real Academy platform. Total potential annual stock at Elite: $24,000.
Ownership
Real trades on NASDAQ under REAX. Through three distinct award programs, agents earn real equity in the company — not just a paycheck.
REAX is traded on NASDAQ. Stock award programs subject to Real's current plan terms. Consult program documentation for vesting schedules and eligibility.
Platform & Tools
Real's proprietary platform — reZEN — was designed for agents in the field, not administrators behind a desk. Manage deals, communicate with your team, and run your business from anywhere.
Real's proprietary transaction and business management platform. Optimized for mobile and desktop — manage your pipeline wherever you are.
Real invests heavily in AI tools that help agents work faster, write better offers, analyze deals, and stay on top of their business with less manual overhead.
Integrated financial tools — including the Real Credit Card with cash-back rewards — designed to help agents manage income and build financial health alongside their business.
Keep your clients' transactions in-house. One Real Mortgage Corp. and One Real Title give agents the ability to provide an end-to-end experience — and earn more in the process.
How We Stack Up
The numbers don't lie. Compare the model side by side and you'll see why agents are making the move.
| Category | REAL Broker | Keller Williams | eXp Realty | EXIT Realty | Coldwell Banker | Fathom Realty | Local Independent |
|---|---|---|---|---|---|---|---|
| Company Dollar Cap | $12,000 | $18,000–$36,000+ | $16,000 | No cap | No cap | $9,000–$12,000 | None |
| Split (Pre-Cap) | 85/15 | 70/30 | 80/20 | 70/30 | 50/50–90/10 | 88/12–flat fee | 50/50–80/20 |
| Royalty / Franchise Fee | None | 6% per deal | None | Built into split | 5–6.5% per deal | None | None |
| Monthly Fees | $0 | $150–$350/mo | $85/mo | Varies | $110–$500/mo | $0 | $250+/mo |
| Technology Platform | Yes — reZEN + AI | Yes — KWRI tools | Yes — eXp World | No | Moderate | Yes — intelliAgent | No |
| Agent-Centric Model | Yes | Somewhat | Somewhat | Somewhat | Company-centric | Yes | Company-centric |
| Revenue / Profit Share | Yes — 5 tiers | Profit share (variable) | Yes — rev share | Single-level (10%) | No | Yes — 5 tiers | No |
| Publicly Traded | Yes — NASDAQ: REAX | No (private) | Yes — NASDAQ: EXPI | No | No | Yes — NASDAQ: FTHM | No |
| Stock Purchase Plan | Yes | No | Yes | No | No | Limited | No |
| Elite Agent Stock Program | Yes — up to $24k/yr | No | ICON — up to $16k back | No | No | No | No |
Data based on published 2025–2026 brokerage information. KW caps vary by market center. CB splits and fees vary by franchise location. Always verify current terms directly with each brokerage.
See It For Yourself
The best pitch for Real doesn't come from a website. It comes from agents who made the move and never looked back.
If you're running an independent brokerage or a sizable team, Real isn't asking you to give up what you've built. Real's Private Label program lets qualifying brokerages operate under their own brand while accessing everything Real has to offer — technology, splits, stock, and rev share.
For teams, ProTeams gives team leaders extreme flexibility — custom splits, per-agent caps, and full reporting down to the CDA level. It's a brokerage-in-a-box powered by Real's platform.
Private Label availability varies by state. Reach out to learn whether your market qualifies.
Your Local Sponsor
I'm Doug Duncan — 20-year real estate veteran, owner of Duncan Realty Group, and your local REAL Broker sponsor in Lubbock. I made the move to Real because the model made financial sense and because the culture is built on agents winning.
I'm not here to recruit you. I'm here to have an honest conversation about your business and whether Real makes sense for where you want to go. No pressure.