Key facts
- HomeSmart is merging with NorthGroup Real Estate, adding nearly 2,000 agents.
- The combined company will have over 27,000 agents and more than 250 offices in 48 states.
- The merger expands HomeSmart's presence in North Carolina, South Carolina, Georgia, and Florida.
- NorthGroup will continue to operate under its existing brand.
- Both companies utilize a 100% commission model.
HomeSmart is merging with NorthGroup Real Estate in a deal that will bring nearly 2,000 NorthGroup agents onto the HomeSmart platform, expanding the brokerage's footprint across the Southeast. The transaction significantly increases HomeSmart’s presence in North Carolina, South Carolina, Georgia and Florida.
Following the addition of NorthGroup’s agents, HomeSmart stated it will grow to more than 27,000 agents nationwide, operating across over 250 offices in 48 states. The financial terms of the deal were not disclosed.
NorthGroup will continue to operate under its existing brand, allowing agents to maintain their current business practices while gaining access to HomeSmart’s national scale, technology, and referral network. Both firms share a 100% commission model, which replaces traditional split-based compensation with flat-fee structures and brokerage-provided technology and support. This alignment was a key factor in the deal, according to HomeSmart founder and CEO Matt Widdows.
Widdows stated that NorthGroup has built an impressive business with a strong culture and talented agents, and that the merger is an important part of HomeSmart's continued growth. He emphasized that HomeSmart's priority is ensuring NorthGroup agents continue to receive the support needed to run their businesses successfully, with expanded tools, services, and the benefits of HomeSmart’s national referral network.
NorthGroup founder, president and CEO Scott Wilkinson highlighted continuity for agents, stating that it is "business as usual" for them, allowing them to focus on clients and business growth with the added strength and resources of HomeSmart. He expressed excitement about the opportunities this creates for NorthGroup and its agents.
The transaction underscores a continuing trend of consolidation among large, low-cost, high-volume brokerages that leverage technology platforms and national networks for profitability. As commission pressure and margin compression persist in the industry, scale-focused models like HomeSmart’s 100% commission structure are pursuing growth through mergers and acquisitions in high-growth regions like the Southeast. HomeSmart, founded in 2000, operates a proprietary end-to-end technology platform.