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From Disruptor to Distributor
Why Opendoor is cozying up to agents in a bid to boost revenue and relevance
Splits and Caps Daily: Action for Agents
June 25, 2025
📈 Market Move:
Agent Awakening
Opendoor is finally doing what every smart tech company eventually realizes: you can’t replace agents — you gotta work with them.
They just expanded their "Key Connections" program, which plugs real estate agents directly into their sales funnel from Day 1. It’s not just a lead — agents get a seat at the kitchen table with sellers, pitching both an Opendoor cash offer and a traditional listing.
The model? Hybrid. The vibe? Win-win. Agents get rewarded whether the seller picks Opendoor’s offer or goes the old-fashioned MLS route. Opendoor even tosses in some tech perks (like pricing tools and client offer requests), while they quietly scoop up more market share.
Why now? Because Opendoor needs revenue. Their stock's been wobbling, layoffs have hit, and they’re staring down a reverse stock split just to stay listed on the NASDAQ.
Bottom line: Opendoor’s no longer just an iBuyer. They’re becoming a platform — and agents are their new distribution strategy.
🌟Quote of the Day:
"There’s no shortage of remarkable ideas, what’s missing is the will to execute them." — Seth Godin
⚡ Quick Win:
Text This to 3 People: “Hey! Random, but I’m trying to help three people get a great deal this summer. Know anyone I should talk to?” It’s friendly, low-key, and makes you sound helpful—not desperate.
🎉 Fun Fact of the Day:
Listing Lens: Buyers Spend 60% of Their Time Looking at Photos. When browsing listings, buyers spend most of their time on photos — not descriptions. Words matter. But lighting and angles matter more.
📚 Book Recommendation:
“UnMarketing” by Scott Stratten—Alright, listen up — if you're still out here cold-calling like it’s 1995 or blasting emails like a spam cannon, this one’s for you.
UnMarketing is the slap-in-the-face wakeup call your strategy needs. Scott Stratten breaks down why people are sick of being “marketed at” — and how the real winners are the ones who build trust before they try to close.
This book isn’t just anti-BS. It’s a full-on reframe: stop chasing leads, start building relationships. Think “give value first, sell later.” Basically, it’s marketing for people who are tired of bad marketing.
Real talk: if you're in real estate, this is how you stop being another agent shouting into the void — and start becoming the one clients actually want to hear from.
You don’t need a new plan. You need to stick to the one you’re avoiding.
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