I recently sat down with Nikki Overfelt Chifalu from Startland News to talk about the journey we’re on here at Homezena. Seeing our story in print was a moment of reflection for me. It’s one thing to build a platform in the “lab,” but it’s another to see the mission articulated so clearly to the community: Homeowners deserve to keep more of their own money.
Innovation is in my DNA
When Bob Faherty and I launched Homezena in late 2023, we knew we were walking into a category that is famously resistant to change. But I’ve been here before.
Back in my H&R Block days, I led the team that developed “Rapid Refund,” the world’s first electronic tax filing system. Back then, people couldn’t imagine filing taxes without stacks of paper and weeks of waiting. It was a radical shift, and it taught me how to tolerate the fear that comes with doing something completely different.
Now, I’m seeing that same “fear of the unknown” in real estate. People are frustrated with the status quo, yet they often fall back on the traditional 6% commission model because they don’t think they have a choice.
The “Aha!” Moment
The inspiration for Homezena didn’t just come from my time as CTO of Centralized Showing Service. It came from my own life. When I sold my own home, I saw firsthand how much equity is left on the table. Then, looking at the fallout of the 2023 National Association of Realtors (NAR) lawsuit, it became clear: the old way was making a mess of everything. Between late 2024 and early 2026, we saw more buyers backing out of closings than ever before. The industry was – and is – broken.
It’s About the Math, Not the Agent
I want to be very clear about something I told Startland News: We are not anti-agent. We are anti-abusive fees. On a $350,000 house, a traditional 6% commission eats $21,000. That is a life-changing amount of money. That’s a college fund, a renovation, or the down payment on the next dream.
At Homezena, we’ve replaced that five-figure commission with a flat fee. For that price, you get the tools to manage your listing, a high-security lockbox, a professional yard sign with a QR code, and a presence in our “off-MLS” ecosystem (and Zillow, if you choose).
Introducing the “Homezenist”
One of the biggest hurdles for “For Sale by Owner” is the logistics of showings. You shouldn’t have to leave work every time someone wants to see your home.
That’s why we created the Homezenist model. Think of it like Uber for home tours. We have about 60 vetted, independent escorts in the Kansas City area who facilitate these visits for a flat $40 fee. You get to see their photo and star rating, and they handle secure entry into your home so you don’t have to. It provides the support of a professional showing without the baggage of a high commission or any pressure to buy.
Changing Minds is the Hard Part
In the article, I am honest about the fact that traction has been a bit slower than I initially expected. I underestimated the deep-seated fear people have when dealing with their largest asset. Many people still think, “I’ll just call an agent,” simply because it’s what they know—even if it costs them $21,000.
But shifting a mindset takes time. We are focused on sellers who are already thinking about doing it on their own but need a better “toolbox” than just a plastic sign from the hardware store. And we can also guide them through the entire process, including contract, escrow and all things related to the closing. Easy, peace of mind for independent sellers.
The Road Ahead
We are currently raising early-stage funding to take this model even further. My experience with electronic tax filing taught me that once the “mind shift” happens, there is no going back. Eventually, we will look back at 6% commissions the same way we look at paper tax returns—as a relic of a slower, more expensive past.
If you’re thinking about selling, I invite you to explore what we’re building. Your equity is yours. Let’s keep it that way.
Philip Allen
Founder & CEO, Homezena
In residential real estate, 2024 was the year the “old way” of doing business hit a wall. If you haven’t been following the legal trades, here is the short version: a landmark class-action lawsuit (Sitzer-Burnett) resulted in a massive settlement by the National Association of Realtors (NAR).
This wasn’t just a policy tweak; it was a fundamental restructuring of how homes are bought and sold in America. The primary outcome? The decoupling of real estate commissions.
What “Decoupling” Actually Means for the Seller’s Bottom Line
For decades, the standard practice was predictable: A seller would hire a listing agent and agree to a roughly 6% commission. That fee was split—3% for the listing side and 3% offered through the MLS to entice a buyer’s agent.
The NAR settlement changed that. Commissions are now officially “decoupled,” and listing agents can no longer advertise buyer agent compensation on the MLS. Many sellers are making a logical financial choice: paying their listing agent while leaving the buyer’s agent fee out of the equation.
The “Buyer Pool” Problem
On the surface, saving 3% looks like a win for sellers. But for listing agents, this creates a massive strategic hurdle.
Under the new rules, buyers must sign a written agreement with their agent before they can even tour a home. If a seller refuses to pay that 3% commission, the buyer is now legally on the hook to pay it out of pocket at closing.
Here is the reality check: Most buyers, especially first-timers, are already scraping together every penny for a down payment and closing costs. Asking them to cough up an additional $10,000 to $20,000 in cash to pay their agent can be a dealbreaker.
The Result: If you are a listing agent’s seller refuses to offer a commission, they have effectively locked out a massive segment of the market. The pool of prospective buyers just became a puddle.
Homezena: The Partner for the Modern Listing Agent
So, how does a listing agent protect their seller’s equity while keeping the buyer pool wide open? The answer isn’t in fighting the new rules—it’s leveraging new technology to adapt to them.
Homezena is the listing agent’s most powerful secondary tool. Savvy agents are now adopting a “dual-market” strategy: They list on the MLS for traditional exposure, and they list on Homezena to reach a new breed of independent, self-sufficient buyers.
How Homezena Bridges the Gap:
- Removing the 3% Hurdle: Homezena is built for buyers who prefer to browse and tour homes without being tethered to a traditional buyer’s agent. If there is no buyer’s agent, there is no 3% commission to pay—removing the barrier to entry for the buyer and saving the seller money.
- On-Demand, Secure Access: Instead of waiting for a buyer’s agent to find a slot in their schedule, Homezena uses Homezenists—vetted, independent professionals who provide secure, zero-pressure access to the property on the buyer’s timeline.
- Streamlined Communication: Buyers can message the listing side directly through the app, ask questions, and even initiate offers without a “middleman” demanding a 3% cut.
The Strategic Win for Listing Agents
By utilizing Homezena in tandem with the MLS, listing agents can offer their clients a truly modern solution. They can tell their clients:
“We will list on the MLS for maximum exposure, but we will also list on Homezena to specifically target ‘unrepresented’ buyers. This ensures that even if you choose not to pay a buyer’s agent, we aren’t losing the buyers who can’t afford to pay an agent themselves. We are simply giving them a way to buy your home commission-free.”
In a new era of real estate, the agents who thrive will be the ones who stop defending the 6% and start offering high-tech solutions like Homezena to keep the market moving.