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Choosing a real estate brokerage isn’t just about picking a logo to slap on your business card. It’s about choosing your future. Your brokerage determines your training, your support system, your commission structure, and ultimately, your success.

Here’s the truth: not all brokerages are created equal. Some promise the world and deliver a pamphlet. Others quietly build empires of successful agents.

So let’s break it down. We’re comparing five of the biggest names in real estate with honest pros and cons for each. By the end, you’ll know exactly where you belong.

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Why Your Brokerage Choice Matters More Than Ever

The real estate landscape in 2026 looks nothing like it did five years ago. Technology is evolving. Commission structures are shifting. Client expectations are through the roof.

Ask yourself these questions:

• Do you have access to world-class training?
• Does your brokerage invest in your growth, or just take a cut?
• Are you building wealth for yourself, or just for someone else?

If you hesitated on any of those, keep reading.

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The 5 Brokerages We’re Comparing

Brokerage	Agents	2024 Transaction Volume	Best For
Compass	~28,000	$230 billion	Marketing-forward agents in luxury-heavy markets
Anywhere Advisors (Coldwell Banker, Century 21, Sotheby’s)	~179,200	$184 billion	Agents who prioritize household-name brands and broad footprint
eXp Realty	~83,000	$152.6 billion	Agents who want cloud-based flexibility + revenue/stock programs
HomeServices of America (Berkshire Hathaway HomeServices)	~37,700	$136.6 billion	Agents who want local-office community with a recognized legacy brand
The Real Brokerage	Growing	Not specified	Independents who want a modern cloud model + competitive split
Keller Williams (KW)	~160,000+ (global)	Not specified	Agents who want training + systems + optional wealth-building via Profit Share

Now compare them side-by-side and match the model to your goals.

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1. Compass

The Pitch: Compass positions itself as a tech-enabled, design-forward brokerage with strong marketing and, in some markets, compelling incentives for experienced agents.

✅ Pros

• Strong marketing and brand presentation (especially in luxury segments)
• Robust listing tools and consumer-facing materials in many markets
• Potential access to incentives/sign-on packages (market and production dependent)
• Useful support for agents who already run a repeatable listing and referral system

❌ Cons

• Training and coaching depth can vary by market and team
• Incentives may include production requirements, repayment terms, or split adjustments
• Cost structure can feel heavier in some regions (fees, minimums, or higher expectations)
• Agents early in their career may need to source mentorship outside the brokerage

Ideal For: Choose Compass if you’re already producing and want premium brand + marketing polish, especially in luxury-leaning markets where Compass has strong penetration.

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2. Anywhere Advisors (Coldwell Banker, Century 21, Sotheby’s)

The Pitch: Anywhere is a large parent company behind legacy brands with long-standing consumer recognition and a broad national footprint.

✅ Pros

• Well-known consumer brands that can help with initial credibility
• Access to a large referral network across many markets
• Multiple brand “lanes” (luxury, mass market, franchise models) depending on location
• Established processes in many offices (transaction support, compliance, office ops)

❌ Cons

• Agent experience varies significantly by office and franchise leadership
• Fees (franchise, desk, tech, or marketing) can reduce net take-home, depending on the local model
• Some markets move slower on tech adoption or training modernization
• Coaching and development may be inconsistent unless your local office invests heavily

Ideal For: Choose Anywhere/Coldwell Banker (or the other Anywhere brands) if you want household-name recognition and you’ve found a strong local office with solid leadership, training, and support.

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3. eXp Realty

The Pitch: eXp is a cloud-based brokerage built around remote collaboration, optional stock programs, and revenue sharing tied to agent attraction.

✅ Pros

• Work-from-anywhere model with minimal reliance on a physical office
• Revenue share and stock programs (eligibility and terms apply)
• Large, fast-moving agent network that can expand referral opportunities
• Virtual training and events available frequently

❌ Cons

• Newer agents may struggle without local, in-person mentorship
• Culture and accountability can feel fragmented without a strong team/community
• Some agents report an increased emphasis on recruiting, depending on their circle
• Tech and support experience can vary by state/team since the model is distributed

Ideal For: Choose eXp if you’re self-directed, comfortable operating remotely, and want cloud flexibility plus optional revenue/stock participation—especially if you already have a team or mentor structure.

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4. HomeServices of America (Berkshire Hathaway HomeServices)

The Pitch: HomeServices operates through local affiliates, often emphasizing community presence, relationships, and a recognizable Berkshire Hathaway HomeServices brand.

✅ Pros

• Recognized legacy branding in many markets
• Often strong local-office community and relationship-driven culture
• Less emphasis on recruiting in many offices compared to attraction-heavy models
• Established brokerage operations and compliance support in many regions

❌ Cons

• Tech capabilities can be less standardized across affiliates
• Training and coaching quality can vary by location
• Referral reach may be smaller than the largest national clouds in some markets
• Compensation structure depends heavily on the local office; splits/fees may be less competitive in certain regions

Ideal For: Choose HomeServices/BHHS if you value local community + legacy brand and you’ve confirmed your specific affiliate offers the training, tech, and support you need.

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5. The Real Brokerage

The Pitch: Real is a cloud-based brokerage known for a straightforward split (often positioned as 85/15) and a model that appeals to independent, tech-comfortable agents.

✅ Pros

• Competitive split structure with cap options (terms vary by state/plan)
• Cloud model supports location flexibility
• Agent attraction programs can create additional income streams (structure/eligibility apply)
• Modern platform positioning that resonates with tech-forward agents

❌ Cons

• Newer brokerage relative to legacy brands, with less long-term track record in some markets
• Consumer brand recognition can be uneven by region
• Training and mentorship may be lighter unless you plug into a strong team
• Limited in-person collaboration unless you build it intentionally

Ideal For: Choose Real if you’re an independent operator who wants a lean cloud model + competitive splits, and you already have your own training/mentorship plan.

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6. Keller Williams (KW)

Here’s the reality: KW is built around training, models, and agent wealth-building, and each Market Center can feel a little different because KW operates on a franchise-based model.

✅ Pros

• Profit Share that can create a long-term income stream (based on Market Center profitability and your contribution to growth)
• Industry-leading training and coaching (ex: Ignite, BOLD, MAPS-style productivity systems, and ongoing skill building)
• Command tech platform for CRM, marketing, tasking, and transactions (plus integrations that keep your pipeline organized)
• Strong emphasis on agent-led culture and leadership opportunities
• Multiple business models available (solo agent, partnership, team, expansion) with proven playbooks

❌ Cons

• Expect a learning curve: Command, models, and language can take 30–90 days to feel natural if you’re new to KW systems
• Experience can vary by Market Center (training cadence, coaching depth, and office culture differ by local leadership)
• As a franchise, standards are high—but execution can be inconsistent if the local Market Center isn’t well-run
• KW’s approach can feel “system heavy” if you prefer a lighter, DIY brokerage structure

Ideal For: Choose KW if you want structured training + repeatable systems and you’re interested in building wealth beyond commissions (Profit Share), as long as you’re willing to learn the tools and plug into the local culture.

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Use this decision framework to pick the right brokerage

Stop looking for a single “winner.” Start matching the model to your goals.

Ask yourself these questions:

• Training: Do you need weekly coaching and a step-by-step playbook for your first 12 months?
• Tech: Do you want an all-in-one platform, or do you prefer building your own stack (CRM + marketing + transaction tools)?
• Brand: Do you rely on a household name to open doors, or does your personal brand carry the weight?
• Wealth building: Do you want only commissions, or do you want additional upside (revenue share, stock, Profit Share)?
• Community: Do you perform best with an in-person office and accountability, or remote autonomy?

Action step: Pick your top 2 priorities (ex: training + community, or tech + flexibility). Then re-read each “Ideal For” section and eliminate the options that don’t match.

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Ready To Make The Move?

Use the next 7 days to pressure-test your options.

• Tour 2–3 offices (or attend 2–3 virtual orientations)
• Ask for a written fee sheet (splits, caps, desk, tech, franchise, transaction fees)
• Request a 90-day onboarding plan and compare what you’ll actually do week-by-week
• Interview the team leader/manager and ask: “How do you coach agents who are at my production level?”

If Keller Williams Realty Integrity Lakes is on your shortlist, compare us directly on training, systems, and long-term wealth-building.

👉 Explore your future with KW Lakes

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Have questions about making the switch? Contact us today and let’s talk about your goals.