Why I Joined REAL Brokerage (and What It Means for My Clients and My Business)

After years of working with incredible brokerages—both boutique and big box—I found myself hitting a ceiling. Not in terms of production, but in terms of alignment.

I’ve always believed this business should feel both personal and progressive. I want to offer my clients not just sharp negotiation skills and smart strategy, but an experience that feels seamless, modern, and maybe even… enjoyable? (Wild, I know.)

So after a lot of reflection, conversations with trusted peers, and a deep dive into what I value most in this business, I made the move to REAL Brokerage.

And let me tell you—it just feels right.

What drew me to REAL?

1. It’s built like a modern tech company (because it is).
REAL isn’t trying to replicate the old-school brokerage model with a fancy new logo. They’ve flipped the script. With thoughtfully designed tools, smart systems, and cloud-based support, REAL makes the behind-the-scenes of real estate work for agents, not against them. Which means I can focus more time and energy on my clients—and less on clunky admin.

2. The culture is collaborative, not competitive.
“Work hard and be kind” isn’t just something they say—it’s baked into the DNA of the company. I’ve been so inspired by the way agents at REAL show up for each other, share ideas freely, and genuinely want to see each other succeed. It’s a community, not a competition.

3. It supports the kind of business I want to build.
REAL gives me the autonomy to run my business my way—with access to national reach, incredible training, and tools that scale. Whether it’s creating content, mentoring new agents, or showing up as a trusted resource in my local community, I finally feel like my brokerage supports all the hats I wear.

So, what changes for my clients?

Honestly? Not much—except everything behind the scenes just got smoother. You’ll still get the same hands-on, relationship-first service I’ve always delivered. But now, I’m backed by a brokerage that shares my values, empowers my growth, and helps me show up even better for you.

Final Thoughts

REAL isn’t just a brokerage—it’s a movement toward what real estate should be. Transparent. Empowering. People-first.

If you’re an agent who’s been curious about making a move, or a client wondering what this means for your experience, reach out. I’d love to share more about why this decision feels like home—and how it’s going to elevate everything I do from here forward.

All my best,
Alison