MarketBuy’s Open Offer Model Officially Makes US Debut

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You can attribute some of that to COVID-19, but the real estate industry was changing before the global pandemic made us all question the way we conducted our businesses and, in general, conducted our lives.

In the last public Inman Connect before the old New York location bug, an Australian company called MarketBuy was stalking the event, looking through the US Market’s door to see if it might be ready for its unique, based on auctions. door-to-door sales model.

Two years and a few months later MarketBuy think it’s time. The company doesn’t feel like it will take over, but its timing has merit as new approaches to buying and selling gain traction.

In fact, two open offer companies very similar to MarketBuy are already in the market, Doorsey and SparkOffer.

Zillow’s epic factory notwithstanding, Power Buyers are hanging around, as are a number of other buy-before-sell hybrid iterations and a growing contingent of rent-to-own and fintech buy-and-sell solutions.

The fact is, consumers are open to new ways to buy and sell property, which is why MarketBuy’s Will Farmer, who spent 15 years at, decided to run his official expansion into the states as North American Growth Manager.

He had met MarketBuy executive duo John Hellaby and Dave Stewart before that January 2020 ICNY, like any Farmer has, he told Inman in a phone call, “he went to where the officers were and spoke to them.”


“At the start of their term, they didn’t have enough money yet to hire in the United States,” Farmer told Inman in a phone call. (MarketBuy launched in Australia in 2015.) Farmer wasn’t quite ready to budge either, despite Hellaby and Stewart’s intrigue.

But like so many others, once the covid constraints eased, Farmer realized that other avenues of work intrigued him.

“It made sense,” Farmer said. “My value is connecting the industry to people who need to know about it, especially businesses.”

If you’re unfamiliar, an open offer template isn’t really an auction, it’s simply the easiest way to grab someone’s attention at the top of the conversation.

MarketBuy posts an ad on its website and it will include all the information, visuals, and everything a buyer would need to know about a home.

The idea is to then let others see competing offers, prices, terms and everything else.

By doing so, buyers will be more inclined to push an offer higher or improve it with fewer contingencies and more seller-facing terms.

The real estate transaction relies on professional ethics to survive. That’s why the industry asks buyers and sellers to trust its advice and standards of practice so much. So why don’t listing agents openly share details of competing offers? Why are there so many things behind “Bring Your Best and Best?”

Cutting through the mud of offers that have no chance of winning is immensely helpful, and it’s safe to say that a transparent offer model would have collectively saved agents millions of hours during the frenetic era. of the 2021-22 market.

MarketBuy has the ability for sellers to hide the numbers from other buyers, if the thought of sharing what the market is willing to tolerate ever makes one anxious. The technology is quite flexible, allowing sellers and their agents to use it as they wish.

Farmer cited BoxBrownie, another tech-enabled Australian property player who grew rapidly by attending events and pushing its upstart persona to the venues and conferences agents attended. Farmer said MarketBuy’s approach would be similar.

One place Farmer wanted to make sure Stewart knew about was Phoenix, the home of 72Sold, a company that condenses listing periods and posting times and gives all buyers the same weekend deadline to submit their best terms. In short, 72Sold lightens the traditional timeline for real estate transactions.

It’s a tactic very similar to MarketBuy and others, but largely offline and in person, and very successful.

Keller Williams has signed a deal with 72Sold to leverage its model worldwide.

“We make sure that buyers each have enough time, but not too much time that there are other buyers coming and going and seeing that this house is really popular,” said the founder of 72Sold, Greg Hague, at Inman. “We call it social proof. Create social proof that a home is popular, desirable and a competitive environment, which we believe is lacking in traditional real estate where homes are showcased one at a time. »

Farmer said he’s seen a lot of proptechs come and go at every event he’s attended during his tenure at

“Any kind of small business is a risk, and it’s also risky to start something this late in my career,” Farmer said. “But it’s a good time for a lot of reasons.”

Farmer said he’s excited to help agents understand initial perceptions of MarketBuy’s model and show them that it’s not just designed for a multiple-offer market, but is in fact ideal. when the market has slowed down somewhat due to how it increases competition.

“It works for both markets,” Farmer said.

The inclusion of Farmer had been planned for some time, MarketBuy CEO John Hellaby said in a statement.

“Will is an accomplished professional with a long history of strong sales and marketing results achieved in a variety of market conditions and types,” Hellaby said. “We’re thrilled he shares our vision and passion for the industry, and we’re lucky to have secured his signature in the post-covid era.”

MarketBuy’s Farmer and Hellaby will be at Inman Connect Las Vegas, eager to showcase what he can do for lists of the industry’s most engaged agents and leaders.

Email Craig Rowe

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