If you’re looking to sell fast, 72SOLD offers an aggressive marketing strategy designed to create a sense of urgency and competition among buyers.[1] In markets with low inventory and high demand, that strategy can lead to bidding wars and fast sales.However, 72SOLD can't actually guarantee a fast sale or a higher sale price — as results depend on market conditions, the property itself, and the level of interest among buyers. In fact, some reviewers complain of 72SOLD underpricing their homes and failing to find buyers quickly.
If you need a guaranteed quick sale, a top cash buyer company may be a better option — although it usually means selling for a lower price.
And if you want the best price for your house, working with a highly rated local real estate agent is usually your best bet. They can help you understand what local buyers are looking for, come up with a tailored marketing strategy, and negotiate effectively on your behalf.
Who does 72SOLD work best for?
72SOLD is designed to build buyer demand through an aggressive pricing and marketing strategy. It may work for you if:
- You're in a market with high buyer demand and homes are selling quickly.
- You have a home in good condition that needs minimal prep work for listing.
- You have a flexible timeline with a closing date up to 60 days away.
The 72SOLD method combines an aggressive pricing strategy, "coming soon" marketing, and a condensed showing window with a deadline for accepting offers. These techniques are designed to create a sense of urgency among buyers, potentially leading to more competitive offers.
However, 72SOLD's marketing program may not work for everyone and its claims should be taken with a grain of salt — particularly if you're in a balanced market where homes tend to stay on the market for weeks or months, instead of days. In these types of markets, buyers typically have time to shop around and consider multiple options without feeling rushed into making a decision.
“I was surprised at how much the program relies on market timing. The program works best when inventory is low and demand is high. In a slow market, it might not work as well,” cautions Seymen Usta, a business owner who used 72SOLD to sell his Florida home in 2024.
Pros and cons to consider with 72SOLD
✅ 72SOLD’s marketing strategy works well in some markets
In highly competitive markets, 72SOLD’s method of a compressed showing window and giving buyers a deadline to make an offer can be effective. In fact, many real estate agents who don’t work with 72SOLD already employ variations of this technique.
The method is often useful for creating a sense of urgency among buyers, which can lead to a bidding war. If conditions are right, that means you can sell for more money and faster than you may have otherwise.
As Usta says, “I had multiple buyers interested in my house almost immediately, and I think it was the competition that took the price up. In my case, we ended up selling faster than we were expecting, and for a little more than we were expecting too.”
❌ No guarantee you’ll actually sell for more money
72SOLD claims that homes using its strategy sell for 5.8% more on average than MLS homes, based on an “independent study.” However, the data used in this study covers homes sold between January 2020 and December 2024.[2] That’s a big red flag since the housing market in 2020 and 2021 was unusual, with housing prices rising quickly and inventory low — exactly the conditions where 72SOLD works best. Using data from that time period doesn’t reflect today’s housing market, when homes take longer to sell and generating bidding wars is much harder.
Second, the study compares 72SOLD’s sales to all MLS sales, which isn’t a fair comparison. MLS listings include all sorts of properties — including probate sales, short sales, homes in rural areas, and others that wouldn't be suitable for 72SOLD. It would be more useful to compare the sale price of 72SOLD homes with comparable properties in the same area, which is something that 72SOLD’s study doesn’t do.
Lastly, what 72SOLD doesn’t advertise, but which is revealed in the limited data included in the study, is that MLS homes have actually appreciated more than 72SOLD homes in recent years. For example, the MLS median between January 1, 2020 and 12/31/2023 was $385,000 versus $395,000 during January 1, 2020 to December 31, 2024, an increase of 2.6%. By contrast, between those same periods, 72SOLD’s median price increased from $415,000 to $418,000, or just 0.7%. That suggests 72SOLD’s program is having limited success beating the market.
❌ Your home is not guaranteed to sell quickly
72SOLD used to claim that they would sell your home in 8 days, which was later changed to 11 days. As of 2026, the company no longer claims to be able to sell your home in a set amount of time, except to promise that the “Program is designed to sell quickly.”
Not only is your home no longer guaranteed to sell quickly, but 72SOLD’s pricing strategy – where you deliberately price low in order to encourage bidders – doesn’t work well in a slow market. After all, if you can’t get buyers competing with one another right away, they’re not going to then start offering above asking price.
As a result, if you don’t sell quickly using 72SOLD’s strategy, your house could be stuck on the market for longer than expected. Buyers will know your property is struggling to sell and will be unlikely to match your asking price. Meanwhile, the 72SOLD strategy assumes buyers will offer above the asking price. These competing motivations can leave your house stuck without a buyer.
❌ Pressure to accept offers
72SOLD’s strategy focuses on speed in order to put pressure on buyers to make a competitive offer. That strategy doesn’t work for everyone. “There was some pressure involved,” Usta says, “not just for the buyers, but for me, too. Things had to happen fast, and I didn’t have as much time to think about things.
If you want to take time to consider offers in detail, the high-pressure methods employed by 72SOLD can feel overwhelming. In that case, working with a traditional realtor may be more suited to you.
Usta continues: “If someone wants speed and is comfortable with a fast-paced, competitive process, I’d recommend 72SOLD. But if you prefer a slower, more traditional approach with more time to consider offers, it might not be the right fit.”
72SOLD vs. alternatives
Sell to a cash buyer
Selling to a cash buyer is typically the easiest path to a guaranteed fast sale. Most cash home buyers will let you sell the home as is, regardless of condition. You can also avoid paying realtor fees and other closing costs.
But because cash buyers tend to buy low in order to earn a profit when they flip the home, we always recommend comparing multiple offers. You can find offers on your own or through a free service like Clever Offers.
» MORE: Looking for more cash buyers near you? Check out the best companies that buy houses for cash to see our comprehensive guides for all 50 states.
List with a low commission realtor
If you'd prefer to work with an agent, we recommend hiring a realtor that offers better commission rates than you're likely to find with 72SOLD. Plenty of highly rated low commission real estate companies can match you with a top local listing agent for far less than the industry average.
We recommend interviewing 2–3 options to find the right real estate agent for your situation. Companies like Clever and Redfin make it easy to compare multiple agents.
» MORE: Want to learn more about low commission realtors? Check out our list of top low commission companies to find answers to the most-asked questions.
72SOLD customer reviews
| Source | Average Rating | Review Count |
|---|---|---|
| BBB | 4.2 | 9 |
| 4.8 | 2,017 | |
| Yelp | 2.5 | 57 |
| Weighted Average: | 4.7 | 2,083 |
72SOLD reviews online are generally positive, but customer experiences can vary. The company is highly rated overall, with an average of 4.7 out of 5 stars across over 2,083 reviews.
However, it's important to note that a significant portion of 72SOLD'S reviews come from agents affiliated with the 72SOLD program or from people who haven’t actually sold their homes yet, but who have simply had the program explained to them. Reviews from actual customers are somewhat mixed.[3]
Here’s a breakdown of the most common themes from 72SOLD customer reviews:
Positive themes from 72SOLD reviews
✅ Qualified agents
Many reviewers mention their 72SOLD agent by name and speak highly of their professionalism. Customers say the agents are usually knowledgeable, responsive, and happy to answer questions.
"From the initial listing to closing, we felt like part of the family. There was frequent communication, advice and options. No pressure, and always follow up. We were very pleased with the experience."
✅ Many sellers have positive selling outcomes
Many customers note that the 72SOLD program works just as promised, allowing them to sell their home quickly and for a fair price.
"Ailin was great! She was knowledgeable, professional and prepared from day one. Ailin knew what she was doing; she got right to work and made things super easy for me, selling my place quickly and for a great price! Definitely recommend!"
"The 72Sold program was the absolute best. The marketing and hype they generate before a home is even listed to the general market is phenomenal! We had multiple offers the day it was listed and it was solely due to the expertise and detail of their program. I won’t go with anyone else in the future when I am buying/selling a home. A+ all the way around!"
72SOLD complaints
❌ Failure to deliver on promises
While some sellers say the 72SOLD program works as advertised, others indicate that it doesn't always deliver on its promises. Some customers, for instance, say that instead of generating a sense of urgency among buyers, their 72SOLD agents simply listed their homes on the MLS and waited for buyers to contact them, just like a normal listing.
"They talk about one day of back to back showings so we didn't have people wanting to view the house on any given day which was a big reason we went with them. That never happened. It was basically the same as going with any other realtor. They took photos, put up the listing, and waited. We still had people asking to come by the house at various dates and times which was a major inconvenience and not what they promised. There was no bidding war. I understand the housing market fluctuates and that can control how the sale of a house goes but this whole process felt like we were sold on promises that they could not deliver.”
"72 Sold was the biggest joke ever not only did they not sell my house in the hottest area all they do is sub it out to realtors to list and they make money! Stay with a local realtor and skip the middle man like 72 Sold! Someone who just had a get rich idea!!!"
❌ Sellers are pressured to lower their listing price
Some customers mention that a fast sale comes at the expense of a realistic listing price for their home. A number of reviews complained of their agents repeatedly asking them to lower their listing price when a buyer wasn’t found right away.
"More like 72% below really current market value. They offered to sell my property for 63% below the current lowest online valuation company. 72SOLD is a SCAM! Sellers steer clear of this company!"
"There were some interested parties that didn't mind the price, they just saw some needed updates. My realtors job is to then come back to me and ask if I would be willing to accept a reasonable offer but she never discussed that with the buyer's agent. She just kept asking me to lower my price, after all showings were over and the buyers were long gone."
❌ Guaranteed offer may fall short
72SOLD claims that they’ll buy your home if it doesn’t sell after 30 days. However, we found some sellers who were unimpressed by the results of this guarantee. One issue was that the guaranteed offer tended to be much lower than what clients were expecting.
"WARNING do not fall for the 100% market value offer. It’s all smoke and mirrors. Just trust your gut that it seems too good to be true because it is! Ends up being $150k less than market value that you net after it’s all said and done."
Another issue was that 72SOLD doesn’t actually guarantee to buy homes in all of the areas it operates in. For example, the reviewer below found out only after unsuccessfully trying to sell with 72SOLD that he lived outside of their buying area, so they refused to make an offer on his property, leaving him stuck in a one-year listing contract.
"They advise they will buy your home after 30 days, but do not advertise that they will buy it only if it is within their selling area. Be cautious of the false advertisement. You can use their realtor out of their area, but it will not be bought by them after 30 days. My advise is make sure it qualified in your area, and don't sign a contract for more than 1 month. I sign a year contract and found out that my home doesn't qualify. Needless to say I am not happy with this company."
❌ Reviews may not accurately reflect customer experience
We noticed that many reviews, especially on Google, appeared to come from real estate agents who have signed up for the 72SOLD program. While these reviews may be useful for other agents, they don’t provide much value for homesellers. With so many of these agent reviews being five stars, they risk skewing 72SOLD’s overall rating.
"They relentlessly prodded their affiliated to go to Google and leave them glowing 5* reviews. This came off as ethically shady as hell to me. Pump up their review base by the very people benefitting from those reviews leaving them."
Even more concerning, we found one reviewer who claims that after he left a negative review of 72SOLD on Yelp, he was offered money to remove the review. When he refused, he was then threatened with legal action.
"So they send messages asking how much to get a bad review removed from the poster. That's super professional don't you think? Then when you say no, you get a threat from them? Are these really the people you want to work with? Then when I tell him go ahead he tells me to have my attorney contact him? I don't think so. You want to threaten, you pay the fees. I also asked him twice to stop messaging me and he didn't."
❌ Program costs and lead quality for agents
Some realtors complain about the ongoing costs of the 72SOLD program, while also feeling that they weren’t provided enough quality leads. Agents are charged a $199 enrollment fee to access its Lead Generation Tool, followed by an ongoing monthly fee of $72.[4]
"72SOLD has a great training program that can give important insight to new agents. Unfortunately you will see over time that you only get leads (unverified leads) when spending A LOT of money. They are quick to withdraw money from your account, but do not promise anything in return. I feel it may work better for agents in other parts of the country. As far as New Jersey goes, not worth the money."
How 72SOLD Works
72SOLD is a marketing program, not a brokerage. It works with a network of independent real estate brokers across the U.S., who pay into the program in order to generate clients for their business.
When you express interest in working with 72SOLD to sell your house, you'll be assigned to whatever agent (or brokerage team) is paying for leads in your market.
Once you've been assigned to an agent, selling with 72SOLD is somewhat similar to selling your home the traditional way. A full-service realtor lists your home on the MLS, markets it, and helps you through the closing process. In exchange, you'll pay the standard realtor commission set by your agent.
The key difference is that your agent will be trained in the 72SOLD method, which involves:[5] [6]
- Setting a tight deadline for accepting offers, with a goal of getting competing bids from buyers who fear missing out on a competitively priced home
- Pricing homes competitively for the market
- Promoting homes as "coming soon" before the listing goes live
- Listing on a Thursday, but holding off on showing the home until the weekend
- Offering a condensed viewing window, with a goal of booking back-to-back showings to create the perception of demand
If your home doesn’t actually sell over the weekend, your agent may then recommend lowering your asking price and trying again. Or, they may simply list your home on the MLS and wait for buyers, just like in a traditional sale.
If your home doesn’t sell within 30 days, 72SOLD may offer to buy it themselves. However, beware that their offer may be well below market value. Plus, some areas are ineligible for the guaranteed offer, so check beforehand if your property qualifies.
What commission does 72SOLD charge?
| Listing Fee* | Cost on a $500,000 house | |
|---|---|---|
| 72SOLD | 2.5–3%* | $12,500–15,000 |
| Clever Real Estate | 1.5% | $7,500 |
| Ideal agent | 2% | $10,000 |
| Redfin | 1.5–2% | $7,500–10,000 |
72SOLD doesn't actually set realtor fees, as these are determined by the individual agents in its program. Therefore, sellers can expect to pay the typical commission rate — usually 2.5 or 3% of the home sale price.
Following the 2024 NAR commission settlement, buyer agent compensation is negotiated separately between buyers and their agents. In practice, most buyer agent commission is 2.5–3%. While this is paid by the buyer, sellers often offer a concession to help cover it.
If saving on fees is a priority, you might consider alternative companies like Clever Real Estate, Ideal Agent, or Redfin. These companies offer a lower listing fee of around 1.5–2%, which can save you thousands in realtor fees. They also give you multiple agents to choose from, allowing you to select the best fit for your needs.
📍Where is 72SOLD available?
72SOLD is available nationwide. Select your local market to find additional cash offer products available near you.
Is 72SOLD legitimate?
72SOLD is a legitimate company that was founded in 2018 by Arizona realtor Greg Hague, who also founded its parent company, Hague Partners, in 1998. Inc. named 72SOLD one of the fastest growing companies in 2022[7] and 2023.[8]
However, the company is not without its controversies. In June 2022, Keller Williams announced a partnership with 72SOLD that enables KW and KW Worldwide agents to use the 72SOLD program to sell listings.[9] Subsequently, 72SOLD was named as a co-defendant in a lawsuit against Keller Williams co-founder Gary Keller, who owns a 49% stake in the company. The lawsuit accused Keller of embezzling funds and forcing Keller Williams agents to participate in businesses (such as 72SOLD) that Keller had a financial interest in.[10]
Some of 72SOLD's marketing claims are also misleading. For example, the company advertises that an “independent study” shows 72SOLD’s houses sell for 5.8% more on average than MLS-listed homes. As we’ve explained above, there are a number of flaws with this study that likely inflate 72SOLD’s average selling price.
On top of these flaws, it’s unclear how “independent” the study actually is since it was done by the Director of Industry Research at Navi Title. Despite claims of being independent, she has also appeared in social media videos with 72SOLD promoting their program.
72SOLD also offers a “Guaranteed Closing” where they’ll buy your home after 30 days. However, this claim is also somewhat misleading, as we found reviews where sellers weren’t able to sell their home to 72SOLD because they weren’t in a qualifying area, despite still being able to participate in the 72SOLD program as sellers.
Additionally, a large portion of 72 Sold's reviews on platforms like BBB and Google are actually reviews from real estate agents, not customers. Make sure to read individual reviews — and not just the overall rating — to understand specific customer experiences with the company.
FAQs
Does 72SOLD work?
The company claims that houses sold using its fast-selling model sell for ~5.8% more than the average price of homes listed on the MLS. While some customers have had positive experiences, it's important to consider multiple options to determine the best way to sell your home quickly and at market value.
Why is it called 72SOLD?
The name refers to the company's former business model of selling a home within just 72 hours. Now 72SOLD only promises to sell properties quickly and doesn’t guarantee a specific timeline. The company believes that the shortened market availability drives up the price by creating urgency among buyers.
Does 72SOLD buy your house?
72SOLD claims it will buy your house directly if it doesn’t sell after 30 days. However, offers are likely to be below market value and not all areas are eligible. The company also recently launched a cash buyer sister company, called Homes2X. If you’re looking to sell quickly, you may want to consider other companies that buy houses for cash.
