✍️ Editor’s take: Assist-2-Sell offers potential savings. But a flawed business model makes it a riskier choice than other discount options.
Assist-2-Sell is a real estate franchise with approximately 130 offices nationwide.
All Assist-2-Sell offices offer discounted rates for home sellers. However, rates and service quality may vary significantly by location.
That said, Assist-2-Sell's general business model creates some major risks for sellers and buyers — particularly in regards to customer service and agent quality.
Assist-2-Sell, at a glance
N/A (ratings vary by location)
~130 U.S. cities in 34 states
*Recommended rates for Assist-2-Sell's "MLS for Less" package; actual rates vary by home price and franchise location
**Compared to a 3% listing fee at four different price points.
What is Assist-2-Sell?
Assist-2-Sell is a discount real estate brokerage with offices in approximately 130 cities across 34 U.S. states.
Importantly, Assist-2-Sell is a franchise. That means each local office is independently owned and operated — the same model used by major brands like Century 21 and Keller Williams.
Pricing and service quality will vary by location
The big difference is that Assist-2-Sell has built its brand around offering discounted fees for home sellers. But exactly how much you stand to save depends on where you’re selling.
✍️ Editor's note
While Assist-2-Sell encourages franchisees to use its “proven” flat-fee pricing model, each office sets its own rates and terms of service.
In fact, some of the locations we reached out to don’t follow a flat-fee model at all — they charge a percentage-based rate.
Same goes for the customer experience. Assist-2-Sell recommends offices offer a standard set of services and support, but this too is ultimately up to the local owner-operator.
The takeaway is that selling with an Assist-2-Sell broker in, say, Mobile, AL will likely be very different from one in Eugene, OR in terms of:
- Service offerings and quality
- Overall experience
Just remember to do your due diligence and shop around for the best rates and service. If you’re considering listing with a local Assist-2-Sell Agent, make sure you’re comparing them against at least 2-3 other services and/or agents in the area.
Who should use Assist-2-Sell?
Assist-2-Sell is worth considering if…
You may want to avoid Assist-2-Sell if…
» COMPARE: Assist-2-Sell vs. top alternatives
Is Assist-2-Sell legitimate?
Yes, each Assist-2-Sell broker is fully licensed in the state it operates in. The original Reno, NV, office launched back in 1987, and the company has been franchising since 1993 — over 27 years.
But there is something you should know:
The franchise has been experiencing a steady decline for the past decade. At its peak in 2006, there were upwards of 630 Assist-2-Sell offices in North America. Today, there are less than 130 offices across the U.S. — an approximate 79% drop.
Source: Entrepreneur Franchise Hub, 2020
Assist-2-Sell is hemorrhaging local offices, which suggests its business model and approach isn’t working.
💡 Why isn't Assist-2-Sell's business model working?
The two simplest explanations are:
This is a potential red flag for you as a prospective customer. Struggling, unprofitable businesses often go hand-in-hand with poor service quality and outcomes.
How does Assist-2-Sell work?
According to Assist-2-Sell, it offsets its discounted rates by handling a higher volume of real estate deals than the average brokerage.
Assist-2-Sell's high-volume approach may impact service quality
What’s unclear is how local Assist-2-Sell offices manage to handle that higher volume of business without it negatively affecting their service quality or customer experience.
- Assist-2-Sell HAS NOT invested in technologies that boost efficiency and/or capacity (in contrast with other discount brokers like Redfin and Door Real Estate)
- Assist-2-Sell DOES NOT rely on a centralized, back-office team to support its agents (in contrast with other discount brokers Redefy and REX Real Estate)
Watch out for overextended agents!
It’s possible some Assist-2-Sell offices have found some alternative means for balancing savings and service. But if not, your agent may be overextended, which could jeopardize your experience and outcome.
In other words, we’re not saying you should automatically disqualify Assist-2-Sell; just be aware of the risks inherent to its business model when comparing it with other options.
How much does Assist-2-Sell cost?
Buyer's agent commission
*Actual rates vary by home price and franchise location
**Typical rate for "MLS for Less" sales; sellers who opt for the "Direct to Buyer" program won't pay buyer's agent commission
Because Assist-2-Sell is a franchise, there’s no standard price or offering. That said, Assist-2-Sell recommends its offices follow two general pricing models, and many of them do.
MLS for Less
Assist-2-Sell’s “MLS for Less” program is similar to a traditional sale. But you’ll pay a flat listing fee between $2,995-$8,995, depending on your home’s value, instead of the typical 2.5-3%.
You’ll also pay 2.5-3% of the final sale price to the buyer’s agent for bringing their client to purchase your home. This isn’t unique to Assist-2-Sell; in most real estate transactions, the seller covers the buyer’s agent commission with the proceeds from their sale.
Direct to Buyer
If you opt for the “Direct to Buyer” program, Assist-2-Sell will not list your home on the MLS and, instead, try to find you a buyer who is not working with an agent.
The potential upside is that if you find an unrepresented buyer, you don’t have to cover the 2.5-3% buyer’s agent commission. You just pay Assist-2-Sell the flat $2,995-$8,995 fee.
📢 Why Assist-2-Sell's "Direct to Buyer" package is risky
The "Direct to Buyer" package offers big savings — but it also comes with major risks:
Typical pricing model
Most Assist-2-Sell offices follow the same tiered pricing structure for both MLS for Less and Direct to Buyer. The difference is whether you have to pay the buyer’s agent commission or not.
For example, if you list a home for $300,000 with Assist-2-Sell and opt for the MLS for Less package, you’ll pay $3,995 to Assist-2-Sell and 2.5-3% to the buyer’s agent.
If you sold the same house via Direct to Buyer, you’d only pay the $3,995 to Assist-2-Sell.
Here’s an example of the fee structure for an Assist-2-Sell office in Tampa, FL, which is typical for many A2S offices:
Original List Price of Home
Flat Listing Fee*
*Actual pricing structure may vary by location.
While many Assist-2-Sell offices will follow the above flat-fee pricing model (or something similar), other offices will charge a reduced listing commission fee — for example, 1.5% of the home’s final purchase price (Jacksonville, FL).
Long story short: while the savings and actual terms of service will vary by location, you’ll generally be paying between 1-2%.
Assist-2-Sell offers "for sale by owner" services too
Many Assist-2-Sell offices also offer a “Paperwork Only” package to “for sale by owner” (FSBO) sellers — essentially a transaction coordinator service — in the range of $1,995.
The Paperwork Only offering is designed for people who already know their buyer — i.e., if you’re selling to a family member or friend — and just need help with the contracts and legal documents.
If you are considering hiring Assist-2-Sell for a “Paperwork Only” transaction, compare their prices with real estate attorneys in your area.
A real estate attorney typically only costs $500-$1,500, depending on your situation and the complexity of the sale, and can provide roughly the same set of services.
Assist-2-Sell customers save an average of $6,755
Based on the standard flat-fee pricing model outlined in the section above, Assist-2-Sell customers save an average of $6,755, compared to a 3% listing commission fee.
*Compared to a 3% listing fee.
Compare multiple agents to get the best value
If you’re considering a discount broker like Assist-2-Sell, it’s important to know the average commission rate in your area so you can compare the savings on offer against a baseline and shop around for the best value.
Also, choose the agent or service that will get you the best price for your home — not just charge you the lowest commission. Saving 1.5% on realtor fees is nice, but not if your home sells for 15% below its fair market value!
How good are Assist-2-Sell Agents?
All Assist-2-Sell Agents are fully licensed and will provide the same general range of services you’d expect from a traditional realtor.
That said, there are a few key differences you should be aware of.
You may get less hands-on service and support
As was discussed in previous sections, Assist-2-Sell’s business model depends on its agents handling a higher volume of customers to offset the discounted rates.
This increases the chances you may experience:
- Limited attention and hands-on guidance
- Gaps in communication
- Disorganization, mistakes, and delays
At best, these kinds of issues will add undue stress to an already stressful process. At worst, they could adversely affect your sale or even derail it entirely.
Agents don't have a competitive compensation structure
Compared to other discount and traditional brokerages, Assist-2-Sell’s compensation structure is not very competitive. This is a potential red flag from an “agent quality” perspective.
Unlike other discount brokers that hire agents as salaried employees, Assist-2-Sell uses the same general “commission split” model as traditional brokerages like RE/MAX and Keller Williams.
💡 How do commission splits work?
When an agent gets paid for closing a deal, they must split a predetermined amount of their fee — typically a percentage — with their broker.
» MORE: How real estate agents get paid
While commission splits aren’t intrinsically problematic, remember that Assist-2-Sell charges less than traditional brokers. That means Assist-2-Sell Agents earn less per individual sale because they’re splitting a smaller pot.
The agents make up for this by taking on more customers, but Assist-2-Sell doesn’t offer any sort of technology or support to help them effectively manage the heavier workload.
Assist-2-Sell may not attract top-notch agents
Assist-2-Sell's compensation structure has negative implications for the quality of service on offer. It also suggests Assist-2-Sell is probably not attracting top-notch agents.
With most traditional brokerages offering more competitive splits — and other discount brokerages offering stability with salaries, benefits, and bonuses — it’s hard to imagine why a talented agent would choose to work harder and earn less with Assist-2-Sell…
This might help explain the 79% drop in Assist-2-Sell offices over the past decade we mentioned earlier in this review.
Agent quality and experience is mixed
Just like with realtors from traditional brokerages like Keller Williams or RE/MAX, quality will vary considerably from office to office — and agent to agent.
You’re hiring an individual, not a brand!
Interview your Assist-2-Sell Agent along with several others from different brokerages and services. Compare key factors like price, relevant experience, approach, and personality.
Selling a house is a high-stakes, high-stress endeavor. It pays to shop around not only for the best rate but also the best fit for your situation and goals.
How does Assist-2-Sell compare to similar services?
Avg customer rating
4.9 (590 reviews)
3.2 (287 reviews)
4.6 (345 reviews)
Dedicated point of contact?
CO, FL, GA, IL, NC, SC, TN, TX, VA
1% or $3,000
1.5% (min fees vary by market)
$3,500 ($500 due up front)
*Average fee compared to a 3% commission at four price points: $100,000, $250,000, $500,000, $750,000.
Assist-2-Sell's savings are real — but not the best
While Assist-2-Sell is considerably cheaper than a traditional realtor, its savings compared to other discount services are average at best.
If hard cost savings are your top priority, you can definitely find better rates elsewhere.
✍️ Editor's note
Remember that Assist-2-Sell’s savings are by no means guaranteed!
Because of its franchise model, the actual amount you stand to save depends on your location. You’ll need to contact your local Assist-2-Sell office to verify its pricing and terms of service.
Other discount brokers offer TRUE flat-fee pricing
Assist-2-Sell has a tiered pricing model, which means the fee increases alongside the home value. Some other discount brokers, such as Redefy and Houwzer, offer true flat-fee models (at least up to a certain price), which offer better savings at higher price points.
Agent-matching services may offer better overall value
In terms of overall value — i.e., cost-savings and service — Clever’s agent-matching service is probably your best bet. Clever pre-negotiates low rates on your behalf (lower than Assist-2-Sell’s flat fees) with top local agents from traditional brokerages like RE/MAX and Century 21.
Service quality and scope varies by location
We’ve said it before, and we’ll say it again: every Assist-2-Sell office is independently owned and operated, which means customer experiences and service quality will vary by location.
Some offices have stellar reviews — others, not so much
As you’ll see in the customer reviews section, many Assist-2-Sell offices seem to provide consistently stellar, 5-star service and support — others, not so much…
✍️ Editor's note
While it’s difficult to make sweeping statements about any franchise (the Wendy’s near your house might make a better burger than the one across town), we can point out inherent risks with the overall business model that could affect service quality.
Don't hire any realtor without shopping around
If you’re thinking about hiring an Assist-2-Sell Agent, compare them to other discount services and traditional agents in your area based on the following criteria:
- Experience in the specific neighborhood and price range you’re targeting
- Past customer reviews and testimonials
- Communication style and responsiveness
- Their estimate of your home’s value
- And finally, the fees they charge, too!
Selling and/or buying a house may be one of the biggest financial transactions of your life — it pays to take your time and find the right person for the job.
Connect with top local agents, save thousands!
Try Clever’s free agent-matching service today.
Assist-2-Sell is NOT a tech-forward brand
One look at Assist-2-Sell and its franchisees’ websites makes one thing extremely clear: this is not a tech-forward brand. In particular, the websites for local Assist-2-Sell offices are a bit dated, which makes them difficult to navigate and understand.
Most discount brokers embrace technology
Buying and selling property has become an increasingly technology-driven process. Most discount real estate brands are tech startups that emerged to capitalize on this fact. As an older company, Assist-2-Sell is a bit of an outlier in this regard.
Assist-2-Sell's dated tech could put you at a disadvantage
Choosing to sell with a brand that has struggled to keep up with the times could put you at a competitive disadvantage — or simply be a frustrating experience, considering our collective expectations surrounding seamless, tech-driven services these days.
In short, there are plenty of brands out there that are more tech-focused with comparable savings and service.
Selling with Assist-2-Sell
Biggest benefits of selling with Assist-2-Sell…
Biggest risks of selling with Assist-2-Sell…
If you opt for the "MLS for Less" package, you’ll get the same general range of services as you’d expect from a traditional realtor. That includes:
- Pricing recommendations
- Yard sign
- Professional photos
- Your listing on the MLS and other real estate websites
- Help with offers, contracts, and negotiations
- And more
With the "Direct to Buyer" program, you’ll get the same services mentioned above with the exception of the MLS listing.
Service tradeoffs may be greater than with other discount brokers
But remember: because Assist-2-Sell Agents are typically handling a lot of customers, they may have less time to provide hands-on guidance and support throughout your sale.
While this will be true of any discount brokerage to some extent, because of Assist-2-Sell’s business model, it may be more pronounced.
Exactly how pronounced will depend on the specific office and customer load the team is carrying at any given moment, but it’s an inherent risk of the service you should just be aware of when weighing it against other options.
Buying with Assist-2-Sell
You wouldn’t know it from the name, but you can also buy a home with Assist-2-Sell.
Assist-2-Sell provides the same general services as a traditional buyer’s agent, and it won’t cost you anything. This is because in real estate transactions, the seller typically covers the commission fee for the buyer’s agent.
Assist-2-Sell offers commission rebates to *qualifying* buyers
In terms of benefits, some Assist-2-Sell offices may offer commission rebates — also known as home buyer rebates — to qualifying buyers. This is when an agent agrees to kick you back a small percentage of their fee as an incentive to work with them.
📢 An important note about commission rebates:
There are a TON of rules and restrictions surrounding commission rebates. This is why you’ll almost always see conditional language in advertisements — i.e., “Get up to X%” or “$X on average.”
Always hire the agent — not the brand
Aside from the possibility of a rebate — which only some offices will actually offer — there aren’t many advantages to buying with Assist-2-Sell, unless you really hit it off with an individual Assist-2-Sell Agent.
Remember, as the buyer, you don’t have to worry about paying your agent’s fee. Don’t settle for anything less than perfection!
If you’re considering Assist-2-Sell as an option, make sure you’re shopping around and comparing it to the very best-of-the-best in your area.
Assist-2-Sell customer reviews
Note: The following review information is up-to-date as of 1/4/2021. We will update this section as new information becomes available.
Because each Assist-2-Sell office is independently owned and operated, customer reviews and ratings may vary considerably by location.
We recommend looking up reviews specific to your local office via tools like Zillow, Google, Yelp, and Facebook for the most accurate representation of customer experiences and outcomes.
What customers say about their Assist-2-Sell experience
Broadly speaking, Assist-2-Sell reviews for local offices and agents are generally positive, albeit a bit few and far between. Many offices have few if any reviews, which makes it difficult to summarize any key takeaways about the service as a whole.
Most of the customers who do submit reviews commend their agents for:
- Providing quality service
- Maintaining good communication
- Ensuring a smooth transaction.
My agent made the sales process 'easy'
Here’s a review submitted by an Assist-2-Sell customer in Reno, NV. They had a great experience with their agent, who helped them achieve a successful outcome in spite of the challenges posed by selling during the COVID-19 pandemic.
The 'worst experience' with a realtor I've ever had
In contrast, here’s an excerpt from a review by an Assist-2-Sell customer who had a less-than-stellar experience with Assist-2-Sell in Pensacola, FL.
He specifically called out his agent’s inexperience, lack of communication, and unreliability as major problems throughout the process.
The bottom line is that your experience with Assist-2-Sell will depend on the quality of the franchise in your area.
ALWAYS read local reviews and interview multiple agents — from Assist-2-Sell and other brokerages — to compare rates and find the best option for you.
Conclusion: Is Assist-2-Sell the right option for you?
Assist-2-Sell is a totally legit brokerage with offices across the country that have helped many people sell or buy their home successfully. Whether it’s the right choice for you really comes down to:
- Your personal preferences (and tolerance for risk)
- The situation surrounding your sale
- The quality and pricing of the Assist-2-Sell office and/or agents in your area
Importantly, there is never an obligation to move forward or sign with an agent or service when you interview them.
You have absolutely nothing to lose and everything to gain by shopping around and comparing rates, experience, and personalities to find the perfect fit!
Assist-2-Sell locations and contact info
Beverly Hills, CA
Pleasant Hill, CA
Santa Barbara, CA
Santa Clarita, CA
Colorado Springs, CO
Colorado Springs, CO
Highlands Ranch, CO
Coconut Creek, FL
Coral Springs, FL
Fort Myers, FL
Lake Mary, FL
Merritt Island, FL
Orange Park, FL
St. Augustine, FL
St. Cloud, FL
St. Johns, FL
Idaho Falls, ID
Mountain Home, ID
League City, TX
San Angelo, TX
Stefan J.M. Swanepoel. "Swanepoel Trends Report 2007." Page(s) 115. Accessed 1/4/2021.