Redfin

One of the largest technology-driven real estate brokerages in the United States, competing directly with traditional brokerages and portals like Zillow and Realtor.com

Redfin is a Seattle-based real estate technology company and brokerage founded in 2004. Unlike traditional brokerages, Redfin employs its own salaried agents and leverages proprietary technology to streamline the home buying and selling process, offering lower commission fees and a data-rich consumer experience. Its website and mobile app provide MLS-sourced listings, neighborhood data, market trend analytics, and mortgage tools, making it one of the most visited real estate platforms in the United States. Redfin expanded its business model over the years to include mortgage origination (Redfin Mortgage), title and settlement services (Title Forward), and an iBuying program called RedfinNow (which was discontinued in 2022 due to market conditions). The company went public on the Nasdaq in 2017 and acquired Bay Equity Home Loans in 2022 to bolster its mortgage capabilities. In 2023, Redfin was acquired by Rocket Companies, the parent of Rocket Mortgage, in a deal aimed at creating an integrated home-buying ecosystem. While Redfin is primarily a real estate technology and brokerage company rather than a pure-play AdTech firm, it intersects with the advertising technology ecosystem through its digital marketing capabilities, programmatic advertising for property listings, lead generation infrastructure, and data-driven consumer targeting. Its acquisition history includes companies with digital marketing and data components relevant to the AdTech space.