HomeOptions

HomeOptions, founded in 2020 by CEO Kevin Li, operates as a real estate brokerage platform in the fintech and real estate technology sectors. The company is headquartered in Oakland, California, with a remote team of over 40 members. The inspiration for the company stems from Li's personal experiences, where he witnessed his immigrant mother face challenges with real estate agents and the high costs associated with selling homes. This led him to a career in finance and real estate at companies like Facebook, Bank of America, and HomeLight before establishing HomeOptions to create a more transparent and rewarding system for homeowners.

The company's business model is centered on providing homeowners with an upfront cash payment, typically ranging from $500 to $3,000, in exchange for the right to be their listing agent when they decide to sell their property in the future. This payment is not a loan and does not need to be repaid, even if the owner chooses not to sell. Revenue is generated through real estate commissions when a sale occurs. By securing future listings, HomeOptions aims to redirect a portion of the billions spent annually by real estate agents on advertising directly to homeowners. When a client is ready to sell, HomeOptions connects them with a pre-screened real estate agent from their network, ensuring the agent is in the top 25% in their local market with at least two years of experience.

Since its inception, the company has secured significant venture capital, raising a total of $34.3 million. This includes a $9.3 million seed round in May 2022 and a $25 million early-stage VC round in November 2022. Key investors include BBQ Capital, Expansion Venture Capital, Great Oaks Venture Capital, and FJ Labs. However, the firm's practices have faced legal challenges. In April 2025, HomeOptions and CEO Kevin Li reached a settlement with California's Attorney General over what was described as a predatory scheme. The company was accused of luring homeowners into unlawful 20-year contracts, misrepresenting the agreements, and placing deceptive liens on properties that forced homeowners to pay steep fees. The settlement required HomeOptions to void all its contracts and terminate liens in California, pay approximately $400,000 in restitution to affected homeowners, and cover $170,000 in civil penalties.

Keywords: real estate brokerage, proptech, fintech, homeowner rewards, agent matching, real estate commission, property technology, home selling, cash offer for listing, real estate agent network, Kevin Li, venture capital-backed, residential property services, Oakland startup, homeownership platform, real estate finance, listing agreement, property sales, homeowner cash incentive, real estate services