Coldwell Banker Veteran Martin Exits After 24 Years, Joins eXp Realty

Event summary

  • Lance Martin, a 24-year Coldwell Banker veteran, has joined eXp Realty with his 140-agent Southern California team.
  • Martin cites the traditional franchise model's limitations as his reason for switching, particularly territorial restrictions.
  • eXp Realty positions agents at the top of its business model, a key factor in Martin's decision.
  • Martin plans to scale his organization across multiple states under eXp's cloud-based platform.

The big picture

Martin's move underscores the real estate industry's shift away from traditional franchise models toward more flexible, agent-centric platforms. eXp Realty's cloud-based model and revenue-sharing structure are attracting high-profile agents disillusioned with territorial restrictions and outdated structures. This trend could accelerate as more agents seek scalable, tech-driven alternatives.

What we're watching

Agent Retention
Whether eXp Realty can sustain the momentum of high-profile agent acquisitions.
Market Expansion
The pace at which Martin's group scales across multiple states under eXp's model.
Industry Shift
How other legacy brokers respond to the growing trend of agents moving to cloud-based platforms.