How Marti Realty Group’s Search Tools Caught Keller Williams’s Eye

San Antonio independent brokerage Marti Realty Group has joined the Keller Williams franchise network, aligning with Keller Williams City-View. Founded by Chris and Meredith Marti in 2017, the firm originally operated as Rebate Haus before rebranding in 2023. Its growth has been fueled by a pair of in-house technology platforms that aim to solve persistent pain points in the new-construction sector.

After noticing that standard MLS and portal search tools overlooked the specific attributes buyers care about when purchasing a newly built home, the Martis developed New Home Buddy. Launched in 2025, the platform lets agents filter listings not just by beds and baths but by floor plans still to be built, interest-rate promotions offered by the builder, and closing-cost assistance. That focus on build phase and incentives is a direct response to higher mortgage rates, which have driven builders to compete on financial sweeteners rather than just square footage.

Sister company Numouve, a fin-tech offering also created by the Martis, gives buyers a way to make cash offers on a new-construction home by borrowing the funds and repaying when they sell their previous property. The platform is powered by an 8-year-old Austin startup, Homeward. Marti Realty Group, which now has over 40 employees—about 16 agents and 24 tech staff—plans to use Keller Williams’s nationwide agent network to expand New Home Buddy and Numouve beyond their current Austin, Dallas, Houston, and San Antonio footprint.

What Marti’s Tech Brings to a Rate-Weary New-Construction Market

New Home Buddy’s Role in a Rate-Sensitive Market

With 30-year mortgage rates still elevated, builders are increasingly turning to financial incentives—rate buy-downs, closing-cost credits, and inclusive upgrades—to move inventory. Mainstream listing searches rarely surface these nuances. New Home Buddy fills that gap, giving agents a direct way to match clients with homes that offer the most compelling builder promotions. For rate-stressed buyers, that can mean the difference between affording a new build or settling for an existing home.

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What Keller Williams Gains from a Niche-Focused Independent

Keller Williams, with roughly 180,000 agents globally, has always built its value proposition on technology and agent support. This affiliation does not require a costly acquisition; Marti Realty Group remains an independently operated franchisee. In return, KW gains an exclusive, ready-made toolset that may attract agents who focus on new construction or who want a differentiator in client presentations. The New Home Buddy and Numouve platforms become immediately accessible to agents in the City-View franchise, with a roadmap for broader roll-out.

Numouve’s Cash-Offer Proposition and Builder Relationships

Cash offers typically win in competitive markets, but a contingent buyer—someone who needs to sell before buying—often loses out. Numouve, underwritten by Homeward, allows a buyer to present a cash-like offer without selling first, repaying the advance upon closing the old home. For homebuilders, it removes a major uncertainty: deals that fall apart because the buyer’s existing home hasn’t sold. By embedding this fin-tech tool into its ecosystem, Keller Williams can deepen partnerships with homebuilders, potentially giving its agents preferred access or co-marketing deals in new subdivisions.

What the Deal Means for Agents, Builders, and Competing Brokerages

The immediate impact falls on three groups:

  • Keller Williams agents in the San Antonio area now have a direct channel to list and search new-construction homes using New Home Buddy’s filters that highlight builder incentives, rate discounts, and to-be-built floor plans. Those agents can also offer Numouve to clients as a cash-offer option, potentially improving closing rates.
  • Homebuilders in Texas and eventually other markets may see increased traffic from Keller Williams’s network, as agents can more precisely market their incentives. Expect builders to use these tools to differentiate their communities—competitors that lack such integration could lose agent mindshare.
  • Competing brokerages and franchises will need to benchmark their new-construction tech. Without equivalent search and financing tools, they risk losing agents who specialize in builder sales or who want to offer better service to clients in a market where financial promotions are key. Acquisitions, partnerships, or in-house development of similar platforms may follow.

Risk & Opportunity Assessment

Commercial RiskLowThe deal is a franchise affiliation, not a full acquisition; Keller Williams does not take on Marti’s liabilities. Integration costs are minimal.
Competitive RiskMediumOther major brokerages like Compass or Anywhere Real Estate do not currently offer an agent-facing new-construction search tool with incentive filtering. If they fail to match the capability, they could lose new-construction-focused agents to Keller Williams.
Regulatory RiskLowThe platforms are search tools and a cash-offer product using a regulated third party (Homeward). No new regulatory hurdle is apparent unless Numouve expands into lending activities that require state-by-state licensing.
Reputation RiskLowMarti Realty Group is a small brokerage; its rebranding history and tech focus are unlikely to create reputational exposure. The affiliation with Keller Williams’s established brand provides credibility.
Technology DisruptionMediumIf New Home Buddy becomes a standard tool within Keller Williams and influences how builder incentive data is shared, it could push MLS providers and consumer portals to incorporate similar fields, potentially changing how new-construction homes are marketed across the industry.
Commercial OpportunityHighThe platform gives Keller Williams a unique value proposition for agents, which could aid recruitment and retention in a competitive agent market. It also positions the firm to negotiate preferred relationships with homebuilders looking to sell through a tech-enabled funnel.