The new way to real estate
YELLOW uses technology to help you buy or sell a home without an agent, and there's always a real, live person here to help.
The 6% real estate commission originated in the 1950's. Back then, a fee that high was understandable – only agents knew the homes for sale and would spend the day driving clients around to see them. Paperwork was filled in by typewriter or handwritten. It was a lot of work.
Think about how much times have changed since then. Today the real estate process can be done completely online. Agents don't serve the role they used to, yet their fees remain as high as they were in the 1950's.
YELLOW brings a long-overdue revolution to real estate. Named after the color of our yard signs, we make it easy to buy or sell a home without an expensive agent - and there's always a real, live person here to help.
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That’s all YELLOW makes. However, there are other costs a buyer will encounter. YELLOW pays several closing costs upfront to streamline the process for home buyers - the inspections, appraisal, and title search. We believe this saves money in the long run by preventing unnecessary costs by home shoppers. These costs will ultimately be paid by whomever purchases the home and receipts for these can be found in the home's Documents section.
If a seller decides to pull their home off the market before a sale, the seller will be charged for these upfront costs.
We hate seeing buyers and sellers paying expensive transaction costs and are actively working to streamline the home sale process and bring down costs further.
Support a charity
Yellow offers a way to support your favorite local charity with a matching donation
For up to an additional $50, we will donate that $50 to a charity of your choice - PLUS - YELLOW will match your donation to contribute a total of up to $100 to that charity either in your name or anonymously.
At YELLOW, we're committed to getting the most exposure for our sellers. We leave it up to their discretion, however, if they wish to offer compensation to a buyer's agent.
If a seller is offering a commission, the fee they are willing to pay will be stated at the top of their listing page along with a commission agreement form.
That doesn't mean buyer's agents are unable to receive compensation if the seller is unwilling to pay. We encourage buyer's agents to request compensation directly from the buyer for their services.
YELLOW does the work for you
YELLOW makes it easy for buyer's agents since we do the hard work. We provide the forms, assistance, a price estimate, an inspection, and the ability to visit a property. That's a lot of work we save for the agents.
We are happy to include buyer's agents in the process and will work to ensure a fair outcome for all parties.
"Cooperation with other real estate professionals promotes the best interests of those who utilize their services..."
- NAR Code of Ethics
B. P. "Russ" Russell Founder, Agent
Russ has a background in the finance and investments industry prior to forming YELLOW. He created the business as a way to modernize real estate, better serve customers, and lower costs. Without a background in web development, he taught himself how to create a website and formed YELLOW.
He holds a bachelor’s degree in finance from Belmont Abbey College in Charlotte, NC and an MBA with a concentration in finance from the University of South Florida in Tampa, FL.
Florida real estate license: SL3436022
T. Russell "Kett" Ketterer President
Kett is a former Officer in the U.S. Army who served in and led multiple tours overseas in active, hostile war zones. Kett graduated from Jacksonville University with a degree in History and was a member of the JU football team.
Jeremy Correia Broker, Certified Appraiser
Jeremy is a U.S. Army Light Infantry Veteran. After being Honorably Discharged from the Military, he worked for various Division-1 colleges and in professional baseball as an Athletic Trainer as well as a Strength & Conditioning Coach before opening his own sports-specific training firm in 2001. He changed careers in 2005 to pursue real estate and has achieved professional licensing in numerous areas.
In addition to being a licensed real estate broker and instructor, Jeremy brings another dimension to YELLOW with his appraiser credentials, helping sellers accurately price their homes.
His licenses are as follows:
From the iconic yellow yard sign that shows your home is for sale.
$699 to buy, $699 to sell.
Visit our PRICING page for more info.
You pay nothing until you close. At that time, you can either pay out of pocket or buyers can roll the fee into their mortgage and sellers can pay out of proceeds from the sale of the home, so there is no out-of-pocket cost.
Yellow only charges $699 to buy and $699 to sell. That’s all we make.
Sellers - There are no additional costs to the seller unless they decide to pull their home from the market. We cover several costs before you sell your home – like the lockbox and inspections. Since these inspections can cost more than what we charge you, that would leave us in a very big hole. Therefore, our policy is that the seller is responsible for the costs until closing.
Likewise, the lockbox is property of YELLOW and will be returned after closing (we provide a way to return the device). If the lockbox is misplaced or damaged and unoperable, the cost for the device will be paid by the seller.
Buyers - YELLOW pays several closing costs upfront to streamline the process for home buyers - the inspections, appraisal, and title search. These costs will ultimately be paid at closing by whoever purchases the home. We believe this saves money in the long run since it prevents unnecessary costs in the closing process. Plus, there will be other costs throughout the closing proces, as well as earnest money and a down payment to consider. We discuss these more in our Closing Guide in the RESOURCES section.
Why doesn’t Yellow cover these extra charges?
For one, these inspections cost more than we charge and unfortunately this is still the cost of the home buying process. If you were to use a real estate agent, you'd still have to pay these fees, PLUS their commission of 3-6% of your home's value. We're working on bringing down these costs and simplifying the home buying process and firmly believe you come out far ahead using YELLOW.
The map automatically centers on your current location and it is likely that there are no properties in that area. Try zooming out to see more properties or you can also search for homes in the search bar on the left.
Yes! In order for a home to appear on sites like Realtor.com or Zillow, the home must be in MLS (it's possible to list your home on Zillow as a FSBO, but it has drawbacks like harassment from Realtors and the home doesn't appear on the main search map). Your home reaches a broad audience by listing with YELLOW.
There’s always a way to get in touch with us. We offer online video and text chat, plus our phones and email are always options.
This is for the safety of the home sellers. We need to know you are who you say you are. Since sellers will be opening their homes for potential buyers to visit, it makes sense to know exactly who is visiting. Therefore, if something were to happen we will know who was in the home at that time.
Like the question above, this is for the safety of our home sellers. We need to know you are who you say you are. Since sellers will be opening their homes for potential buyers to visit, it makes sense to know exactly who is visiting. Therefore, if something were to happen we can verify who was in the home at that time.
This is for the benefit of our home sellers, as it indicates you are a qualified buyer. The seller may have their home listed for a price above what you are qualified for and it wouldn’t make sense for either side to proceed (we do recommend sellers be open to buyers who are approved close to their listing price, but this level is set at the discretion of the seller).
This also cuts down on the prying eyes, where certain homes can find themselves open more as a tour for the curious.
No home is ever completely safe during visits, even with an agent present. We’ve taken steps to verify the potential buyer is who they say they are and are qualified to visit your property and the opening of the key box tells us what time they were there. If you notice something amiss after a visit, call your local law enforcement and we can provide the name and time of your visitors.
The buyer of the home will ultimately pay for this inspection. Is that fair? A buyer would have to pay this cost anyway, even when using a real estate agent. By only having to pay for one inspection, though, buyers will save a large amount of money over the course of their home buying search.
This is a relevant question in the era of internet frauds. We take steps to verify the person’s identity and their legal ownership of the property, including a title search. We believe every home listed on YELLOW is legally able to be sold by the home’s owner.