Real Puts 36,000 Agents on Pay-Per-Task AI

Real Brokerage wants its agents to stop paying for software they never open. Starting this week, they pay for the work instead.

At its RISE conference in Las Vegas on Oct. 20, the brokerage unveiled Leo Pro, a library of more than three dozen AI agents that runs inside reZEN, Real's own operating system. An agent describes a task, such as turning listing photos into a video tour or following up with a lead that went quiet, and Leo Pro picks the tools and models. It checks with the agent for approval before important actions are taken, according to its announcement.

The billing model is the real departure. Leo Pro runs on Leo Tokens rather than per-seat licenses. A Real spokesperson told Inman that the monthly plan includes 20,000 use-or-lose tokens, with more for sale, and that task pricing partly hedges against runaway AI costs from heavy users. Agents who signed up on launch day got an introductory price of $9.99 a month.

Chief technology officer Pritesh Damani told the room the catalog will grow fast. “There’s something like 42 or 45 AI employees that we are launching today. By the end of next year, I think we will have maybe 500. I’m not joking,” he said, according to HousingWire. The launch also includes AI Builder for no-code custom agents and AiRM, which connects an agent's CRM so Leo Pro can re-engage cold leads.

For franchising, the more telling detail is who doesn't get it yet. Real's acquisition of REMAX created Real REMAX Group, which Inman reports has more than 180,000 agents worldwide. A spokesperson told Inman that Leo Pro and the other new tools are available only to Real Brokerage agents for now, not across the wider group. Compass is on a similar clock: it is rolling its Home Platform to the company-owned brands it got in the Anywhere deal this year, with franchisees and affiliates following in 2027.

Both are reaching their own agents first and independent franchise owners later. Full in-house builds remain the exception, as Jordan Reyes argued in his column on Wingstop, and that column ended on an open question Real's pricing now puts a number on: whether AI stays this cheap to run.

Revscale, which publishes Revscale Media, comes at the problem from outside the brokerage. Its agents are configured in plain language for whatever workflow a business can describe. One off-the-shelf setup, the Re-engage Agent, covers the cold-lead job AiRM is aimed at: it finds leads with no contact for months, emails them from a connected mailbox, reads the sentiment of each reply and stops follow-up the moment a lead answers. That activity is logged in Revscale CRM and can also flow into the CRM an office already uses, which matters for owners outside a parent company's proprietary system.

Real hasn't said when REMAX's franchise offices will get Leo Pro, or whether they will at all. That answer will say more about the merger than the launch did.

Revscale Media is published by Revscale.