W3Schools

Sell your home with a Realtor or an algorithm? Maybe both.

Bloomberg News/Landov
A Keller Williams sign is posted outside an open house for a three-bedroom home near Boerne, Texas.

Keller Williams, the sprawling national real estate franchisor, plans to launch an instant offer service later this year, another indication of the future path of residential real estate transactions. The embrace of a technology-driven approach to buying and selling by the brokerage most keenly associated with real estate agents points more to the increasingly blurred lines between the two approaches than to an affirmation of one over the other.

In May, Keller Williams will launch Keller Offers, a company spokesman confirmed to MarketWatch. The real estate industry has long expected such a step from the company, and founder Gary Keller teased it in a closely-watched public appearance last year, but this is the first time it has been officially reported.

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