This company is bringing W2-type benefits to real estate agents
RLTYco’s new offering, RLTY Blue, provides corporate-grade discounts on services such as photographers, digital tools, VIP transportation, wellness
services, luxury goods and more.
Agent services company RLTYco has unveiled a new product in its suite of services to provide cost savings and benefits to agents — benefits they previously couldn’t access as contract workers.
The new offering, RLTY Blue, provides corporate-grade discounts to member agents on services such as photographers, digital tools, VIP transportation, wellness services, luxury goods and more, the company told Inman this week. The goal with RLTY Blue is to give agents the experience and support that has typically only been afforded to W-2 employees, the company
added. “RLTY Blue was created to serve the real estate agent as a consumer — not just as a business professional,” Katie Klein, Head of Business Development at RLTYco, said in a statement. “Agents are one of the most connected and community-driven audiences, and our goal was to
make it easier for them to access premium services and savings that complement their busy lifestyles.”
The program currently features several launch partners, including luxury goods marketplace The RealReal, helicopter/seaplane operator Blade and airport lounge provider Priority Pass. For now, it’s free for agents to sign up for the program, which is a standalone platform from RLTYco’s other services. But, RLTY Blue is set to expand into tiered, paid memberships in upcoming years, which will also feature benefits like life coaches and gourmet meal services. The company plans to always maintain a free membership tier as well. “We are thrilled to be a part of RLTY Blue and to be connected with an audience that appreciates luxury,” The RealReal Senior Manager of Strategic Marketing LP Aiken said in a statement.
“Through this partnership, we’re thrilled to offer RLTY Blue members expedited access to our Real Partners program — helping agents unlock new earning opportunities.” The American Real Estate Association (ARA), founded by Jason Haber and Mauricio Umansky, is also starting to automatically enroll members in RLTY Blue. “RLTY Blue fills a gap in the market for hardworking agents that cannot access the slew of corporate benefits available to a salaried employee,” Haber said in a statement. “We are enrolling all of our members in RLTY Blue from the start. It’s a no-brainer for the modern agent.” Briggs Elwell, who co-founded RLTYco, is also a board member of ARA.
Agents who sign up for RLTYco services likewise may become members of ARA for a preferred membership price because of the partnership between the two entities. We launched RLTYco to champion real estate professionals and that mission is incomplete if we don’t address the fundamental lack of benefits in the 1099 model,” Elwell said in a statement.
“RLTY Blue isn’t just a discount program; it’s an act of career protection and the collective savings available to agents using this platform is significant. We are leveling the playing field, ensuring that every agent — from industry veterans to new licensees — has the comprehensive personal and professional tools needed to not just survive, but to build a lasting, prosperous career.
https://www.inman.com/2025/12/02/this-company-is-bringing-w2-type-benefits-to-real-estate-agents/
