{"id":63758,"date":"2026-08-11T03:00:36","date_gmt":"2026-08-11T01:00:36","guid":{"rendered":"https:\/\/housesmarketplace.com\/after-scaling-real-and-exp-erinn-nobel-wants-to-build-a-brokerage-with-intention\/"},"modified":"2026-08-11T03:00:36","modified_gmt":"2026-08-11T01:00:36","slug":"after-scaling-real-and-exp-erinn-nobel-wants-to-build-a-brokerage-with-intention","status":"publish","type":"post","link":"https:\/\/housesmarketplace.com\/ru\/after-scaling-real-and-exp-erinn-nobel-wants-to-build-a-brokerage-with-intention\/","title":{"rendered":"After scaling Real and eXp, Erinn Nobel wants to build a brokerage with intention"},"content":{"rendered":"
\n

After years of honing the craft of brokerage growth and development at firms like \u041d\u0430\u0441\u0442\u043e\u044f\u0449\u0435\u0435 \u043f\u043e\u0441\u0440\u0435\u0434\u043d\u0438\u0447\u0435\u0441\u0442\u0432\u043e<\/strong> \u0438 \u042d\u043a\u0441\u043f \u041d\u0435\u0434\u0432\u0438\u0436\u0438\u043c\u043e\u0441\u0442\u044c<\/strong>, Erinn and Peter Nobel decided to use their skills to found and launch ENRG. Realty<\/strong><\/a> in January 2024.\u00a0<\/p>\n

After starting her real estate career in 1999 as an agent at a boutique brokerage in Washington state, Erinn Nobel<\/a> eventually found herself joining a fledgling \u042d\u043a\u0441\u043f \u041d\u0435\u0434\u0432\u0438\u0436\u0438\u043c\u043e\u0441\u0442\u044c<\/a> affiliate where she would go on to become a regional growth leader. <\/p>\n

In 2020, just before the onset of the COVID-19 pandemic, Nobel\u2019s career arc took her and husband Peter, a former \u041c\u0430\u0439\u043a\u0440\u043e\u0441\u043e\u0444\u0442<\/strong> systems leader and eventual chief operating officer at eXp, to \u041d\u0430\u0441\u0442\u043e\u044f\u0449\u0438\u0439<\/a>.\u00a0<\/p>\n

\u201cI brought 1,600 agents over within a matter of months, grew revenue 885% \u2014 we set the trajectory of the company, rebuilt their back-end technology system, redesigned the agent revenue share model, built the culture and the vision statements, and we had a lot of fun doing it, but we were totally burnt out,\u201d Erinn Nobel told \u0416\u0438\u043b\u044c\u0435\u041f\u0440\u043e\u0432\u043e\u043b\u043e\u043a\u0430<\/strong>. <\/p>\n

\u201cWe just looked at ourselves and I said, \u2018We are the ones with the knowledge; let\u2019s do this for ourselves and launch a company that is built very intentionally.\u201d\u00a0<\/p>\n

Boutique service on a national scale<\/h2>\n

It\u2019s with this in mind that the Nobels created ENRG. Realty, which Erinn Nobel describes as both a virtual brokerage with a national platform that is also a boutique firm.<\/p>\n

\u201cWe have that human-to-human contact<\/a> and support,\u201d she said. \u201cIt is really about using technology to support that human interaction. We are never going to have our agents answer to a bot. Humans understand the real estate life cycle and we are not outsourcing the support.\u201d\u00a0\u00a0<\/p>\n

While Nobel said the company has resources and support for agents readily available through their technology, agents can also quickly access support from a human broker.\u00a0<\/p>\n

\u201cWe feel the only way a virtual company is going to be successful is by having really well-educated and knowledgeable managing brokers in each state that are empowered to make decisions and run their state, because they understand what the local culture there is like and things can really differ from state to state,\u201d she said.\u00a0<\/p>\n

Growth trajectory<\/h2>\n

Although the firm launched in January 2024, it wasn\u2019t until January 2025 that things really began heating up, with the company announcing plans to launch in Florida, Washington, Ohio and Texas. The firm is currently in 16 states, but Nobel said growth has been slow.\u00a0<\/p>\n

\u201cIt has been a weird year,\u201d she said. \u201cI think everybody came out of the lawsuit and the settlement<\/a>, and then we had all of the \u043f\u0440\u0438\u043e\u0431\u0440\u0435\u0442\u0435\u043d\u0438\u044f<\/a>, and they are just frozen trying to figure out what is going on.\u201d\u00a0<\/p>\n

In addition to market dynamics, Nobel also attributed the firm\u2019s slower pace of growth to the fact that they don\u2019t take just any agent. In order to join the firm, agents must be in production and meet ENRG production requirements.<\/p>\n

\u201cWe\u2019re not a fit for brand-new agents, and we\u2019re not a company here just to recruit agents and help people become rich through revenue share<\/a>,\u201d Nobel said.\u00a0<\/p>\n

Revenue share without a recruitment focus<\/h2>\n

Despite this stance on recruitment<\/a>, ENRG. Realty does have a revenue share model, but Nobel said the firm does not want its agents to be \u201cdistracted by recruiting.\u201d\u00a0<\/p>\n

\u201cWe offer recruiting as a service, where the agent simply introduces us to a potential recruit, and we then have a team that handles all of the recruiting. That helps keep both the recruiting agent\u2019s brand intact, and it helps ensure that our reputation stays intact and that we are making sure that the recruit really aligns with our company,\u201d she said.\u00a0<\/p>\n

In addition to offering revenue sharing, ENRG. also offers a five-tier equity award system that\u2019s based on production, incentivizing agents with stock, as Nobel said they plan to eventually take the company public<\/a>.\u00a0<\/p>\n

\u201cIt is an expensive process, so we need to be thoughtful about when we initiate the process,\u201d Nobel said. \u201cWe got to ring the bell at the \u041d\u044c\u044e-\u0419\u043e\u0440\u043a\u0441\u043a\u0430\u044f \u0444\u043e\u043d\u0434\u043e\u0432\u0430\u044f \u0431\u0438\u0440\u0436\u0430<\/strong> when we were at Real, and I can\u2019t wait to do that again.\u201d\u00a0<\/p>\n

For now, though, Nobel said she is focused on building out the business with intention.<\/p>\n

\u201cWe are not looking to be the biggest company in the world. We are looking to go international and we will be moving into \u041a\u0430\u043d\u0430\u0434\u0430<\/a> at some point soon, but it is really about being in a true business partnership with our agents,\u201d she said. <\/p>\n

\u201cWe want to be an answer in a platform to any type of way a group is structured \u2014 from an independent brand that wants to keep their branding but have back-end support, to a team that wants to scale nationally, to a small mother-daughter team. It is really about being able to cater to and create the right fit for where that agent is right now. It is also about being flexible and about listening to what the agents need, and being nimble enough so that we can support them into the future.\u201d<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

After years of honing the craft of brokerage growth and development at firms like The Real Brokerage and eXp Realty, Erinn and Peter Nobel decided to use their skills to found and launch ENRG. Realty in January 2024.\u00a0 After starting her real estate career in 1999 as an agent at a boutique brokerage in Washington […]<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-63758","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nAfter scaling Real and eXp, Erinn Nobel wants to build a brokerage with intention - Houses Marketplace<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/housesmarketplace.com\/ru\/after-scaling-real-and-exp-erinn-nobel-wants-to-build-a-brokerage-with-intention\/\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"After scaling Real and eXp, Erinn Nobel wants to build a brokerage with intention\" \/>\n<meta property=\"og:description\" content=\"After years of honing the craft of brokerage growth and development at firms like The Real Brokerage and eXp Realty, Erinn and Peter Nobel decided to use their skills to found and launch ENRG. 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