Real Estate Brokerage vs Franchise: Which path should you choose in 2026?

The franchise vs independent decision

The real estate industry has two primary paths for starting a brokerage: buying into a franchise system or building an independent brokerage. In 2026, this decision is more nuanced than ever, with technology platforms like Brokurz offering a third option that combines independence with enterprise infrastructure.

According to industry data:

• Franchise brokerages: Represent approximately 60% of all brokerages but face increasing pressure from high fees and restrictions
• Independent brokerages: Growing faster than franchises, driven by technology democratization and agent demand for better economics
• Technology-enabled independents: The fastest-growing segment, combining independence with modern infrastructure

This guide will help you understand both models deeply, compare them across key dimensions, and make the right decision for your situation. We'll also explore how platforms like Brokurz can give you franchise-level technology with independent-level freedom.

Franchise model: The pros and cons

Franchise brokerages operate under a recognized brand name (e.g., RE/MAX, Coldwell Banker, Keller Williams) with established systems, training, and support.

Franchise advantages

• Brand recognition: Established brand name that consumers recognize and trust
• Proven systems: Tested business systems, processes, and procedures
• Training and support: Comprehensive training programs and ongoing support
• Marketing resources: National marketing campaigns and brand materials
• Technology platform: Franchise-provided technology (though quality varies)
• Network benefits: Access to franchise network, referrals, and best practices
• Faster start: Can launch faster with established systems

Franchise disadvantages

• High fees: Royalty fees (typically 5-8% of revenue), marketing fees (1-3%), and technology fees
• Limited control: Must follow franchise rules, restrictions, and brand guidelines
• Ongoing costs: Fees continue regardless of profitability
• Brand restrictions: Limited ability to customize brand, marketing, or operations
• Technology limitations: Must use franchise technology (may be outdated or expensive)
• Exit challenges: Difficult to sell or exit franchise agreement
• Market saturation: Multiple franchise locations in same market create competition
• Contract terms: Long-term contracts (typically 5-10 years) with penalties for early termination

Typical franchise costs

• Initial franchise fee: $20,000-$50,000
• Royalty fees: 5-8% of gross revenue monthly
• Marketing fees: 1-3% of gross revenue monthly
• Technology fees: $200-$500 per agent per month
• Office requirements: Must meet franchise office standards (expensive)
• Total first-year cost: $100,000-$300,000+ for a 20-agent office

Independent model: The pros and cons

Independent brokerages operate under your own brand with full control over operations, branding, and decisions.

Independent advantages

• Full control: Complete control over brand, operations, commission structure, and decisions
• Lower costs: No franchise fees, royalties, or marketing fees
• Higher profit margins: Keep more of what you earn (typically 15-25% more)
• Brand flexibility: Build your own brand and market identity
• Technology freedom: Choose your own technology stack (like Brokurz)
• Operational flexibility: Adapt quickly to market changes and opportunities
• Exit flexibility: Easier to sell or exit when ready
• Local market focus: Deep specialization in your local market

Independent disadvantages

• Brand building: Must build brand recognition from scratch
• System development: Must develop your own systems, processes, and procedures
• Limited support: No franchise support network or training programs
• Marketing responsibility: Responsible for all marketing and brand building
• Technology selection: Must choose and manage your own technology
• Slower start: Takes longer to establish brand and systems
• Higher risk: More responsibility and risk without franchise safety net
• Recruitment challenges: May be harder to recruit agents without brand recognition

Typical independent costs

• Startup costs: $15,000-$75,000 (depending on model)
• Technology platform: $500-$2,000/month (all-in-one like Brokurz) or $1,500-$5,000/month (best-of-breed)
• Marketing: $1,000-$5,000/month
• Office (if applicable): $0 (virtual) to $5,000-$20,000/month
• Total first-year cost: $30,000-$150,000 for a 20-agent office

See our complete guide to opening a brokerage for detailed cost breakdowns.

Cost comparison: Franchise vs independent

Let's compare the real costs of both models for a typical 20-agent brokerage:

Key insight: Independent brokerages typically cost 60-80% less than franchises, especially when using consolidated technology platforms like Brokurz.

Break-even analysis

Assuming $1.5M annual sales volume per agent and 2.5% average commission:

• Franchise: Needs 12-18 agents to break even (due to high fees)
• Independent (virtual with Brokurz): Needs 5-8 agents to break even
• Independent (traditional): Needs 8-12 agents to break even

See our profit margins guide for detailed financial modeling.

Control comparison: Who makes the decisions?

Control is one of the biggest differences between franchises and independents:

Franchise control limitations

• Brand: Must use franchise brand, colors, logos, and marketing materials
• Commission structure: Limited flexibility in commission splits and structures
• Technology: Must use franchise technology (may be outdated or expensive)
• Operations: Must follow franchise policies, procedures, and rules
• Marketing: Limited ability to customize marketing or messaging
• Expansion: May have restrictions on expansion or new markets
• Exit: Difficult to exit franchise agreement early

Independent control advantages

• Brand: Complete control over brand, identity, and marketing
• Commission structure: Set your own splits, caps, and fee structures
• Technology: Choose your own technology (like Brokurz for all-in-one)
• Operations: Develop your own policies, procedures, and culture
• Marketing: Complete freedom in marketing strategy and messaging
• Expansion: Expand to new markets or services without restrictions
• Exit: Easy to sell or exit when ready

Control impact on profitability

More control typically means:

• Ability to optimize commission structures for your market
• Freedom to choose cost-effective technology
• Flexibility to adapt quickly to market changes
• Opportunity to build unique competitive advantages

Support comparison: What help do you get?

Both models offer support, but in different ways:

Franchise support

• Training programs: Comprehensive initial and ongoing training
• Marketing materials: Brand assets, templates, and campaigns
• Technology support: Franchise technology support (quality varies)
• Network access: Access to franchise network and best practices
• Operations support: Franchise operations team and resources
• Recruitment support: Franchise recruitment programs and materials

Cost: Included in franchise fees (but you're paying for it)

Independent support

• Technology platforms: Platforms like Brokurz provide comprehensive support
• Industry resources: NAR, state associations, and industry groups
• Consultants: Hire consultants for specific needs (marketing, operations, etc.)
• Peer networks: Build your own network of independent brokers
• Online resources: Guides, templates, and best practices (like this one)
• Vendor support: Support from technology and service vendors

Cost: Pay for what you need, when you need it (typically much less than franchise fees)

Support quality comparison

Franchise support quality varies significantly:

• Some franchises provide excellent support
• Others provide minimal support despite high fees
• Support may be generic rather than tailored to your market
• Response times may be slow due to franchise bureaucracy

Independent support with platforms like Brokurz:

• Direct access to support team
• Tailored to your specific needs
• Faster response times
• More flexibility and customization

Technology comparison: What tools do you get?

Technology is increasingly important for brokerage success. Here's how the two models compare:

Franchise technology

• Included technology: Franchise-provided CRM, transaction management, and tools
• Quality varies: Some franchises have excellent technology, others have outdated systems
• Cost: Technology fees typically $200-$500 per agent per month
• Flexibility: Limited ability to customize or change technology
• Integration: May have limited integration with third-party tools
• Updates: Dependent on franchise for updates and improvements

Independent technology

• Technology choice: Choose your own technology stack
• All-in-one platforms: Platforms like Brokurz provide comprehensive solutions
• Cost: $25-$100 per agent per month with all-in-one platforms
• Flexibility: Complete control over technology choices and customization
• Integration: Can integrate with any tools you need
• Updates: Direct access to technology provider for updates and improvements

Technology cost comparison

For a 20-agent brokerage:

• Franchise technology: $48,000-$120,000 annually
• Independent (all-in-one like Brokurz): $6,000-$24,000 annually
• Independent (best-of-breed): $36,000-$120,000 annually

Savings with Brokurz: $24,000-$96,000 annually vs. franchise technology

See our all-in-one vs best-of-breed comparison for detailed technology analysis.

Profitability comparison: Which makes more money?

Profitability is the ultimate test. Let's compare both models:

Franchise profitability

Assuming 20 agents, $1.5M annual volume per agent, 2.5% commission:

• Gross commission income: $750,000 (20 agents × $1.5M × 2.5%)
• Agent splits (85/15): $637,500 to agents
• Brokerage revenue: $112,500
• Franchise fees (6% royalty + 2% marketing): $60,000
• Technology fees: $48,000-$120,000
• Office costs: $60,000
• Other expenses: $30,000
• Net profit: -$75,500 to $25,500 (loss to small profit)

Independent profitability

Same assumptions, virtual model with Brokurz:

• Gross commission income: $750,000
• Agent splits (85/15): $637,500 to agents
• Brokerage revenue: $112,500
• Technology (Brokurz): $12,000-$24,000
• Office costs: $0 (virtual)
• Marketing: $12,000-$36,000
• Other expenses: $20,000
• Net profit: $32,500-$68,500 (healthy profit)

Profitability difference

Independent brokerages using platforms like Brokurz typically generate 2-3x higher profit margins than franchises due to:

• No franchise fees or royalties
• Lower technology costs
• Lower office costs (virtual model)
• More flexibility to optimize operations

See our profit margins guide for detailed financial modeling.

Decision framework: Which is right for you?

Use this framework to make your decision:

Choose franchise if:

• You value brand recognition and want instant credibility
• You prefer proven systems and don't want to build from scratch
• You have capital for high startup costs ($200,000+)
• You're comfortable with ongoing fees and limited control
• You want comprehensive training and support
• You're entering a market where franchise brand matters

Choose independent if:

• You want full control over brand, operations, and decisions
• You want to maximize profit margins
• You have limited capital ($50,000-$150,000)
• You're comfortable building systems and processes
• You want flexibility to adapt quickly
• You're entering a market where local brand can compete
• You want to use modern technology platforms like Brokurz

Key questions to ask yourself

• Capital: Do you have $200,000+ for franchise startup, or $50,000-$150,000 for independent?
• Control: How important is it to control your brand, operations, and decisions?
• Risk tolerance: Are you comfortable with more risk for higher potential returns?
• Market: Does franchise brand recognition matter in your market?
• Technology: Do you want franchise technology or modern platforms like Brokurz?
• Exit strategy: Do you want flexibility to sell or exit easily?

Brokurz: Best of both worlds

Brokurz offers a third path that combines the best of both models:

Franchise-level technology

• Enterprise-grade CRM, transaction management, and commission tracking
• Comprehensive agent management and onboarding
• Built-in compliance and document management
• Professional reporting and analytics
• 24/7 support and training

Independent-level freedom

• Your brand, your domain, your customer experience
• Full control over commission structures and operations
• No franchise fees, royalties, or restrictions
• Flexibility to customize and adapt
• Easy to scale or exit

Cost advantages

• vs. Franchise: Save $150,000-$250,000 in first year
• vs. Best-of-breed independent: Save $12,000-$36,000 annually
• Break-even: 5-8 agents vs. 12-18 for franchises

White-label option

With Brokurz white-label, you get:

• Complete brand control (your logo, colors, domain)
• Enterprise technology infrastructure
• Professional appearance that rivals franchises
• Fraction of the cost

Learn more about Brokurz white-label platform or contact us to see how Brokurz compares to franchise technology.

FAQ: Franchise vs independent

Can I switch from franchise to independent?

Yes, but it depends on your franchise agreement. Most agreements have:

• Term length (typically 5-10 years)
• Early termination penalties
• Non-compete clauses (may restrict operating in same market)
• Brand restrictions (may restrict using similar branding)

Work with an attorney to understand your specific agreement. See our breaking away guide for detailed transition strategies.

Do franchises help with agent recruitment?

Some franchises provide recruitment support, but quality varies. Many independent brokerages recruit successfully by offering:

• Better commission splits (85/15 vs. 70/30)
• Lower fees (no franchise fees)
• Better technology (modern platforms like Brokurz)
• More support and flexibility

Is franchise brand recognition worth the cost?

It depends on your market:

• High-value markets: Brand recognition may matter more
• Local markets: Local brand can often compete effectively
• Digital age: Online presence and technology matter more than ever
• Agent perspective: Top agents often prefer better economics over brand

Many successful independent brokerages build strong local brands that compete effectively with franchises.

Can independent brokerages compete with franchises?

Absolutely. Independent brokerages often compete effectively by:

• Offering better commission splits and lower fees
• Using modern technology (like Brokurz) that rivals or exceeds franchise technology
• Providing more personalized support and flexibility
• Building strong local brands and market presence
• Adapting quickly to market changes

What's the break-even point for each model?

Assuming typical assumptions:

• Franchise: 12-18 agents (due to high fees)
• Independent (virtual with Brokurz): 5-8 agents
• Independent (traditional): 8-12 agents

Independent brokerages typically break even with fewer agents, meaning faster profitability.

Which model has better long-term profitability?

Independent brokerages typically have better long-term profitability due to:

• No ongoing franchise fees or royalties
• Lower technology and operational costs
• More flexibility to optimize operations
• Ability to scale without proportional fee increases

However, franchises may have advantages in certain markets or situations. The key is choosing the model that fits your goals, resources, and market.