HomeSmart merges with NorthGroup Real Estate in Southeast expansion

HomeSmart said Tuesday it is merging with NorthGroup Real Estate, adding nearly 2,000 agents and expanding its footprint across North Carolina, South Carolina, Georgia and Florida. The deal pushes HomeSmart past 27,000 agents nationwide and underscores its push to grow through agent-first, 100% commission businesses.

Why it matters: - The merger gives HomeSmart a bigger foothold in the Southeast, one of the company’s key growth regions. - NorthGroup agents gain access to HomeSmart’s national scale, technology and referral network while keeping their current business model. - HomeSmart’s agent count rises to more than 27,000 nationwide, strengthening its position as a large real estate network.

What happened: - HomeSmart announced a strategic merger with NorthGroup Real Estate on Sept. 22, 2026. - The deal adds nearly 2,000 agents to the HomeSmart network. - NorthGroup will continue operating as it does today, so agents can keep working business as usual. - The merger expands HomeSmart’s presence across North Carolina, South Carolina, Georgia and Florida.

The details: - HomeSmart and NorthGroup both use an agent-first philosophy and a 100% commission model. - HomeSmart Founder and CEO Matt Widdows said the merger supports the company’s continued growth and should give NorthGroup agents more tools, services and access to HomeSmart’s national referral network. - NorthGroup Real Estate Founder, President and CEO Scott Wilkinson said the deal lets agents keep focusing on clients and growing their businesses with HomeSmart’s resources behind them. - HomeSmart was founded in 2000 and describes itself as a full-service real estate enterprise powered by a proprietary end-to-end technology platform. - HomeSmart says its network now includes more than 27,000 agents across 250+ offices in 48 states.

Between the lines: - The merger fits HomeSmart’s strategy of expanding through businesses that already match its operating model. - Keeping NorthGroup intact suggests HomeSmart is prioritizing continuity for agents while integrating scale behind the scenes. - The Southeast expansion gives HomeSmart more density in markets where agent relationships and local presence matter.

What's next: - NorthGroup agents will keep operating under the current structure while gaining access to HomeSmart’s broader platform. - HomeSmart is likely to keep pursuing acquisitions and partnerships that align with its agent-first model and national growth plans. - The company’s next challenge is turning added headcount into deeper market share and more cross-market referrals.

The bottom line: - HomeSmart is using a familiar playbook: buy scale, preserve local continuity and widen its national footprint.