Porchlight
Seed Stage · 2026

Your home is worth more
than your agent's cut.

Porchlight replaces the listing agent for a generation of homeowners who are smart enough to question a $24,000 fee — and now have the tools to act on it.

The problem

Selling a home in 2026 still
costs you like it's 1985.

$24K
Average commission on a $400K home sale at 6%
64%
Of FSBO sellers say they didn't get their target price
47%
Of FSBO sellers cried during the process. Without real support.

The only two options today: pay an agent $24K and get hand-held through it, or go it alone with a Zillow listing and a yard sign. There is nothing in between.

Why now

Three forces converging
at exactly this moment

2024
NAR settlement rewrites the rules. Sellers no longer automatically pay buyer agent commissions. The commission conversation — silent for 40 years — is now public and contested.
2025
Millennials hold the equity. The largest generation of homeowners bought their first homes 5–10 years ago. They're moving up. On a $500K home, the math is undeniable.
Now
AI makes this possible. 68% of sellers say they'd use AI to sell their home. The technology to replace the agent now exists. Porchlight builds it.

Market size

$65B
paid in residential real estate commissions annually
4.5M
home sales per year in the US

Capturing 2% of total sellers is a $22M ARR business.

FSBO sellers today225K/yr
Millennial sellers/yr1.1M/yr
Say commissions too high81%
Would use AI to sell68%
Think agents are overpaid59%
Commission per $400K home$12–24K
Porchlight cost to sell~$250

The solution

Not a FSBO tool.
A knowledgeable friend
who knows everything.

Porchlight gives every homeowner the guidance, tools, and confidence of a top agent — at a fraction of the cost. Approachable, not clinical. Premium, not discount.

"Your kitchen's in great shape — those countertops will photograph beautifully. One suggestion: clear the small appliances before your shoot."

— Porchlight AI, not a robot
Home Sale Readiness Report
AI pricing, comp photos, neighborhood demand, commission savings. The lead magnet that converts.
Private selling line
Every seller gets a Porchlight email + local phone. Personal info never exposed. Every interaction logged.
Guided Decision Points
When a buyer makes an offer, Porchlight presents options in plain language. Seller taps. AI handles the rest.
AI contract analysis
Red flags in coral. Favorable terms in green. Plain-language summaries. No law degree required.

Product

Built for the entire
selling lifecycle

📊
Readiness Report
The free lead magnet that shows sellers exactly what their home is worth.
AI pricing + comparable sales
Side-by-side comp photos
Neighborhood demand score
Commission savings calculator
Best month to list
📬
Communication Hub
Every buyer inquiry routed through a private Porchlight number and email.
Unified inbox — email, SMS, calls
AI classifies every message
AI drafts seller responses
Full audit trail forever
Personal info stays private
⚖️
Offers & Decisions
Turn every negotiation moment into a structured, confident choice.
Side-by-side offer comparison
Guided Decision Points
AI contract red-flag analysis
Counteroffer drafting
State-specific legal intelligence

Business model

Simple pricing.
Exceptional margins.

Starter
Free
Home Sale Readiness Report. Lead magnet. Email capture for nurture.
CORE
Pro
$99/mo
Full platform: communication hub, offers, contract AI, showings, buyer pipeline.
Homeowner (post-close)
$9/mo
Live equity dashboard, annual report, buyer intelligence. Recurring revenue post-transaction.

Unit economics

Avg revenue per user~$248
COGS per user/mo~$10
Gross margin90%
At 2% market capture$22M ARR
Commission replaced per user$12–24K

Go-to-market

The report IS
the acquisition funnel

Free Home Sale Readiness Report
Seller enters address + photos. Gets AI pricing, comp photos, demand score. No credit card.
Email nurture (5-day)
Report delivery → pricing gap → full platform → social proof → urgency.
Active seller on platform
Every decision, message, and offer handled by Porchlight. Seller succeeds.
Referral engine activates
Shareable report + success story → word of mouth. No ad spend required.

Channels

FB
Facebook FSBO groups
369K+ members. Organic + targeted ads. CPC under $2.
G
Google Search
High intent, low competition FSBO keywords.
r/
Reddit
r/RealEstate 2.8M members. Authentic stories convert.
YT
YouTube
500K+ views on FSBO/AI content. Tutorials drive trust.

Roadmap

Build fast. Prove the model.
Then scale.

Now — Month 2
Phase 1: MVP
Enhanced Readiness Report
Auth + database
Stripe subscriptions
Communication hub UI
50 beta users
Target: $5K MRR
Month 3–6
Phase 2: Traction
Twilio + Postmark live
AI-drafted responses
Guided Decision Points
GTM channels active
First case studies
Target: $25K MRR
Month 7–12
Phase 3: Scale
State-specific legal layer
Closing tracker
Homeowner tier live
Seed raise conversation
Team hire #1
Target: $83K MRR ($1M ARR)
Porchlight

The commission model
is already breaking.
We're building what's next.

A generation of homeowners with equity, tech fluency, and zero patience for a 6% fee is looking for something better. Porchlight is that something better.

68% of sellers would use
AI to sell their home
$65B in commissions paid
every year
$0 dominant AI-first
FSBO competitor
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