{"id":1325,"date":"2018-11-15T15:00:00","date_gmt":"2018-11-15T15:00:00","guid":{"rendered":"https:\/\/www.realtrends.com\/blog\/2018\/11\/15\/nestapple-founders-offer-buyer-services\/"},"modified":"2025-03-13T02:20:51","modified_gmt":"2025-03-13T02:20:51","slug":"nestapple-founders-offer-buyer-services","status":"publish","type":"post","link":"https:\/\/www.realtrends.com\/blog\/2018\/11\/15\/nestapple-founders-offer-buyer-services\/","title":{"rendered":"NestApple Founders Offer Buyer Services in Unique Way"},"content":{"rendered":"<h2>NestApple Takes Aim at Realtors\u2019 Commissions By Offering Rebates<\/h2>\n<h6><em>As a New York-based banker, George Benoliel has witnessed much disruption.<\/em><\/h6>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-52056\" src=\"https:\/\/www.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2021\/01\/nestapple.png\" alt=\"nestapple\" width=\"412\" height=\"95\"><\/p>\n<p>When online banking competitors started taking on brick-and-mortar institutions, bank fees fell. Now, Benoliel is hoping to disrupt the residential brokerage industry. It started when Benoliel and his wife, a lawyer in the nonprofit sector, began buying investment properties several years ago, said Benoliel.<\/p>\n<p><!--more--><\/p>\n<p>After one deal in which the Benoliels selected a property and made an offer without representation, Georges was perturbed that the seller\u2019s agent collected a large commission. He had a revelation. \u201cI asked my wife to become a [real estate] broker.\u201d<\/p>\n<p>&nbsp;<\/p>\n<div class=\"caption\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-51878\" src=\"https:\/\/www.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2021\/01\/gary-and-luli-300x225-1.jpeg\" alt=\"nestapple\" width=\"325\" height=\"244\"> After NestApple closes on a deal, co-founders Georges (left) and Nicole Benoliel (right) deliver a big rebate check and create an image that is shared via social media. The average rebate is $22,000, says Georges.<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Initially, Nicole Fishman-Benoliel began acting as a broker when purchasing personal investment properties. Then, she and Georges helped friends and family with real estate transactions. Word spread, as did demand for their services.<\/p>\n<p>A dual citizen of France and the United States, Benoliel is vocal about the U.S. brokerage commission model.<\/p>\n<blockquote>\n<p>\u201cTechnology and the internet have greatly diminished the role of full-service real estate agents by making it easy to search for homes,\u201d he says. \u201cThese days, buyers select what they want online; they\u2019re super-savvy about the market. The market is so liquid. We can\u2019t understand how fees have been unchanged.\u201d<\/p>\n<\/blockquote>\n<p>A year ago, the Benoliels launched NestApple, which is licensed in New York and Connecticut with plans to expand to New Jersey. They started out representing homebuyers and rebating 2 percent of the sales price. In addition, they make a donation of 10 percent of the remaining commission to a charity of the buyer\u2019s choice. If none is identified, they make a contribution to the <a href=\"https:\/\/www.sbef.org\/\" target=\"_blank\" rel=\"noopener\">South Bronx Educational Foundation<\/a>.<\/p>\n<blockquote>\n<p>At the one-year milestone, Georges reflects on some unexpected lessons from their experience. \u201cI wanted to market myself as a fintech company initially,\u201d he said. \u201cI had a great platform. But at the end of the day, real estate is not about technology, it\u2019s about emotions. People want that human connection.\u201d<\/p>\n<p>He adds, \u201cIn the long-term, technology will not be able to replace the intermediary.\u201d<\/p>\n<\/blockquote>\n<p>Georges has kept his day job, but Nicole left her law practice to focus on their brokerage. Georges oversees the NestApple.com platform, recruitment, strategy, and publicity. After a deal, Georges photographs their clients holding large checks, and then shares the image through social media. They maintain a blog on real estate topics and use <a href=\"5-things-may-not-know-google-adwords\/\">Google Adwords<\/a> to spread the word. He also credits good old-fashioned <a href=\"how-to-grow-your-business-with-referrals\/\">word of mouth<\/a>.<\/p>\n<p>Meanwhile, Nicole focuses on the transactions. They operate from their home, so overhead is minimal.<\/p>\n<blockquote>\n<p>\u201cWe get phone calls nonstop,\u201d says Georges, adding that it\u2019s not unusual for someone to call on a Sunday night. \u201cThey\u2019ve been to an open house. They\u2019ve been preapproved for a loan,\u201d he says, and they want to make an offer.<\/p>\n<\/blockquote>\n<p>He admits that their business model isn\u2019t for everyone. They do not routinely accompany prospective buyers to showings but make arrangements with the listing agent for the buyer to tour the property. Benoliel says they\u2019ve improved the home-buying experience for clients who don\u2019t want a \u201cRealtor walking behind them asking if they like it.\u201d<\/p>\n<p>They do offer many of the other services a traditional brokerage offers\u2014they send leads from their database of listings to match a client\u2019s profile and once a property is identified they will run a pricing analysis by pulling comps, define a&nbsp;negotiation strategy, place an offer, and make introductions to real estate attorneys, mortgage bankers, contractors, and inspectors.<\/p>\n<p>NestApple is now averaging one sale a week and is quietly rolling out plans to offer listings to sellers for a 1.5 percent commission. Georges says they offer the same services to sellers as that of a traditional brokerage&#8211;professional photos, staging, marketing, syndicating through real estate websites, and set appointments for showings and open houses.<\/p>\n<p>Comparing the startup to Uber and Airbnb, Georges says, \u201cI want NestApple to be the largest brokerage company in the tristate area,\u201d noting that their business model enables one agent to be much more efficient than an agent working in a traditional brokerage.<\/p>\n<p>Their goal is to close on 200 transactions in 2019.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>NestApple Takes Aim at Realtors\u2019 Commissions By Offering Rebates As a New York-based banker, George Benoliel has witnessed much disruption. When online banking competitors started taking on brick-and-mortar institutions, bank fees fell. Now, Benoliel is hoping to disrupt the residential brokerage industry. It started when Benoliel and his wife, a lawyer in the nonprofit sector, [&hellip;]<\/p>\n","protected":false},"author":15802,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3255],"tags":[],"coauthors":[],"class_list":["post-1325","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>NestApple Founders Offer Buyer Services in Unique Way<\/title>\n<meta name=\"description\" content=\"A year ago, the Benoliels launched NestApple, which is licensed in New York and Connecticut with plans to expand to New Jersey. 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They started out representing homebuyers and rebating 2 percent of the s\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.realtrends.com\/blog\/2018\/11\/15\/nestapple-founders-offer-buyer-services\/\" \/>\n<meta property=\"og:site_name\" content=\"RealTrends - Blog\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Tracey Velt\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@traceyveltFL\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tracey Velt\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.realtrends.com\/blog\/2018\/11\/15\/nestapple-founders-offer-buyer-services\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.realtrends.com\/blog\/2018\/11\/15\/nestapple-founders-offer-buyer-services\/\"},\"author\":{\"name\":\"Tracey Velt\",\"@id\":\"https:\/\/www.realtrends.com\/blog\/#\/schema\/person\/db05dddc94c61082eaa18f2f5e66c788\"},\"headline\":\"NestApple Founders Offer Buyer Services in Unique Way\",\"datePublished\":\"2018-11-15T15:00:00+00:00\",\"dateModified\":\"2025-03-13T02:20:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.realtrends.com\/blog\/2018\/11\/15\/nestapple-founders-offer-buyer-services\/\"},\"wordCount\":740,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.realtrends.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.realtrends.com\/blog\/2018\/11\/15\/nestapple-founders-offer-buyer-services\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d.png\",\"articleSection\":[\"Archive\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.realtrends.com\/blog\/2018\/11\/15\/nestapple-founders-offer-buyer-services\/#respond\"]}],\"isAccessibleForFree\":\"False\",\"hasPart\":{\"@type\":\"WebPageElement\",\"isAccessibleForFree\":\"False\",\"cssSelector\":\".wp-block-housingwire-piano-member\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.realtrends.com\/blog\/2018\/11\/15\/nestapple-founders-offer-buyer-services\/\",\"url\":\"https:\/\/www.realtrends.com\/blog\/2018\/11\/15\/nestapple-founders-offer-buyer-services\/\",\"name\":\"NestApple Founders Offer Buyer Services in Unique Way\",\"isPartOf\":{\"@id\":\"https:\/\/www.realtrends.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.realtrends.com\/blog\/2018\/11\/15\/nestapple-founders-offer-buyer-services\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.realtrends.com\/blog\/2018\/11\/15\/nestapple-founders-offer-buyer-services\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d.png\",\"datePublished\":\"2018-11-15T15:00:00+00:00\",\"dateModified\":\"2025-03-13T02:20:51+00:00\",\"description\":\"A year ago, the Benoliels launched NestApple, which is licensed in New York and Connecticut with plans to expand to New Jersey. 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