BuySellBA
Administrator
The "Third Way," another sales option in the real estate market: why other models outside of franchises are growing - Ambito

Source:
www.ambito.com
September 19, 2025
By José Luis Cieri
What are the reasons for this boom at a time of rising transaction volumes and why are they outperforming the traditional real estate format?
The agreement between independent brokers and collaborative networks boosts the sale of properties with their own identity and technological support. Pexels
In a market historically dominated by traditional real estate agencies and, for the past two decades, by international franchises, a "Third Way" is beginning to take hold in Argentina . These are models that empower the broker, prioritize personal identity and community, and rely on technological innovation to scale.
New forms, what they consist of: networks that allow auctioneers to maintain their brand, manage their time, and access photography, digital marketing, training, and technological processes that were previously reserved for large entities. In many cases, they are able to capture deals more quickly and flexibly than traditional firms.
This growth is occurring amid a recovery in property sales, which by July surpassed 100,000 deeds between Buenos Aires City and the province of Buenos Aires, according to the Notaries Associations of both districts. The only immediate threat is the suspension of mortgage loans by some banks , although the potential impact on transactions will not be fully understood within two months. Added to this is the expectation of the legislative elections and the economic direction defined by the national government .
In September 2025, the Buenos Aires City real estate market also showed a particular dynamic between apartments and houses, with some neighborhoods recording double-digit year-over-year price increases.
The model gives prominence to the agent, who retains their identity while receiving support in professional photography, 360° tours, website positioning, and lead generation. The difference lies in the commission structure: an initial 70/30 split with the possibility of reaching 100% after a certain level of production.
"Franchises rely on their parent brand and a rigid model. We leverage each broker's own brand and increase their exposure with technology and marketing," Magnin said.
In departments , the most marked increases occurred in the northwest and southwest:
In contrast, neighborhoods such as Retiro (+1.1% → US$2,647/m2), Parque Avellaneda (+1% → US$1,590/m2), and Versalles (-4.3% → US$1,760/m2) showed little variation or declines. The highest values remain in Puerto Madero (US$6,138/m2), Palermo (US$3,426/m2), and Núñez (US$3,312/m2), while the lowest correspond to La Boca (US$1,578/m2), Nueva Pompeya (US$1,440/m2), and Lugano (US$1,057/m2).
In homes , the trend was different. The average year-over-year increase was 6.7%, with peaks in:
There were also declines in Villa Real (-4.7%), Villa General Mitre (-5.6%), and Boedo (-5.8%). In this segment, the most expensive prices were found in Palermo (US$3,527/m2), Belgrano (US$2,937/m2), and Recoleta (US$2,500/m2), compared to the cheapest prices in La Boca (US$788/m2), Nueva Pompeya (US$763/m2), and Villa Soldati (US$713/m2).
"Our differential isn't just technological: it's cultural, emotional, and strategic," Zarasola stated. The scheme is organized into two units: the Real Estate Experts network, with independent auctioneers who retain their brand, and the Business Club, a space where notaries, developers, and suppliers interact in weekly business roundtables.
New real estate models are gaining ground against franchises and traditional firms in an expanding market.
La Comu offers neurosales training, its own portal, and an ecosystem of synergies that seeks to connect traditional auctioneers with a high-performance approach. It already operates in Buenos Aires City and other locations and plans to expand into Mexico.
“Eighty percent of real estate agencies never have more than three agents. There's weariness with the franchise model: high costs, low profitability, and loss of identity. We offer standards and support, but without sunk fees or rigid manuals,” Barriera said.
The model is financed through a Returnable Integration Fund (DIF), which acts as a productive guarantee. It includes access to artificial intelligence tools—automatic appraisers, publication analyzers, proprietary CRM—and centralized marketing.
"Professionals dedicate their time to only 20% of the activities that generate 80% of the results. The community covers everything else," Barriera explained.
"It's not a volume model; it's personalized. Professionals have access to their own branded portals, photography, video, digital campaigns, and access to exclusive developments," Casas explained.
The scheme involves partners donating 25% of their revenue in exchange for comprehensive support. "We support productive professionals and pave the way for their success. It can be replicated anywhere in the world," he stated.
While traditional franchises focus their identity on the parent brand and operate with rigid structures, this new generation promotes flexible, collaborative networks with strong technological support. "In Argentina, we're 10 years behind what's happening in the United States, where models like Side are already in the top 10 in the real estate business," Magnin noted.
The trend reflects a shift in broker preferences: they seek autonomy, profitability, and professionalism. And the market, with rising prices and sustained demand, is opening the way for this third option to consolidate itself as an alternative.
Casas concluded: “Buying real estate remains the best way to capitalize in Argentina. The difference now is that there are more ways to market it, and collaborative and technological models are becoming a key tool to achieve this.”
www.buysellba.com

Source:

La “Tercera Vía”, otra opción de ventas del mercado inmobiliario: por qué crecen otros modelos fuera de franquicias
Cuáles son las razones de este auge en un momento de alza de operaciones y por qué superan al formato tradicional de las inmobiliarias.

September 19, 2025
By José Luis Cieri
What are the reasons for this boom at a time of rising transaction volumes and why are they outperforming the traditional real estate format?

The agreement between independent brokers and collaborative networks boosts the sale of properties with their own identity and technological support. Pexels
In a market historically dominated by traditional real estate agencies and, for the past two decades, by international franchises, a "Third Way" is beginning to take hold in Argentina . These are models that empower the broker, prioritize personal identity and community, and rely on technological innovation to scale.
New forms, what they consist of: networks that allow auctioneers to maintain their brand, manage their time, and access photography, digital marketing, training, and technological processes that were previously reserved for large entities. In many cases, they are able to capture deals more quickly and flexibly than traditional firms.
This growth is occurring amid a recovery in property sales, which by July surpassed 100,000 deeds between Buenos Aires City and the province of Buenos Aires, according to the Notaries Associations of both districts. The only immediate threat is the suspension of mortgage loans by some banks , although the potential impact on transactions will not be fully understood within two months. Added to this is the expectation of the legislative elections and the economic direction defined by the national government .
In September 2025, the Buenos Aires City real estate market also showed a particular dynamic between apartments and houses, with some neighborhoods recording double-digit year-over-year price increases.
Between the USA and CABA
In Buenos Aires, Deinmobiliarios, founded by Santiago Magnin , introduced the "white flag" concept, already widespread in the United States. "The brands that matter are those of the participating hybrid brokers, not ours," he explained.The model gives prominence to the agent, who retains their identity while receiving support in professional photography, 360° tours, website positioning, and lead generation. The difference lies in the commission structure: an initial 70/30 split with the possibility of reaching 100% after a certain level of production.
"Franchises rely on their parent brand and a rigid model. We leverage each broker's own brand and increase their exposure with technology and marketing," Magnin said.
Prices in the City of Buenos Aires
The expansion scenario is also reflected in price trends. In September 2025, the city's market showed different dynamics between apartments and houses, with some neighborhoods recording double-digit year-over-year increases, according to Zonaprop.In departments , the most marked increases occurred in the northwest and southwest:
- Villa Riachuelo: +15% → US$1,639/m2.
- Núñez: +13.7% → u$s3,312/m2.
- Villa Pueyrredón: +12.1% → US$2,263/m2.
In contrast, neighborhoods such as Retiro (+1.1% → US$2,647/m2), Parque Avellaneda (+1% → US$1,590/m2), and Versalles (-4.3% → US$1,760/m2) showed little variation or declines. The highest values remain in Puerto Madero (US$6,138/m2), Palermo (US$3,426/m2), and Núñez (US$3,312/m2), while the lowest correspond to La Boca (US$1,578/m2), Nueva Pompeya (US$1,440/m2), and Lugano (US$1,057/m2).
In homes , the trend was different. The average year-over-year increase was 6.7%, with peaks in:
- Villa Crespo: +23.4%
- Recoleta: +15.7%
- Belgrano: +14.2%
There were also declines in Villa Real (-4.7%), Villa General Mitre (-5.6%), and Boedo (-5.8%). In this segment, the most expensive prices were found in Palermo (US$3,527/m2), Belgrano (US$2,937/m2), and Recoleta (US$2,500/m2), compared to the cheapest prices in La Boca (US$788/m2), Nueva Pompeya (US$763/m2), and Villa Soldati (US$713/m2).
Neuroscience in real estate
In La Plata, La Comu, founded by Andrés Zarasola , defines itself as the country's first real estate NeuroNetwork. The project combines neuroscience, collaborative economy, and real estate management."Our differential isn't just technological: it's cultural, emotional, and strategic," Zarasola stated. The scheme is organized into two units: the Real Estate Experts network, with independent auctioneers who retain their brand, and the Business Club, a space where notaries, developers, and suppliers interact in weekly business roundtables.

New real estate models are gaining ground against franchises and traditional firms in an expanding market.
La Comu offers neurosales training, its own portal, and an ecosystem of synergies that seeks to connect traditional auctioneers with a high-performance approach. It already operates in Buenos Aires City and other locations and plans to expand into Mexico.
Shared processes
From Rosario, Comunidad Futura, led by Diego Barriera , is committed to a cooperative approach. Each professional maintains their own brand but has access to standardized processes, technology, and audiovisual production.“Eighty percent of real estate agencies never have more than three agents. There's weariness with the franchise model: high costs, low profitability, and loss of identity. We offer standards and support, but without sunk fees or rigid manuals,” Barriera said.
The model is financed through a Returnable Integration Fund (DIF), which acts as a productive guarantee. It includes access to artificial intelligence tools—automatic appraisers, publication analyzers, proprietary CRM—and centralized marketing.
"Professionals dedicate their time to only 20% of the activities that generate 80% of the results. The community covers everything else," Barriera explained.
Productivity and personal brand: Real Estate
In Córdoba, La Inmo, led by Nicolás Casas , presents itself as a network of services for real estate agencies focused on productivity. Its offering combines daily training, access to premium offices, and an eight-person marketing team that strengthens each associate's personal brand."It's not a volume model; it's personalized. Professionals have access to their own branded portals, photography, video, digital campaigns, and access to exclusive developments," Casas explained.
The scheme involves partners donating 25% of their revenue in exchange for comprehensive support. "We support productive professionals and pave the way for their success. It can be replicated anywhere in the world," he stated.
A trend
Although each proposal has its own unique characteristics, they all share a common denominator: they prioritize the independence of the auctioneer and rely on technology and marketing as drivers of growth.While traditional franchises focus their identity on the parent brand and operate with rigid structures, this new generation promotes flexible, collaborative networks with strong technological support. "In Argentina, we're 10 years behind what's happening in the United States, where models like Side are already in the top 10 in the real estate business," Magnin noted.
The trend reflects a shift in broker preferences: they seek autonomy, profitability, and professionalism. And the market, with rising prices and sustained demand, is opening the way for this third option to consolidate itself as an alternative.
Casas concluded: “Buying real estate remains the best way to capitalize in Argentina. The difference now is that there are more ways to market it, and collaborative and technological models are becoming a key tool to achieve this.”
www.buysellba.com