Assist-2-Sell is a discount real estate brokerage offering low commission fees. However, this is a much smaller company than it used to be. Currently, there are about 115 Assist-2-Sell franchises left in the U.S. and Canada, down from more than 600 at the brand's peak in the mid-2000's.[1]
When I checked the company's own office locator in September 2026, New York State had one office, Texas had three, and California had five.
Where an office does exist, it can provide good value. Assist-2-Sell's signature price is a flat listing fee, often $2,995, for full service. On a $400,000 sale, a 3% listing fee runs $12,000. A $2,995 flat fee is $9,005 less.
Every office is independently owned and sets its own pricing, and the spread is wide enough that "Assist-2-Sells" pricing needs to be confirmed office-by-office. We found offices charging a flat $2,995 fee and others charging 3%, which is above the national average listing fee. So, the brand name tells you nothing about which one you're calling.
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Assist-2-Sell reviews summary
| Category | Details |
|---|---|
| Company type | Discount brokerage (franchise) |
| Founded | 1987 in Reno, Nevada, by Mary LaMeres-Pomin and Lyle Martin[2] |
| Typical listing fee | Flat fee, commonly $2,995 for full service. Some offices charge a percentage instead, ranging from 1.5% to 3%. |
| Buyer savings | None offered (no buyer rebates or incentives) |
| Offices | About 115 across the U.S. and Canada, concentrated in Florida |
| Average customer rating | 5 ⭐ (677 reviews) |
| Best for | Sellers with a highly-rated local franchise and no better low-fee alternatives nearby |
| Not ideal for | Anyone who wants predictable pricing, buyer rebates, or a choice of more than one agent |
How many Assist-2-Sell offices remain?
Assist-2-Sell had more than 600 franchise offices by 2006, making it one of the largest discount brands in the country. The 2008 crash gutted the volume model, franchises closed and did not reopen, and tech-forward discounters like Redfin picked up the customers Assist-2-Sell had proven were there.
Three sources put the current size in the same range: about 110 outlets in the company's 2024 franchise disclosure filing, 122 units at a growth rate of negative 11% per Entrepreneur, and "about 115 Assist 2 Sell franchises in the United States and Canada" in a 2025 trade report.[3]
Call it 110 to 120 offices across two countries. Help-U-Sell, the other flat-fee franchise from the same era, is down to 41.[4]
Verified office counts, by state
| State | Offices | Where |
|---|---|---|
| Florida | 16 | Jacksonville, Orlando, Tampa, Broward, Pensacola, Port Orange, St. Cloud |
| California | 5 | Carlsbad, Lancaster, Modesto, Murrieta, Pleasant Hill |
| Texas | 3 | Amarillo, Plano, San Angelo |
| New York | 1 | Utica |
Offices in Canada are located in Ontario, Nova Scotia, and New Brunswick only.
What does Assist-2-Sell charge?
Assist-2-Sell advertises its rate as a flat fee vs. the usual percentage of a home's sale price. In the company's own words: "Assist-2-Sell offices charge a low, flat fee commission. (Example: As low as $2,995!)"[5] Its trademark is "friends don't let friends pay 6%."
However, what each office actually charges is a different question, because every office is independently owned. Here is what individual Assist-2-Sell offices publish.
| Office | Listing fee | Notes |
|---|---|---|
| Marinette and Menominee, WI/MI | $2,995 | Full service |
| Denver, CO | $2,995 to $8,995 | Tiered by sale price; $2,995 covers homes up to $200,000 |
| West Michigan | 1.5% | Percentage (not a flat fee) |
| Las Cruces, NM | 2% | Or 3.5% total if the buyer is represented by Assist-2-Sell |
| Wausau, WI | 3% | Close to average fees |
Two things to note here. First, the offices that truly charge a $2,995 flat fee provide a very good deal. A $2,995 flat fee on a $400,000 home works out to 0.75%, which beats every national discount brand. Second, the range runs all the way up to 3%, which is more than the national average listing fee. So, you have to price-check every office, individually.
What you need to know about the buyer's agent fee
The flat fee is your listing fee. It isn't your total cost of sale.
Under Assist-2-Sell's main program, MLS for Less, your home goes on the MLS like any other listing. If an outside agent brings the buyer, that agent gets paid, and Assist-2-Sell's own example for what gets added on top is 3%. If the buyer comes directly through Assist-2-Sell, you pay only the flat fee and nothing else.
So on a $400,000 sale with an outside buyer's agent at 3%, a $2,995 flat fee becomes $14,995 all in, or about 3.7%. That is still below the roughly 5.7% national total, but a long way from $2,995.[6]
Since August 17, 2024, buyer-agent compensation can no longer be advertised in the MLS, and buyers sign written agreements with their own agents.[7] Sellers can still cover that cost as a negotiated concession, and most still do.
When you call an Assist-2-Sell office, ask specifically: "What is your flat fee, and what do you recommend I offer a buyer's agent as a concession in this market?" The two numbers together are your actual cost.
Who Assist-2-Sell works best for
Assist-2-Sell is known for offering an affordable alternative to traditional real estate brokerage services, but it may not be the best fit for everyone.
Assist-2-Sell operates on a franchise model, meaning each office is independently owned and operated. Fees, services, and customer ratings vary by location. While some locations have excellent customer reviews, others receive poor ratings from past customers. And there are no guaranteed savings across the brand, so you'll need to contact your local office to verify their commission rate.
While there are other low-commission brokers we recommend first, Assist-2-Sell may still be worth trying if your local franchise has particularly high customer ratings or you don’t have access to other discount brokers in your area.
Assist-2-Sell vs. competitors
Although Assist-2-Sell may be cheaper than a traditional 3% listing fee, it publishes a headline price on its website but no per-office pricing (which varies), so you may need to sit through an agent's sales pitch before getting basic pricing info.
That lack of transparency can make it hard to know whether you’re really getting the best deal. Depending on where you live, you may have access to other discount real estate services that offer clearer pricing, stronger guarantees, and better customer experiences.
Companies like Clever Real Estate, Ideal Agent, and Redfin have broader coverage and more standardized offerings, which makes comparisons easier.
Clever Real Estate is a top alternative. Clever connects you with top-rated local agents from popular, nationwide brokerages, all for a pre-negotiated 1.5% listing fee (or $3,000 minimum). You'll get full service from a trusted agent while also saving up to 50% compared to the traditional 3% commission.
If you want predictable savings or a wider pool of vetted agents, it's helpful to compare several discount brokerages before choosing one.
🔍 Compare top low-fee brokers in your area. See which companies offer clear pricing, strong reviews, and full service near you. No pressure to sign and no hidden fees. View all of your options today!
Assist-2-Sell customer reviews
| Site | Rating |
|---|---|
| Zillow | 5.0/5 (461 reviews) |
| Yelp | 5/5 (23 reviews) |
| 4.9/5 (193 reviews) | |
| Weighted average | 5 (677 reviews) |
🟢 Primary positive themes
| 🟡 Areas for improvement:
|
Most customers were highly satisfied with their Assist-2-Sell experience.
Customers commonly mentioned the quality of their agents, indicating that agents are helpful, communicate effectively, and make the process of selling or buying a home easy.
A few negative reviews focus on bad experiences with particular agents.
🔎 Methodology: How we write our reviews
When evaluating real estate companies, our process includes gathering all verifiable customer reviews from 3rd party sites such as BBB, Google, Consumer Affairs, TrustPilot, and Yelp.
In addition to tallying total review counts and average customer ratings, we utilize AI to analyze customer sentiment across 20 themes related to agent quality, service, communication, savings, integrity, and more, encompassing both positive and negative aspects.
| 🟢 Positive Themes | 🟡 Negative Themes |
|---|---|
| Sells Fast | Struggles to Sell |
| Easy Process | Misrepresented Services |
| Hands-on Support | Poor Communication |
| Prompt Communication | Poor Marketing |
| Market Expertise | Poor Pricing Advice |
| Professional Service | Unprofessional Service |
| Quality Marketing | Technical Issues |
| Negotiation Skills | No Refunds |
| Significant Savings | Misleading Pricing |
| Integrity | Lack of Integrity |
🟢 Positive themes from Assist-2-Sell reviews
Hands-on Support (52% of reviews). More than half of reviews mention the hands-on service provided by Assist-2-Sell agents. Customers specifically mention that agents are present "every step of the way" and provide support beyond just the basic requirements of buying or selling a home.
- "She was present and supportive through the entire process - every step of the way - and continues to be a wonderful resource with whatever we need, even post-close."
Professional service (34% of reviews). The professionalism of Assist-2-Sell agents also stands out among reviewers. Reviews often highlight agents' friendliness, reliability, and ability to maintain professional composure while remaining personable and approachable. Reviews emphasize the combination of professional expertise with a patient, non-pushy approach that makes clients feel comfortable throughout their transactions.
- "Not pushy, professional in every sense, detail oriented, and beyond courteous and prompt."
Market expertise (33% of reviews). Customers also frequently praise Assist-2-Sell agents for their understanding of local markets, their ability to price homes correctly, and their capacity to provide valuable advice based on their experience.
- "Her knowledge of the area and market is exceptional. She does her homework and will present you with comps that suggest the best price to sell your home."
Prompt communication (32% of reviews). Prompt communication is another theme frequently mentioned in Assist-2-Sell reviews. Customers specifically highlight agents' proactive updates throughout the process and prompt responses to questions and concerns.
- "Every time I called or texted she responded immediately. She treats us with incredible respect and courtesy and is an EXCELLENT communicator."
Easy process (27% of reviews). Customers also praise Assist-2-Sell for making a complex and stressful transaction feel simple and manageable. There's a strong emphasis on agents guiding customers from start to finish, handling any complications that arise, and making the buying and selling "easy," "seamless," and "stress-free."
- "We have sold three homes in our lives in three states and this was the easiest, most professional sale we've ever done."
🟡 Assist-2-Sell complaints and areas for improvement
Unprofessional service (4% of reviews). A small subset of Assist-2-Sell customers raised concerns around a lack of professionalism from particular agents. The complaints center around rude behavior, poor communication, a lack of integrity, and condescending treatment.
- "The seller verbally abused us on multiple occasions and the agent did nothing to stop her."
It's important to note that since Assist-2-Sell franchises are locally owned, inconsistent service isn’t entirely the company’s fault. Each franchise operates independently, so agent quality may vary depending on the location.
How Assist-2-Sell works
Assist-2-Sell offers full-service representation and brokerage services for buyers and sellers. However, because Assist-2-Sell offices operate as independent franchises, it’s important to review your local agent’s customer reviews to ensure that past customers received the level of support and guidance you desire throughout the transaction.
What to expect as a seller
Service offerings vary between locations. The main Assist-2-Sell website mentions the following listing packages, but it’s unclear how many offices offer them. Contact your local Assist-2-Sell office to verify the services it provides.
MLS for Less®: The main program and the one most sellers want. Your home goes on the MLS and syndicates out to Zillow, Realtor.com, and the rest, and a dedicated agent handles the transaction start to finish: Comparative market analysis (CMA), pricing, staging advice, professional photography, the listing, showings, evaluating offers, negotiation, inspections and appraisals, and closing. You pay the flat fee, plus a buyer's agent commission if an outside agent brings the buyer.
Direct-to-Buyer®: Assist-2-Sell helps you find a buyer who doesn't have a buyer’s agent. That way, you won't have to pay a buyer's agent commission (BAC), saving you an additional 2–3%. There's a real tradeoff here. Staying off the MLS means most buyers will never see your home, because the MLS is what feeds every portal buyers actually use.
I spent three years as a licensed agent in Charleston and I never once had a buyer ask me to look outside the MLS. If your market is hot and your price is right, Direct-to-Buyer can work. If it doesn't work, you have lost weeks of listing time, and the fix is to move to the MLS anyway.
Seller Assist® (paperwork only): You find a buyer, and then Assist-2-Sell acts as a transaction coordinator. It helps you draft a purchase agreement, complete legal documents, and arrange the pre-closing process.
I sold my mother-in-law's condo in Charleston in September 2024 without an agent, so I have some sympathy for this product. It solves a real problem. But get a quote from a real estate attorney before you buy it, because in a lot of states an attorney does the same work for a few hundred dollars and carries different liability.
What to expect as a buyer
You can purchase a home with an Assist-2-Sell buyer’s agent, and they’ll provide full-service support, just like a traditional agent.
However, Assist-2-Sell doesn’t offer any built-in savings for buyers.
In contrast, many of Assist-2-Sell’s competitors offer home buyer rebates. If you qualify, you may receive a portion of the buyer’s agent commission back as a credit or cash. These rebates can help offset closing costs and other upfront expenses associated with buying a home.
» Find out which company offers the best home buyer rebate
Bottom line: Should I use Assist-2-Sell?
Pros
- A flat $2,995 full-service fee, where offered, beats every national discount brand
- Genuinely full service, not a limited-service or flat-fee-MLS product
- Agents carry lighter prospecting loads, and the reviews show it
- Direct-to-Buyer can eliminate the buyer-agent cost entirely if it works
Cons
- About 115 offices left, so most sellers have no local option
- No published pricing. You have to call to learn the fee
- No brand-wide buyer rebate
- Dated office websites and no meaningful technology layer
Start with the office locator. If nothing comes up within a reasonable distance, the decision is made and you should compare national discount brokers instead.
If an office does come up, it is worth a call, and here is what to ask on it:
- "What is your listing fee, in dollars, on a home at my price point?" Get a number, not a range.
- "Is that a flat fee or a percentage?" This is the difference between 0.75% and 3%.
- "What do you recommend I offer a buyer's agent, and is that on top of your fee?" This is the rest of your cost.
- "How many homes has this office closed in my area in the last 12 months?" Small franchise offices vary enormously here.
Then look up that specific office on Google and Zillow. The brand average won't tell you anything useful, but the office's own reviews will.
FAQ
What does "Assist to Sell" mean in real estate?
It is usually a misspelling of Assist-2-Sell, a franchised discount brokerage founded in 1987. If you saw it on a listing or a sign, it refers to the brand.
Is Assist-2-Sell any good?
The model works and the reviews are strong, but quality is set office by office, not by the brand. There is no brand-wide standard for pricing or service. Judge the office, not the sign.
How much does Assist to Sell charge?
Often a flat $2,995 for full service, though offices set their own pricing and some charge 1.5% to 3% instead. Nothing is published online, so you have to call. Add a buyer's agent concession on top if an outside agent brings the buyer.
With Assist to Sell, how does the buyer's agent get paid?
Under MLS for Less, the seller typically covers it as a negotiated concession, on top of the flat fee. Assist-2-Sell's own example is 3%. Under Direct-to-Buyer the buyer is unrepresented, so there is no buyer-agent commission at all.
What happened to Assist-2-Sell?
It peaked at more than 600 offices by 2006, then contracted sharply after the 2008 housing crash and never recovered. About 115 offices remain, and Entrepreneur puts the current growth rate at negative 11%. The brand still operates and its best offices still perform well, but it's a regional footprint now, not a national one.
Related reading
If you’re considering the pros and cons of Assist-2-Sell, it’s important to compare all of your discount broker options. We recommend consulting the following resources to explore additional ways to save.
