Technology has transformed how people buy and sell homes but most real estate agents still charge customers too much money. Four Naples entrepreneurs and real estate veterans decided to toss the traditional commission-based system but keep the top-notch personal service that the best residential brokerages are known for in Collier and Lee counties. The RESULT: Home sellers can price their homes more competitively because they don’t have to pay big commissions to their own agent. It also means a greater percentage of what a homebuyer pays for is real estate and it reflects a truer value of a home.