The ultimate goal, Black said, is to become a common marketplace that people turn to as their first option.
"We think we're solving the mass-market, everyday problem," he said. In Atlanta, where the company has been able to list enough houses on its platform to start directly matching buyers and sellers, fees in those transactions are down to 4 percent, instead of the standard 6 percent.
Real estate agents, Black said, are often skeptical when they first hear about Knock.com. He said the company tries to work with them and show how they can be a positive.
"We play really nicely with the traditional folks," he said. "We got a lot of agents, the first thing they do is throw their arms up in defense. ... But we're going to show your houses and be really good buyers. It's very symbiotic."
Like it or not, however, Black said more technological disruption is coming to the residential real estate market.
"Like Jeff Bezos said, I didn't invent the Internet, I just took advantage of it," Black said. "It's coming."
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