The story of 1 Percent Lists began when newlyweds Grant and Kelly Clayton faced a frustrating experience selling their own home. Like many first-time sellers, they interviewed local agents and eventually hired a "top producer" who charged a 6% commission, justifying the high fee with promises of superior marketing. However, the experience was disappointing; Grant ended up facilitating much of the sale himself, yet the agent still collected the full commission. Feeling undervalued and overcharged, the Claytons realized the traditional real estate model was flawed.
Motivated to create a better system, the couple obtained their real estate licenses in 2011. They quickly discovered that the industry was burdened by middlemen and bloated fees that hurt both agents and clients. Determined to innovate, they adopted a volume-centric approach, reasoning that lower fees would attract more listings and generate stable business. Initially experimenting with a 4.5% total commission model, they saw immediate success, attracting builders, investors, and homeowners eager for fair pricing.
In late 2015, they officially rebranded as "1 Percent Lists." Their new model was simple but disruptive: charge a flat 1% listing fee while maintaining full service, including professional photography, and offering a competitive commission to buyer's agents. By leveraging technology and minimizing overhead—drawing inspiration from efficient companies like Amazon—they were able to remain profitable while saving clients thousands. Despite criticism from industry peers, their volume doubled year after year. In 2020, responding to nationwide interest, the Claytons launched a franchise model to allow other agents to replicate their success, transforming a local idea into a growing national movement.
