Rexford Reality

Changing the Real Estate Industry

The Ideal Agent Story

Rexford founder Steve Johnston was born and bred in the real estate industry. Growing up in the ’70s and ’80s, his mother owned and operated Century 21 offices in South Florida. Back then, it was a world without the cell phones, Internet or the present-day websites used to search, sell or buy real estate. Selling real estate was more challenging, so the average real estate commission was 6%.

Fast-forward to a world where homes for sale can be seen across the globe and potential buyers can take a virtual tour without leaving their couch. Even with the technological and marketing advances being utilized throughout the real estate industry today, the standard sales commission remains at 6%.

Steve’s mission and passion have always been to help sellers and buyers save money in the real estate transaction.

No stranger to taking on a challenge, Steve’s mission and passion has always been to help sellers and buyers save money in the real estate transaction. After years of brain storming how to solve some of the industry’s challenges, he created Ideal Agent to utilize modern technology to save home sellers and buyers thousands of dollars in commissions via a referral network of top real estate agents.

Instead of competing with real estate agents, Ideal Agent works with agents across all brands to increase their current business. It’s a win-win for consumers and real estate agents!

How We're Different


We interview and handpick only the best agents in each local area. We"re extremely selective and turn down over 90% of the agents who want to work with us. Before pairing you with an agent, we’ll discuss your goals and needs to match you with the perfect agent who has experience selling similar homes at the same price point in your marketplace.


Our agents utilize technology to bring efficiency and cost savings to the real estate transaction. They have agreed to pass that savings onto you since we are sending these agents a steady stream of eager clients like you. You will receive the same 5-star level service as if you were paying 6% or more.


Our home selling strategy attains the best results for selling in the shortest amount of time, for top dollar, putting more money in your pocket at the closing table! In addition to being on the MLS and cooperating with all Realtors ®, your home will be showcased with professional photos on major real estate websites such as Zillow, Redfin, Trulia, Yahoo Homes, MSN and more.