How technology is disrupting — and improving — the real estate industry in Texas

Modern moving

Buying a home is more digitized than ever — and here's how that's affecting the industry. Photo courtesy of HAR

A recent lawsuit is rocking the residential real estate industry across the country. Home sellers whose properties were listed on one of 20 MLSs claim The National Association of Realtors, Realogy Holdings Corp., HomeServices of America, RE/MAX Holdings, Inc., and Keller Williams Realty, Inc. violated the federal antitrust law by conspiring the sellers to pay an inflated amount to the buyer's broker.

The lawsuit highlights a new need for home buyers and sellers: transparency. Gone are the days when real estate agents can take a hefty commission from his or her clients without providing value that is worthy of the price tag. The sellers who came forward to shed light on this issue have provided further proof that the current real estate model is outdated, and some serious changes could be on the way.

Our next moves as a united industry in the wake of this lawsuit are critical. It is critical that we react positively. It is critical that we bring more value and transparency to our customers, and it is critical that we utilize the technology we now have at our hands to do so.

How is technology finding its way into real estate? Here are a few ways in the evolving world of home buying and selling has evolved over the past five years:

Online searching 

Everything can be done online. In most modern real estate transactions, the buyer has already found the house they want before they even contact an agent to begin the process. To put that into numbers, 95 percent of buyers are looking for their home online, and over half find it before they engage an agent, according to the National Association of Realtors. Despite the fact that this big chunk of the traditional real estate agent's job has been cut out, the commission is still the same and the buyer will have to pay it indirectly through a higher listing price on the home.

Evolving past commissions and working towards a focus on the customer experience is the only way to provide value and stay relevant in the world of apps and search bars.

Accurate valuations 

Algorithms and accuracy in information gathering are imperative to a successful real estate transaction. Traditional agents will often come to a potential seller client with high dollar signs, telling them they should list their home for a high price. This is a tactic used to earn the seller's business. Where is the data behind that hefty price? What kind of algorithm did the agent use to value the home?

Modern real estate brokerages should be utilizing advanced valuation algorithms to bring an accurate value of the home to the seller instead of wooing them with an unattainable price.

Targeted marketing

Due to the high dependency of the internet, mass marketing in physical publications aren't as effective as they once were — consumers have more options to find what they need faster. Fifty percent of people that will ever see a home that is advertised online will see it in the first seven days on the market. We all know the importance of target marketing, and here's where social media comes in.

Targeting the right people on Facebook, Instagram, Pinterest, and Google will get a home sold faster than a newspaper or magazine can even be published. Effective agents will have built online audiences for each type of home to ensure a faster sale.

Simplifying and increasing visibility

Remember how important transparency is? Simplifying and streamlining the process is right up there with it on the priority list. Luckily, there's an easy way to solve both: custom portals. Clients love the fact that they can login and see their entire buying or selling experience in one neatly packaged, convenient tool.

The modern tools now at the hands of real estate brokerages should not diminish service, but rather enhance it. Acting as a specialized guide and using the technology to bring incredible value to clients should be the new norm when it comes to real estate transactions.

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Alex Doubet is the founder and CEO of Door, Inc. (Door.com), which is a residential real estate startup company based in Texas.

A growing digital home sales platform has moved into town. Courtesy photo

Digital home buying and selling tool expands to Houston market

Real estate tech

A Phoenix-based real estate company has expanded to the Houston market and opened a new office in town.

First launched in 2015, Offerpad is a tech-enabled home buying and selling solution. As of October, Offerpad had expanded to 534 cities with access to an estimated 6.7 million home-owning households.

The company is what's known as an iBuyer — a type of investor that uses automated valuation models, or AVMs, and other technology to quickly turn around offers on homes to sellers and then resell them to home buyers. The process tends to be quicker and higher tech than the normal home selling and buying process.

Offerpad previously had expanded into Dallas before launching in Houston on January 15. It's the first expansion in 2019 — a year that's poised to be full of growth for the company, the press release says.

"The company has a very concentrated vision to bring our real estate solutions to millions more people this year," Trent Capps, Offerpad's regional market director focused on Texas, says in the release. "Our start in Texas, with Dallas-Fort Worth, has far and away exceeded our expectations and we anticipate the same for our other Texas markets. In Houston, we began receiving home offer requests weeks ago, so we foresee huge success there, as well as in San Antonio later in the quarter."

The new local office is located in The Woodlands and serves 86 cities within the Houston area including Bellaire, Pearland, Sugar Land, Seabrook, and Friendswood. San Antonio is the next Texas market Offerpad is headed for.

"Dallas, Houston, and San Antonio are all cities we've had intentions of offering our service in," Founder and CEO Brian Bair says in the release. "I'm confident that Texans are going to value the solutions we've developed to the once complicated and stressful process of selling a home."

Graphic courtesy of Offerpad

Door is changing the way Houstonians buy their homes. Courtesy photo

How this Texas real estate startup is saving homebuyers and sellers thousands of dollars

Knock, knock

Alex Doubet has a plan to shake up Texas real estate. The innovative businessman is taking his disruptive brokerage company statewide. Door, now has imprints in Houston, Dallas, San Antonio, and Austin. And that, he says, is great news for homebuyers and sellers.

"The average homebuyer is paying 6 percent in commission," he says. "And that adds up. Our service, on average, is saving people $12,000 when they buy a house."

When the Dallas-based Door launched in 2015, it shifted the real estate paradigm. Gone was the idea that a homebuyer or seller had to pay a commission to a real estate agent. Gone was the idea that a homebuyer even needed a real estate agent.

"Ninety-five percent of people who are buying a house look online," says Doubet. "They're not necessarily calling a real estate agent and having that agent find houses for them."

The key to Door: Simplicity
So, Doubet took that kind of DIY approach and tweaked it. Every one of his agents is an employee, not an independent contractor. For each sale, the buyer and seller pay a flat, $5,000 fee. Doubet's idea was to be a one-stop shop, where homebuyers could not only find and purchase a home, but also have assistance with mortgage lending and home titles.

"My plan was always to save people money and give them the best experience," he says.

Having now expanded across the Lone Star State, Doubet says that he's ready to share his company's expertise with customers in Houston. Because they're employees, Doubet's agents are focused on providing a high-quality, tailored experience for consumers — not pushing them toward properties that might net a fat commission.

Door has harnessed technology, too, recognizing that most people today transact business in the online world.

"It's something of a brave new world," he says. "But we're using technology to deliver better outcomes for our buyers and sellers."

Buyers will find Door agents are able to work with them to identify properties, schedule home tours, coordinate offers, and assist with the closing. Meanwhile, sellers' agents deliver market analysis, meet the seller at his or her home to do an evaluation, and set up stagings and photo shoots for the listing. Door agents work with their buyers and sellers, as well as with each other, sharing resources and expertise, and making certain that their clients feel like individuals.

Real hot
Clearly, the company is making an impact. Door has a 4.9 star rating on Zillow. And recent news reports from the DFW area indicate the company's processes are hot with millennials, who are known for their own tech savviness and preference for quick, online transactions. Every one of the company's agents is a licensed real estate agent and Door is a member of MLS.

"People are starting to realize there is an alternative to how we buy and sell real estate today," says Doubet. "And we're making sure our clients have a stress-free, easy, cost-efficient experience."

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This story originally appeared on CultureMap.

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Rice University breaks ground on new innovation hub, The Arc

breaking ground

Construction is officially underway on Rice University's The Arc in Houston’s Ion District.

The university broke ground on the 200,000-square-foot research, corporate innovation and office building on Nov. 4. The facility will share a plaza with the existing Ion building, fostering collaboration within the innovation space, according to Rice.

“The Arc will bring Rice’s extraordinary research and talent and Houston’s impactful innovation ecosystem into even closer connection with the industries and innovators working to solve some of the world’s most consequential challenges,” Rice President Reginald DesRoches said in an announcement. “That constant exchange of ideas and expertise will help move discoveries more rapidly from the laboratory to real-world impact.”

Construction is scheduled to be completed by Q2 2028. Rice Real Estate Co. is developing the project, and Rice University will occupy about 80,000 square feet in the building (about 40 percent). Preleasing has begun, with floor plans ranging from 28,000 to 31,000 square feet.

The Arc will feature conference and meeting spaces, an amenity lounge, fitness center, outdoor plazas, underground parking, and on-site retail and dining, according to the release.

It aims to host tenants focused on artificial intelligence and machine learning, data science, robotics, quantum science and engineering and energy, including Rice's new AI Foundry.

Rice says the AI Foundry will be a space where university experts and partners can support organizations with AI challenges. Rice recently committed to hiring 75 new AI-focused faculty and announced plans to launch a new Master of Artificial Intelligence (MAI) next fall.

“The AI Foundry is exactly the kind of collaboration the Arc is designed to enable,” Amy Dittmar, the Howard R. Hughes Provost and executive vice president for academic affairs at Rice, added in the release. “By bringing Rice researchers together with industry partners in a shared environment, we can accelerate the movement of ideas from research into practical applications while helping organizations build the capabilities they need to succeed as AI continues to evolve.

Developers of The Arc are targeting LEED Gold certification by incorporating smart building automation and energy-saving features into the project's design. Rice first announced the project in September 2025.

Rendering courtesy Bogza

Houston battery tech startup FlowCellutions acquired by Katy energy co.

M&A

Katy-based TerraFlow Energy, an energy storage and infrastructure company, has acquired Houston-based battery technology startup FlowCellutions. Financial terms weren’t disclosed.

FlowCellutions still operates under its established name, but with the tagline “A TerraFlow Energy Company.” Becca Segel, founder and CEO of FlowCellutions, now runs the business as its president.

FlowCellutions specializes in electrochemical sensing, diagnostics, analytics, and testing that offer insights into battery chemistry, charging capabilities, and system performance.

“FlowCellutions has always been focused on developing better ways to understand what is happening inside a flow battery and using that information to improve how these systems perform,” Segal said in a press release. “Joining TerraFlow gives us the opportunity to apply that work at a much larger scale while continuing to build the capabilities and expertise that make FlowCellutions unique.”

The FlowCellutions platform supports data centers and other heavy users of power. It’s designed to help reduce operating costs, prevent failures and costly downtime, and extend battery lifetime from about seven years to more than 30 years.

Segel founded the company in 2022. A member of Greentown Labs, the company raised more than $2 million in non-dilutive funding and received $1.5 million in National Science Foundation funding earlier this year.

FlowCellutions is one of five finalists in the Energy Transition Business category of InnovationMap’s 2026 Houston Innovation Awards.

“FlowCellutions brings a depth of scientific and technical expertise that fits naturally with where TerraFlow is going,” Jon Parrella, CEO of TerraFlow, said in the release.

“As we move from developing these systems to deploying them at commercial scale, understanding performance at a deeper level matters,” he said. “Bringing FlowCellutions into TerraFlow strengthens that capability and gives both teams more opportunity to advance the technology.”TerraFlow, founded in 2024, develops long-duration energy storage and power infrastructure for data centers, industrial facilities, utilities and other large power consumers.

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This article originally appeared on EnergyCapitalHTX.com.

3 fast-growing Houston scaleups named Innovation Awards finalists

meet the finalists

From IPOs to groundbreakings, some of Houston's most innovative companies reached major milestones this year.

As part of the 2026 Houston Innovation Awards, our Scaleup of the Year category honors innovative later-stage startups that have recently reached a significant milestone in company growth. Three scaleups have been named finalists for the 2026 award.

Read more about these businesses, their founders and their breakthrough technologies below. The 2026 winners will be announced on InnovationMap.com in mid-November.

Erock

Energy infrastructure company Erock, previously known as Enchanted Rock, develops dual-purpose microgrids that rely on natural gas and renewable natural gas to produce lower carbon emissions and air pollutants than diesel generators. Its products can provide bridge power before grid interconnection, backup power during outages and dispatchable capacity that supports long-term grid reliability. The company has more than 1,100 megawatts of installed capacity and over 20 years of experience serving commercial, municipal and large-scale technology customers.

Erock completed its initial public offering this year, raising approximately $600 million in gross proceeds. It also grew its contracted power system sales backlog to approximately $1.7 billion, up tenfold year-over-year, with production sold out through 2028, according to the company's application. The company secured a major equipment order from Anthropic, began construction of the 366-megawatt El Paso Electric project supporting Meta's data center campus, and started assembly operations at its Hyperion facility in Cypress, Texas.

Hertha Metals

Hertha Metals produces lower-cost, lower-emission steel and high-purity iron. The company has developed a single-step process that uses natural gas as a direct reductant instead of metallurgical coal, which cuts production costs by more than 25 percent and emissions by up to 50 percent, according to the company. The same process produces high-purity iron needed for high-purity steels and rare earth magnets. The company says it aims to "re-industrialize America’s production of critical materials."

Hertha Metals was founded by CEO Laureen Meroueh in 2022 and emerged from stealth last year with more than $17 million in venture capital funding. The company closed a $133.65 million Series A this month and also broke ground on its $100M high-purity iron factory known as Chalyx in Conroe.

Venus Aerospace

Spacetech company Venus Aerospace is developing a high-thrust rotating detonation rocket engine (RDRE) that replaces the subsonic combustion used in conventional rocket engines. The RDRE is a compact, simpler engine that can deliver up to 15 percent greater efficiency for defense and space applications. It completed its first U.S. flight test of the engine last summer.

Venus Aerospace was founded in 2020 by CEO Cassie Duggleby and CTO Andrew Duggleby. It raised a $20 million Series A in 2022 and $42 million Series A2 in 2025. It closed a $91 million Series B earlier this year and expanded its leadership team. The company is working toward longer-duration and higher-thrust testing and advancing its flight program.

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