Meet the 33-year-old CEO betting on boomers chasing their grandkids—and millennials selling their first house

John Liss, a 33-year-old CEO with a background in real estate, is leading a new venture between True Footage and Cox Enterprises called Kelley Blue Book Homes. The joint endeavor combines Liss' expertise in appraisal technology with the trusted Kelley Blue Book brand. Liss believes that independent appraisal tools can bridge the gap between consumers and the housing market, which he describes as lacking accuracy, interpretability, and credibility.

The platform targets two distinct groups: baby chasers, retirees relocating to be near grandchildren, and first-time sellers, primarily millennials who have outgrown their starter homes. According to National Association of Realtors data, boomers, born between 1946 and 1964, are the largest group of buyers and sellers in the market, accounting for 42% and 55% of transactions respectively.

True Footage's proprietary TrueTracts appraisal engine claims to produce valuations within 3% of a home's eventual sale price. The company has tested this technology in select markets, with early results showing over 17% of homeowners listing on the Multiple Listing Service (MLS) within 90 days of receiving a valuation. However, these results have not been independently verified by third parties.

A key selling point for KBB Homes is its proprietary agent territory subscriptions, which grant agents exclusive rights to a specific ZIP code for a fraction of the property. This allows agents to have first access to leads generated by KBB's valuations, creating potential financial incentives for agents and raising questions about the independence of the platform.

Despite this, Liss maintains that KBB Homes aims to remain neutral in the often contentious housing market, positioning itself as a solution for both consumers and agents searching for reliable guidance.