Rocket revamps real estate arm, moves home search to Redfin

Rocket Companies has begun to reshape Rocket Homes, its real estate subsidiary, following the closing of its acquisition of Redfin. The changes include sunsetting Rocket Homes’ search portal, consolidating agent networks and executing layoffs.

Users who visit the Rocket Homes website are now met with a message stating they “can search for homes on Rocket until August 4.” After that, they will be redirected to Redfin’s platform, which will serve as Rocket’s primary home search tool.

To leverage the transition, Rocket has embedded prequalification buttons on all home listings and launched a new incentive program called Rocket Preferred Pricing. Qualified clients who finance through Rocket and work with a Redfin agent receive a one-point mortgage rate reduction during their first year — for up to $6,000 in savings.

“Redfin — the most-visited real estate brokerage website in the country — is now the real estate engine powering Rocket’s homebuying experience, helping us deliver a truly seamless journey from search to close to servicing,” a spokesperson for Rocket told HousingWire.

“As part of this integration, team members from Rocket Homes are joining Redfin, bringing their expertise and energy into a unified experience for the client.”

During the second quarter of 2025, RocketHomes.com had 308,374 visitors, while Redfin recorded 292.9 million visitors, according to data from Similarweb. The difference in traffic suggests that Rocket has simply decided to sunset the less visited of the two platforms, allowing it to focus growth efforts on just the Redfin platform.

The integration has moved “at a rapid pace,” according to Rocket Companies CEO Varun Krishna, who told analysts on Thursday that the merger is already showing early traction.

The transition has led to job cuts at Rocket Homes, with affected roles spanning data, application and licensing teams, according to social media posts from former employees. Rocket previously confirmed it laid off roughly 2% of its workforce, citing overlapping roles following the Redfin acquisition. The cuts could impact several hundred employees.

As of Dec. 31, 2024, Rocket Companies had 14,263 employees, down from 14,700 a year earlier. Executives said they expect about $30 million in severance and transaction-related expenses, which will be recorded as one-time charges.

The combined real estate operation now includes Rocket Homes’ network of 12,000 partner agents and Redfin’s 2,200 agents, including both in-house and partner professionals

“We’re bringing together the Rocket Homes agent network together with the Redfin agent network as well. And so that allows us to achieve more synthetic scale,” Krishna told analysts during Rocket’s second-quarter earnings call. 

“Redfin essentially provides an incredibly efficient, high-quality, top-of-funnel experience. It will connect us to more consumers, more Realtors, and it really will allow us to build an efficient, lead nurturing pipeline for purchase.” 

Since July 1, Rocket has already seen more than 65 Redfin clients close on homes. Roughly 200,000 users have clicked on the new prequalification button, with 23% of Redfin account holders becoming contactable leads. Of this group, 12% have started a mortgage application. In total, Redfin has sent 7,000 agent referrals to Rocket.

“Clients referred from Rocket to Redfin are 30% more likely than those from other channels to upgrade to verified approval letters, which is the strongest sign that they’re moving toward closing these results,” Krishna said.

Brooklee Han contributed reporting to this story.