A new startup called Ridley wants to make it cheaper to sell a home by challenging the traditional real estate commission model.

Founder and CEO Mike Chambers says he started Ridley after trying to sell his house earlier this year in a desirable Boulder, Colorado, neighborhood. Frustrated by the lack of agents offering what he considered fair rates, he documented the process of marketing the home himself in a series of viral Instagram videos under the handle @realtorshateme, regularly taking shots at the industry.

“The story was picked up by the press,” he says. “We really had tapped into what I would argue is this sort of underlying sentiment that a lot of consumers are feeling right now, that this process of buying and selling homes is antiquated and somewhat broken.”

Once the house w

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