eXp Realty, the world’s largest independent real estate brokerage by agent count, has launched operations in Japan and marking its fourth international expansion of 2025 as the fast-growing cloud-based firm accelerates its global strategy.
The move deepens eXp’s presence in the Asia-Pacific region and follows recent launches in Peru, Türkiye and Ecuador.
Japan, with its mature housing market and digitally connected workforce, represents a strategic opportunity for eXp to challenge entrenched brokerage models and attract agents seeking more autonomy and earning potential.
To mark the launch, eXp will host a live welcome event in Tokyo on 2 October, where senior leaders will introduce the brand, its virtual model, and its global collaboration network to agents and brokers across Japan.
STRUCTURAL PROBLEM
Felix Bravo, Managing Director, International at eXp Realty, says: “Agents in Japan have operated for years in a system that leaves little room for upside. It’s not about working harder, they already do.
“The problem is structural. Most models take too much and give too little in return. We’re bringing a platform that flips that equation. Better economics, real ownership, worldwide leverage. That’s what eXp is about.”
eXp’s model eschews the traditional bricks-and-mortar office in favour of a cloud-based platform with live training, virtual mentorship, and global networking via tools like eXp World, LearnWorlds and Slack.
The company also offers agents access to a generous commission structure, revenue sharing, and equity opportunities, subject to local regulations.
PIVOTAL MOMENT
Leading the Japan market is Ken Tanaka (main picture), a seasoned real estate executive with deep expertise in the domestic housing and commercial markets. He described eXp’s arrival as a pivotal moment for the sector.
“The Japanese real estate brokerage industry has long been slow to break away from outdated legacy models,” Tanaka says.
“eXp is a complete reset – a platform built for freedom, innovation, and growth. Here, agents build businesses on their own terms. Japan is ready for a future where the agent comes first.”
CLOUD-FIRST APPROACH
Founded in the U.S. in 2009, eXp Realty has grown rapidly through its agent-centric, cloud-first approach. Its expansion into Japan supports the company’s ambition to reach 50,000 agents outside the U.S. by 2030.
eXp’s global agent base already spans dozens of countries, with the firm targeting markets where traditional real estate structures leave room for disruption.
Analysts say Japan’s highly regulated and often fragmented real estate sector could present both challenges and opportunities for eXp’s digital-first model.
However, with rising demand for flexible work structures and performance-based compensation, particularly among younger agents, the timing may prove opportune.
The company, listed on the Nasdaq under the ticker EXPI, is part of eXp World Holdings Inc., which includes additional ventures in mortgage, title, and metaverse-based real estate services.
