INITIA IS.
family
ABOUT US
At INITIA Real Estate, we’re redefining what it means to be a brokerage. Since 2015, we’ve been transforming the industry with a modern, people-first approach that empowers agents to succeed on their own terms. By providing the tools, training, and support agents need—without the high fees and rigid structures—we’re setting a new standard in real estate. This is more than business; it’s a lifestyle built on growth, fulfillment, and accessible success.
If opportunity doesn’t knock, build a door.
The home should be the treasure chest of living.
Redefining Real Estate
In 2015, we founded INITIA Real Estate with a bold mission: to redefine real estate leadership and transform the industry’s traditional, high-fee model. From the start, we envisioned a brokerage where agents lead the way, empowered to reach success on their own terms. By breaking free from rigid structures and costly systems, we’ve set the standard for a modern real estate experience that puts people first.
Our approach at INITIA is simple: provide agents with the essential tools, training, and a low-fee structure that gives them everything they need to succeed without compromising on quality. Where other low-fee brokerages fall short on support, service, and community, INITIA bridges that gap, delivering a seamless blend of affordability and excellence.
At INITIA, real estate is more than transactions—it’s about empowerment, motivation, and a relentless drive for growth. We believe in making success accessible to everyone, unlocking the potential of every agent and broker within our community. Here, prosperity isn’t dictated by outdated models but by the ambitions of each individual.
This is more than real estate. It’s a lifestyle built on success, growth, and fulfillment.
INITIA IS DISRUPTION.
MEET OUR FOUNDER
JONATHAN YU
Jonathan Yu is the visionary founder of INITIA Real Estate and one of its dedicated brokers. Introduced to real estate at a young age, Jonathan developed a deep interest in the industry, eventually becoming a Realtor in 2010. While he found success early on, he quickly recognized the significant challenges and barriers Realtors face every day. This firsthand experience ignited his drive to make a real difference in the industry.
In April 2016, Jonathan launched INITIA Real Estate with a clear mission: simplify fees, eliminate hidden costs—one of the biggest frustrations he observed among Realtors—and provide unmatched broker support for agents at every stage of their careers. His ultimate goal was to create real value for Realtors, enabling them to retain more of their earnings and reinvest in building their own brands and businesses, all while receiving the essential support and training necessary for long-term success.
Jonathan’s commitment goes far beyond business. Known for his caring nature and his genuine investment in each Realtor’s success, he’s earned a reputation as a mentor and a steadfast partner who goes above and beyond for his team. Jonathan personally ensures that every transaction runs smoothly, offering guidance and support whenever it’s needed. His Realtors know they can rely on him to be there, navigating challenges and celebrating their wins as if they were his own.
Those who work with Jonathan often describe him as a friend and a mentor, someone who leads with empathy and dedication. For him, INITIA Real Estate is more than just a brokerage; it’s a platform where agents can build their dreams, create lasting success, and feel genuinely supported every step of the way. Jonathan’s belief that real estate should be about helping people achieve their aspirations is what makes him so beloved across INITIA. His dedication to fostering success, growth, and fulfillment is not just what he does—it’s who he is.
OUR CULTURE
Discover our Culture Book!
It’s a glimpse into our values, community, and commitment to redefining Real Estate.