A group of Atlanta real estate veterans launched an independent luxury brokerage that aims to provide its agents more of a stake in the business and move from the traditional agent-consumer model to an advisor-client relationship. 

The Rezerve, which opened in November 2025, has since grown to 77 agents, or advisors, as they’re known, according to Teri Frye, who founded the Roswell-based firm with her husband Pete Frye and partners Becky Nguyen, Courtney Newton and Reid Casey. These 77 advisors shake out into 31 “brands,” which are similar to teams, even if they’re only one person.

The brokerage is founded on the principle, “Equity is the New Commission,” meaning every advisor holds a stake in the company. Instead of working toward their next closing, The Rezerve encourages its advisors to think in terms of building enterprise value. In other words, an eventual sale of the company sale is in the cards.

“Our focus is to put our agent-advisors at the center, and focus more on legacy, like mastering legacy and wealth and ownership,” Frye said. “We’re creating an exit strategy for agents because for a lot of agents who get into the business, you are the business, and you just count on just selling another home, and that’s not who we are. We want to help agents learn to invest, flip, hold. 

“For example, we bought our building, and we got our advisors who wanted to participate in it to all go in together,” Frye said, adding that the firm took possession of the building in August and is now renovating the downtown Roswell property.