When modernizing communities, probably no one is moving faster or thinking bigger than Brandon Barnum, CEO of HOA.com. Known as the “King of Referrals” and author of Raving Referrals, Brandon blends AI innovation with deep human connection to transform how homeowners, board members, and service pros interact.
In this powerful interview with M. Curtis McCoy, Brandon opens up about his mission to create “Unity Through Community,” the inner workings of HOA.com, and how referral marketing and technology are building stronger neighborhoods across the U.S.
Acquiring the Iconic Domain: HOA.com
HOA.com launched in the 1990s, and Brandon Barnum acquired the domain in 2020 after realizing TheHomeownerAlliance.com was too long for marketing. The team made a bold move, acquiring HOA.com and immediately turning it into a national platform to serve boards, homeowners, and real estate pros.
What Makes HOA.com Different?
Unlike legacy systems, HOA.com uses AI to streamline HOA operations:
- AI-powered inbound agents answer homeowner questions in real-time.
- Automation improves budgeting, vendor selection, ticketing, voting, and communication.
- Real estate pros use the platform to become Certified HOA Specialists, gaining influence and listings in top communities.
Unity Through Community: The Mission Behind the Brand
Brandon believes in restoring connection in a disconnected world. HOA.com hosts community events like kickball tournaments and park gatherings where people unplug and connect with neighbors.
“We’re creating a future where people know and care about their neighbors. We’re using tech to deepen human relationships—not replace them.”
Raving Referrals & Real Estate
Brandon’s referral systems were born from $500 million in mortgage transactions. He later built Refer.com, with over 5 million users. Now, that expertise powers HOA.com’s engine:
- Certified HOA Pros get verified and plugged into the network.
- Real estate agents receive step-by-step referral playbooks.
- Homeowners receive local recommendations from people they trust.
Karen and Joy: AI That Builds Trust
HOA.com introduces two AI personas:
- Joy: Your friendly concierge for services, events, and neighborhood info.
- Karen: Designed to flip the narrative, Karen accepts suggestions, improvements, and handles complaints gracefully.
These AIs improve:
- Board transparency
- Meeting automation
- Expense reporting
- Homeowner communication
Services That Simplify Life for Everyone
Whether setting up utilities for new movers or finding a trusted plumber, the concierge service does the work. Homeowners never pay for HOA.com—costs are covered by HOAs or Certified Pros.
Key features include:
- Home Safe Reports with property value, local events, and recommended pros
- Individual portals for each homeowner and board member
- Seamless communication and dues management
Trusted Network: Built by Reputation
Service pros must:
- Pass background and reputation checks
- Have at least 5 years in business
- Show capacity to take on new clients
Local agents invite many. HOA.com ensures only top performers serve each neighborhood.
Real Estate Agents: Win More Listings
HOA.com’s Certified HOA Specialist program helps agents:
- Master HOA processes
- Build trust with boards
- Host impactful community events
Agents who complete the 4-hour course receive an activation playbook that positions them as the go-to local expert.
Transparent Financial Model
HOA.com operates on a simple, accessible model:
- HOAs pay an average of $500/month
- Certified Pros pay $357/year
In return, HOAs cut their software costs in half and gain AI-driven tools that create operational efficiency.
Data Security & Customization
- A top-tier cybersecurity team secures all data.
- Boards keep their existing payment processors.
- Community managers can turn features on or off to fit local needs.
Expansion & Vision
- All 375,000 U.S. HOAs now have dedicated pages on HOA.com
- Full national rollout scheduled for August 2025
- Partnerships forming with RE/MAX, PODS, Thumbtack, Care.com, and more
Investor Opportunities
While HOA.com is privately held, a $20M raise is planned at a $100M valuation. All investors must be accredited.
SaaS Meets Real-World Relationships
Brandon calls it Community as a Service—delivering more than just software:
- Personal relationships
- Local influence
- Transparent operations
Final Thought: Unity Through Community
Brandon’s parting words? “Community means coming together as one. If your kids are playing outside, if you know your neighbors, if you’re supported by pros you trust—life’s just better. That’s the world we’re building at HOA.com.”