Fifteen years — and multiple Harvard degrees — later, he is persuading one of America’s most trusted consumer brands to put its name on a housing market where, by his own account, almost nobody trusts the numbers anymore. Boomers and older millennialsThe platform is built for two very different Americans converging on the housing market at the same moment. Liss offered “first-time sellers” — underbought millennials “bursting at the seams,” squeezed by high mortgage rates into starter homes they can no longer fit. The independence questionOn the industry fight consuming the housing market, Liss positions KBB as neutral. Whether the brand promise of independence survives a business model built on agent territory sales is one of the next riddles for the housing market to solve.