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that it s such a new concept? yeah. it definitely some people who are hesitant about it because they re like, what is the cash reporter: homeward ceo said his business model involves calculated risk with cash as the lore for customers. the company s strategy to consolidate the various aspects of home buying into one-stop-shop. we know when you come in and say, hey, i can close in five days there s no contingencies with the offer. it s all cash. when you sign the contract, you can be 100% guaranteed it ll go to the closing table. we know your negotiating power goes up in those situations reporter: of course the service isn t free homeward charges a 1 premium to take on the added risk for kyle, that meant $2,600 after a year of rejected bids, the next one he made was accepted. i absolutely would say it was worth it. i mean, because i m standing here now or sitting here now with you and i m absolutely happy. reporter: there s no place like home especially when it s yours. sam

Business modelCash reporterClosing tableHome buyingKyle donnellNegotiating powerIsn tNbc newsSam brockTheres no place like home