Giant real estate firm Keller Williams has launched its own iBuyer service to compete with the likes of Zillow Offers.

“Keller Offers” will go live next month, Keller Williams spokesperson Darryl Frost said in an email. The move was first reported by Marketwatch.

The new service will launch first in the Dallas/Fort Worth market, but will eventually roll out to between six and eight “major markets” by the end of 2019, Frost said. Keller Williams expects to deploy $100 million through Keller Offers in 2019.

“Unlike other iBuying experiences, with Keller Offers, consumers have a fiduciary (a Keller Williams real estate agent), serving them as a trusted advocate and working in their best interests while selling their home,” Frost said. “While we believe the addressable market for iBuyers represents less than 10 percent of the overall market, we do see this as an important additional option for KW agents to be able to offer their sellers. Our goal is to minimize the cost to the consumer.”