Changing Real Estate for the Better — The Cribbed Story

Heidi Laros is the CEO and Founder of Cribbed.

Cribbed was founded by Heidi Laros, a seasoned professional who came to real estate from a successful career in marketing research. After 15 years supporting leading brands across multiple industries, Heidi transitioned to real estate and quickly achieved top-tier success in competitive markets across Connecticut and Chicago’s North Shore. Her dedication to clients and forward-thinking approach quickly set her apart.

But the traditional commission model continued to nag at her. Heidi saw how much equity sellers were losing to agent fees — often for tasks they could manage themselves with the right tools. She recognized that modern buyers and sellers were capable of handling much of the process on their own, yet there was no professional, centralized platform that made that possible. Equally notable, there was no simple way for buyers to contact sellers directly.

Those insights sparked the idea for Cribbed — an entirely modern way to buy and sell a home. Designed to empower individuals on both sides of the transaction, Cribbed connects buyers and sellers directly, without agents or commissions, while preserving professionalism and presentation.

Cribbed offers everything homeowners need to succeed: high-quality marketing materials, professional photography, custom signage, and user-friendly tools that guide the entire process. Buyers benefit too—with the ability to message sellers directly, schedule tours, and explore listings without relying on an agent to open a door.

By eliminating unnecessary costs and middlemen, Cribbed helps users keep more of their home’s value — and use those savings toward the things that matter most, like education, investing, or a fresh start in a new place.

Through Cribbed, Heidi has reimagined the real estate experience: modern, efficient, empowering, and financially smarter — for everyone involved.

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