Looks like brokerages/franchises are going down the path instant offers in order to help their agents win more listings (as I guessed).
ERA is joining the mix (Inman coverage here) that includes Zillow, Redfin, Opendoor, Easyknock, and OfferPad (and others).
PS: I found the following video from September of 2016, so this concept has been in he works for a long time.
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