Meet the 33-year-old CEO betting on boomers chasing their grandkids—and millennials selling their first house

John Liss, CEO of True Footage, is leading the launch of Kelley Blue Book Homes to address a lack of trust in current housing market valuations. The platform targets two groups: retiring baby boomers who need to maximize equity for relocation near grandchildren, and millennials who are first-time sellers struggling with fitting into starter homes. True Footage's appraisal engine claims it can land a valuation within 3% of a home’s eventual sale price.