What WAV Group does

WAV Group is a privately held real estate consulting firm that provides strategic, operational, and technology advisory services to MLSs, brokerages, real estate associations, and technology companies serving the residential real estate industry. Its service portfolio spans strategic planning, mergers and acquisitions advisory (with 800+ transactions and over $1.5 billion in cumulative transaction value), technology evaluation and selection, association and MLS management, executive recruiting, marketing services, research and surveys, and public relations. The firm also operates the annual Customer Experience Index (CXI), which benchmarks satisfaction across approximately 250,000 real estate professionals and produces the BEST MLS Awards.

The firm's underlying technology and intellectual property are advisory-grade rather than product-grade: proprietary frameworks include a two-phase AI Readiness Assessment, the Commission Analysis Prediction (CAP) tool supporting its Commission Revenue Optimization service, and a 1.4 million-record PR media database. It publishes the weekly Real AI newsletter and produces whitepapers (Agentic AI 36-Month, Listing IPO, 50 Percent Test), and partners have authored published books including the Amazon No. 3 bestseller 'The REAL AI Guide' (featured in the NAR Realtor Store) and 'Acquiring More Profit.' The CXI survey and AI Readiness Assessment represent the most data-intensive assets, while products such as the 'Acquiring More Profit' online course on Thinkific and the WAVes of Change quarterly webinar subscription add recurring revenue.

WAV Group makes money primarily through professional services engagements (quote-based strategic consulting, multi-year advisory retainers), supplemented by speaking fees, book and digital product sales ($40-$120 one-time, plus online course subscription), subscription-based webinars, and PR distribution services. Its go-to-market is sales-led and event-driven, leveraging direct enterprise engagement, conference speaking at NAR, AEI, Council of MLS, and Inman Connect events, and thought leadership content marketing. The customer base is enterprise-focused (MLSs, brokerages, associations) with an emerging lower-value individual agent/broker segment reached through AI education and book sales. There is no disclosed funding, no parent company, and no subsidiary structure; ownership is concentrated among managing partners Marilyn Wilson Lund and Victor Lund, with a bench of division presidents covering M&A, technology, marketing, PR, and web3.

Name

WAV Group

Legal name

WAV Group

Website

https://wavgroup.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

WAV Group is a privately held real estate consulting firm offering strategic planning, M&A advisory, technology, marketing, research, recruiting, and AI readiness services to MLSs, brokerages, associations, and real estate technology companies across North America.

Ownership category

akta.pro rank

Product category

Real Estate Consulting Services

NAICS

Management Consulting Services (54161), Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Strategic Partnerships, Alliances & JVs Advisory (BPAHADAI)

akta.pro secondary industry

Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)

Keywords

• Real estate consulting
• M&A advisory
• Strategic planning
• MLS management
• Technology consulting

Headquarters

HQ city

Arroyo Grande

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Consulting Services: Core revenue from professional consulting engagements including strategic planning, M&A advisory, technology services, marketing services, research and surveys, executive recruiting, and association/MLS management services. These are typically project-based or retainer engagements with real estate organizations.
2. Speaking and Training Services: Revenue from event speaking engagements and education programs including AI education workshops, M&A masterclasses, and the REAL AI 7-Day Challenge program.
3. Book Sales and Online Courses: Sales of 'Acquiring More Profit' book ($40 PDF), Implementation System ($100), and Package ($120), plus online course delivery through Thinkific platform.
4. Research and Survey Services: Custom survey creation and execution, focus groups, and PRO Research services for understanding member, agent, or consumer audiences.
5. PR and Communications Services: Strategic PR and communications planning, media audits, crisis communications management, and press release distribution services.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

WAV Group is a real estate industry consulting firm delivering advisory services including strategic planning, mergers and acquisitions advisory, technology consulting, association and MLS management, marketing, executive recruiting, research and surveys, and public relations to brokerages, MLSs, real estate associations, and real estate technology companies. The firm also produces publications such as the 'Acquiring More Profit' book and online M&A course, the 'REAL AI Guide' book and Real AI newsletter, and operates the annual Customer Experience Index (CXI) industry benchmark and WAVes of Change quarterly webinar series.

Product overview

WAV Group is a real estate consulting firm offering a comprehensive portfolio of advisory services rather than a unified software product. The service portfolio includes AI Readiness Assessment (two-phase organizational AI evaluation), Association and MLS Management Services, CEO Performance Reviews, Commission Revenue Optimization with CAP and AI tools, and the Customer Experience Index (annual benchmarking survey program with ~250,000 participants and BEST MLS Awards). M&A Advisory services include company valuation, transaction advisory, and deal strategy with over $1.5 billion in completed transactions. Additional services encompass Strategic Planning (Agile methodology), Technology Services (MLS and brokerage system reviews), Marketing Services, Research & Surveys, Recruiting, WAVes of Change (quarterly webinar series), WAV Group Communications (PR with 1.4M media database), WEB3 Services, Vendor Contract Analysis, Event Speakers, and Executive Education. Publications include 'The REAL AI Guide' (bestseller featured in Realtor Store) and 'Acquiring More Profit' (M&A guide with corresponding online course). The company also publishes the Real AI Newsletter by Kevin Hawkins as a weekly industry resource.

Differentiator

Problem solved

Functional benefit

Brands

• The REAL AI Guide: A bestselling book by Kevin Hawkins aimed at helping real estate agents use AI to save time and improve efficiency. Featured in the Realtor Store.
• Customer Experience Index (CXI)
• WAVes of Change

Products and services

• AI Readiness Assessment Two-phase engagement evaluating where AI can drive revenue, reduce costs, and improve experience in real estate organizations before capital, credibility, or compliance are put at risk. Delivered to real estate organizations seeking to operationalize AI.
• Association and MLS Management Services Expert management services including financial management, billing and collections, marketing and communications, business development, rules and policy development, and training for MLSs and real estate associations.
• CEO Performance Reviews Structured, independent performance review process for MLS and association executives including 360-degree visibility, measurable KPIs, and data-grounded compensation decisions.
• Commission Revenue Optimization (CRO) Data-driven commission analysis service using Commission Analysis Prediction (CAP) and AI tools to analyze, refine, and optimize commission plans for brokerages to enhance profitability and agent retention.
• Customer Experience Index (CXI) Annual industry survey program for MLS organizations benchmarking seven key performance indicators (Overall, Training, Data Quality, Business Generation, Customer Service, Technology, Responsiveness) with approximately 250,000 real estate professionals represented each year. Includes BEST MLS Awards.
• Strategic Planning Services Agile Strategic Planning process helping real estate organizations uncover major opportunities and execute action plans to achieve objectives, comparing the organization relative to broader market trends.
• Mergers & Acquisitions Advisory Full-service M&A advisory including company valuation, transaction advisory, and deal strategy for brokerage, MLS, and association consolidation. Team has participated in over 800 M&A transactions totaling over $1.5 billion.
• Technology Services Technology consulting for MLSs and associations including system reviews and selection, contract negotiations, system conversions, implementation management, product review, gap analysis, user interface reviews, and product roadmap development.
• Marketing Services Full-service marketing including consulting, marketing plans, website creation, landing pages, blogs, email campaigns, direct mail, sales planning, channel development, copywriting, webinars, videography, pay-per-click campaigns, creative design, and product planning.
• Research & Surveys Custom survey design and execution, focus groups, and PRO Research services to understand target audiences including members, agents, or consumers for real estate organizations.
• Recruiting for Real Estate Executive recruiting and succession advisory services for boards and leadership teams, specializing in C-suite and senior leadership placements using relationship-driven approach through WAV Group's professional network.
• WAVes of Change Quarterly live webinar series for MLS and association professionals providing access to industry leader Marilyn Wilson with recaps from four major industry events annually (AEI, REALTORS Conference, Council of MLSs).
• WAV Group Communications Public relations and communications services including press release distribution, strategic PR plans, media audits, reviews, crisis communications management, and content creation with database of 1.4 million searchable records including 450,000 media contacts.
• WEB3 Services Education, strategy, and implementation services for web3 opportunities including NFT strategy, digital real estate, blockchain technology, and metaverse applications for real estate organizations.
• Vendor Contract Analysis Leadership-level strategic assessment of vendor contracts to surface hidden risks, economic exposure, and data control issues including pricing terms, data rights, renewal clauses, and change-of-control provisions.
• Event Speakers Speaking services for industry events with topics including AI education, MLS independence, M&A, marketing, technology optimization, and recruiting strategies delivered by WAV Group partners.
• Acquiring More Profit Comprehensive guide to successful mergers and acquisitions in real estate by George Slusser and Victor Lund, covering the complete M&A process from acquisition strategy to closing and beyond. Sold for $40 PDF, $100 Implementation System, and $120 Package.
• Acquiring More Profit Online Course Online course by Victor Lund and George Slusser featuring over 7 hours of video instruction, digital copies of the book, and Implementation System for learning real estate M&A transactions. Delivered through Thinkific platform.
• The REAL AI Guide for Real Estate Agents Bestselling 100-page practical guide by Kevin Hawkins offering AI techniques and prompts tailored for real estate agents, featured in the Realtor Store.
• Real AI Newsletter Weekly newsletter by Kevin Hawkins covering artificial intelligence developments relevant to the real estate industry, including practical applications, tool reviews, and AI strategy for agents and brokers.

Quantifiable outcome

• 60% faster recruitment cycles through year-round agent marketing
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• NorthstarMLScoreStrategic or Co-development Partner · 12 June 2026NorthstarMLS, REcore, and WAV Group collaborating on Project NexusRE to help MLSs navigate AI governance, data protection, and innovation through trusted infrastructure.
• REcorecoreStrategic or Co-development Partner · 12 June 2026REcore partnering with NorthstarMLS and WAV Group on Project NexusRE to create industry-owned AI infrastructure for MLS organizations.
• Mountain Lakes Board of REALTORS (MLBOR)coreStrategic or Co-development Partner · 21 October 2025MLBOR joined Hive MLS cooperative, expanding Hive's presence into North Carolina, Georgia, and Tennessee while allowing MLBOR to retain its local identity while benefiting from Hive's shared systems and infrastructure.
• Los Angeles Kings / Crypto.comminorGTM or Marketing Partner · 13 May 2022WAV Group's Nelson Diaz collaborated with LA Kings on NFT drop through partnership with Crypto.com. Diaz consulted on strategy and partnership with Project Midas produced the art.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Others

• Leading Real Estate Companies of the World: LeadingRE is a global network of real estate brokerages that provides member services including technology, marketing, and operational support — a network/ecosystem player whose members overlap with WAV Group's franchise and brokerage advisory clients.
• Delta Media Group: Delta Media Group is a real estate technology vendor providing websites, CRM, and marketing automation for brokerages and MLSs — an enabling technology partner ecosystem member whose products intersect with WAV Group's technology consulting practice.
• The CE Shop: The CE Shop is a real estate education and training provider offering licensing, continuing education, and professional development to agents and brokers — an adjacent education provider whose offerings complement WAV Group's AI education and training services.
• MoxiWorks: MoxiWorks is a real estate technology platform providing brokerage operating systems, CRM, and marketing tools — an adjacent enabling technology provider whose products are often the subject of WAV Group's technology selection and consulting engagements.

Broad incumbents

• Inman: Inman is a real estate news, events, and education platform serving brokers, agents, and MLSs with industry intelligence, conferences, and consulting-adjacent content — a broader incumbent that overlaps with WAV Group's thought leadership and event-speaking presence.
• RISMedia: RISMedia is a real estate news and education publisher covering industry trends, leadership, and strategy for brokers and MLSs — a broader incumbent with adjacent content, events, and research offerings that intersect with WAV Group's thought leadership channels.
• HousingWire: HousingWire is a media and events company covering the U.S. housing economy, including real estate, mortgage, and technology — a broader incumbent that overlaps with WAV Group's industry research, events, and thought leadership positioning.

Direct peers

• T3 Sixty: T3 Sixty is a leading real estate industry management consulting and research firm providing strategic advisory, mergers and acquisitions, and technology consulting to MLSs, brokerages, and associations — directly overlapping WAV Group's core service lines and target customer base.
• 1000watt Consulting: 1000watt is a marketing and brand consultancy focused exclusively on residential real estate, providing strategy, content, and lead generation services to brokerages, franchises, and technology companies — closely aligned with WAV Group's marketing and communications practice.

Emerging players

• RealTrends: RealTrends is a real estate research, rankings, and consulting firm providing market intelligence, transaction data, and advisory to brokerages and franchises — a comparable niche player with overlapping research and benchmarking capabilities but a narrower service portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wav-group
• Facebookfacebook.com/wavgroup
• Xx.com/wavgroupinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments3 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WAV Group