Century 21 Real Estate Alliance

What Century 21 Real Estate Alliance does

Century 21 Real Estate Alliance operates as Century 21 Masters, a DBA of Full Realty Services Inc., a privately held California corporation headquartered in Murrieta. It is the largest CENTURY 21 brokerage in California and ranks third globally among CENTURY 21 franchises by sales volume, with a network of more than 2,000 agents operating across 50-plus offices organized into seven regional clusters spanning from San Francisco to San Diego (Bay Area, Central Coast, Ventura-North LA, Greater Los Angeles, Inland Empire North, Inland Empire South/San Diego, and Monterey Bay). The company traces its origins to 1947 as Century 21 Hometown Realty on the Central Coast and now operates under franchise license from Century 21 Real Estate LLC.

The company provides residential brokerage services centered on buyer and seller representation, with additional offerings in relocation, commercial real estate, and luxury real estate (the CENTURY 21 Masters Luxury division, launched in Santa Barbara in July 2025). It operates an integrated vertical ecosystem of wholly-owned affiliates covering mortgage lending (21st Century Lending, licensed in 30-plus states), insurance (21st Century Coverage and Turbo Insurance Group), escrow (Diamond Valley, All Valley, and 21st Century Escrow), and property management. The technology layer consists of MLS integration (#241835), the brand-licensed CENTURY 21 Tracker mobile app, the third-party MoxiWorks agent productivity platform, a dedicated property search portal (search.c21masters.com), and a free home valuation tool. No AI/ML capabilities are documented in the source material.

The business model is commission-based: revenue is generated from transaction fees on residential and commercial real estate deals (industry-typical 2.5-6% of transaction value, split between broker and agent) supplemented by professional-services revenue from the affiliated mortgage, insurance, escrow, and property management entities. The go-to-market is sales-led through the in-house agent network, with a multi-channel marketing approach including digital property search, content marketing, email, community events, and agent-driven referrals. Distribution is anchored by physical regional offices and a 2,000-plus-agent field force.

Name

Century 21 Real Estate Alliance

Legal name

Full Realty Services Inc.

Website

https://c21realestate.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

101–250 employees

Short description

Century 21 Real Estate Alliance (DBA Century 21 Masters) is the largest CENTURY 21 brokerage in California, operating 50+ offices and 2,000+ agents statewide with integrated mortgage, insurance, escrow, and property management affiliates serving residential buyers and sellers.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (53121), Real Estate Property Managers (53131)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

akta.pro secondary industries

Commercial Real Estate Brokerage (Leasing & Sales) (FSAEAJAB), Multifamily Brokerage (BPAJABAD), Healthcare & Medical Office Brokerage (BPAJABAF)

Keywords

• Residential real estate brokerage
• Commercial property services
• Mortgage lending services
• Real estate relocation services
• Property management services

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Real Estate Commission: Traditional real estate brokerage commissions from buying and selling residential and commercial properties. Commissions are typically split between buyer and seller agents and the brokerage.
2. Related Services: Revenue from affiliated services including mortgage lending (21st Century Lending), insurance (Turbo Insurance Group/21st Century Coverage), escrow services, and property management.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Full-service California real estate brokerage providing residential and commercial property buying and selling representation, relocation assistance, and an integrated ecosystem of affiliated services including mortgage lending (21st Century Lending), insurance (21st Century Coverage), escrow, and property management. The brokerage operates through 50+ offices and 2,000+ licensed Realtors spanning the entire state of California from San Francisco to San Diego.

Product overview

CENTURY 21 Masters is a California real estate brokerage operating as a DBA of Full Realty Services Inc., serving as the largest CENTURY 21 brokerage in California. The company offers a comprehensive suite of real estate services centered around residential buying and selling, complemented by commercial real estate, relocation services, and affiliated offerings including mortgage lending (21st Century Lending), insurance (21st Century Coverage), and property management (21st Century Property Management). The brokerage operates digital platforms including a property search portal and free home analysis tool, with services spanning from San Francisco to San Diego across 50+ offices and over 2,000 Realtors. A luxury division, CENTURY 21 Masters Luxury, was launched in Santa Barbara in July 2025 to serve the high-end property market.

Differentiator

Problem solved

Functional benefit

Brands

• CENTURY 21 Masters Luxury: Luxury real estate division serving high-end property markets, located at 165 State Street, Santa Barbara, CA.
• 21st Century Lending
• 21st Century Coverage
• CENTURY 21 Masters Property Management

Products and services

• Buy A Home (Buyer Representation) Real estate buyer representation service guiding California home buyers through property search, negotiation, and closing, leveraging agent market expertise and MLS access across 2,000+ agents in the network.
• Sell Your Home (Seller Representation) Home selling service that applies marketing strategies, pricing analysis, MLS exposure, and transaction coordination to maximize value for California home sellers.
• Relocation Services Specialized relocation assistance for local, long-distance, international, and corporate moves to and within California, facilitating seamless transitions for clients.
• Commercial Real Estate Services Commercial property brokerage solutions for investors, businesses, and developers, covering acquisitions, dispositions, leasing, and investment analysis across California.
• 21st Century Lending (Mortgage Services) Affiliated mortgage and financing services licensed in 30+ states, providing residential, commercial, and manufactured home financing to brokerage clients.
• 21st Century Coverage (Insurance Services) Affiliated property and homeowner insurance services specializing in solutions for California homeowners, including coverage for high-risk areas, delivered through Turbo Insurance Group.
• Property Management Services Residential and commercial property management services, including rental management and tenant services for brokerage clients holding investment properties.
• CENTURY 21 Masters Property Search Platform Online self-service property search portal allowing consumers to browse listings across California served by the brokerage network, with home valuation and equity calculator tools.
• CENTURY 21 Masters Luxury Division Luxury real estate division providing premium services to high-net-worth buyers and sellers of premium properties, with its flagship office at 165 State Street, Santa Barbara, CA.
• Affiliated Escrow Services Escrow closing services provided through affiliated providers including Diamond Valley Escrow, All Valley Escrow, and 21st Century Escrow, supporting transaction closings.

Quantifiable outcome

• 296% growth rate (2023 Real Trends Game Changer)
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Century 21 Real Estate LLCcoreChannel Partner/ Reseller/ DistributorFranchise relationship with Century 21 brand. Full Realty Services Inc. operates as DBA CENTURY 21 Masters under franchise license. Provides brand identity, marketing resources, technology platforms (CENTURY 21 Tracker, MoxiWorks), training (CENTURY 21 University), and lead generation through the Century 21 franchise system.
• 21st Century LendingcoreStrategic or Co-development PartnerLicensed in 30+ states with expertise in residential, commercial, and manufactured home financing. Provides mortgage services to Century 21 Masters clients, offering pre-qualification and financing expertise as part of integrated real estate services.
• Turbo Insurance Group (21st Century Coverage)coreStrategic or Co-development PartnerProvides property and homeowner insurance services, specializing in solutions for California homeowners including high-risk areas. Integrated into company's service ecosystem for comprehensive real estate transactions.
• Diamond Valley Escrow, All Valley Escrow, 21st Century EscrowminorStrategic or Co-development PartnerAffiliated escrow service providers for transaction closing services. Part of the integrated service network supporting real estate transactions.
• 21st Century Property ManagementminorStrategic or Co-development PartnerProperty management services partner offering rental management and tenant services for clients holding investment properties.
• The CE ShopminorStrategic or Co-development PartnerEducation partner providing real estate pre-licensing education and exam prep study programs for agents seeking their real estate licenses.
• MoxiWorkscoreTechnology or IntegrationTechnology partner providing agent and consumer experience platform. Available to all C21 affiliated agents as part of the Century 21 technology ecosystem.
• Multiple Listing Services (MLS)coreTechnology or IntegrationMLS #241835. Property listing data sharing through Multiple Listing Services for comprehensive property search and listing capabilities across California markets.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Compass: Tech-enabled residential real estate brokerage operating in California and other major US markets. Direct competitor for agent recruitment, listings, and buyer-side services, with comparable luxury and residential segments.
• eXp Realty: Cloud-based virtual brokerage model with significant California agent count. Competes directly for agent recruitment globally and across California, with overlapping residential brokerage services.
• Coldwell Banker: Major national residential real estate franchise with strong California presence. Competes for the same agents, listings, and luxury/relocation clients as Century 21 Masters within California markets.
• RE/MAX: Large global real estate franchise with multiple offices across California. Direct competitor in residential brokerage, agent recruitment, and brand-driven consumer acquisition.
• Berkshire Hathaway HomeServices: Major national real estate franchise with significant California presence. Overlaps in residential, luxury, and relocation segments with comparable statewide distribution strategy.
• Sotheby's International Realty: Luxury-focused global real estate brand with strong California presence, particularly in coastal markets. Direct competitor in the luxury real estate segment following the launch of CENTURY 21 Masters Luxury.

Emerging players

• Redfin: Tech-enabled residential brokerage with significant California market share. Competes on listing inventory, lead generation, and consumer pricing/commission model, exerting margin pressure on traditional brokerages.

Regional players

• Douglas Elliman: Large residential brokerage with strong presence in luxury and coastal US markets. Comparable in luxury segment focus, particularly in California coastal markets, though primarily East Coast-based.

Broad incumbents

• HomeServices of America: Largest residential brokerage by transaction volume in the US, parent of multiple franchise brands. Operates a brokerage and integrated services model similar to Century 21 Masters' affiliated ecosystem.
• Anywhere Real Estate (formerly Realogy): Parent company of multiple major real estate franchise brands (Better Homes and Gardens, Coldwell Banker, Century 21, Sotheby's). Operates as the brand owner/competitor at the franchise system level via Century 21.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/century-21-realty-alliance

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Century 21 Real Estate Alliance