Edina Realty
Edina Realty is a residential real estate brokerage operating more than 2,000 Realtors across 60 offices in Minnesota, western Wisconsin, and South Dakota, offering integrated brokerage, mortgage, title, insurance, and relocation services to individual home buyers and sellers in the Upper Midwest.
- Company typePrivate
- Founded1955
- HeadquartersEdina, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Edina Realty does
Edina Realty is a residential real estate brokerage headquartered in Edina, Minnesota, operating as a wholly-owned subsidiary of HomeServices of America (itself a Berkshire Hathaway affiliate). The company runs a full-service, agent-led model with more than 2,000 Realtors across 60 offices in Minnesota, western Wisconsin, and — following the December 2021 acquisition of Hegg Realtors — South Dakota (Sioux Falls and Rapid City). Its core revenue is real estate brokerage commission, supplemented by integrated ancillary services: mortgage financing through affiliated Prosperity Home Mortgage, LLC; title insurance and closing through wholly-owned Edina Realty Title (the largest title company in Minnesota and western Wisconsin, with 600,000+ closings since 1986 and 19 closing locations); home insurance; and relocation services. Specialty verticals include Exceptional Properties (luxury homes above $1,000,000), Commercial Real Estate, Lakeshore, and New Construction.
The technology stack layers digital tools over the agent network rather than replacing it. Customer-facing products include MyAtlas (transaction milestone tracker), Secure Home Forms (online closing documentation), HomeDocs (archived document vault), and the Edina Realty Title Portal. Transaction-execution products include QuickBuy (immediate cash offers) and Zoom Casa. The company distributes through its website, iOS and Android mobile apps, and an active social media presence across Facebook, Twitter, LinkedIn, Instagram, Pinterest, and YouTube. In 2026, parent HomeServices of America launched Mae (Maestro), an AI-powered 'synth human' platform intended to unify the brokerage, mortgage, title, insurance, and escrow experience.
Edina Realty's go-to-market is hybrid: a sales-led, agent-driven distribution model anchored in 60 physical offices and reinforced by self-serve digital property search, content marketing, and email. Pricing is transaction-based (percentage-of-sale commission) with rates not publicly disclosed; the company markets differentiated outcomes — homes sold by Edina Realty reportedly sell 10% faster and for an average of $20,447 more than competitors, per 2025 MLS data from a 13-county metro area. Revenue concentration is inherently low because the customer base is individual home buyers, sellers, and refinancers distributed across the Upper Midwest. The company is privately held and does not disclose revenue.
Edina Realty firmographics
Firmographics- Name
- Edina Realty
- Legal name
- Edina Realty, Inc.
- Website
- https://edinarealty.com
- Company type
- Private
- Founded year
- 1955
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Edina Realty is a residential real estate brokerage operating more than 2,000 Realtors across 60 offices in Minnesota, western Wisconsin, and South Dakota, offering integrated brokerage, mortgage, title, insurance, and relocation services to individual home buyers and sellers in the Upper Midwest.
- Ownership category
- akta.pro rank
Edina Realty industry classification
Industry- Product category
- Residential Real Estate Brokerage
- NAICS
- Offices of Real Estate Agents and Brokers (5312), Offices of Real Estate Agents and Brokers (53121), Title Abstract and Settlement Offices (541191), Other Activities Related to Real Estate (53139)
- SIC
- Real Estate Agents & Managers (For Others) (6531), Real Estate (6500)
- akta.pro primary industry
- Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)
- akta.pro secondary industries
- Residential Real Estate Brokerage (Buy/Sell) (FSAEAJAA), Real Estate Investment Advisory (Acquisitions/Dispositions, Capital Allocation) (BPAJANAA)
Keywords
Where Edina Realty is headquartered
LocationHeadquarters
- HQ city
- Edina
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Edina Realty business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Real Estate Brokerage Commissions: Traditional real estate commission-based model for residential and commercial property transactions. The company earns commissions on home sales through its network of agents.
- Title and Closing Services: Edina Realty Title provides title insurance, closing services, and escrow. The company has completed over 600,000 closings and operates 19 title locations serving Minnesota and western Wisconsin.
- Mortgage Services: Mortgage financing services provided through affiliated company Prosperity Home Mortgage, LLC
- Home Insurance: Home insurance coverage services offered as part of the integrated real estate services ecosystem
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Full-service real estate brokerage with integrated mortgage, title, insurance, and relocation services |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Edina Realty product offering
Product offeringCore offering
Edina Realty is a full-service residential real estate brokerage operating a network of more than 2,000 Realtors across 60 offices in Minnesota, western Wisconsin, and South Dakota. The company provides integrated homeownership services that combine real estate brokerage with affiliated offerings in mortgage financing (Prosperity Home Mortgage), title and closing (Edina Realty Title), home insurance, and relocation assistance, supported by proprietary digital tools such as MyAtlas.
Product overview
Edina Realty is a full-service residential real estate brokerage offering a platform-plus-services model. The core offering is residential brokerage services across Minnesota and western Wisconsin, supported by integrated ancillary services including mortgage financing (Prosperity Home Mortgage), title services (Edina Realty Title), home insurance, and relocation services. Key digital products include MyAtlas™ (transaction tracking), QuickBuy® (immediate home offers), and Zoom Casa. The company also operates commercial real estate services, Exceptional Properties (luxury homes), and lakeshore/lake home specialists. The company is a subsidiary of HomeServices of America, a Berkshire Hathaway affiliate.
Differentiator
Problem solved
Functional benefit
Brands
- Edina Realty Title: Title insurance and closing services, the largest title company in Minnesota and western Wisconsin
- MyAtlas
- Exceptional Properties
- QuickBuy
- Zoom Casa
Products and services
- Residential Real Estate Brokerage Full-service residential real estate representation for buyers and sellers of homes across Minnesota, western Wisconsin, and South Dakota, executed by a network of more than 2,000 Realtors across 60 offices.
- Edina Realty Title Title insurance, escrow, and closing services for residential real estate transactions, operated through 19 title locations serving Minnesota and western Wisconsin.
- Mortgage Services Mortgage financing services for home buyers, provided through affiliated company Prosperity Home Mortgage, LLC, which is licensed in multiple states.
- Home Insurance Homeowners insurance coverage services offered as part of Edina Realty's integrated homeownership services ecosystem.
- Relocation Services Relocation assistance for individuals relocating for work or making a fresh start, provided as part of Edina Realty's integrated services offering.
- Commercial Real Estate Services Commercial real estate brokerage services covering offices, hospitality, retail, industrial, mixed use, multi-family, special purpose, land, and tenant representation in Minnesota and western Wisconsin.
- Exceptional Properties Luxury and upper-bracket real estate services for homes priced above $1,000,000 in Minnesota and western Wisconsin, including lakefront and high-end properties.
- QuickBuy Service that enables homeowners to receive an immediate purchase offer for their home from Edina Realty, providing a fast sale alternative.
- Zoom Casa Real estate service offering listed on Edina Realty's services page.
- Mae (Maestro) AI Agent AI-powered 'synth human' platform designed to help homebuyers, sellers, and agents navigate the residential real estate process, positioned as a bridge between consumer search and agent assistance.
Quantifiable outcome
- Homes sell for $20,447 more on average than competitors' average
- +1 more outcomes
Companies that use Edina Realty
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Edina Realty technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature4 records
Edina Realty partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship and core.
- HomeServices of AmericaflagshipHomeServices of America, a subsidiary of Berkshire Hathaway, is the parent company of Edina Realty. The acquisition of Hegg Realtors was completed through Edina Realty as a subsidiary of HomeServices of America, marking the company's first significant presence in South Dakota.
- University of MinnesotacoreEdina Realty Title partnered with the University of Minnesota and other community stakeholders to create the Just Deeds Project, which was founded to discharge discriminatory title covenants and educate the public about racial covenants placed on properties.
- Prosperity Home Mortgage, LLCcoreProsperity Home Mortgage, LLC is an affiliated mortgage company that provides first mortgage products for Edina Realty customers. The company is licensed in multiple states and provides mortgage financing services as part of the integrated real estate experience.
- Hegg RealtorscoreEdina Realty acquired Hegg Realtors, the largest brokerage in South Dakota by sales volume, on December 31, 2021. The acquisition included over 200 agents and offices in Sioux Falls and Rapid City, generating $1.22 billion in sales volume in 2021.
Scale indicators9 records
Recent moves7 records
Expansion highlights6 records
Edina Realty competitors and assessment
Company assessmentBroad incumbents
- Berkshire Hathaway HomeServices: National parent-affiliated brokerage network under Berkshire Hathaway. Directly comparable as Edina Realty's sister brand within HomeServices of America, sharing parent backing, integrated services, and agent-network economics across a wider U.S. footprint.
Direct peers
- Coldwell Banker: National residential real estate franchise with a strong agent network and integrated mortgage/title offerings. Directly comparable to Edina Realty as a full-service brokerage competing for the same agents and consumers, with overlapping Minnesota/Wisconsin presence.
- RE/MAX: Large global residential real estate franchise with a high-agent-count, commission-based model. Directly comparable to Edina Realty's 2,000+ agent network, regional concentration, and franchise-style agent economics in the U.S. Midwest.
- Century 21: Global residential real estate franchise with a comparable agent-network and integrated services model. Competes head-to-head with Edina Realty for mid-market home buyers and sellers in secondary U.S. metros including the Upper Midwest.
- Keller Williams Realty: Largest U.S. residential real estate franchise by agent count, with a heavy focus on agent training, technology, and integrated services. Closely comparable to Edina Realty's agent-centric, technology-enabled model and competing for top-producing agents in the Midwest.
- Compass: Tech-forward national residential brokerage with premium marketing and high agent splits. Comparable to Edina Realty as a competitor for experienced agents and luxury listings, and increasingly relevant in the Minneapolis and Wisconsin luxury segments.
- eXp Realty: Cloud-based residential brokerage with equity-incentivized agent model. Directly comparable to Edina Realty as a competing model for agent recruitment and retention, and operates across all U.S. states including Minnesota and Wisconsin.
- Redfin: Tech-enabled residential brokerage with salaried agents and a consumer-facing digital platform. Comparable to Edina Realty as a competing brokerage model in the Minneapolis market, particularly for tech-savvy consumers and lower-commission positioning.
Emerging players
- HomeSmart: Fast-growing residential brokerage with a technology platform and competitive agent splits. Comparable to Edina Realty as a competitor in agent recruitment and a peer in the broader full-service brokerage category, though with less Midwest penetration.
Regional players
- Edina Realty Title competitors (e.g., TitleSmart, Abstract & Title Guarantee): Regional title and closing companies operating in Minnesota and western Wisconsin. Comparable to Edina Realty Title as direct competitors in the same regional closing services market, where Edina Realty claims the #1 position with 600,000+ lifetime closings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Edina Realty social profiles
Digital presenceEdina Realty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Edina Realty leadership team
Management profileNumber of profiles
Profiles2 records
Edina Realty subsidiaries and ownership
Company hierarchySubsidiaries1 record
Edina Realty funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Edina Realty M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Edina Realty
What does Edina Realty do?
Edina Realty is a full-service residential real estate brokerage operating a network of more than 2,000 Realtors across 60 offices in Minnesota, western Wisconsin, and South Dakota. The company provides integrated homeownership services that combine real estate brokerage with affiliated offerings in mortgage financing (Prosperity Home Mortgage), title and closing (Edina Realty Title), home insurance, and relocation assistance, supported by proprietary digital tools such as MyAtlas.
Is Edina Realty a public or private company?
Edina Realty is a private company. It is classified as corporate owned and is currently operating.
When was Edina Realty founded?
Edina Realty was founded in 1955. It employs 251 to 500 people.
Where is Edina Realty based?
Edina Realty is headquartered in Edina, United States, in the North America region.
How does Edina Realty make money?
Four revenue lines are on record. Real Estate Brokerage Commissions are the primary driver. The others are title and Closing Services, mortgage Services and home Insurance.
Who are Edina Realty's main competitors?
Berkshire Hathaway HomeServices is listed as a broad incumbent. Direct peers are Coldwell Banker, RE/MAX, Century 21, Keller Williams Realty, Compass, eXp Realty and Redfin. HomeSmart is listed as an emerging player. Edina Realty Title competitors (e.g., TitleSmart, Abstract & Title Guarantee) is listed as a regional player.
Does Edina Realty have an API?
No public API is recorded for Edina Realty.
What industry is Edina Realty in?
Edina Realty's product category is Residential Real Estate Brokerage. Its primary akta.pro industry code is BPAJAAAA, Traditional Residential Brokerage (Existing Homes), with a secondary code of FSAEAJAA, Residential Real Estate Brokerage (Buy/Sell). Its NAICS code is 5312 and its SIC code is 6531.