What The Realty Alliance does

The Realty Alliance (TRA) is a private, member-funded, invitation-based membership organization serving executives and senior leaders of large, full-service real estate brokerages across North America. Its stated membership exceeds 50 firms, spanning brands such as Howard Hanna, Coldwell Banker D'Ann Harper, BHHS, Sotheby's International (e.g., John R. Wood Christie's International Real Estate), Baird & Warner, William Raveis, Windermere, ARC Realty, F.C. Tucker Company, The Select Group of Real Estate Companies, Royal LePage (Canada), and NP Dodge Real Estate (which traces its operation to 170 years). The organization is governed by a board drawn from member firms and is led by President/CEO Craig Cheatham and Chairman Phil Soper, with Matt Rand serving as Secretary/Treasurer.

The core offerings are not software products but a curated peer network organized around five pillars: (1) Forums, in-person, in-depth, twice-yearly idea-sharing sessions among principals; (2) Resources, comprising year-round webinars, online discussions organized by role, polls and surveys, plus economic and technology trend intelligence; (3) a Member Discounts Program, a vendor-negotiation layer delivering negotiated pricing on Office Depot (2,000+ products, up to 6% rebates, free shipping), HP (up to 35% off PCs and printers), TrueCar (~$3,402 average savings per vehicle), Sherwin-Williams (special pricing on paints and coatings), Hotelogical (up to 70% off hotels), Priceline (up to 25% off select hotels), Batteries+Bulbs, Dental Plans, gift vendors, and others; (4) Events and conferences; and (5) Recruiting support and guidance for member firms. Specialty groups extend the network into CFOs, HR, CIOs, marketing, recruiting, training, and affiliated business leaders in title, insurance, property management, mortgage, and commercial operations. No proprietary technology platform, AI/ML capability, API, or SDK is described; the technology footprint is the public website and member-facing webinar/discussion infrastructure.

Revenue derives from a single stream: annual membership dues, structured so that a single dues payment covers every person in each member firm, including independent contractors. Pricing is not publicly disclosed and is negotiated individually based on firm size and scope, consistent with a recurring subscription B2B enterprise model with implicit tiering. The organization operates with a very lean team (1-10 employees), reflecting its reliance on member-firm principals to staff Forums, specialty groups, and the board rather than on internal headcount. Geographic footprint spans the United States and Canada via member firms in most major markets on the continent. Indirect ecosystem presence includes affiliations with Broker Public Portal, FairMLS.org, and FairDisplay.org, which appear as linked resources rather than TRA-controlled entities.

Name

The Realty Alliance

Legal name

The Realty Alliance

Website

https://therealtyalliance.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Realty Alliance is a private North American membership organization serving 50+ elite real estate brokerage firms, offering peer Forums, vendor discounts, recruiting support, and specialty groups for executives and operating leaders.

Ownership category

akta.pro rank

Product category

Real Estate Brokerage Network

SIC

Services-Membership Organizations (8600), Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

Keywords

• Real estate network
• Brokerage membership
• Industry benchmarking
• Vendor discount program
• Peer collaboration

Headquarters

HQ city

Colorado Springs

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: TRA generates revenue through membership dues from its broker firm members. The dues cover all resources for everyone in each member company under a single dues amount, including specialty groups for CFOs, HR, CIOs, marketing, recruiting, training, and affiliated business leaders in title, insurance, property management, mortgage, and commercial.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

The Realty Alliance is a membership-based peer network serving executives and principals of North America's largest full-service real estate brokerage firms. It delivers value through twice-yearly in-person Forums for confidential benchmarking and idea exchange, ongoing webinars and industry intelligence resources, a Member Discounts Program that negotiates vendor pricing on behalf of members, recruiting support, and specialty groups for CFOs, HR, CIOs, marketing, training, and affiliated business leaders.

Product overview

The Realty Alliance is a membership organization for leaders of large, full-service real estate brokerages. It is not a software product but rather a peer network offering Forums (in-person idea-sharing sessions), Resources (webinars and industry intelligence), a Member Discounts Program (vendor-negotiated pricing), Events, and Recruiting support. The organization connects executives from North America's top brokerage firms to share best practices, benchmark performance, and access economies of scale through collective vendor negotiations.

Differentiator

Problem solved

Functional benefit

Products and services

• Forums
• Resources
• Member Discounts Program
• Events
• Recruiting Support

Named customers13 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• Office DepotcoreGTM or Marketing PartnerTRA members receive discounts on more than 2,000 Office Depot products and services, earn up to 6% in rebates, and receive free shipping through the partnership.
• HPcoreGTM or Marketing PartnerTRA members save up to 35% on personal computers and printers through HP's discount program.
• TrueCarcoreGTM or Marketing PartnerTRA members save an average of $3,402 off new vehicles through TrueCar's auto buying service.
• Sherwin-WilliamscoreGTM or Marketing PartnerTRA members receive special pricing on paints, stains, industrial coatings, and supplies from Sherwin-Williams.
• TRIDIMminorGTM or Marketing PartnerTRA members get up to 50% off HVAC filter products through TRIDIM.
• TIREBUYERminorGTM or Marketing PartnerTRA members save 9% on tires with free shipping to a local tire installer.
• HotelogicalcoreGTM or Marketing PartnerTRA members get up to 70% off hotels and resorts worldwide.
• PricelinecoreGTM or Marketing PartnerTRA members receive up to 25% off at select hotels through Priceline.
• 1-800-FlowersminorGTM or Marketing PartnerTRA members get 20% off flowers and gift baskets.
• Cheryl's CookiesminorGTM or Marketing PartnerTRA members get 20% off cookies and other desserts.
• Harry & DavidminorGTM or Marketing PartnerTRA members get 20% off delivered gifts for any occasion.
• Omaha SteaksminorGTM or Marketing PartnerTRA members save 10% on anything on the website and receive free shipping unavailable to non-members.
• Simply ChocolateminorGTM or Marketing PartnerTRA members get 20% off chocolate gifts.
• Batteries+BulbsminorGTM or Marketing PartnerTRA members can save up to 73% on batteries, light bulbs, and device repair.
• Dental PlansminorGTM or Marketing PartnerTRA members save up to 60% off dental procedures through an annual dental savings plan.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sotheby's International Realty: Sotheby's International Realty affiliates are TRA members; the brand itself (under Anywhere Real Estate) operates a global luxury franchise network. Comparable as a competing affiliation/affinity network serving high-end independent brokerages with brand, marketing, and referral services.
• Compass: Compass is a large national brokerage and technology platform that competes for elite agents and listings. While not a network like TRA, Compass targets the same high-producing brokerages and agent talent that TRA's member firms depend on, shaping the competitive landscape TRA members navigate.
• Coldwell Banker Real Estate: Coldwell Banker affiliates (e.g., Coldwell Banker D'Ann Harper) are TRA members, while Coldwell Banker as a brand is a large franchisor under Anywhere Real Estate. Comparable as a major brand competing for elite independent brokerage affiliation and offering scaled services.
• Anywhere Real Estate (formerly Realogy): Anywhere is the franchisor of Coldwell Banker, BHHS, Sotheby's International Realty, Century 21, and ERA — many of whose affiliates are TRA members. Comparable as a broader incumbent competing for the same independent brokerage affiliation wallet with brand, technology, and lead-generation services.
• Better Homes and Gardens Real Estate (BHHS): BHHS is both a TRA member brand and a franchisor under Anywhere Real Estate (formerly Realogy). Comparable as a large franchise network serving independent brokerages with affiliation, marketing, and technology services — overlapping with TRA's member offering at the affiliate level.

Others

• National Association of REALTORS (NAR): NAR is the largest U.S. trade association for real estate professionals. While not a direct competitor (NAR serves individual agents; TRA serves brokerage principals), NAR competes for the industry's collective attention, dues, and lobbying/advocacy focus.
• REAL Trends: REAL Trends is a real estate industry research, media, and consulting firm that ranks top brokerages and produces industry intelligence. Adjacent peer serving many of the same elite brokerage principals with benchmarking and thought leadership — overlapping with TRA's Resources product.

Direct peers

• Leading Real Estate Companies of the World: LeadingRE is the closest direct peer — an invitation-only network of independent real estate firms (including Luxury Portfolio International for luxury). Competes head-to-head with TRA for elite independent brokerage memberships, Forum-style gatherings, and vendor discount programs. Same customer, same business model, same geography.
• William Raveis Real Estate, Mortgage & Insurance: William Raveis is a TRA member and large Northeast independent brokerage combining real estate, mortgage, and insurance. Comparable as a representative elite TRA member firm of the size and integrated-services profile TRA is designed to serve.
• Howard Hanna Real Estate Services: Howard Hanna is both a TRA member and the largest privately held U.S. brokerage (107,000 transactions, ~$40B volume in 2025). Comparable as a flagship TRA member illustrating the type of mega-firm TRA aggregates; also comparable as an independent brokerage that could conceivably leave TRA for direct vendor leverage.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/RealtyAlliance
• Facebookfacebook.com/TheRealtyAlliance-209830298771
• LinkedInlinkedin.com/company/the-realty-alliance

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 The Realty Alliance