Carlton
The Carlton Company is a privately held residential real estate brokerage in Arvada, Colorado, serving home buyers and sellers across the Denver metropolitan area through commission-based agent representation on a Real Geeks-powered IDX website platform.
- Company typePrivate
- Founded-
- HeadquartersArvada, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Carlton does
The Carlton Company is a privately held, single-metro residential real estate brokerage headquartered in Arvada, Colorado, that represents home buyers and sellers across the greater Denver metropolitan area. The firm is owned and operated by founder Carlton Edwards with a headcount reported at 1-10 employees, and serves communities including Arvada, Westminster, Thornton, Lakewood, Wheat Ridge, Denver, Golden, Broomfield, Louisville, Morrison, Lafayette, Northglenn, Boulder, and Castle Rock. Its core service lines are buyer representation, seller representation, and an online home-valuation (CMA) tool, delivered via a direct-to-consumer GTM model in which the website functions as both a self-serve IDX property search and a lead-capture layer that converts into agent-assisted transactions.
The brokerage's technology stack is built on the Real Geeks IDX website platform, which provides MLS-integrated property search, CRM, lead capture, and digital marketing capabilities, with add-on modules drawn from the broader FNF Real Estate Technologies ecosystem (SkySlope for transaction management, RealSatisfied for client reviews, Agent Pronto for agent matching, and HelloCondo for condo search). The website also embeds a third-party AI chat bot for consumer inquiries, with AI use explicitly disclosed in the site's Terms of Use. Revenue is generated entirely through transaction commissions — buyer-side and seller-side representation fees, typically 2.5-3% of sale price per side, plus cooperative commission retained on buyer-side deals. No pricing is publicly disclosed, no recurring fees or subscription tiers exist, and the firm has no disclosed funding, parent company, or franchise structure; it operates as an independent brokerage.
Carlton firmographics
Firmographics- Name
- Carlton
- Legal name
- The Carlton Company
- Website
- https://thecarltoncompany.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Carlton Company is a privately held residential real estate brokerage in Arvada, Colorado, serving home buyers and sellers across the Denver metropolitan area through commission-based agent representation on a Real Geeks-powered IDX website platform.
- Ownership category
- akta.pro rank
Carlton industry classification
Industry- Product category
- Residential Real Estate Brokerage
- NAICS
- Offices of Real Estate Agents and Brokers (53121)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)
- akta.pro secondary industry
- Buyer Representation Services (BPAJAAAJ)
Keywords
Where Carlton is headquartered
LocationHeadquarters
- HQ city
- Arvada
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Carlton business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Buyer Representation Commission: The company earns commission fees when representing home buyers in purchasing properties, typically a percentage of the sale price paid by the seller.
- Seller Representation Commission: The company earns commission fees when listing and selling homes for sellers, typically 2.5-3% of the sale price.
- Listing Fees from Other Brokerages: The company lists properties from other brokerages through MLS IDX and may charge listing fees or retain buyer-side commission when their agent brings a buyer.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Real estate transaction fees |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Carlton product offering
Product offeringCore offering
The Carlton Company is a residential real estate brokerage that represents home buyers and sellers across the Denver, Colorado metropolitan area, including Arvada, Westminster, Thornton, Lakewood, Wheat Ridge, Denver, Golden, Broomfield, Lafayette, Louisville, and Morrison. Its core services combine agent-led buyer and seller representation with an IDX-powered online property search, online home valuation (CMA) tool, and lead capture/CRM infrastructure provided by the Real Geeks platform. Transactions are facilitated by direct agent involvement, with additional partner tools such as SkySlope for transaction management.
Product overview
The Carlton Company operates as a residential real estate brokerage offering a unified service platform combining core brokerage services (home buying and selling) with technology-powered tools. The primary technology platform is Real Geeks, which provides IDX property search, lead generation, CRM, and marketing capabilities. Additional modules include SkySlope (transaction management), Agent Pronto (agent matching), RealSatisfied (client reviews), and HelloCondo (condo search), all part of the FNF Real Estate Technologies ecosystem backed by Fidelity National Financial. The company's core offering is property listings and real estate transaction services for the Denver, Colorado metro area.
Differentiator
Problem solved
Functional benefit
Products and services
- Property Listings and Search IDX-enabled residential property listings across Colorado communities including Arvada, Aurora, Boulder, Broomfield, Castle Rock, Denver, Golden, Lakewood, Lafayette, Louisville, Morrison, Northglenn, Thornton, Westminster, and Wheat Ridge, featuring single-family homes, condos, townhomes, and land.
- Home Buying Services Real estate buying assistance for residential buyers in the Denver metro area, including buyer representation, property search, offer preparation, negotiation, and closing support.
- Home Selling Services Real estate selling services for residential property owners in the Denver metro area, including seller representation, property valuation, listing preparation, marketing, and transaction management.
- What's Your Home Worth (CMA Tool) Online comparative market analysis (CMA) tool that allows users to estimate home values based on market data and comparable sales in the Denver metro area.
Companies that use Carlton
Customer profileSegments2 records
Ideal customer profiles2 records
Carlton technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
Carlton partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Real GeekscoreThe Carlton Company's website is powered by Real Geeks, a real estate technology platform providing IDX websites, CRM systems, lead generation, and marketing tools. Real Geeks is part of FNF Real Estate Technologies under Fidelity National Financial.
- FNF Real Estate Technologies (Fidelity National Financial)minorParent company of Real Geeks and related real estate technology brands including CINC, SkySlope, RealSatisfied, Agent Pronto, and HelloCondo. Provides technology infrastructure supporting the brokerage's operations.
- METROLIST/RECOLORADO (MLS)coreThe company displays MLS (Multiple Listing Service) property listings through the IDX data exchange program. METROLIST, INC. DBA RECOLORADO provides the real estate listing data displayed on the website.
- Various Brokerages and AgentsminorThe website displays listings from multiple real estate brokerages including Compass, RE/MAX, Coldwell Banker, Keller Williams, Berkshire Hathaway, HomeSmart, Equity Colorado, and others. These brokerages list properties through the MLS IDX system.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Carlton competitors and assessment
Company assessmentDirect peers
- Redfin: Tech-enabled residential brokerage with a Denver metro service area. Highly comparable to Carlton on IDX-driven buyer/seller experience and direct-to-consumer digital funnel.
Broad incumbents
- Coldwell Banker: Established national brokerage brand with Denver-area franchisees. Visible competitor in the same MLS data shown on Carlton's website, offering comparable residential representation services.
- HomeSmart: Tech-forward brokerage with a strong Colorado presence. Direct competitor on commission structure and tech-enabled service model, listed alongside Carlton in the same MLS feed.
- Compass: Large national tech-enabled brokerage that lists on the same Denver metro MLS. Compass is the principal large-scale competitor Carlton faces for agent recruitment and listing inventory in the Denver area.
- RE/MAX: Global franchise brokerage with strong Denver-metro agent presence. Directly comparable residential brokerage model and visible in the same MLS feed cited by Carlton's site.
- eXp Realty: Cloud-based brokerage with a large Denver-area agent roster. Competes for the same commission-based residential agents and offers a low-overhead alternative brokerage model.
- Keller Williams Realty: Largest US residential franchise by agent count, with substantial Denver metro operations. Competes head-to-head for buyer and seller representation in the same sub-markets Carlton serves.
- Berkshire Hathaway HomeServices: National franchise brokerage with Denver-metro affiliates. Competes directly for residential listings and buyer representation in the Arvada/Wheat Ridge/Westminster corridor Carlton targets.
Regional players
- Equity Colorado Real Estate: Regional Colorado-focused brokerage explicitly listed in the same MLS feed as Carlton. Closest local-market peer for Denver-metro residential buyer and seller representation.
Emerging players
- Opendoor: iBuyer and brokerage hybrid operating in Denver. Appears in Carlton's own listings as a competing selling office, indicating direct overlap on Denver-metro residential transactions.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights5 records
Customer concentration
Carlton social profiles
Digital presenceCarlton compliance and trust
Trust signalCompliance1 record
Carlton financial estimates
Financial estimateRevenue estimate
Valuation estimate
Carlton leadership team
Management profileNumber of profiles
Profiles1 record
Carlton funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Carlton M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Carlton
What does Carlton do?
The Carlton Company is a residential real estate brokerage that represents home buyers and sellers across the Denver, Colorado metropolitan area, including Arvada, Westminster, Thornton, Lakewood, Wheat Ridge, Denver, Golden, Broomfield, Lafayette, Louisville, and Morrison. Its core services combine agent-led buyer and seller representation with an IDX-powered online property search, online home valuation (CMA) tool, and lead capture/CRM infrastructure provided by the Real Geeks platform. Transactions are facilitated by direct agent involvement, with additional partner tools such as SkySlope for transaction management.
Is Carlton a public or private company?
Carlton is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Carlton founded?
Carlton was founded in -1. It employs 1 to 10 people.
Where is Carlton based?
Carlton is headquartered in Arvada, United States, in the North America region.
How does Carlton make money?
Three revenue lines are on record. Buyer Representation Commission is the primary driver. The others are seller Representation Commission and listing Fees from Other Brokerages.
Who are Carlton's main competitors?
Redfin is listed as a direct peer. Broad incumbents are Coldwell Banker, HomeSmart, Compass, RE/MAX, eXp Realty, Keller Williams Realty and Berkshire Hathaway HomeServices. Equity Colorado Real Estate is listed as a regional player. Opendoor is listed as an emerging player.
Does Carlton have an API?
No public API is recorded for Carlton.
What industry is Carlton in?
Carlton'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 BPAJAAAJ, Buyer Representation Services. Its NAICS code is 53121 and its SIC code is 6531.