Sterling Real Estate Group

What Sterling Real Estate Group does

Sterling Real Estate Group is a privately held, locally owned independent real estate brokerage founded in 1998 and headquartered in Ballston Spa, NY. The firm operates across New York's Capital Region, with dispersed agents spanning from Glens Falls to Saratoga Springs and from Ballston Spa to East Greenbush. Its two operating pillars are residential resale brokerage (existing homes across Ballston Spa, Clifton Park, Colonie, Saratoga Springs, Malta, Wilton, Milton, and Albany) and a specialized new construction division representing 11 distinct branded communities with six regional builder partners including McPadden Builders, DeGraff-Bloom, Trojanski Builders, Bella Home Builders, Pigliavento Associates, and Aspen Hills JDG. Price points across the new construction portfolio range from approximately $350K for modular attached product to $950K+ for luxury custom homes.

The firm operates an AI-augmented technology stack built around an AI-powered CRM with drip campaigns and lead generation, a proprietary Sterling New Construction App for tracking community floorplans and construction progress, a Buyer and Seller Nurture System delivering monthly home valuations and listing alerts, digital buyer/seller presentation tools, and individual agent websites. Distribution combines traditional real estate agent representation with multi-channel digital marketing (website, blog, Real Talk Podcast, Facebook, Instagram, X, LinkedIn), quarterly email newsletters, QR-code direct mail, professional photography and Matterport virtual tours, and weekly open houses. Leadership is centered on Managing Broker Lisa M. Licata (MIRM and Certified Brokerage Manager designations, one of three in the area) and Director of Marketing Amanda Kozlowski, supported by a structured mentorship program and Sterling Referral Group.

Revenue is generated entirely on a commission basis from completed transactions, both on traditional residential resales and on new construction sales, with cooperating broker compensation rates of 2% to 2.5% disclosed on the website. Customer segmentation spans residential buyers/sellers, luxury home clients, new construction buyers, and maintenance-free/condo seekers. The brokerage has received the 'Best of Saratoga Region' award in 2023, 2024, and 2025, and does not disclose revenue, accept institutional capital, or operate outside of New York's Capital Region.

Name

Sterling Real Estate Group

Legal name

Sterling Real Estate Group

Website

https://sterling518.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Sterling Real Estate Group is an independent residential real estate brokerage founded in 1998, serving New York's Capital Region with residential resale services and new construction sales across 11 builder-partnered communities.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

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

akta.pro primary industry

Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)

akta.pro secondary industry

Real Estate Buyer Representation (FSAEAJAG)

Keywords

• Residential real estate brokerage
• New construction homes
• Luxury home sales
• Buyer and seller representation
• Capital Region real estate

Headquarters

HQ city

Ballston Spa

HQ country

United States

HQ region

North America

Offices1 record

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 Commissions: Traditional real estate commission-based revenue model. Company operates as a brokerage representing buyers and sellers in residential real estate transactions. Agents earn commissions on completed transactions.
2. New Construction Sales: Commission revenue from new construction home sales through builder partnerships. Company represents multiple builder partners and earns commissions on new home sales in various communities.
3. Luxury Property Sales: Specialized marketing and sales services for luxury residential properties with customized approach including digital advertising, print advertising, social media, and SEO.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels12 records

Core offering

Sterling Real Estate Group is a locally owned independent real estate brokerage in New York's Capital Region providing buyer and seller representation for residential resale, new construction, and luxury properties. The company operates 11 new-construction communities in partnership with regional builders and offers a Luxury Collection program for high-end homes, supported by an agent-based service model and an in-house CRM.

Product overview

Sterling Real Estate Group is a locally owned independent real estate brokerage serving New York's Capital Region for over 25 years. The company operates as a unified brokerage offering both a core residential resale service and a specialized new construction division featuring 11 distinct branded communities. The new construction portfolio spans from entry-level modular homes (Aspen Hills from $365K+, Twinhomes at Toad Hollow from $350K) to luxury custom homes (Grande Highlands from $950K+). The product line includes distinct sub-brands for townhomes (Meadowdale Estates), executive communities (Homestead Landing, Preserve at Northridge), and quick delivery/spec homes. Supporting services include a Luxury Collection marketing program, comprehensive buyer's and seller's guides, a Real Talk podcast, an agent mentorship program, and a Sterling Referral Group license-parking option.

Differentiator

Problem solved

Functional benefit

Products and services

• New Construction Home Sales Brokerage representation for new construction homes across 11 communities in Saratoga County and the Capital Region, partnering with local builders including McPadden Builders, Trojanski Builders, DeGraff-Bloom, Bella Home Builders, and Pigliavento Associates. Targeted at individual buyers purchasing newly built or custom homes.
• Residential Resale Services Brokerage representation for existing residential properties throughout the Capital Region including Ballston Spa, Clifton Park, Colonie, Saratoga Springs, Malta, Wilton, Milton, and Albany. Targeted at individual home buyers and sellers.
• Luxury Collection Specialized marketing and sales services for luxury properties in Saratoga Springs, Ballston Spa, and the Capital Region featuring customized marketing solutions including digital advertising, print, social media, and SEO. Targeted at affluent individual buyers and sellers of high-end homes.
• Quick Delivery Homes Spec homes already under construction in the Capital Region, offering move-in ready convenience with options to select final finishes. Includes properties in Stillwater, Saratoga Springs, and Ballston Spa. Targeted at individual buyers seeking near-immediate occupancy.
• Aspen Hills Community Representation Brokerage representation for a new modular home community in Johnstown, NY featuring ranch-style and two-story modular homes on spacious homesites with modern floor plans, partnered with Aspen Hills JDG, LLC. Plans from $365K+; Johnstown School District. Targeted at individual buyers seeking entry-level new construction.
• Avalon Ridge Community Representation Brokerage representation for new homes in Wilton, NY by McPadden Builders, offering 14 spacious wooded homesites ranging from under 1 acre to 4 acres, public water, sewer, natural gas, and Saratoga Springs School District. Plans from $649K+. Targeted at individual buyers of new-construction homes.
• Edgewood Estates Community Representation Brokerage representation for new construction luxury homes in Clifton Park, NY by DeGraff-Bloom Custom Builders. Estate-sized homesites from 1 to 2.22 acres with high-end finishes including granite/quartz countertops, Merillat cabinets, and energy-efficient systems. Plans from mid $700s. Targeted at affluent individual buyers.
• Grande Highlands Community Representation Brokerage representation for custom homes in Saratoga Springs, NY by Trojanski Custom Builders, offering approximately 1-acre homesites with walking trails connected to Wilton Wildlife Preserve. Home prices start at $950,000. Targeted at luxury individual buyers.
• Homestead Landing Community Representation Brokerage representation for an executive luxury home community in Ballston Spa, NY by Bella Home Builders featuring Colonial, Ranch, and Farmhouse styles on homesites ranging from 1 to 9 acres. Plans from mid $800s. Targeted at affluent individual buyers.
• Hunter Court Community Representation Brokerage representation for a new home community in Milton, NY with 18 floor plans ranging from ranch to first-floor primary Colonials, half-acre-plus homesites with treed privacy and craftsman-style homes. Plans from mid $500s. Targeted at individual buyers.
• Iron Spring Estates Community Representation Brokerage representation for distinguished new construction homes in Ballston Spa, NY by Trojanski Custom Builders near downtown Ballston Spa; grand closeout with $10,000 incentive available. Plans from $589K+. Targeted at individual buyers.
• Meadowdale Estates Community Representation Brokerage representation for maintenance-free townhome community in North Colonie/Latham, NY by Trojanski Builders. Phase 2 launched in 2024. Features 3 beds, 2.5 baths, full basements, and two-car garages. Plans from $489K+. Targeted at individual buyers seeking low-maintenance living.
• Preserve at Northridge Community Representation Brokerage representation for new homes in Wilton, NY by Pigliavento Associates featuring spacious 1-acre homesites; no HOA; Saratoga Springs School District. Plans from $869K+. Community launched in 2026. Targeted at individual buyers.
• The Meadows at Eastpointe Community Representation Brokerage representation for a new home community in Wilton, NY by Pigliavento Associates near downtown Saratoga Springs. Phase 2 launched in 2024. Plans from $699K+. Targeted at individual buyers.
• Twinhomes at Toad Hollow Community Representation Brokerage representation for a new modular home community in Delanson, NY featuring thoughtfully designed single-family attached residences with modern style and energy efficiency. Plans from $350K. Community launched in 2025. Targeted at entry-level individual buyers; Duanesburg School District.
• Sterling Mentorship Program Structured mentorship program for newly licensed real estate agents including onboarding, shadowing mentors, weekly check-ins, and milestone assessments. Led by Managing Broker Lisa Licata. Aimed at growing Sterling's agent bench.
• Sterling Referral Group License parking and referral program allowing agents to keep licenses active and earn referral fees by referring clients to trusted Sterling agents without active sales responsibilities.

Quantifiable outcome

• Consistently ranks among top independent real estate firms in Capital Region

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core.

• McPadden BuilderscoreChannel Partner/ Reseller/ DistributorPartnership with McPadden Builders for new construction home sales at Avalon Ridge community in Wilton, NY. McPadden Builders has over 18 years of experience building homes in Saratoga County and Capital Region.
• DeGraff-Bloom Custom Builders, Inc.coreChannel Partner/ Reseller/ DistributorAward-winning builder partnership for Edgewood Estates in Clifton Park and Hunter Court in Milton communities. DeGraff-Bloom is known for crafting high-quality homes using premium brands and materials.
• Trojanski BuilderscoreChannel Partner/ Reseller/ DistributorCustom builder partnership for Grande Highlands in Saratoga Springs, Iron Spring Estates in Ballston Spa, and Meadowdale Estates townhomes in North Colonie. Trojanski specializes in luxury custom homes.
• Bella Home Builders, Inc.coreChannel Partner/ Reseller/ DistributorPartnership with Bella Home Builders for Homestead Landing executive community in Ballston Spa. Bella Home Builders offers custom Colonial, Ranch, and Farmhouse style homes.
• Pigliavento Associates, LLCcoreChannel Partner/ Reseller/ DistributorBuilder partnership for The Meadows at Eastpointe and Preserve at Northridge communities in Wilton, NY. Pigliavento Associates specializes in refined living with quality craftsmanship and upscale finishes.
• Aspen Hills JDG, LLCcoreChannel Partner/ Reseller/ DistributorPartnership for Aspen Hills modular home community in Johnstown, NY. Aspen Hills JDG specializes in custom-built modular homes with skilled craftsmen and project managers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• eXp Realty: National cloud-based brokerage with low overhead and equity participation model attracting independent agents nationwide, including Capital Region agents. Represents a competitive threat to Sterling's agent retention.
• RE/MAX: Global real estate franchise with established Capital Region affiliate offices. Comparable at the brokerage category level serving overlapping residential buyer/seller segments.
• Compass: National technology-led real estate brokerage with growing upstate New York agent presence. Comparable at the category level as a residential brokerage competitor with greater technology investment and brand.
• Howard Hanna Real Estate Services: Large family-owned real estate brokerage operating across the Northeast including upstate New York. Comparable due to overlapping Capital Region service area and combined residential resale/new construction focus, though Howard Hanna is significantly larger and multi-state.
• Berkshire Hathaway HomeServices: National franchise brand with affiliated brokerages serving the Capital Region. Competes for both consumers and affiliated agents in the same Saratoga Springs and Albany submarkets.

Direct peers

• Coldwell Banker Prime Properties: Franchise-affiliated brokerage with direct presence in the Capital Region (Albany, Saratoga Springs, Clifton Park). Directly comparable as a competing brokerage offering residential sales, new construction representation, and luxury services in the same primary service area.
• Realty USA: Independent New York-focused brokerage headquartered in Western New York with regional expansion including upstate markets. Comparable regional-independence model with similar agent-driven distribution.
• Hunt Real Estate ERA: Long-established independent/family-affiliated brokerage with significant upstate New York footprint including Albany and surrounding counties. Comparable in both model (independent regional brokerage) and geographic overlap with Sterling.
• Keller Williams Capital Region: Franchise brokerage operating directly within the Capital Region. Competes for both agent recruiting and consumer-side listing agreements in the same Saratoga/Albany market as Sterling.

Others

• McPadden Builders: Capital Region homebuilder and Sterling's builder partner for Avalon Ridge. Included as an adjacent ecosystem participant rather than direct competitor; represents the channel-partner dynamic Sterling depends on for new construction volume.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/SterlingRE518
• Facebookfacebook.com/SterlingRealEstateGroup518
• LinkedInlinkedin.com/company/sterling-homes-realestate
• Instagraminstagram.com/sterlingrealestategroup518

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Sterling Real Estate Group