Blue Forest Realty

What Blue Forest Realty does

Blue Forest Realty Inc is a full-service real estate brokerage founded in 2014 and headquartered at 931 Oxford Street East, London, Ontario. The company serves Southwestern Ontario markets — including London, St. Thomas, Chatham-Kent, Strathroy, Sarnia, and roughly 15 surrounding smaller communities — through a team of 80+ real estate agents organized under the branded "House of Blue" / "Blue Crew" culture. It provides residential and commercial buying, selling, leasing, and investment property services to individual consumers, homeowners, tenants, landlords, and small-scale investors in the region.

The firm's technology stack is commodity-level and non-proprietary. It accesses property inventory via the Multiple Listing Service (MLS) through membership in a local real estate board, and its website (soldbyblue.ca) is built and operated on the AgentLocator Inc. platform, which provides property search, map search, home valuation, mortgage calculator, and CRM functionality. The company offers consumer-facing self-serve tools (Map Search, Home Worth Calculator, Street Match neighborhood finder, Mortgage Calculator) as top-of-funnel lead generation, supported by content marketing (blog), email, and X/Twitter social channels.

Revenue is generated on a transaction-based commission model: the brokerage and its agents earn a percentage of sale or lease prices, with rates not publicly disclosed and typically negotiated per transaction. The go-to-market motion is sales-led through the agent network, augmented by self-serve digital search. The firm is privately held with no disclosed external funding, no parent company, and no enterprise clients; its 310+ active listings indicate a long tail of individual transaction-based customers rather than a concentrated commercial book.

Name

Blue Forest Realty

Legal name

Blue Forest Realty Inc

Website

https://soldbyblue.ca

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Blue Forest Realty Inc is a London, Ontario-based real estate brokerage serving Southwestern Ontario communities through 80+ agents. It provides residential and commercial buying, selling, leasing, and investment services on a transaction-commission model.

Ownership category

akta.pro rank

Product category

Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

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

akta.pro primary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

akta.pro secondary industry

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

Keywords

• Residential real estate brokerage
• Property buying services
• Property selling services
• Real estate leasing
• Investment property advisory

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

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 Transaction Commissions: Blue Forest Realty generates revenue through commissions earned on real estate transactions. The brokerage and its agents earn a percentage of the sale price when properties are bought or sold through the company's services. This is a transaction-based revenue model typical of real estate brokerages.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Blue Forest Realty is a full-service real estate brokerage that helps individual clients buy, sell, lease, and invest in residential and commercial properties in Southwestern Ontario, primarily London and surrounding communities. The brokerage operates under the 'House of Blue' brand with a team of 80+ sales representatives and brokers, generating revenue through commissions earned on real estate transactions.

Product overview

Blue Forest Realty Inc is a real estate brokerage operating as a single unified brand, not a platform-plus-modules architecture. The company offers core real estate services including buying assistance, selling/listing services, investment property advisory, and leasing/rental services. These services are supported by digital tools including Map Search for property discovery, Home Worth Calculator for valuation, Street Match for neighborhood matching, and Mortgage Calculators for financial planning. The brokerage also maintains a branded agent team called the 'Blue Crew' or 'HOUSE OF BLUE' and provides educational content through its blog. All services focus on the Southwestern Ontario market, particularly London and surrounding communities including Chatham-Kent, St. Thomas, Strathroy, Port Stanley, and surrounding areas.

Differentiator

Problem solved

Functional benefit

Products and services

• Buyer Representation Services Full buyer-side real estate representation including property search, neighborhood matching, market analysis, and guided purchase support for individuals and families buying residential property in Southwestern Ontario.
• Seller Representation Services Full seller-side real estate services including pricing strategy, MLS listing, marketing, and closing support to help homeowners sell residential property for top dollar with minimal stress.
• Investment Property Advisory Real estate investment advisory helping clients identify rental and commercial investment properties that maximize return on investment in the London and Southwestern Ontario area. Includes expertise in strategies such as house hacking and BRRRR investing.
• Leasing Services Residential and commercial property leasing services supporting landlords seeking qualified tenants and tenants seeking rental properties in Southwestern Ontario, with FAQ resources for both parties.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• AgentLocator Inc.coreTechnology or IntegrationAgentLocator Inc. provides the website platform and CRM infrastructure for Blue Forest Realty's digital operations. The partnership includes website design, property search functionality, client management tools, and digital marketing support services. AgentLocator's address is 5800 Hurontario Street, Suite 1201, Mississauga, Ontario L5R 4B9.
• Local Real Estate Board (MLS)coreTechnology or IntegrationBlue Forest Realty is a member of a local real estate board, providing access to the Multiple Listing Service (MLS) database. This membership enables agents to list properties and search the comprehensive MLS database for buyer clients, which is essential to brokerage operations.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• RE/MAX: Global and Canadian real estate brokerage franchise with significant agent density in Ontario, including London and Southwestern Ontario. Directly comparable in residential buy/sell brokerage services and commission-based revenue model.
• Royal LePage: Major Canadian brokerage brand with a strong Ontario footprint, including Southwestern Ontario. Comparable as a traditional full-service residential and commercial brokerage serving similar buyer/seller segments.
• Keller Williams Realty: Global real estate franchise with Canadian operations in Ontario markets. Comparable full-service residential brokerage with a strong agent-team culture emphasis, similar to Blue Forest's 'House of Blue' positioning.
• Sotheby's International Realty Canada: Canadian luxury and residential brokerage brand with Ontario operations. Comparable in providing residential buy/sell services, though skewed toward the higher price band than Blue Forest's core market.
• Century 21 Canada: National brokerage franchise with active presence across Ontario. Offers the same core residential buy/sell/leasing services as Blue Forest Realty with a comparable commission-based agent model.
• Sutton Group: Canadian real estate brokerage with strong Ontario representation, particularly in the Greater Toronto Area and surrounding regions. Directly comparable as a full-service residential brokerage.

Direct peers

• eXp Realty: Cloud-based brokerage operating across Canada with a similar agent-attached, commission-based model. Directly comparable in residential brokerage services, with a differentiating technology and revenue-share offering that pressures traditional brokerages like Blue Forest.
• RE/MAX Advantage Realty: Regional RE/MAX affiliate operating in Southwestern Ontario including London. Most directly comparable as a London-area residential brokerage with similar agent-team structure and commission model.
• Royal LePage Triland Realty: Royal LePage regional affiliate serving the London and Southwestern Ontario market. Directly comparable as a London-area residential brokerage competitor with similar service offerings and target customer segments.

Others

• AgentLocator Inc. Technology vendor providing website, CRM, and digital marketing infrastructure to Blue Forest Realty and other Canadian brokerages. Adjacent rather than competitive, but a key ecosystem partner whose pricing and platform decisions materially affect Blue Forest's operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BLUEForestRE
• Facebookfacebook.com/soldbyblue
• LinkedInlinkedin.com/company/soldbyblue

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Blue Forest Realty