Better Homes and Gardens Real Estate The Masiello Group

What Better Homes and Gardens Real Estate The Masiello Group does

Better Homes and Gardens Real Estate The Masiello Group is a privately-held residential real estate brokerage founded in 1966 and headquartered in northern New England (Atkinson, NH, with additional presence in Bar Harbor, ME). The firm operates 25+ offices across Maine, New Hampshire, Vermont, and Massachusetts and is described as the largest residential real estate company north of Boston. It serves individual residential buyers and sellers in those markets, led by CEO Chris Masiello, a member of the founding family. The company is a franchisee of Better Homes and Gardens Real Estate, a brand owned by Anywhere Brands.

The business operates on a traditional brokerage commission model, earning transaction-based fees (commonly in the 2.5-6% range, split with cooperating agents) on closed residential transactions. Ancillary service lines in mortgage, insurance, and title generate additional per-transaction revenue. The underlying technology stack is conventional for the industry: the Union Street Media website platform, integrations with regional MLS systems including PrimeMLS, Maine IDX, and MLSPIN, and a FRED API feed for real-time mortgage rate display on listings. An international property search capability extends the addressable buyer pool for northern New England listings.

Recent strategic activity includes the March 2026 acquisition of Advisors Living Cape Elizabeth, which added a Distinctive Collection luxury sub-brand and deepened presence in southern Maine's luxury coastal market. The firm has received RealTrends Verified Rankings recognition in 2026 as third-party validation of its scale and production. Expansion of the office footprint across four states has occurred gradually over multiple years rather than through step-change acquisitions or external capital, consistent with an organic, family-led growth model. No external funding rounds, no public listing, and no AI-driven product features are documented in the source material.

Name

Better Homes and Gardens Real Estate The Masiello Group

Legal name

Better Homes and Gardens Real Estate The Masiello Group

Website

https://masiello.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

51–100 employees

Short description

Better Homes and Gardens Real Estate The Masiello Group is a privately-held residential real estate brokerage founded in 1966, operating 25+ offices across Maine, New Hampshire, Vermont, and Massachusetts as the largest residential firm north of Boston, serving individual buyers and sellers.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (53121), Residential Property Managers (531311)

SIC

Real Estate Agents & Managers (For Others) (6531), Real Estate (6500)

akta.pro primary industry

Single-Family Rental (SFR) Property Management (BPAJAFAB)

akta.pro secondary industry

Residential Real Estate Asset Management (BPAJAMAA)

Keywords

• Residential real estate brokerage
• Luxury home sales
• Property management services
• Relocation services
• Mortgage and title services

Headquarters

HQ city

Bedford

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Real Estate Commission: Traditional residential real estate brokerage earning commissions on property transactions. Agents represent buyers and sellers in residential, commercial, luxury, and rental transactions across northern New England markets.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Better Homes and Gardens Real Estate The Masiello Group is a privately held residential real estate brokerage and franchisee of Better Homes and Gardens Real Estate, founded in 1966 and headquartered in Northern New England. The firm operates 25+ offices across Maine, New Hampshire, Vermont, and Massachusetts, providing residential buying, selling, and luxury home representation, alongside complementary services including commercial real estate, rentals, mortgage, insurance, title, home warranty, and relocation assistance.

Product overview

Better Homes and Gardens Real Estate The Masiello Group operates as a residential real estate brokerage platform offering a comprehensive suite of services. The core offering consists of residential property sales across Maine, New Hampshire, Vermont, and Massachusetts, supported by a network of agents across over 25 offices in northern New England. The company positions itself as the largest residential real estate firm north of Boston. The platform includes complementary services such as mortgage, insurance, title services, and home warranty offered through partnerships. Specialized offerings include luxury properties under the Distinctive Collection sub-brand, commercial real estate, rentals, international search, and military relocation services. The digital platform features map-based property search, home valuation tools, and market analysis capabilities.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 99% customer satisfaction rate
• +1 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

One partnership is on record.

• Advisors Living Cape ElizabethcoreChannel Partner/ Reseller/ Distributor · 9 March 2026Advisors Living Cape Elizabeth joined Better Homes & Gardens Real Estate The Masiello Group as a Distinctive Collection–branded location. This expansion strengthens the Masiello Group's presence in southern Maine's coastal and luxury market. The partnership brings together a local team with an established northern New England real estate network, focusing on luxury and lifestyle real estate services.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Berkshire Hathaway HomeServices: Residential real estate franchise network built on the Berkshire Hathaway brand with national recognition and local franchisee operation. Comparable to Masiello in franchise structure, residential focus, and reliance on affiliated agents.
• RE/MAX: One of the largest global residential real estate franchise networks, operating a similar agent-based, commission-driven model with regional franchisees. Directly comparable to Masiello in business model (franchise brokerage), customer base (residential buyers/sellers), and service mix.
• Century 21: Global residential real estate franchise network with comparable agent-driven, commission-based model. Closely matches Masiello's franchise structure, residential focus, and reliance on independent contractor agents.
• Keller Williams Realty: Largest residential real estate franchise in the US by agent count, operating an agent-centric, commission-based model similar to Masiello. Direct competitor for agents and listings in overlapping markets.
• Coldwell Banker: Fellow Anywhere Brands franchise sibling to BHGRE, offering a comparable national-brand residential brokerage with regional franchisees. Operates with the same agent-driven, commission-based model targeting residential buyers and sellers.
• Sotheby's International Realty: Luxury-focused residential real estate franchise network. Comparable to Masiello's Distinctive Collection luxury offering, targeting affluent buyers for waterfront, lifestyle, and premium properties.
• Compass: Tech-enabled residential real estate brokerage that has been expanding into New England markets. Direct competitor for agent recruitment and listings, representing the modern, technology-forward brokerage model challenging legacy firms like Masiello.

Regional players

• William Raveis Real Estate: Family-owned residential real estate firm based in New England with a strong regional footprint across CT, MA, RI, NY, and NH. Directly comparable to Masiello as a competing regional New England power brokerage with a similar full-service model.

Emerging players

• Redfin: Tech-enabled residential brokerage using a salaried agent model and lower commission structure. Represents the discount/tech-enabled competitive threat to traditional commission-based brokerages like Masiello, with growing New England presence.
• eXp Realty: Cloud-based residential real estate brokerage with a commission-based agent model but no traditional brick-and-mortar offices. Competes with Masiello for agent recruitment nationally, including in northern New England markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCEQlpXuOZGk6ODQ-r22j3Og
• Facebookfacebook.com/MasielloEllsworth
• LinkedInlinkedin.com/company/better-homes-and-gardens-real-estate-the-masiello-group
• Instagraminstagram.com/bhgmasiello
• Pinterestpinterest.com/bhgtmg
• Xx.com/masiellogroup

Revenue estimate

Valuation estimate

Number of profiles

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 Better Homes and Gardens Real Estate The Masiello Group