Diana Johnson Team

What Diana Johnson Team does

Diana Johnson Team is a three-person residential real estate sales team based in Edina, Minnesota, operating under the Coldwell Banker Burnet Realty brokerage — itself part of the broader Coldwell Banker franchise system owned by Anywhere Advisors LLC. The team provides full-service buyer and seller representation across the Twin Cities metropolitan area, with a particular concentration of activity in Eden Prairie, Edina, Minneapolis (including Calhoun Isles), Chanhassen, Minnetonka, Bloomington, Plymouth, Burnsville, Lakeville, Saint Louis Park, Richfield, and Minnetrista. Service offerings span an MLS-integrated property search tool, custom home valuation reports, seller marketing services (MLS listing, Coldwell Banker yard signs, open houses, print and internet advertising, virtual tours, professional staging), neighborhood guides, buyer and seller education content, and coordinated closings via affiliated title, lending, insurance, and relocation partners within the Coldwell Banker Burnet Financial Group ecosystem.

The team is led by Diana Johnson, who has 35 years of real estate experience and holds the Certified Residential Specialist (CRS) and Graduate of the Realtor's Institute (GRI) designations, alongside Coldwell Banker Burnet's International President's Premier Club membership (top 1% globally out of 83,000 agents) and President's Club and Leading Edge Society recognitions. Supporting agents include Kathryn Haymaker (REALTOR) and Rita Marr (Realtor, Assistant). The team's value proposition is built on local market knowledge (Diana has been an Eden Prairie resident for 25+ years), a 3% listing expiration rate versus a 30% industry average, and a comprehensive marketing plan combining MLS exposure, internet marketing, staging, and personalized service.

Revenue is generated exclusively through transaction commissions on residential sales and purchases, typically in the 2.5–3% range per side, split with the parent brokerage. The go-to-market motion is sales-led, relying on a combination of Coldwell Banker's national brand and yard-sign presence, the team's local reputation and referrals, digital content (blog, neighborhood guides, virtual tours, social media), open houses, and MLS-driven buyer-agent cooperation. Customer segments are horizontal use-case segments: home buyers, home sellers, relocation clients, and luxury property sellers — all individual residential (SMB) customers rather than enterprise accounts. No app, public API, or proprietary technology platform is offered; the technology stack consists of standard MLS feeds, internet marketing tools, and virtual tour technology.

Name

Diana Johnson Team

Legal name

Diana Johnson Team

Website

https://dianajohnsonteam.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Diana Johnson Team is a three-person residential real estate sales team in Edina, Minnesota, operating under Coldwell Banker Burnet Realty. It provides buyer and seller representation, marketing, staging, and closing services across the Twin Cities metro suburbs for individual homeowners and relocation clients.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (5312), Offices of Real Estate Agents and Brokers (531210), Other Activities Related to Real Estate (531390)

SIC

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

akta.pro primary industry

Residential Real Estate Teams & Agent Networks (Team-Based Brokerage) (BPAJAAAL)

akta.pro secondary industries

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA), Buyer Representation Services (BPAJAAAJ), Seller Representation & Listing Services (BPAJAAAK)

Keywords

• Residential real estate brokerage
• Home buyer representation
• Home seller representation
• Property marketing services
• Real estate commission services

Headquarters

HQ city

Edina

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Real Estate Commission: Commission-based real estate services typically ranging 2.5-3% for buyer representation, with commissions split between buyer and seller sides of transactions. Revenue generated from successful property sales and purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Diana Johnson Team provides full-service residential real estate representation for buyers and sellers in the Twin Cities metropolitan area. Services span property search, pricing guidance, professional marketing (including MLS listings, virtual tours, internet exposure, yard signs, open houses, print advertising, and staging), negotiation, and closing coordination, all delivered through its Coldwell Banker Burnet Realty affiliation in Edina, Minnesota.

Product overview

Diana Johnson Team operates as a Coldwell Banker-affiliated residential real estate brokerage offering a unified platform of services for home buyers and sellers in the Minneapolis metropolitan area. The core offering centers on a property search tool integrated with Northstar MLS data, supplemented by home valuation reports, seller marketing services (including MLS listing, yard signs, open houses, and internet advertising), neighborhood guides, buyer and seller educational resources, and a blog. The team consists of lead realtor Diana Johnson alongside associates Kathryn Haymaker and Rita Marr.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Search Online property search platform that lets buyers browse, filter, and save residential listings across the Minneapolis metropolitan area, integrated with Northstar MLS data feeds.
• Home Valuation Home valuation tool that produces custom property value reports for homeowners considering a sale, drawing on market data and comparable sales.
• Seller Marketing Services End-to-end seller marketing services including MLS listing, Coldwell Banker yard signs, open houses, print media advertising, internet marketing with virtual tours, and professional staging to maximize property exposure.
• Buyer and Seller Representation Full-service buyer and seller real estate representation delivered by the Diana Johnson Team through Coldwell Banker Burnet Realty, covering property search support, pricing guidance, negotiation, and closing coordination across the Twin Cities metro area.

Quantifiable outcome

• Listing expiration rate of only 3% compared to 30% industry average
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• Coldwell Banker Burnet RealtycoreChannel Partner/ Reseller/ DistributorDiana Johnson Team operates as a sales team within Coldwell Banker Burnet Realty, America's third largest residential real estate broker. Provides cooperative sales efforts, access to MLS, and national brand recognition.
• Coldwell Banker Burnet Financial GroupcoreStrategic or Co-development PartnerAffiliated services including PHH Home Loans, Burnet Title, Coldwell Banker Burnet Insurance, and Coldwell Banker Burnet Relocation. Provides one-stop shopping for buyers and sellers with coordinated closing services.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• HomeSmart: Tech-enabled, low-overhead brokerage model that has rapidly scaled agent count nationally. Represents the same disruptive pressure on traditional commission-based team models as Compass and eXp.
• Compass: Tech-forward national brokerage building a team-based luxury agent model. Competes for the same high-end sellers and relocation clients, with proprietary technology and marketing platform that traditional teams lack.
• eXp Realty: Cloud-based brokerage with a fast-growing agent roster and equity participation model. Represents a structural threat to traditional team-based brokerages by offering agents ownership upside and lower overhead.
• Realty ONE Group: Fast-growing modern brokerage with a team-based agent model and flat-fee structure. Attracts traditional high-producing teams seeking better economics, posing a structural alternative to legacy franchises.

Direct peers

• Re/Max Results: Major Twin Cities metro residential brokerage directly competing for the same buyer and seller clients, with a similar high-producing agent team model in Eden Prairie, Edina, and surrounding suburbs.
• Keller Williams Classic Realty: Large national franchise with significant Twin Cities presence, competing for the same residential transaction volume and agent talent. Operates a similar team-based, commission-driven model.
• Edina Realty (Berkshire Hathaway HomeServices): Headquartered in the same Edina market and historically the dominant Twin Cities residential brokerage. Competes directly with Diana Johnson Team for both buyers and sellers across the same Eden Prairie / Edina / Minneapolis neighborhoods.
• Lakes Sotheby's International Realty: Luxury-focused Twin Cities brokerage directly competing in the high-end segment where Diana Johnson Team has demonstrated activity (transactions above $1M). Similar team-based model with premium brand positioning.

Broad incumbents

• Coldwell Banker Burnet Realty: The parent brokerage under which Diana Johnson Team operates, with 25+ offices and 1,800+ agents across the region. Overlapping service offering and customer base; provides the MLS and brand infrastructure the team relies on.
• Berkshire Hathaway HomeServices: National franchise network that acquired Edina Realty and operates across the same Twin Cities market. Competes broadly for residential listings, buyer representation, and agent recruitment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Diana Johnson Team