CEL & Associates
- Company typePrivate
- Founded1992
- HeadquartersLos Angeles, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
CEL & Associates firmographics
Firmographics- Name
- CEL & Associates
- Legal name
- CEL & Associates, Inc.
- Website
- https://celassociates.com
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
CEL & Associates industry classification
Industry- Product category
- Real Estate Consulting
- NAICS
- Management Consulting Services (54161), Marketing Consulting Services (541613)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Real Estate Strategy & Portfolio Consulting (Corporate/Institutional) (BPAJANAB)
- akta.pro secondary industries
- Real Estate Market Research & Economic Advisory (Demand/Supply, Location Analytics) (BPAJANAD), Customer, Marketing & Sales Consulting (BPAHACAG)
Keywords
Where CEL & Associates is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
CEL & Associates business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Strategic Consulting Services: Real estate strategy consulting including long-range planning, organizational performance optimization, governance, and leadership transition advisory services. Provided directly to real estate companies seeking competitive advantage.
- REACT Satisfaction Surveys: Tenant, Resident, Employee, and Client satisfaction surveys using the proprietary REACT methodology. Includes online reporting, benchmarking, and action plans. Survey types include REACT R (Resident), REACT T (Tenant), REACT E (Employee), REACT C (Client), and REACT A (Custom).
- Compensation Benchmarking & Plan Design: Real estate industry compensation consulting including market context, plan review and design, enabling alignment of compensation with performance. Partnership with RCLCO for expanded compensation services.
- Industry Insights & Research: Real estate industry trends analysis, white papers, and thought leadership content including the Strategic Advantage e-newsletter reaching over 12,000 real estate professionals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom Enterprise Solutions |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
CEL & Associates product offering
Product offeringCore offering
CEL & Associates provides strategic consulting, the proprietary REACT satisfaction survey platform (covering tenants, residents, employees, and clients), and compensation benchmarking and plan design services to real estate owners, operators, and service providers across the United States. The firm delivers custom consulting engagements, online reporting tools, and one of the nation's largest real estate compensation surveys to help clients optimize enterprise value, NOI, retention, and operational performance.
Product overview
CEL & Associates operates a platform-plus-modules architecture centered on the REACT (Real Estate Assessment & Customer Treatment) system, a comprehensive performance improvement process. The core REACT platform is modular, comprising specialized survey products: REACT R for multifamily resident satisfaction, REACT T for commercial tenant satisfaction, REACT E for employee satisfaction, REACT C for client satisfaction, and REACT A for custom surveys. These survey products are complemented by strategic consulting services (Real Estate Strategy Consulting, Compensation Benchmarking & Plan Design via CEL Compensation Advisors partnership with RCLCO), research and insights (Commercial Real Estate Industry Trends), and the Strategic Advantage eNewsletter. The company also operates an online reporting portal (reports.celsurvey.com), SMS survey opt-in capabilities, and awards programs (A List/A List Platinum Awards) for customer service excellence.
Differentiator
Problem solved
Functional benefit
Products and services
- REACT Performance Improvement Process Comprehensive customer-centric performance improvement process that identifies, quantifies, and analyzes operational and organizational performance gaps; designs solutions; and creates action plans to improve financial, customer, and operating results for real estate owners, operators, and service providers.
- REACT R (Resident Satisfaction Surveys) Resident satisfaction survey solution that provides feedback and performance improvement solutions to multifamily owners, operators, and service providers, transforming resident services from policy to behavior to drive higher resident satisfaction and retention.
- REACT T (Tenant Satisfaction Surveys) Tenant satisfaction survey solution providing feedback and performance improvement solutions to owners, operators, and service providers of commercial properties, with the goal of transforming tenant services from policy to behavior and increasing tenant satisfaction and retention.
- REACT E (Employee Satisfaction Surveys) Employee satisfaction survey solution that provides feedback and performance improvement solutions to facilitate recruitment, retention, and improved performance of the talent base for real estate companies.
- REACT C (Client Satisfaction Surveys) Client satisfaction survey solution that evaluates clients' opinions of company performance as well as their current and future needs, helping real estate firms retain loyal clients and attract new business.
- REACT A (Custom Satisfaction Surveys) Custom survey solution for unique situations requiring specialized market intelligence, often used for demographic analysis, feedback on new products/services/design features, and quantifying new market opportunities for real estate organizations.
- Real Estate Strategy Consulting Strategic consulting services assisting real estate clients in defining and achieving long-term vision and exceeding strategic goals, including enterprise value creation, transformational long-range planning, governance, leadership transition, and organizational and operational optimization.
- Real Estate Compensation Benchmarking & Plan Design Compensation consulting services including market context, plan review and design, and the annual National Real Estate Compensation & Benefits Survey, provided through CEL Compensation Advisors partnership with RCLCO to align compensation and rewards with performance expectations and enterprise goals.
Quantifiable outcome
- 15% improvement in tenant satisfaction since 2000 (COPT case study)
- +2 more outcomes
Companies that use CEL & Associates
Customer profileNamed customers21 records
Segments4 records
Ideal customer profiles4 records
CEL & Associates technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
CEL & Associates partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- RCLCOcoreCEL Compensation Advisors, LLC has formed a partnership with RCLCO creating a new platform for Real Estate Compensation Benchmarking & Plan Design. The existing CEL compensation team, along with RCLCO's team, addresses real estate companies' most pressing questions around aligning compensation and rewards with performance expectations and enterprise goals.
Scale indicators6 records
Recent moves5 records
Expansion highlights4 records
CEL & Associates competitors and assessment
Company assessmentDirect peers
- RCLCO: Real estate-focused strategy and advisory firm providing investment advisory, market research, and compensation consulting. RCLCO is also CEL's explicit strategic partner via CEL Compensation Advisors, making it the closest comparable in scope, customer base, and content orientation.
- Kingsley Associates: Specializes in tenant, resident, and employee satisfaction surveys for the multifamily and commercial real estate industries. Kingsley is the most direct head-to-head competitor to CEL's REACT survey business, serving many of the same REITs and operators.
- SatisFacts: Resident satisfaction and survey platform focused on the multifamily housing industry. SatisFacts competes directly with CEL's REACT R product line for the resident survey budgets of large apartment operators.
- J Turner Research: Multifamily reputation management and online reviews/surveys provider. J Turner competes with CEL for resident feedback and online reputation work across large apartment portfolios.
Emerging players
- Grace Hill: Performance, training, and survey solutions for the multifamily industry. Grace Hill overlaps with CEL on employee/resident surveys and expands into adjacent compliance and training, making it a partial competitor and adjacent player.
Broad incumbents
- CBRE: Global commercial real estate services firm offering investment sales, advisory, and consulting. CBRE is both a CEL client and a potential competitor for large strategic advisory engagements with institutional real estate owners.
- Cushman & Wakefield: Global commercial real estate services platform with an advisory practice serving many of the same institutional clients as CEL. Comparable as a broad incumbent whose consulting arm overlaps CEL's strategy work.
- Newmark Group: Commercial real estate advisory and services firm with a growing real estate strategy and consulting practice. Comparable as a broader incumbent competing for enterprise-level real estate advisory mandates.
- Bain & Company: Global management consultancy with a real estate practice serving large institutional owners and REITs. Bain competes with CEL for high-end real estate strategy engagements where scale and brand of the consulting firm matter most.
- Deloitte (Real Estate practice): Big Four advisory firm with a dedicated real estate consulting practice. Deloitte competes with CEL on enterprise-wide strategic, operational, and digital transformation work for large real estate companies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
CEL & Associates financial estimates
Financial estimateRevenue estimate
Valuation estimate
CEL & Associates leadership team
Management profileNumber of profiles
Profiles7 records
CEL & Associates subsidiaries and ownership
Company hierarchySubsidiaries2 records
CEL & Associates funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CEL & Associates 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 CEL & Associates
What does CEL & Associates do?
CEL & Associates provides strategic consulting, the proprietary REACT satisfaction survey platform (covering tenants, residents, employees, and clients), and compensation benchmarking and plan design services to real estate owners, operators, and service providers across the United States. The firm delivers custom consulting engagements, online reporting tools, and one of the nation's largest real estate compensation surveys to help clients optimize enterprise value, NOI, retention, and operational performance.
Is CEL & Associates a public or private company?
CEL & Associates is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CEL & Associates founded?
CEL & Associates was founded in 1992. It employs 51 to 100 people.
Where is CEL & Associates based?
CEL & Associates is headquartered in Los Angeles, United States, in the North America region.
How does CEL & Associates make money?
Four revenue lines are on record. Strategic Consulting Services are the primary driver. The others are REACT Satisfaction Surveys, compensation Benchmarking & Plan Design and industry Insights & Research.
Who are CEL & Associates's main competitors?
Direct peers on record are RCLCO, Kingsley Associates, SatisFacts and J Turner Research. Grace Hill is listed as an emerging player. Broad incumbents are CBRE, Cushman & Wakefield, Newmark Group, Bain & Company and Deloitte (Real Estate practice).
Does CEL & Associates have an API?
No public API is recorded for CEL & Associates.
What industry is CEL & Associates in?
CEL & Associates's product category is Real Estate Consulting. Its primary akta.pro industry code is BPAJANAB, Real Estate Strategy & Portfolio Consulting (Corporate/Institutional), with a secondary code of BPAJANAD, Real Estate Market Research & Economic Advisory (Demand/Supply, Location Analytics). Its NAICS code is 54161 and its SIC code is 8742.