Pennie Carroll and Associates

What Pennie Carroll and Associates does

Pennie Carroll and Associates is a privately-held residential real estate brokerage founded circa 2002 and headquartered at 3232 Hubbell Ave in Des Moines, Iowa. The firm operates a team-based model with 20+ licensed agents led by founder-broker Pennie Carroll (24 years of Iowa real estate experience), serving home buyers and sellers across approximately 15 Central Iowa communities including Des Moines, West Des Moines, Urbandale, Altoona, Pleasant Hill, Ankeny, Waukee, Johnston, and Ames. Core offerings consist of buyer representation, seller representation, home valuation, and financing coordination, with a Brivity-powered property search platform and client portal (MyPortal) backing the digital experience, and Matterport integrated for 3D virtual tours. The company also offers property management and a referral-based preferred lender network (Charter West Bank, Wintrust Mortgage, and independent loan officer Brian Houk) to extend wallet share per client.

The firm operates on a traditional commission-based revenue model, earning a percentage of each transaction (typically 5-6% of home sale price, split between listing and buyer agents) with supplementary revenue from lender referral fees and property management. Lead generation is driven through a multi-channel approach: company website with localized SEO city pages, educational blog content, listing alerts via email, social media, and in-person and virtual open houses. The technology stack is entirely third-party (Brivity, Matterport, Des Moines Area Association of REALTORS MLS), with no proprietary platform, no disclosed AI/ML capabilities, and no in-house engineering. Ownership is founder-led with family participation (Joe, Loren, Aly Carroll listed on the team), and no parent company, private equity backing, or institutional investment is disclosed.

Name

Pennie Carroll and Associates

Legal name

Pennie Carroll and Associates

Website

https://penniecarroll.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Pennie Carroll and Associates is a privately-held residential real estate brokerage in Des Moines, Iowa, with 20+ licensed agents serving home buyers and sellers across approximately 15 Central Iowa communities via a commission-based, team-driven model backed by Brivity and Matterport technology.

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

Senior Living & 55+ Community Brokerage (BPAJAAAH)

Keywords

• Residential real estate brokerage
• Home buying services
• Home selling services
• Property valuation services
• Real estate agent services

Headquarters

HQ city

Des Moines

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, Others

Revenue model

1. Real Estate Commission: Traditional real estate commission-based revenue model. The company earns a percentage of each transaction when assisting clients in buying or selling properties. Commission is typically split between listing agent and buyer's agent.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Pennie Carroll and Associates is a residential real estate brokerage in Des Moines, Iowa that helps individuals buy and sell homes through a team of licensed agents. Core services include buyer representation, seller representation, home valuation, financing coordination, and closing support, powered by a Brivity-enabled property search platform and client portal.

Product overview

Pennie Carroll and Associates is a residential real estate brokerage offering a unified suite of services centered on buying, selling, and valuing homes. The core offering consists of real estate buying and selling services, supported by a Brivity-powered property search platform and client portal (MyPortal) for managing saved searches, collections, and market reports. Additional services include home value estimation, financing process guidance, and educational blog content. The company operates primarily in the Des Moines, Iowa metropolitan area with agents serving multiple surrounding communities.

Differentiator

Problem solved

Functional benefit

Products and services

• Real Estate Buying Services Assistance finding and purchasing residential properties for individual home buyers in Central Iowa, including property search, listing alerts, virtual tours, offer submission, and closing support.
• Real Estate Selling Services Home marketing and sales services for individual home sellers, including professional photography, virtual tours, 3D walkthroughs, pricing strategy, and internet marketing across multiple platforms.
• Home Value Estimation Instant home value estimates using automated valuation models, market comparisons, and professional agent consultations for homeowners curious about property value.
• Financing Process Guidance Mortgage financing assistance including lender referrals, pre-approval support, loan application guidance, and closing coordination, delivered via partnerships with preferred lenders.
• Market Reports Custom market analysis reports providing property value estimates, market temperature indicators, trend data, and neighborhood comparisons for clients in the Iowa market.

Quantifiable outcome

• 24 years of real estate experience
• +1 more outcomes

Named customers3 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

Feature3 records

Partnerships

Six partnerships are on record, tiered core and supporting.

• Charter West Bank Mortgage CentercoreGTM or Marketing PartnerPreferred lender partnership providing mortgage financing options for buyers. Dominic Black serves as Branch Manager with License ID: 101586. Located at Charter West Bank with services including pre-approval, loan programs, and closing support.
• Wintrust MortgagecoreGTM or Marketing PartnerPreferred lender partnership offering loan origination services. Brett Toncar serves as Loan Originator with License ID: 1417195. Provides competitive rates and various loan programs for home buyers.
• Brian Houk (Independent Loan Officer)supportingGTM or Marketing PartnerIndependent loan officer partnership offering mortgage financing services. License ID: 1500967. Provides additional lending options for clients seeking financing.
• BrivitycoreTechnology or IntegrationTechnology platform powering the company's website, listing management, client communication, and transaction tracking. Provides virtual tour integration, automated lead capture, and real-time market data.
• MatterportsupportingTechnology or Integration3D virtual tour technology provider enabling immersive property viewing experiences for listings.
• Des Moines Area Association of REALTORScoreStrategic or Co-development PartnerMLS data provider supplying property listings, market data, and REALTOR membership services. The company operates under this association's MLS ID 480.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Keller Williams Realty Greater Des Moines: Keller Williams franchise operating in the Des Moines market. Comparable residential brokerage model with team structures, training infrastructure, and technology (KW Command) analogous to Pennie Carroll's Brivity stack.
• Iowa Realty: Established Iowa-based residential brokerage also serving the Des Moines metro with buyer/seller representation. Highly comparable in geography, service mix, and target customer segment, and a primary local competitor to Pennie Carroll.
• RE/MAX Concepts: Regional RE/MAX-affiliated brokerage operating in the greater Des Moines area. Directly comparable team-based residential brokerage model with similar services (buying, selling, home valuation).

Broad incumbents

• Coldwell Banker Mid-America Group: Large national-brand brokerage with a strong Des Moines and Iowa presence. Competes directly in residential sales but offers broader geographic coverage, more agents, and a wider suite of affiliated services.
• Berkshire Hathaway HomeServices Iowa Realty: National brokerage brand with active Iowa operations. Competes in the same residential segment but operates at far greater scale with broader geographic reach within the state.
• Century 21 Signature Real Estate: National Century 21 franchise network with agents serving central Iowa. Comparable residential buyer/seller services, with brand-driven advantages rather than the founder-led identity that Pennie Carroll relies on.
• Better Homes and Gardens Real Estate Innovations: BHGRE affiliate brokerage operating in the Des Moines metro area. Directly comparable residential services with the backing of a national brand and broader marketing infrastructure.

Emerging players

• eXp Realty: Cloud-based brokerage model with Iowa-licensed agents. Competes for the same agent-recruitment pool and buyer/seller clients but operates with a fundamentally different, lower-overhead cost structure.
• Compass: Tech-forward national brokerage that has expanded into Midwestern markets. Comparable in its emphasis on technology and agent productivity tools, but serves a more urban and luxury-tilted mix of clients.
• Realty ONE Group Real Estate: Growing modern brokerage brand with expansion into Iowa. Comparable residential brokerage services and team-based operations, but with a broader multi-state footprint and younger brand identity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/penniecarroll
• Facebookfacebook.com/PennieCarrollAssociates
• LinkedInlinkedin.com/company/pca-real-estate

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Pennie Carroll and Associates