Where Real Estate

What Where Real Estate does

(w)here Real Estate, Inc. is a privately held boutique residential real estate brokerage headquartered in Portland, Oregon, with five offices in the Portland Metro area and a regional office in Wailea, Maui. The firm serves high-net-worth buyers and sellers of luxury residential properties — including oceanfront estates, second homes, and investment properties — across the Portland Metro and Maui markets, with Central Oregon publicly listed as 'Coming Soon.' Its service offering spans traditional buy-side and sell-side brokerage, lifestyle-driven property matching, market analysis, transaction management, and, in Maui, rental property management through the mauitakesyou.com sub-brand.

The company's product portfolio is organized around two core brokerage lines (Portland Real Estate Services and Maui Real Estate Services), an add-on Maui property management service, and an internal X2CRM (Version 8.5) deployment used by brokers for lead and client management with Google OAuth single sign-on. Sub-brands such as (w)here Maui Takes You and the SinkeySisters team function as semi-autonomous business units within the broader brokerage. Technology is not a differentiator: the CRM is open source, and the website is built on a standard WordPress/Enfold stack with third-party integrations (Walk Score, Google Maps) for listing presentation.

The business model is transaction-fee based. (w)here earns commissions on closed residential sales in Oregon and Hawaii, with rates negotiated per transaction and not publicly disclosed. Customer acquisition is sales-led and relationship-driven, relying on broker networks, referrals, community involvement with local schools and nonprofits, and a social media presence across Instagram, Facebook, and X. Ownership is concentrated among five co-owners led by President and Principal Broker Suzann Baricevic Murphy, with no disclosed institutional or private equity backing.

Name

Where Real Estate

Legal name

(w)here Real Estate, Inc.

Website

https://where-inc.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

(w)here Real Estate is a privately held boutique brokerage providing buy-side, sell-side, and property management services for luxury residential properties in the Portland Metro and Maui markets, serving high-net-worth individuals through a 65+ broker team.

Ownership category

akta.pro rank

Product category

Luxury Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (53121), Real Estate Property Managers (53131)

SIC

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

akta.pro primary industry

Luxury & High-End Residential Brokerage (BPAJAAAC)

akta.pro secondary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

Keywords

• Luxury real estate brokerage
• Residential property sales
• Property management services
• Buyer and seller representation
• Luxury home transactions

Headquarters

HQ city

Portland

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

Revenue model

1. Real Estate Commissions: Traditional real estate brokerage earning commissions on property sales and purchases. The company represents buyers and sellers in residential transactions, earning a percentage of the transaction value upon successful closings.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Where Real Estate is a boutique, full-service real estate brokerage operating across Portland Metro (Oregon) and Maui (Hawaii) markets. The firm represents buyers and sellers of luxury residential properties, including oceanfront estates, second homes, and investment properties, and also offers property management services for Maui rental and vacation homes. The brokerage differentiates on a lifestyle-matching philosophy under the tagline 'Life Takes You' rather than purely transactional brokerage.

Product overview

(w)here Real Estate is a full-service real estate brokerage operating under the tagline 'Life Takes You' with locations in Portland Metro (Oregon) and Maui (Hawaii). The company offers residential and luxury property buying and selling services across both markets, with dedicated operations including Portland Real Estate Services, Maui Real Estate Services, and a property management division (Maui Takes You). The brokerage employs multiple brokers and uses X2CRM internally for lead and client management. The company specializes in luxury real estate, particularly in Maui's high-end oceanfront market and Portland's premium residential properties.

Differentiator

Problem solved

Functional benefit

Brands

• SinkeySisters: A team within (w)here Maui Takes You co-led by sisters Shannon Sinkey and Caitlin Kjemperud, known for their hands-on approach and deep industry knowledge in Maui's luxury real estate market.

Products and services

• Portland Real Estate Services Full-service residential real estate brokerage in the Portland Metro area covering buying, selling, and marketing of luxury estates and investment properties, listed through the Regional Multiple Listing Service (RMLS).
• Maui Real Estate Services Real estate brokerage services in Maui, Hawaii focused on luxury oceanfront estates, vacation homes, and investment properties, affiliated with the REALTORS® Association of Maui for MLS access.
• Property Management

Named customers2 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• REALTORS® Association of MauicoreChannel Partner/ Reseller/ DistributorOfficial affiliated association providing MLS access and professional standards for Maui's real estate professionals. The partnership provides access to the Multiple Listing Service and professional credentials.
• RMLS (Regional Multiple Listing Service)coreChannel Partner/ Reseller/ DistributorPortland Metro area MLS providing property listing data, market statistics, and listing synchronization for the Portland market operations.
• Local Portland Community OrganizationsminorGTM or Marketing PartnerCompany supports numerous local organizations including Ainsworth Elementary, Lincoln High School, Oregon Food Bank, and other community nonprofits for brand goodwill and local connection.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Windermere Real Estate: Major Pacific Northwest regional brokerage with deep Portland Metro presence and significant luxury residential share. Comparable to (w)here Portland in geography, residential brokerage model, and broker-led service delivery.
• Realogics Sotheby's International Realty: Luxury Pacific Northwest Sotheby's affiliate focused on Seattle metro luxury market. Comparable to (w)here Portland in luxury positioning, Sotheby's brand alignment, and premium client base, though operating in a different metro.
• Island Sotheby's International Realty: Hawaii Sotheby's affiliate with the largest luxury brokerage presence across Hawaiian islands including Maui. Comparable to (w)here Maui in luxury oceanfront, estate, and resort-segment focus, and competing for the same high-net-worth buyer pool.
• The Hasson Company: Independent Portland-based luxury real estate firm with strong West Hills and premium segment presence. Closely comparable to (w)here as a local boutique competitor pursuing similar luxury Portland buyer and seller segments.
• Hawaii Life Real Estate Brokers: Largest independent luxury real estate brokerage in Hawaii with deep Maui presence, including Wailea and Makena. Directly comparable to (w)here Maui in luxury oceanfront and high-net-worth client focus, transaction volume, and lifestyle-driven branding.
• Coldwell Banker Island Properties: Hawaii-focused luxury brokerage affiliated with the Coldwell Banker network, with significant Maui operations. Directly comparable to (w)here Maui in luxury island properties, vacation home market, and high-net-worth clientele.
• Cascade Sotheby's International Realty: Premier luxury brokerage serving Portland Metro and central Oregon. Directly comparable to (w)here's Portland operations given shared luxury West Hills / premium residential focus, Sotheby's brand affiliation, and overlap in the planned Central Oregon expansion market.

Broad incumbents

• Compass: National tech-enabled luxury real estate brokerage with growing Pacific Northwest and Hawaii presence. Overlaps with (w)here's luxury residential focus but operates as a much larger, technology- and capital-backed incumbent with proprietary platform investment.
• Luxe Forbes Global Properties: Luxury real estate network affiliated with Forbes, focused on ultra-high-net-worth transactions globally with significant Hawaii and Pacific Northwest footprint. Comparable to (w)here at the top end of the luxury market where transactions routinely exceed $20M.
• Corcoran Pacific Properties: Hawaii luxury affiliate of the Corcoran brand, serving Maui and Oahu luxury markets. Comparable to (w)here Maui in luxury positioning, but operates as a brand-affiliated incumbent with broader national marketing reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks3 records

Key highlights6 records

Customer concentration

• Xx.com/whererealestate
• Facebookfacebook.com/whererealestate
• Instagraminstagram.com/whererealestate/?hl=en
• LinkedInlinkedin.com/company/where-real-estate

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 Where Real Estate