Better Homes & Gardens - Young & Company

What Better Homes & Gardens - Young & Company does

Better Homes & Gardens - Young & Company is a privately held, full-service residential real estate brokerage operating as a franchise of the Better Homes & Gardens brand in the Upstate South Carolina market, primarily Spartanburg and Greenville counties. The firm was founded in 1982 (a source in the firmographics feed states 1976; the company-history record of 1982 is treated as the more specific first-party reference) and has been active in the region for over 40 years, with 51-100 employees including licensed real estate agents who provide buyer-side representation, seller-side representation, and home financing guidance to individual consumers and small-scale property investors. Its service area spans the ten counties of Upstate South Carolina, home to more than 1.37 million residents, and operations are centered at a single headquarters on Warren H. Abernathy Highway in Spartanburg.

The technology stack is built on an IDX-powered consumer website (betterhomesupstate.com) using the Real Geeks platform, integrating MLS data from the Greater Greenville Association of REALTORS with tools including advanced property search, interactive map search, foreclosure search, condo search, sold-property search, MLS-number search, address search, and a free home valuation tool. Virtual home tour support is delivered through embedded YouTube video, and an AI-powered chatbot handles account inquiries, payments, and general questions. Lead management runs on the CINC real estate CRM, with marketing analytics layered on via Google Analytics, Microsoft Clarity, Meta Pixel, and Fullstory. Distribution is sales-led, with agents conducting direct in-person representation while digital channels (SEO, blog, Facebook, market-report lead capture, and newsletter) feed top-of-funnel demand.

The revenue model is overwhelmingly transaction-fee based: the firm earns commissions on both buyer-side and seller-side representation in residential real estate closings, supplemented by potential referral fees from mortgage lender partnerships offered through the home financing service line. Commission rates are individually negotiated and not publicly disclosed, and there is no public disclosure of transaction volume, GCI, or net brokerage revenue. The business operates entirely within a single domestic U.S. market with no international footprint, and there is no disclosed M&A, funding, or external ownership event in the source data.

Name

Better Homes & Gardens - Young & Company

Legal name

Better Homes and Gardens Young and Company

Website

https://betterhomesupstate.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

51–100 employees

Short description

Better Homes & Gardens - Young & Company is a privately held residential real estate brokerage and Better Homes & Gardens franchise serving Spartanburg and Greenville, South Carolina. The firm provides buyer and seller representation, an IDX-powered property search platform, and related transaction services with 51-100 employees.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (531210), Offices of Real Estate Agents and Brokers (53121)

SIC

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

akta.pro primary industry

Residential Real Estate Brokerage (Buy/Sell) (FSAEAJAA)

akta.pro secondary industries

Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE), New Construction & Builder Sales (BPAJAAAB)

Keywords

• Residential real estate brokerage
• Home buying services
• Home selling services
• MLS property search
• Real estate agent services

Headquarters

HQ city

Spartanburg

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, Technology or R&D, Infrastructure

Revenue model

1. Buyer's Agent Commission: The company earns commission when its agents represent buyers in purchasing a home. Commission is typically a percentage of the sale price, split between the buyer's agent and seller's agent through the total transaction commission.
2. Seller's Agent Commission: The company earns commission when its agents represent sellers in listing and selling their home. Commission is typically a percentage of the sale price paid by the seller.
3. Home Financing Services: The company offers home financing guidance and assistance as part of its services, potentially generating referral fees from mortgage lender partnerships.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Better Homes & Gardens - Young & Company is a full-service real estate brokerage operating as a franchise of the Better Homes & Gardens brand, providing residential home buying and selling representation, MLS property search, home valuation, and home financing guidance to consumers in Spartanburg and Greenville counties in Upstate South Carolina. The firm earns revenue primarily through buyer-side and seller-side real estate commissions on closed transactions.

Product overview

Better Homes & Gardens - Young & Company is a full-service real estate brokerage operating as a franchise of the Better Homes & Gardens brand. The company offers a unified platform through betterhomesupstate.com featuring MLS property search, advanced search tools, foreclosure search, interactive map search, home valuation services, and mortgage calculators. The core offerings include residential buying and selling services across Spartanburg and Greenville counties in Upstate South Carolina. The platform is powered by Real Geeks IDX technology providing the search infrastructure, while the company differentiates through its 40+ years of local market experience and Better Homes & Gardens brand affiliation.

Differentiator

Problem solved

Functional benefit

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability4 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• Better Homes & Gardens Brand (Franchise)coreChannel Partner/ Reseller/ DistributorThe company operates as a Better Homes & Gardens franchise, providing national brand recognition, marketing resources, and brand standards. The affiliation allows access to Better Homes & Gardens marketing materials, brand identity, and referral network.
• Multiple Listing Service of Greenville, SCcoreTechnology or IntegrationThe company participates in the Multiple Listing Service of Greenville, SC, Inc. Internet Data Exchange (IDX), which provides access to comprehensive property listings and ensures broad distribution of their clients' property listings to all MLS participants.
• Greater Greenville Association of REALTORScoreTechnology or IntegrationThe MLS data provider, whose listings are displayed on the company's website through IDX agreements. All listing information is deemed reliable but not guaranteed.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Compass: National tech-forward brokerage reshaping commission expectations and agent economics; adjacent competitive threat to traditional Upstate SC brokerages.
• Redfin: Tech-enabled brokerage with national scale and lower-fee models; a structural competitor reshaping commission economics in markets adjacent to BHG Young & Company.

Direct peers

• Berkshire Hathaway HomeServices: National franchise brokerage competing for the same residential buyer/seller relationships across the Carolinas with comparable full-service positioning.
• RE/MAX (Upstate SC): National franchise brokerage with multiple offices across the Spartanburg/Greenville market; directly competes for the same residential buyer/seller relationships.
• Coldwell Banker Caine (Spartanburg/Greenville): Direct local competitor serving the same Spartanburg and Greenville markets with residential brokerage services; already appears as a co-listing partner. Comparable regional full-service brokerage model.
• Century 21 (Upstate SC): Competing national franchise brokerage with agents serving Spartanburg/Greenville; directly comparable residential brokerage offering.
• Howard Hanna Real Estate (Greenville): Large regional/national brokerage with Greenville SC presence; full-service buyer/seller representation directly comparable to BHG Young & Company.
• North Group Real Estate: Direct local competitor; co-listing partner of BHG Young & Company in the Spartanburg market, indicating parallel residential brokerage positioning.
• Keller Williams Realty (Upstate SC): National franchise brokerage with significant agent presence in the Upstate SC region; competes head-to-head for buyer and seller representation with a similar full-service model.

Emerging players

• eXp Realty: Cloud-based brokerage model with low overhead and aggressive commission splits; increasingly luring agents away from traditional regional firms like BHG Young & Company.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BetterHomesAndGardensYoungCompany
• LinkedInlinkedin.com/company/better-homes-and-gardens-young-co

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 & Gardens - Young & Company