Red Key Realty & Property Management

What Red Key Realty & Property Management does

Red Key Realty & Property Management is a locally owned and operated real estate brokerage and property management firm headquartered in Red Deer, Alberta, serving the Central Alberta corridor including Sylvan Lake, Lacombe, Innisfail, Blackfalds, and Bentley. The company operates two core lines: residential real estate sales (buyer and seller representation through the MLS network) and full-service property management for rental property owners, which encompasses tenant placement, rent collection, maintenance coordination, financial reporting, and eviction processing. A rental listings portal, a Home Evaluation (Comparative Market Analysis) tool, and a mortgage calculator support lead generation, while ancillary services — renovation project management, house sitting, junk removal, and yard care — extend the offering to existing clients.

The underlying technology stack is standard for the Canadian residential brokerage industry: MLS database access, a myRealPage-hosted website with property search and personal home search email alerts, a CMA-based home valuation tool, and a rule-based mortgage calculator. There is no proprietary technology, no AI/ML tooling, and no mobile application. The firm employs approximately 10 staff — including Owner/Broker Laura Henriksen, a Maintenance Manager, Office Manager, Finance Controller, three Property Managers, two Administrative Assistants, and a Receptionist — alongside a roster of licensed REALTORS® (Christina Spence, Julie Dallaire, Nancy Meidinger, Karen Dorval, Peggy Lane, and Pat Christoph). No information is publicly disclosed regarding founding date, incorporation details, revenue, funding, or ownership beyond the indication that the firm is privately and locally owned.

Revenue is generated through three streams: traditional real estate sales commissions on buy/sell transactions, recurring percentage-based fees on approximately 23+ managed rental properties, and rental income from the company's own portfolio of single-family homes, townhouses, condos, and multi-family units. Pricing is not publicly disclosed for commission rates; rental rates range from $950/month for bachelor/one-bedroom units to $1,995/month for larger properties, while for-sale listings span from $127,000 for condos to $1,890,000 for higher-end single-family homes. Go-to-market is sales-led, executed through licensed REALTORS® providing personalized in-person service, supplemented by a digital storefront and multi-channel marketing (website, MLS, social media, email, print, and direct mail).

Name

Red Key Realty & Property Management

Legal name

Red Key Realty & Property Management

Website

https://redkeyproperties.ca

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Red Key Realty & Property Management is a locally owned real estate brokerage and property management firm based in Red Deer, Alberta, serving Central Alberta communities. It provides residential real estate sales, full-service rental property management, a rental listings portal, and ancillary home services including renovations and yard care.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage and Property Management

NAICS

Residential Property Managers (531311), Real Estate Property Managers (53131)

SIC

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

akta.pro primary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

akta.pro secondary industry

Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)

Keywords

• Residential real estate sales
• Property management services
• Rental property listings
• Buyer representation
• Seller representation

Headquarters

HQ city

Red Deer

HQ country

Canada

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 Sales Commissions: Traditional real estate commission-based revenue from buying and selling properties. Agents list properties on MLS and earn commissions on completed transactions. Specific commission rates not disclosed publicly.
2. Property Management Services: Full-service property management for rental properties including tenant placement, rent collection, maintenance coordination, financial reporting, and eviction services. Fees typically a percentage of monthly rent.
3. Rental Income: Revenue from company's own rental property portfolio including single-family homes, townhouses, condos, and multi-family units across Central Alberta.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Red Key Realty & Property Management is a locally owned real estate brokerage and property management firm serving Central Alberta. It provides buyer and seller representation for residential real estate transactions, lists properties on MLS, and offers full-service property management for rental owners covering tenant placement, rent collection, maintenance coordination, financial reporting, and eviction processing. The firm also operates a rental listings portal and delivers ancillary services such as renovations project management, house sitting, junk/recycle removal, and yard care.

Product overview

Red Key Realty & Property Management operates as a locally owned real estate brokerage and property management company serving Central Alberta. The core offering consists of real estate sales services (buyer and seller representation with MLS listings) and full-service property management for rental properties. These are supported by a rental listings portal and complementary tools including a Home Evaluation CMA system and Mortgage Calculator. Additional ancillary services round out the portfolio: Renovations Management, Eviction Services, House Sitting, Junk/Recycle Removal, and Yard Care. The company primarily serves the Red Deer area including nearby communities of Innisfail, Sylvan Lake, Blackfalds, and Lacombe.

Differentiator

Problem solved

Functional benefit

Products and services

• Real Estate Sales Services Full-service residential real estate brokerage for buying and selling properties in Central Alberta, including buyer representation, seller representation, MLS listing services, Comparative Market Analysis-based pricing guidance, and transaction management from search through closing. Targets individual home buyers and sellers across Red Deer, Sylvan Lake, Lacombe, Innisfail, Blackfalds, and Bentley.
• Property Management Full-service property management for rental property owners, including tenant screening and placement, lease management, rent collection, maintenance coordination, financial reporting, and eviction processing. Fees typically charged as a percentage of monthly rent. Targets individual property owners and investors in Central Alberta.
• Rental Listings Portal Searchable rental property listings covering apartments, townhouses, condos, and single-family homes across Red Deer, Innisfail, Sylvan Lake, Blackfalds, and Lacombe. Tenants can browse, contact, and apply; rental rates range from $950 to $1,995 per month depending on size and location.
• Renovations Management Project management service for residential renovation projects ranging from painting to kitchen remodelling and basement finishing. Targets property owners who want turnkey oversight of renovation work without managing contractors themselves.
• Eviction Services End-to-end tenant eviction management for property owners, including preparation of paperwork, court session representation, and coordination with collection agencies. Targets self-managing landlords needing legal-process support.
• House Sitting Property monitoring service in which Red Key staff check on a home while the owner is away for a day, week, month, or several months, with multiple package options. Targets Central Alberta property owners needing temporary property oversight.
• Junk/Recycle Removal Waste removal service using a truck and trailer unit capable of handling construction cleanup, yard waste, and household items. Targets property owners in Central Alberta needing bulk waste removal.
• Yard Care Outdoor property maintenance service covering grass cutting, tree trimming, and snow removal. Targets Central Alberta property owners seeking recurring or seasonal outdoor upkeep.

Quantifiable outcome

• Clients have achieved asking price on property sales

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Emerging players

• FirstService Residential: Large-scale property management company. While primarily focused on condominium and commercial property management, it represents the scaled, institutional model that Red Key's property management arm competes against for landlord clients.
• eXp Realty: Cloud-based brokerage model with no traditional brick-and-mortar offices. Operates in Alberta and pressures traditional brokerages like Red Key on commission structure and technology-enabled agent productivity.

Direct peers

• RE/MAX: Global residential real estate franchise with strong Canadian presence including Central Alberta. Competes with Red Key for the same buyer/seller and rental management clients in Red Deer and surrounding communities.
• Royal LePage: Canada's largest Canadian-owned residential brokerage, actively operating in Alberta. Directly comparable service offering — buyer/seller representation, MLS syndication, and referral network — serving the same household customers.
• Coldwell Banker: International residential brokerage franchise. Competes with Red Key on residential sales and property management representation, leveraging a comparable agent-based service model and MLS exposure.
• Keller Williams Realty: Large North American real estate franchise with a growing Canadian footprint. Uses a similar agent-centric, market-center model and offers comparable buyer/seller services across residential property types.
• Century 21: Global real estate franchise with franchisee offices across Alberta. Provides residential brokerage services using similar MLS-driven, agent-led model and competes head-to-head for listings in mid-sized Alberta markets.
• Better Homes and Gardens Real Estate: Residential real estate franchise offering buyer/seller representation in Canadian markets. Comparable service mix with MLS-driven brokerage model targeting the same household demographic.

Broad incumbents

• HomeServices of America: Large U.S.-headquartered residential real estate holding company with brokerage and ancillary services. Relevant as an example of the multi-service brokerage-plus-property-management operating model that consolidates the fragmented regional broker space.
• Sotheby's International Realty: Global luxury-focused brokerage brand with Canadian affiliate offices. While Red Key handles some higher-priced listings (up to $1.89M CAD), Sotheby's is a broader incumbent in adjacent premium segments.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Red Key Realty & Property Management