What Max Broock Realtors does

Max Broock Realtors is a privately held Michigan-based real estate brokerage founded in 1895 and headquartered in Southfield, MI. The firm provides residential and commercial real estate brokerage services across Michigan through 11 physical offices — Birmingham, Bloomfield Hills, Clarkston, Detroit, Northville, Oxford, Rochester, Royal Oak, Troy, and West Bloomfield — staffed by 318 agents. Its primary customer segment is residential home buyers and sellers in Michigan, with secondary segments in commercial real estate transactions and luxury property clients served through its Luxury Portfolio International (LPI) membership spanning 800+ cities globally.

The company's core product is a property search platform aggregating 55,131+ MLS-listed properties with advanced filtering (architectural style, water features, garage types, heating/cooling), map-based browsing, and a "What's My Home Worth" automated valuation tool. Additional products include monthly housing market reports produced by an in-house research team for Greater Washtenaw, Southeast Michigan, and Northwest Michigan; an agent finder service filterable by office and language; a listing-alert email subscription program; HomeSuite — a one-stop-shop bundling pre-approval and homeowner's insurance referrals; and educational buyer/seller guides. The technology stack is centered on a conventional MLS-integrated listing database with mapping and content marketing; no proprietary AI/ML systems, mobile applications, or public APIs are documented.

Max Broock earns revenue through standard real estate brokerage commissions on residential and commercial transactions, with agents operating under commission splits with the brokerage; pricing is not publicly disclosed. Distribution is direct via local agents and offices, complemented by global reach for luxury listings through LPI and brand credibility through Leading Real Estate Companies of the World. Marketing is primarily organic/SEO-driven through 80+ Michigan community pages, content marketing via monthly housing reports, and email listing alerts. The firm is independently owned with no disclosed venture or private equity backing.

Name

Max Broock Realtors

Legal name

Max Broock

Website

https://maxbroock.com

Company type

Private

Founded year

1895

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Max Broock Realtors is a privately held Michigan real estate brokerage founded in 1895, providing residential and commercial brokerage services via 318 agents across 11 offices, with luxury reach through the Luxury Portfolio International network.

Ownership category

akta.pro rank

Product category

Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (53121), Offices of Real Estate Agents and Brokers (5312)

SIC

Real Estate Agents & Managers (For Others) (6531), Real Estate (6500)

akta.pro primary industry

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

akta.pro secondary industries

Luxury & High-End Residential Brokerage (BPAJAAAC), Tenant Representation & Corporate Services Brokerage (BPAJABAJ)

Keywords

• Residential real estate brokerage
• Commercial real estate services
• Property search platform
• Housing market reports
• Luxury home sales

Headquarters

HQ city

Southfield

HQ country

United States

HQ region

North America

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Real Estate Commission: Standard real estate brokerage commission on residential and commercial property transactions. Agents facilitate home buying and selling, earning commission splits between the brokerage and individual agents.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Max Broock Realtors is a Michigan-based real estate brokerage that facilitates residential and commercial property transactions through a network of 318 agents across 11 office locations. The firm provides property search tools, in-house market research reports, agent matching, pre-approval assistance, homeowner's insurance referrals via its HomeSuite platform, and access to luxury property networks through Luxury Portfolio International.

Product overview

Max Broock Realtors operates as a Michigan-based real estate brokerage offering a comprehensive suite of property transaction services. The core product portfolio centers on a property search platform with map-based and detailed search capabilities, complemented by in-house produced housing market reports for three Michigan regions. The company provides agent matching services, listing alert subscriptions, and educational buyer/seller guides. Property categories include residential, commercial, luxury, lakefront, condos, land, and ranch-style homes. The brokerage operates 318 agents across 11 office locations and is affiliated with Luxury Portfolio International for global luxury property transactions.

Differentiator

Problem solved

Functional benefit

Brands

• HomeSuite: One-stop-shop service platform for home buyers and sellers offering pre-approval, insurance, and related services

Products and services

• Property Search Platform

Quantifiable outcome

• Access to 55,131+ properties through MLS integration
• +1 more outcomes

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

Two partnerships are on record, tiered core and minor.

• Luxury Portfolio InternationalcoreChannel Partner/ Reseller/ DistributorLuxury Portfolio International connects Max Broock with luxury real estate networks across 800+ cities worldwide. This partnership enables the firm to market luxury properties to discerning buyers and sellers globally, with thousands of client introductions and billions in annual sales generated through the network. Max Broock displays the LPI logo prominently on their website and marketing materials, indicating a premium tier partnership for luxury property transactions.
• Leading Real Estate Companies of the WorldminorChannel Partner/ Reseller/ DistributorLeading Real Estate Companies of the World is a global network of independent real estate brokerages. Max Broock's membership provides additional brand credibility and potential referral connections through the network.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Real Estate One: Largest Michigan-based independent real estate brokerage with similar multi-office suburban Detroit presence. Direct overlap in geography, product (residential brokerage), and agent-driven GTM — Max Broock's own website links to Real Estate One Academy, suggesting potential affiliation.
• Howard Hanna Real Estate: Family-owned regional brokerage with strong Michigan and Midwest presence. Directly comparable in size, agent-driven model, residential focus, and luxury segment offering, competing head-to-head in Oakland County submarkets.

Emerging players

• Compass: Tech-forward national brokerage aggressively recruiting agents in Michigan metro areas. Competes for agent talent with higher splits and equity, plus a modern tech platform that contrasts with Max Broock's legacy stack.
• Redfin: Tech-enabled discount brokerage with significant Michigan market share. Competes primarily on seller-side commission savings and consumer-facing technology, pressuring traditional brokerages like Max Broock on listing wins.
• eXp Realty: Cloud-based brokerage with high agent splits and stock-based compensation. Operates a national agent-recruitment model that is actively poaching agents from traditional Michigan brokerages including Max Broock's competitive set.

Broad incumbents

• Coldwell Banker: Established national brokerage franchise with significant Michigan agent count. Competes in residential and luxury segments via its affiliate networks, offering similar commission-based GTM with broader geographic reach.
• Berkshire Hathaway HomeServices: National franchise brokerage with Michigan presence. Comparable residential brokerage offering with strong brand and referral network; competes for both agents and listings across Max Broock's territory.
• Sotheby's International Realty: Global luxury real estate brand with affiliated Michigan offices. Directly comparable to Max Broock's luxury offering and overlapping with Luxury Portfolio International at the high end of the market.

Regional players

• Signature Sotheby's International Realty: Michigan-focused luxury Sotheby's affiliate. Direct competitor in the luxury segment serving the same Oakland County and Ann Arbor HNW buyer pool, with similar international referral leverage.
• Hall & Hunter Realtors: Birmingham, Michigan-based luxury brokerage focused on Oakland County's wealthiest enclaves. Direct competitor in the same Birmingham/Bloomfield Hills micro-market and likely overlap in Luxury Portfolio International membership.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/maxbroock

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 Max Broock Realtors