Keeton & Co. Real Estate

What Keeton & Co. Real Estate does

Keeton & Co. Real Estate is a privately held, founder-led real estate brokerage operating across Central Virginia from its headquarters in Glen Allen, with additional offices in Forest, Charlottesville, and Lynchburg. The company provides residential brokerage services to home buyers and sellers, organized around four core offerings: Traditional Sell (open-market listing), Instant Cash Offer (multi-investor cash solicitation with a 24-hour response), Home Evaluation (an automated online valuation tool), and Exclusive Buyer Agency (buyer-side representation). Customers are individual consumers and households transacting primary residences in Central Virginia; the company reports having served more than 3,000 families over 10+ years and claims the largest volume of five-star Google reviews among Central Virginia real estate companies (1,400+).

The technology stack is conventional brokerage infrastructure rather than a differentiated platform: a website with lead-capture forms, a CRM, transaction management tooling, and automated home evaluation. Operational scale is delivered through a team-based model comprising 106 listed agents supported by inside sales agents, transaction coordinators, and a small leadership team including a COO, Director of Transactions, bookkeeper, and administrative staff. The brokerage partners with New American Funding to provide mortgage pre-qualification referrals for buyers.

Keeton & Co. generates revenue through real estate transaction commissions on both buyer and seller sides, with the brokerage taking a split of agent-generated commissions in exchange for leads, infrastructure, marketing, and back-office support. The seller-side offering includes no upfront costs, no contract terms, and no hidden fees, with the brokerage absorbing signage, photography, and marketing costs until a listing closes. Compensation for inside sales agents is hybrid (base plus commission), while licensed sales associates are commission-only. No external funding rounds, parent companies, or institutional investors are disclosed, and ownership appears concentrated with founder Daniel Keeton.

Name

Keeton & Co. Real Estate

Legal name

Keeton & Co. Real Estate

Website

https://keetonandcompany.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Keeton & Co. Real Estate is a privately held Central Virginia residential brokerage serving individual home buyers and sellers from offices in Glen Allen, Forest, Charlottesville, and Lynchburg via a 106-agent team and a four-product offering spanning traditional listing, instant cash offers, home evaluation, and exclusive buyer agency.

Ownership category

akta.pro rank

Product category

Real Estate Brokerage Services

NAICS

Offices of Real Estate Agents and Brokers (53121)

SIC

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

akta.pro industry

PRIMARYBPAJAAAA

Traditional Residential Brokerage (Existing Homes)

Business & Public Services/Real Estate Services (Brokerage, Property Management)/Residential Real Estate Brokerage

SECONDARYFSAEAJAA

Residential Real Estate Brokerage (Buy/Sell)

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Real Estate Advisory & Brokerage

Keywords

• Real estate brokerage
• Home buying services
• Home selling services
• Buyer agency
• Cash offer home sales

Headquarters

HQ city

Glen Allen

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Real Estate Transaction Commissions: Traditional real estate commission model where agents earn commissions on completed transactions for buyers and sellers. The company provides infrastructure, leads, and support services to agents in exchange for a share of commissions.
2. Seller Services: Traditional sell services with no upfront costs, no contract terms, and no hidden fees. Company covers costs of signage, photography, and ongoing marketing.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Keeton & Co. Real Estate is a Central Virginia residential real estate brokerage that represents home sellers via Traditional Sell listings and Instant Cash Offers, represents home buyers via Exclusive Buyer Agency, and provides automated Home Evaluations. The brokerage delivers these services through a team of 106 agents supported by inside sales agents, transaction coordinators, and three physical offices in Glen Allen, Forest, and Charlottesville.

Product overview

Keeton & Co. Real Estate operates as a Central Virginia real estate brokerage offering four interconnected service offerings: Traditional Sell for sellers seeking maximum price through open-market listing; Instant Cash Offer for sellers needing fast transactions without traditional listing processes; Home Evaluation for property valuation inquiries; and Exclusive Buyer Agency for homebuyers seeking professional representation. The company serves multiple Virginia locations including Glen Allen, Forest, Charlottesville, and Lynchburg with a team of over 100 agents.

Differentiator

Problem solved

Functional benefit

Products and services

• Traditional Sell Traditional real estate listing service where Keeton & Co. agents market properties on the open market to secure top dollar for sellers through professional photography, staging, signage, and marketing campaigns. The company covers all upfront listing costs and is paid only when the listing sells.
• Instant Cash Offer Service that solicits multiple cash offers from investors on behalf of homeowners seeking a fast sale without coordinating showings, making repairs, or paying traditional real estate commissions. Promises initial cash offers within 24 hours and text response within 5 minutes.
• Home Evaluation Automated online tool that provides homeowners with estimated property values based on address, bedrooms, bathrooms, and home condition inputs. Used as a lead-capture and qualification mechanism for sellers not yet ready to list.
• Exclusive Buyer Agency Buyer representation service providing end-to-end guidance through the home purchasing process including initial consultation, lender pre-qualification, home viewing, offer negotiation, and closing organization. Ensures loyal representation for buyers in Central Virginia.

Quantifiable outcome

• 3000+ families served
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• New American FundingminorGTM or Marketing PartnerReferral partnership for mortgage pre-qualification services. Keeton & Co. directs home buyers to New American Funding for loan pre-qualification, creating a streamlined home buying experience for clients.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Redfin: Tech-enabled brokerage offering lower-commission and rebate models in many Virginia markets. Represents the discount/disruption flank of the brokerage industry that threatens traditional full-commission models like Keeton's.

Direct peers

• Samson Properties: Virginia-headquartered residential brokerage with strong concentration in Northern Virginia and surrounding metros; comparable team-based structure and direct overlap in the Mid-Atlantic buyer/seller market.
• RE/MAX: Global residential brokerage franchise with strong agent-driven brand recognition across Virginia; directly competes for the same buyer and seller clients in Keeton's Central Virginia footprint.
• Compass: Tech-forward national brokerage that has expanded into Virginia suburbs with heavy investment in agent tools and marketing; a key competitive threat for agent talent and seller-side mandates.
• Keller Williams Realty: The largest team-based residential brokerage in the U.S., with a market-center model very similar to Keeton's structure of agent teams supported by shared infrastructure, training, and technology.
• eXp Realty: Cloud-based residential brokerage model that competes aggressively for agent recruitment with low-fee structures; directly relevant as Keeton's commission-split model is benchmarked against eXp's offer.
• Better Homes and Gardens Real Estate: Network-affiliated residential brokerage with active Virginia agents. Comparable in offering traditional listing, buyer agency, and valuation tools to home buyers and sellers.
• Berkshire Hathaway HomeServices: National residential brokerage brand with franchise offices in Virginia. Competes for the same high-touch seller and buyer clientele that Keeton targets in the Central Virginia region.
• Coldwell Banker: Established national residential brokerage with active agents throughout Virginia. Comparable in its mix of traditional listing, buyer representation, and local-office distributed model.
• Long & Foster Real Estate: Large Mid-Atlantic residential brokerage with deep Virginia presence across Richmond, Charlottesville, and surrounding markets. Closest direct competitor to Keeton in terms of regional geography and traditional team-based brokerage model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/keetonandcompany
• LinkedInlinkedin.com/company/keeton-co-real-estate

Compliance1 record

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 Keeton & Co. Real Estate